by purplegator20 | Sep 26, 2020
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.
by purplegator20 | Sep 20, 2020
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.