Case Study

Premier Transportation- Trucking Industry Recruitment

Answering the Truck Driver Shortage with Targeted Digital Advertising

Challenge

Premier Transportation, a leading retail logistics provider based in Atlanta GA, was facing a similar challenge as all trucking companies, a severe driver shortage combined with an aging workforce. Previously the client relied exclusively on traditional media including print and radio for recruitment, resulting in budget overrides and reaching a limited audience. More importantly, they were not targeting the younger drivers who would replace the significant number of employees nearing retirement age.

Campaign Goals:

  1. Build a pipeline of drivers to fill need during high volume and seasonal time
  2. Reach younger drivers and passive job seekers
  3. Reduce advertising spend
  4. Improve Premier’s employer brand and showcase trucking as a solid career choice.

Solution

Focusing on their two most challenging markets, SCG implemented a 5-tier, hyper-localized digital driver recruitment campaign, using social media, mobile advertising, paid search, online job aggregators, and streaming radio.

SCG developed a plan targeting currently employed drivers who spend most of their time on the road. The campaigns delivered cost-effective targeted ads to drivers through their mobile devices using geographic location, social profile, interest, and behavior to pinpoint qualified candidates. The SCG team developed unique creative messaging to drive multiple touch points to engage candidates and stand out among other companies.

In addition, SCG’s recruitment team worked alongside their in-house PR team to develop press releases for local hiring events to build awareness and drive more traffic to these events.

Results

  • Premier Transportation shifted 90% of their print budget to digital media, resulting in a 75% drop in expenditures from the same period a year ago.
  • The quality of hires improved and both the cost of hire and time to hire were reduced.
  • The combined campaigns resulted in 4.7 million impressions and an 11% conversion of clicks to applications.
  • Premier is building awareness among drivers about their unique opportunities and benefits and strengthening their employer brand. The company has continued to expand the campaign into additional markets.
    • 11%

    Conversion of click to application