Client Background and Challenges
Premium Transport Staffing is a full-service commercial driver staffing company that operates nationwide.
Even before the pandemic, trucking and transportation were challenging. Due to a driver shortage, PTS couldn’t fill enough open orders. The onset of the Covid-19 pandemic increased transportation demand nationwide, compounding talent shortages and exacerbating recruiting challenges. Since PTS didn’t have a focused marketing plan or a dedicated internal team to execute it, they scattered their efforts across a variety of marketing tactics and overspent on job boards.
The Solution
Premium Transport Staffing came to Haley Marketing for help in the middle of 2020. After evaluating the marketing tactics PTS had been using, our team created and executed a clear marketing plan, focusing efforts in four areas:
- Switched to Haley Marketing’s easy-to-convert career portal.
- Used programmatic job advertising to divide the budget into different geographic regions (Los Angeles, San Francisco, Inland Empire) and create unique recruitment budgets for each area.
- Posted 2 candidate-facing blogs, 1 client-facing blog, and 1 safety blog each month.
- Shared blogging content regularly on social media.
The Results
Adopting Haley Marketing’s career portal, using programmatic job advertising, and sharing custom content significantly increased driver headcount and organic website traffic.
From January 2021 to July 2021
- 78% increase in driver headcount in six months
From May-October 2020 to May-October 2021
- 52.4% increase in overall website users from organic sources
- 54.6% increase in new website users from organic sources
- 62.6% increase in overall users from Social Pro sources
- 60.5% increase in new users from Social Pro sources
