Finding Quality Drivers for a Top 10 Carrier

Client:

• A carrier with more than 5,000 trucks and 13,000 employees and independent contractors. They rank in the top 10 of Commercial Carrier Journal’s Top 250.

Challenge:

• The client wanted us to help them recruit experienced drivers, students, and owner-operators to meet the demand of their rising freight volume

Solution:

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Media Services:

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• Digital: The client, using many types of drivers and working in many types of haul, used our entire suite of online recruiting networks. With so many drivers owning smartphones, they listed their job openings along with display banners on our mobile network.

• 60+ Recruiting Sites

• Strong Mobile Presence

• Print: Because print is still the number one source of information for drivers, The client ran ads in 10 of our digest books. With our exclusive truck stop distribution to 700+ premium travel centers, print advertising kept them top-of-mind for active drivers.

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• 10 Digest Books

• Events: To further raise brand awareness and facilitate interaction with drivers, the client participated and sponsored several Randall-Reilly events.  They had booths at both the Great American Trucking Show and Great West Truck Show. They sponsored our Trucking’s Top Rookie award and had many of their drivers participate in Overdrive’s Pride and Polish.

• Booths and Sponsorships at GATS and GWTS

• Sponsorship of Trucking’s Top Rookie

• Driver Participation in Pride and Polish

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Marketing Services

• Custom Publication: The client used our 16 page single sponsorship option to target Military and Student drivers. This format allowed them to communicate their message without the distraction of other competitors.

• 16 Page Single Sponsorship Digest

• PPC: The client used Randall-Reilly as their primary vendor for their search engine marketing.

• Remarketing: A remarketing campaign was executed, displaying to the visitors of our websites

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Results:

By using a well balanced campaign of both media and marketing services, our client was able to make many impressions through paid media, and engage drivers on a one-to-one basis through owned media and event interaction. We helped them secure quality applications that led to quality hires. They are so satisfied with their results, they have continued to shift their recruiting dollars to Recruiting Media products and services in 2013.

• Raised Brand Awareness

• More Applications Filed

• More Quality Drivers