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RECRUITING
SAFE AND
QUALIFIED
DRIVERS
TONY PASSEY
POLEVAULT MEDIA
ABOUT TONY PASSEY
Co-Founder and CEO of PoleVault Media – Creative agency
focused on the trucking industry.
• Branding and Image
• Design and Development
• Marketing, PR and Advertising
Assistant Professor, Lecturer – University of Utah, MBA
Program
• Digital Marketing
• Entrepreneurial Marketing
CHANGES IN RECRUITING
• The next generation views trust differently than the
current or previous generations
• Expectations are changing around information
• Scarcity is high -- so competition is elevated
Intent
Web
Search
Info
Gathering
Decision
Inquiry Follow-Up Offer
Online
Marketing
Plan
Organic
Traffic
Referral
Traffic
Paid
Search
Traffic
Display
Ads
Email
Marketing
Proper Website
Target Demographic
Tracking / Analysis
HOW SEARCH WORKS
1. Search Engines read as much as possible of the Internet
and as often as possible.
2. They file the information into an index. (like the card
catalogs at the library)
3. We people type searches (keywords), a query is made
against that index.
4. Results are displayed in an order determined by an
advanced algorithm.
5. The factors in the algorithm change almost daily.
• Factor Weights
• Factor Characteristics
STEPS TO AN ORGANIC
STRATEGY
1. Know what people search for.
2. Provide information closely related to your targeted
search terms
3. Technically optimize your web presence
4. Drive traffic
CREATE A PAGE FOCUSED ON
ORGANIC SEARCHES
Website
Links to Website
THE HOUSE-
WARMING PARTY
Traffic
What do you think potential drivers search?
GOOGLE KEYWORD PLANNER
GOOGLE TRENDS
Search volume of “truck driving jobs” since 2005.
WHERE ARE THE TRUCK DRIVERS?
OTHER POPULAR SEARCHES
ORGANIC VS. PAID
Organic Traffic / Inquiries
• Highest Quality
• Highest Converting
• Takes longer to build trust with the search engines
Paid Search Ads
• Ads up and running in 24 hours
• Google Adwords – Highest Volume but more expensive
• Bing Ads – Lower Volume but less expensive
ADWORDS COST
RETARGETING
Showing ads to those users that have visited a site.
QUESTIONS?
• Contact Info
• Tony Passey
• 801-819-3575 cell
• tony@polevaultmedia.com
• Come see us at our table – Free scan of your site
• Toby Eborn
• 480-251-9594 cell
• toby@polevaultmedia.com

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Ohio Trucking Association: Driver Recruiting

Editor's Notes

  1. Once I have a new website, how do I get visitors?