There’s no denying we live in a digital world. Online platforms are increasingly taking the place of traditional venues, especially where marketing and advertising are concerned.
Online advertising has become a necessity, especially for trucking companies in search of drivers.
This is the first blog in a series of three that will have you creating Facebook ads that get results in no time at all. Today, we get our toes wet, looking at how recruiters have become online marketers and exploring the difference between impressions versus clicks.
Trucking Recruiters Have Become Online Marketers
In response to this trend towards digital platforms, HR personnel and recruiters find themselves taking on tasks they might never have imagined doing in the past, like creating truck driver employment ads on Facebook.
Back in the day, your experience with marketing might simply have involved contacting somebody to book an ad. Maybe you’d write out your hiring criteria and send it to someone at a newspaper or trucking industry magazine for them to format and insert in their next issue. Then you’d wait for it to be published and for a copy of the publication to arrive by mail so you could see your ad.
Digital platforms like Facebook have changed all that. Now it’s even easier to create and publish your own driver recruiting ads.
Once your ad is live, you can see almost up-to-the-minute stats on how your ad is performing. And when it is performing, that’s great! But what if it’s not? What if your ad isn’t compelling enough and doesn’t attract impressions and clicks?
Impressions vs Clicks: Which Is Better?
Your Facebook ad needs to reach as many potential truck drivers as possible to get them to apply for your job. To do that, you need to get impressions. Facebook gives you the option to optimize your ad for delivery to get the maximum number of impressions. Perfect. Job done, right? Or is it?
Impressions are great, and Facebook will happily take your money and give you all the impressions on its platform that you can afford to buy. But getting your ad shown to as many people as possible isn’t the purpose of your Facebook driver ad. You want more applicants for your truck driving jobs. That means you need to reach people who will take action and apply.
To accomplish your goal then, you should choose to optimize your ad for clicks. Impressions will still be important since getting shown to more people will improve your chances of getting clicks. And since you’ll only pay Facebook if people click on the “Apply Now” button on your ad, it’s important for you to gain the attention of potential drivers and convince them to do just that.
You Need to Grab Truck Drivers’ Attention
People have busy lives and when they’re on social media platforms like Facebook they aren’t necessarily thinking about their next driving job. Instead, they’re scrolling, scanning, hitting “like” on things that attract their attention, and generally looking for a distraction. Your ad will be competing with all the accomplishments of family and friends, the cat and dog memes, news and entertainment posts, and everything else under the sun.
Sandwiched in between all of that, as people scroll, you’ll have a few seconds at best to reach potential truck drivers and interest them in driving for your company. You. Have. To. Get. Their. Attention. If you can’t attract attention you won’t get clicks. If your ad isn’t getting clicked, Facebook won’t show it, unless you pay for those impressions.
Words alone won’t get attention. Although, as we’ll discuss in the upcoming blog, they are important!
Check back next week to learn how to get your current drivers to help with the creation of your ads, and why words matter. We’ll give tips on writing convincing ad copy, and how to make an impression that’ll last.
Don’t want to be responsible for managing all the things, like online advertising? Talk with our team of experts on how we can help boost your online presence today.