Case Study: Proven Effective Social Recruiting Campaign

KJ Media Customer: National Delivery Service Company operating in 93 Cities.

Driver Target: Owner Operators, Company Drivers

Before launching a Social Recruiting Campaign, Company A invested in traditional forms of advertising, including: radio, billboards, newspapers, Craigslist, and some job boards.

They found that radio and billboards were exceedingly costly and measuring an accurate ROI was a challenge. Depending on what area of the country you place a billboard ad, the cost can range from $1,500 to $30,000 for four weeks. This cost does not include set-up costs for the physical billboard. The bigger the city, the bigger the cost.

When it comes to radio, depending on the location, costs can range from $2500-$25000 monthly. Newspaper and print, while not entirely dead, leaves no question that the number of readers has declined due to advancements in technology. Again, measuring an ROI on these methods can be costly. Craigslist has been a saving grace for many years in the industry. Low cost, high return and measurable (depending on a company’s internal recruiting process).

However, since Craigslist has shown the most results when recruiting drivers, it has become inundated with trucking job posts and limits getting your company’s message across standing out among your competition. While some job boards had shown results, there wasn’t a specific organized strategy to tap into active and inactive job seekers online.

By implementing social media, email marketing and driver recruitment or lead targeting pages, the company tripled its monthly hires and are now able to measure their ROI.

Within six months, here are the results:

Company A grew a Fan Base of 6,790 (All fans were targeted through Facebook AD Targeting Tool) allowing them to target specifically to the type of driver they were hiring.

Company A Received over 800 leads in targeted regions with a lead to hire ratio of 35%.

They were able to, and continue to, tap into the market of Professional Truck Drivers that are not only actively seeking employment, but those who are passively seeking employment which leads to an increase in the quality of each hire.

Do you have an effective Social Recruiting Campaign? If not, Contact KJ Media today to learn more.

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