Digital driver recruitment requires a lot of moving parts all working towards the same goal. One of those moving parts is remarketing. Done properly, remarketing is a key component to increasing the number of driver applications generated by a digital recruitment campaign. Read to learn about remarketing: what it is, how it works, and why you need it.
What is Remarketing?
Have you ever visited a website, left without making any purchases, and then while scrolling through social media an ad for the site you just visited pops up? That is Remarketing.
Using a remarketing platform enables companies to show targeted ads to people who have visited their site previously.
For example, drivers that visit your company site will see your ads browsing other websites, watching YouTube videos, or reading the news.
Think of remarketing as a second chance for drivers to apply to work for your company.
How Does Remarketing Work?
The driver experience flow is straightforward:
- Driver visits your website or consumes your brand’s content
- That driver is now tagged with a cookie and added to a remarketing list
- Ads are shown to drivers on the list while they scroll the web
Adding remarketing advertisements is also a simple process:
- Setup an account on Google Ads (the Driveteks’ recommended tool) and get the remarketing tag. The remarketing tag is a piece of HTML code you copy and paste into the body of all landing pages on your site.
- Collect a list of drivers that have visited your site. The HTML code will automatically start collecting the cookies of everyone who visits the site.
- Create the content you need to advertise to potential drivers (images, videos, graphics, etc.).
- Launch the campaign. Set your budget within Google Ads, and once you officially launch Google will send your ads out to everyone on the list.
Why You Need to Start Remarketing
As mentioned earlier, remarketing gives drivers a second chance to visit your site and apply. Remarketing is a reminder to the driver that they showed interest in your company.
According to Drive My Way, the average driver has at least 8 touch points with a company before taking actionable steps toward employment. Remarketing is an easy way to get one of those touch points. Your ad will reach them at an unexpected time and prompt them to reach out.
Without remarketing, drivers that visit your site will often forget about your company. This will happen no matter how great your site/ company is.
Remarketing is not going to be the reason a driver applies to work for you. Remarketing is the reminder that gets drivers thinking about all reasons they want to work for your company.
Any digital driver recruitment campaign that does not include remarketing is incomplete. No matter how strong your site design, call to action, or job offer is, drivers that visit your site need that reminder to go back and apply.