Digital driver recruitment campaigns have four main disciplines that need to be satisfied in order to have positive results. There is data analytics, paid media, interaction with drivers, and content creation. Here is a list of tools to help you in each category.
Data Analytics to Provide Key Insights
Capturing data and using a platform to visualize the data will help keep the campaign efficient. These tools will enable you to make the smartest decisions.
Adding Google Analytics’ tracking code to your site will provide endless insites. You can see things like how people arrived at your site, what demographic visits your site the most, what people do once they get to your site, and much more.
All of this data will show you what type of content you need to be producing, where you need to publish it, and what areas you need to ignore. For example, if Analytics shows that LinkedIn ads are driving little site traffic then it would be wise to stop paying for the ads.
If you have never used Google Analytics before, read this article from Hubspot.
Search engine optimization is one of the least understood forms of marketing. MOZ’ goal is to simplify SEO through their software, education, and community.
Without MOZ, or any tool like it, SEO would be nearly impossible. MOZ’ tools will provide data on how many times a keyphrase is looked up, who links back to you, and your competition’s SEO statistics.
Using MOZ will allow you to rank for highly searched keywords and develop organic traffic to your site.
Paid Media For High Exposure
Digital campaigns are not free. You are going to need to pay to get your advertisement in front of the eyes of potential drivers. Here are the best platforms to do so.
Google Ads will place your site at the top of the page when people search specific phrases. You pay based on how many people click on the ad.
Another great thing with Google Ads is that you can set a budget. Once the total cost nears the budget limit you set, Google will take down your ad to avoid over charging you.
Through Google Ads you will also be able to set up display remarketing campaigns. Any driver who visits your site will automatically see your display ads on other sites.
Facebook is by far the most popular social media platform amongst drivers. You can reach the drivers by interacting in groups, but Facebook Ads exposes your company even more.
Paying for Facebook Ads will display your job advertisement on the driver’s screen when there is no other competition.
Also, through Facebook Ads you can advertise on Instagram (a Facebook owned company).
Managing postings and job board purchases across multiple sites is a difficult task. That is where Job Store from Tenstreet comes into play.
The Tenstreet Job Store aggregates all of their job board partners into one place for easy access. This makes it much easier to keep track of all your job board purchases and find which boards are the most effective.
Using the Job Store is free!
Interact With Drivers and Sell Them on Your Company
Interacting with drivers online is a great way to share your company’s voice with potential hires. Show your personality through social media and direct messaging.
Tenstreet provides a virtual recruiter that nurtures every application when they are hot. Right after a driver submits an application they receive a personalized email.
After the driver receives the initial email, they will receive a series of timed messages over the next few days. The best part is that the messages are sent automatically.
Drip Marketing is a great tool for email campaigns. You get to design your emails with your branding.
This tool is different from the Job Board Scrubber because it sends emails to a list that you built, not just drivers who recently applied. With this tool you can stay in touch with drivers that showed interest a while ago, former drivers, and anyone else who gave their email.
Without a tool like Hootsuite, regularly posting on social media is challenging. Hootsuite allows you to plan posts out in advance, and then the app automatically posts for you.
Take two hours of your day and you can have social media posts lined up for an entire campaign.
Drivers will look over your social media accounts when they consider working for you. It is important to post regularly to show off how great the company is.
Professional Content Makes a Lasting Impression
Creating content is time consuming and a challenge, especially if you are not a trained designer. Luckily, there is Canva.
Canva comes with thousands of templates to choose from. You can make anything from flyers, to business cards, to social media posts, etc. in minutes. They all look professional too!
In addition to making design easy, the site provides an abundance of learning resources. Use the site to take your design skills to the next level.
Data analytics, paid media, driver interaction, and content creation are all necessary for a successful recruitment campaign. Without the right tools it is much harder to thrive in each of those areas. Use the tools above to succeed at digital driver recruitment.