NextStep Success: Driver Engagement & Recruitment Solution
CDLLife and LACED Agency formed a strategic partnership to generate high-quality CDL-A truck driver leads for one of LACED’s trucking clients.
CDLLife's role was to attract, target, and drive potential candidates to the front of the recruitment funnel using creative provided by LACED Agency while adhering to specific hiring criteria and monthly strategies. After enjoying a successful few months together, the number of leads remained high, but the number of hires started to slow down across all campaigns. In response, the strategists at LACED Agency conducted a thorough assessment in collaboration with the trucking carrier to examine the overall recruitment worklow - while CDLLife’s strategists conducted an in-depth Q/A Test on all campaigns to identify any discrepancies in current lead-generation campaigns that could have contributed to the sudden decrease in the number of hires.
We needed a solution and fast.
Identifying the Problem
Following a comprehensive assessment, LACED Agency concluded that the client's internal recruitment processes were rapidly changing. Therefore, the current recruitment worklow needed to evolve to keep up with those changes and better support recruiters needs. Together LACED Agency and CDLife teams collaborated to revamp the lead gen campaigns. We included additional lead nurture support and maintained consistent communication throughout the recruitment process with driver applicants. Our focus was targeting opt-in leads who dropped off once they entered the recruitment worklow. The objective was to encourage such leads to complete the application process and stay in touch with their recruiter until hired. By getting more complete applications, recruiters would produce more hires - leading to lower campaign costs and more hires for the trucking carrier.
Implementation of the Intent Engine
With the implementation of the Intent Engine, the initial texting and phone outreach cadence only provided some marginal improvements to recruiter contact or driver follow-through with the recruiting process. Further strategy sessions with LACED Agency provided additional insights to better align driver and recruiter expectations and enhance post-application processes.
NextStep Solution
Recognizing the need for a comprehensive solution to establish more productive conversations between drivers and recruiters, CDLLife implemented NextStep. This combined an enhanced post-apply process with a more intense full-application drip and the introduction of our call center agents, designed to keep drivers engaged throughout the entire recruiting process.
Results & Feedback
The early results of NextStep were promising, with a noticeable increase in full applications.
Driver Insights
• Responses from drivers indicated appreciation for the call center agents' hands-on approach
• Many drivers admitted to losing track of initial text and email drip material
• Drivers were unaware the full app was expected prior to starting a conversation with a recruiter
• Resending the material when their attention was focused on the topic proved highly effective
After a spike in monthly CPH, the implementation of the post-apply Intent Engine was an effective solution for LACED Agency’s needs and the lead-gen campaigns.
Key Components of NextStep Success:
Securing driver attention
Encouraging conversation
Aligning a driver’s wants with the recruiter's needs
Initiating a productive process
The implementation of NextStep proved instrumental in revamping the lead generation campaigns with expanded nurturing strategies designed to produce a greater number of full applications, produce more hires every month, and reduce hiring costs for LACED Agency’s trucking client.