Case Study - Truck Driver RecruitmentHow to Hire Truck Drivers
Driving Home Candidates for O’Reilly Auto Parts
Starting The Engines
O’Reilly Auto Parts is a dominant supplier of auto parts with over 5,400 stores in 47 states. With so many stores across the United States, and the need to transport auto parts daily, O’Reilly Auto Parts is in need of a constant influx of truck driver applicants. After failing to see consistent results with traditional advertising efforts, the company sought out our unique truck driver recruitment plan for a fresh new recruiting effort.
Checking The Mirrors
Finding qualified applicants for 5,400 stores isn’t an easy task, especially when using outdated mediums like flyers and newspaper ads to search for route drivers. One of the biggest challenges O’Reilly faced was finding qualified applicants. As required by the company, all route drivers must be HAZMAT certified, which allows employees to transport potentially hazardous materials such as car batteries. O’Reilly Auto Parts found that most of the applicants coming from traditional job boards did not have this important prerequisite. Additionally, the traditional job boards it was using were unable to reach passive job seekers and talent acquisition personnel spent a large amount of time screening resumes of applicants who did not meet specific requirements. Moreover, the company found these traditional leads were hard to track.
Putting Into Gear
Purplegator created mobile, desktop, and social media ad sets based on a specific criterion laid out by O’Reilly Auto Parts. At the onset of the relationship, the ads used geo targeting in the Des Moines, Iowa area and targeted specific job titles, relevant experience, interests, industries, and demographics. More specifically, the gators intended to reach the male demographic with an interest in sports. Using this criterion, we saw the most success on the ESPN app, with Facebook being a close second.
The ad sets clearly outlined that all applicants must have a CDL class A license and HAZMAT certification. By including this information on the landing page, the amount of unqualified job seekers shrunk. After clicking or tapping on the advertisements, candidates were led to a customized landing page where the requirements were plainly summarized.
The social media aspect of the campaign made sharing the ads with others almost effortless. Those who were not actively looking for a job in the transportation industry could easily tag a colleague or forward the information to someone who might be interested in the post.
After running the initial campaign in Des Moines for 6 weeks, O’Reilly Auto Parts enjoyed such great success that it asked us to run a similar campaign in their Boston, Atlanta, and Seattle locations. In these three cities, O’Reilly Auto Parts received 538 qualified applicants to fill over 25 positions within these three company distribution centers.
It all started in Des Moines, and now Purplegator plays a major role in the truck driver recruiting campaigns that O’Reilly Auto Parts runs in its 27 distribution centers. The company knows that it can count on Purplegator to find it qualified drivers quickly, sometimes as early as the same day.