You may have heard of retargeting advertising as a hot tool for attracting customers, but retargeting is now one of the most effective means to recruit qualified truck drivers for your company.
Recruiters are beginning to realize that they must implement digital marketing to recruit truck drivers, and retargeting has proven to be one of the most useful tools in digital driver hire.
Below is a list of questions and answers to help you better understand what retargeting is and the positive impact it can have on your company when it comes to driver hire.
What is retargeting?
Retargeting is the practice of serving display ads based on user’s prior engagement with your site. While there is more than one form of this technology, the most frequently used is site-based retargeting. Other forms include search retargeting, email retargeting, and CRM retargeting.
Site-based retargeting is the practice of serving display ads to people after they visit your site without taking any action. These display ads appear on a variety of other sites around the web, keeping your employer brand in front of your bounced site visitors in an attempt to bring them back.
Can you explain why retargeting is important to recruit truck drivers?
Retargeting is essential for recruiters and employers because it helps them keep their brand top of mind for passive candidates and allows them to tell a story about their employer brand.
What pain and urgency does retargeting help solve for recruiters?
Retargeting helps recruiters stay in front of passive candidates and increases application completion rates, not only for general recruitment but also driver hire.
Is retargeting another argument for recruiters to focus more on their own careers pages than external job boards?
Job boards can be a great way to find candidates, but you have less control over the candidate experience, and it does remove the possibility of retargeting.
Can you retarget candidates through Facebook?
Through the Facebook Exchange, which launched last summer, employers can now serve ads on Facebook to candidates that previously visited their career site or engaged with their employer brand online.
What’s the most useful metric to consider for retargeting candidates?
Generally speaking, the most useful metrics to consider are click-through rates versus your other display campaigns and application completion rates.
Want to learn more about retargeting?
Contact KJ Media today or call us at 800-620-9967.