How to Recruit Drivers Through SOCIAL MEDIA. A original publication of

Transcription

1 How to Recruit Drivers Through SOCIAL MEDIA A original publication of

2 Introduction Do you want more function and flare on your social media sites? Would you like to recruit more drivers through social media but not exactly sure where to start? You may understand that social media marketing is important in the recruitment process, but how do you effectively utilize this advertising platform? The Hightower Agency is here to help. Your company s social media presence affects your website, marketing, lead generation and brand awareness. Social media is ever changing and evolving, and it s crucial to be in the know. This e-book from the Hightower Agency will deliver easy tips and tricks on ways you can improve your driver recruitment strategy on social media. Now let s get started! Contents Introduction Facebook - 1 Twitter - 5 LinkedIn - 7 Google+ - 9 YouTube - 12 Instagram - 15 Conclusion - 18 About Us - 19

3 Facebook Visit our Facebook page, and give us a like! It s the largest social media network in the world. If your trucking company isn t on it yet, it s time to join! Businesses see the impact of Facebook in terms of lead generation, referral traffic, and revenue. In 2014, an investment in Facebook will become a necessity, not a luxury. With 1 billion users on this social media platform, it s evident your business needs to be there, too. It s a place where potential drivers will learn about your company, interact with your brand, apply for jobs, read reviews, view photos, videos, find contact information and much more. Recruiting Drivers through Social Media 1

4 Once you create your Facebook page and it s looking pretty, how can you fully utilize it to recruit drivers? Here are some ideas you can post about on Facebook: Company Background Company News Recruitment Information Photos of Trucks Photos of Employees Employee News Awards Company Videos Current Events Articles Anything Trucking-Related But there s more than simply posting to your Facebook wall as a business; you need to incorporate Customized Facebook Applications. A: To recruit drivers on Facebook, you need to post relevant and valuable content for potential drivers. What do they want to see? What do they want to know about your company? How do you effectively engage your followers? All of these questions are crucial to your driver recruitment strategy for Facebook. Post the right content at the right time Build Customized Facebook Applications Recruiting Drivers through Social Media 2

5 Here are the Top 5 Must-Have Apps for your Truck Driver Recruitment Facebook Page: 1. Jobs/Work For Us/Apply Now If your main goal is to use your Facebook page as a recruiting tool, than this is a must! Your Facebook page should have a place where potential drivers can view and apply for available jobs. The application, or tab, should also include a sign up for job alerts so users can be alerted when a position is available. 2. Welcome A Welcome Facebook app is a great place to tell a little bit about your company and give helpful information. You could include an overview of the company, slogans, contact information and even a video. 3. Videos If you have company videos, use em! Videos are an interactive way to get potential drivers interested in your company and learn more. 4. Twitter With 500 million Twitter users, you can t afford to sit it out (odds are fairly high that your competition is there.) If you re on Twitter, why not let your Facebook fans know about it? 5. Sign Up This is a great call to action. Your goal is to get contact information from potential drivers so you can inform them on job alerts, company news, and ultimately let them know why they should become a part of your team. These spaces are saved for Facebook Tabs. Use an existing one from Facebook s library, or create your own! You have a plan for posting content and what Facebook applications your page should have. How do you get more fans to follow your page and see of all of this wonderfulness? Recruiting Drivers through Social Media 3

6 FACEBOOK ADS Facebook ads are a great way to build up your fan base. You can pay for sponsored stories to show up in potential drivers News Feed which is definitely an option for any business on Facebook, but The Hightower Agency is going to tell you 15 ways to get more likes on your Facebook Page organically: 1. Add a Facebook icon to your website 2. Blog about it 3. Add your Facebook link to your signature 4. Make sure you have a vanity URL 5. Add your Facebook URL to your business cards 6. Add a like box to your website or blog 7. Send out an blast announcing your Facebook page 8. Put your fan page URL on your Twitter profile background 9. Use Facebook s Build Your Audience feature 10. Announce your Facebook page on other types of traditional media 11. Ask your Twitter followers to join your fan page 12. Put a link on your personal Facebook profile 13. Add your Facebook link to YouTube videos 14. Tag other popular pages with a large fan base 15. Keep your page worth visiting - People will be more inclined to keep visiting and sharing your content if you maintain regular and interesting content Recruiting Drivers through Social Media 4

7 Twitter Follow Hightower on Twitter for trucking related news and tips! You can send some powerful messages in 140 characters or less (which is Twitter s limited character amount for any tweet.) With an average of 500 million tweets sent per day, it s essential to be a part of this social network. The country is going mobile and Twitter is one of the most popular downloaded apps. It s perfect for sending out short bits of information to potential drivers. If you have a lot of relevant and engaging content, you want people to see it. Not only can you promote your Twitter account through marketing and researching and following other users that are interested in trucking, but you can also promote your tweets. Recruiting Drivers through Social Media 5

8 Once you create your Facebook page and it s looking pretty, What Are Promoted Tweets? A: Promoted Tweets are ordinary Tweets Promoted Tweets show up in your purchased by advertisers Twitter home page and Twitter feed who want to reach a wider and are labeled as Promoted when group of users. an advertiser is paying for their placement on Twitter. In every other respect, Promoted Tweets act just like regular Tweets and can be retweeted, replied to, favorited and more. With Promoted Tweets, you can place the right content in front of the right audience at the right time. Because Promoted Tweets are regular Tweets with the added bonus that they can reach more people who are interested in driving for your company, they should be used to place your best content at the right time in front of the audience that matters to you. You can drive website traffic by tweeting your recruitment website page where drivers can fill out their information. You never know when a potential driver could be scrolling through their Twitter feed and stumble upon it! Set your budget, target your audience and let your Promoted Tweets roll out. Recruiting Drivers through Social Media 6

9 Linkedin We re also on LinkedIn! Check us out. Are you seeking truck drivers for your company? Are you looking for great ways to recruit drivers? If you haven t heard, LinkedIn has a new tool that can help you tremendously! LinkedIn Recruiter Mobile is a mobile app that helps recruiters interact with candidates when they re out and about. This is big for trucking companies! Recruiting Drivers through Social Media 7

10 LinkedIn has 238 million members. You re bound to find potential drivers through this social network. LinkedIn has made it easy for anyone to visit the site from mobile devices (like smartphones and tablets) to search, discover and apply for trucking jobs. According to LinkedIn, about 33% of members visit LinkedIn from mobile and more than 30% of LinkedIn job views come from mobile. So go ahead, download the recruiter app so while you re out and about, you can still be recruiting! Potential drivers can search, discover and apply for trucking jobs at their fingertips. While they re applying, you can also be recruited through LinkedIn s Recruiter Mobile App. Recruiting Drivers through Social Media 8

11 google+ New to Google+? Check out our page to see what it s all about! If you re a trucking company and need help recruiting drivers, there s a huge reason why your company should be on Google Plus -- it s owned by Google and Google intends to deeply integrate it into their search engine. It s the largest and most-used search engine, by far. So the fact that Google owns Google Plus and has included features of Google Plus into their search engine means your trucking company needs to have a Google Plus page. Recruiting Drivers through Social Media 9

12 Not just another social site Further tie your business into Google s expanding network. Another search engine plus with Google +? The advantage for more information about your business to show on the right hand side of search results when a user searches for your business. For example, if you have a Google Plus page with all of your information, hours, photos and a map, it s likely that info will pop up, as ours does. Google+ should no longer be thought of as just another social network. It s increasingly proving itself to be an integral part of Google s grand scheme in terms of: search engine optimization, social networking, and a more personalized search experience. Recruiting Drivers through Social Media 10

13 Let s not forget about Google reviews It is more and more common that the first thing a potential driver does when seeking out a new company is to read their Google reviews. You can have Google Reviews regardless of if you maintain your Google Plus page or not, so having a well maintained one will definitely be more advantageous for you. Powerful SEO & Social Media Google Plus is also like any other social network meaning you can post stories to your stream. This is a good way to push blog articles and other important information regarding your company. Give potential drivers the best information in real time by posting articles, updates, news and other content. Recruiting Drivers through Social Media 11

14 Youtube Over 6 billion hours of video are watched each month on YouTube that s almost an hour for every person on Earth, and 50% more than last year. With video, you can engage your viewers and tell a story. It s no secret that marketers and anyone wanting a piece of fame love YouTube. It s the place to be seen, heard and shared. Recruiting Drivers through Social Media 12

15 With 100 hours of video uploaded to YouTube every minute, how do you get your video noticed? 1. Craft a Simple Yet Irresistible Message Eighty-five percent of people watch 30-second clips all the way through while videos between 2 and 10 minutes long are partially watched at 50 percent. This is not unusual given the short attention span of most Internet users. The lesson? Focus on one powerful message and put the best stuff first ideally within the first 20 seconds of your video.! When using YouTube as a driver recruitment platform, you have to focus on improving engagement and making users respond to your call-to-action. 2. Make a Compelling Call-to-Action A call-to-action tells viewers - what to do (go to my web page) - how to do it (click the link) - why to do it (free product or service). The why must be an irresistible offer, one that converts YouTube viewers into website visitors. In the driver recruitment world, you could offer a free e-book download about your company or a user-friendly application that potential drivers can fill out. Your call-to-action should be placed noticeably in the latter part of the clip or below the video. Recruiting Drivers through Social Media 13

16 3. Make It Personal and Conversational Setting the right tone is the easiest way to get yes from your viewers. And nothing beats a good conversation if you want better engagement. Go ahead, lose the jargon and talk like an agreeable person. Mind the words you use, too. Don t be salesy talk about opportunities instead. This positive wording alone can earn you more candidates. 4. Measure and Analyze Your Data Pay attention to the like and dislike counts on your YouTube video. They usually reveal general viewer sentiment. Are not getting any thumbs-up? Or are there thumbs-down? Initiate a discussion on the page to find out what people think about your video. You may have to edit some parts to improve the video. 5. Cross-Promote to and From Other Sites An effective social media strategy is a forest of well-tended trees that is, actively managed social platforms like You- Tube, Facebook, Twitter and many more. You need these platforms in order to maximize YouTube s engagement potential. Check your social media accounts for discussions and conversations. In your most active accounts, link to your YouTube video try to get users to talk about it. Ask the community what they think about it. Testimonials from existing drivers are a great way to promote yourself on YouTube. They give potential drivers a peek at what they can expect. Recruiting Drivers through Social Media 14

17 Instagram While Instagram is only a little over three years old, it has made huge strides in social media. With over 150 million users on the platform, 16 billion photos shared, and one billion likes happening each day, this photo-sharing platform is one of the most engaging channels on social media. Instagram can help you recruit drivers and improve your recruitment strategy in a number of ways. Recruiting Drivers through Social Media 15

18 How can Instagram help in my recruiting efforts? How can I create interaction? Ask questions. Get your followers engaged. Get their opinion. The whole idea is to have your followers turn into drivers and then your drivers turn into promoters for your trucking company. Tell your company s story through Instagram. It does not need to necessarily be all about recruiting; it s about visual feelings. Try to capture photos that are eye-catching and show what you re company is up to. Don t forget you can even upload 15-second videos. What can I upload photos of? Trucks Employees Scenic drives Awards Events Food Holiday-related photos Community Happenings A: It s mobile and everyone is mobile these days. It s a great way for your business to communicate directly with people with whom you want to build trust and credibility. There s no better way for people to see what you are up to than on social media. Recruiting Drivers through Social Media 16

19 What s a hashtag and why should I use them? A hashtag is the # symbol then a word used (like #hightoweragency) in the caption of your photo or video to describe it. The hashtags that you use to describe the image or the video are how people follow you or find you. Where can I promote my Instagram account? Even though Instagram is a mobile app, there are many ways to promote your Instagram efforts through other marketing avenues: Add the Instagram icon to the top of your website Announce it in your monthly newsletter or e-blasts Link Instagram photos to your business Facebook and Twitter accounts. Blog about it Follow other businesses and users that may be interested in your company and the trucking industry Add an Instagram tab to your Facebook Page Add it to the bottom of your signature Use the Find Friends feature on your Instagram account Use the Explore feature to search users and hashtags for the type of pictures you re interested in Geotag your photos Saw this on the road #sunflowers #drivehappy Your audience is your #1 priority. When incorporating Instagram into your driver recruitment strategy, upload visually-appealing photos that will draw in potential drivers and follow the right target market of people that will find your photos valuable. Recruiting Drivers through Social Media 17

20 Conclusion There are many benefits of social media, but a few include: Improved social signals Company branding Improved brand awareness Word-of-mouth advertising Increased customer loyalty and trust Improved audience reach and influence A successful driver recruitment strategy must include social media marketing. Remember, it s about creating conversation with your followers, engaging potential drivers and spreading positive word-of-mouth about your brand. Follow this e-book and you will be well prepared to recruit more drivers through social media. Thanks for reading. Recruiting Drivers through Social Media 18

21 Our mission is to provide our clients with the highest quality, data-driven advertising and ad placement in the industry. We work with you to develop award-winning campaigns through all forms of traditional media, while heightening your brand through web and social media presence. Visit our site to see all that Hightower can offer you! HightowerAgency.com Search for us on these social Networks HightowerAgency HightowerAgency Hightower-Advertising-Agency +HightowerAgency