Editors note: this is the second installment of a three-part series on using advanced technology to recruit drivers. The first part covered software systems to speed the qualification of job applicants.
As they surf the Web, ads begin to appear on websites unrelated to trucking or in their social media news feeds. This phenomenon is called “remarketing,” and it’s all by design.
Intrigued, drivers may click a few ads and fill out some applications.
Research shows that by the time drivers – or anyone for that matter – concludes a job search, they have tapped 16 different resources for information, on average. The only buying decision with more “touch points” is an automobile.
With so many trucking companies vying for drivers’ attention online, engaging drivers is a very competitive and complex business.
“Drivers are being targeted in so many different ways,” says Dennis Veneklase, vice president of operations at Conversion Interactive Agency, a Brentwood, Tenn.-based company that provides recruitment, advertising and marketing services for transportation companies.
