2020 R&R Conference: February 19-21, 2020 | JW Marriott Nashville | REGISTER TODAY
We take the challenges carriers face in recruiting and retention, and provide solutions through strategy and creative ideas that get the job done.
Cardinal Logistics, a 100% dedicated carrier, received a new block of business which required 150 drivers to be hired in 17 different locations. Conversion was tasked with accompllishing this recruitment goal within three months.
Conversion analyzed each of the carrier's markets to develop a comprehensive marketing approach. The strategy focused on direct leads using Google Display advertising, search engine marketing, social advertising and marketing, job boards, and performance marketing campaigns.
After one month of advertising, the carrier was able to fill their needs in 16 of the 17 locations (or 88% of total need), with the remaining need filled within two months.
USA Truck, a 1,700+-truck carrier, had a goal to increase weekly hires by an average of 12 per week to fill a large shipment of new trucks as well as promote a new pay package. Conversion Interactive was given a six-week window to accomplish this task while continuing to build the company’s brand and improve name recognition.
Conversion created an aggressive ramp-up plan to achieve these goals that included a variety of targeted strategies. On social marketing, Conversion instituted a robust daily strategy across multiple channels featuring stories, live announcements, photos, Instagrids and sponsored content. For social advertising, we incorporated video and new creative work for a cross-platform demographic and geotargeted campaign with remarketing. Conversion added social monitoring to respond to comments and leads that resulted from the social media campaigns. Digital media was used to enhance USA Truck’s search engine marketing presence on both tier 1 and tier 2 search engines and direct marketing was used to implement a lead nurturing and database mining campaign to internal and vendor databases via calls, emails, and texts. Conversion secured a CEO Spotlight segment on Sirius Radio to promote the company’s changes and new opportunities while public relations efforts launched press releases and secured media coverage in industry media sources. Finally, Conversion utilized the services of Professional Driver Agency to employ a no-show program to follow up on drivers that did not attend orientation as expected.
USA Truck exceeded their hiring goal by 8 hires per week during the ramp-up period.
Expand fleet in an extremely tough driver market by 8 drivers to fill solo positions quickly.
Conversion quickly implemented a tactical marketing plan to engage and attract drivers in the hiring area for the new positions. This included a face-to- face hiring event that provided leads before the event, engagement with potential hires leading up to the event, and post-event communication with driver candidates.
The new fleet in the difficult market was staffed with 8 drivers in less than two weeks, and the fleet continues to grow.
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