Case Study - G&P TruckingTransporting Talent
G&P Trucking is an international logistics company that provides innovative supply chain solutions. With operations located across the southern United States and Mexico, G&P is constantly looking to hire truck drivers. After failing to see consistent results with traditional recruitment advertising efforts, the company sought out our mobile marketing experts for a fresh new recruiting effort.
Putting It In Drive
Finding qualified applicants for an international company with multiple locations is not an easy task. One of the biggest challenges G&P faced was finding qualified truck driver candidates that had active CDL-A licenses. Prior to contacting us, G&P used CraigsList.com, weekend newspapers and local cable stations to seek out new employees. G&P found that most of the applicants it reached with these traditional advertising methods were simply not qualified. Not only did traditional recruitment methods fail to locate qualified talent, they were time consuming and results were very difficult to track.
Many candidates that G&P wanted to reach were drivers who were already employed by competing companies. Its ideal target audience was often away from home and they could not be found on LinkedIn. Reaching passive job seekers presented a unique challenge, so we worked with G&P to create mobile web, desktop web, mobile in-app, and social media ads. Advertisements connected to landing pages which clearly identified prerequisites for applying such as needing a CDL-A license, thereby reducing the number of unqualified leads. Candidates were automatically forwarded to G&P in real time, thus allowing the employer to immediately follow up with candidates to schedule interviews. The ads used geo-targeting and targeted specific job titles, relevant experience, interests, industries, and demographics. Third party data identified drivers’ mobile devices that were at specific locations such truck stops and competing trucking companies.
Enjoying The Ride
The social aspect of this particular campaign was a large part of its success, as the ads showed up in the Facebook news feed. Even when the consumer wasn’t interested in the job, there often was still a benefit. That’s because social media allows for easy sharing of the ads to colleagues that may be interested in the job. Hundreds of people also visited the company’s website, liked the company’s Facebook page, and commented on their positive experience of working there.
In just the first two months, Purplegator delivered 201 qualified applicants for G&P to interview.
Truck driver recruitment is one of the primary vertical markets that Purplegator works with. If your business needs drivers, we know how to find them so you can fill all of your trucks with qualfied truckers and keep your cargo moving.