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Recruitment & Retention Myth-Busters

Dave Chesterman, Director of Recruiting, Celadon

Spring Dixon, Public Relations Manager, Maverick USA

Lori Furnell, Vice President of Business Development, ACS Advertising

Priscilla Peters, Director of Marketing, TripPak SERVICES & ACS Advertising

Nick Reid, Vice President of Digital Services, Randall-Reilly

Brad Vaughn, Director of Recruiting, Maverick USA

The

SKEPTICSSOCIETY

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MYTH #1My best leads are phone calls.

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• #1 digital (job boards and PPC)

Lead Source Volume

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2001 Media Mix

NewsPaperMagazineInternetBillboardRadio

2005 Media Mix

NewsPaper

Magazine

Internet

Radio

Billboard

Brochure

Television

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2013 Media Mix

Digital Media

NewsPaper

Magazine

Internet

Radio

Social Media

PrintPromo

Television

Billboard

• Skewed results. Only qualified phone calls and referrals going into ATS

ATS Rating

• Referrals• Phone Calls• Digital

Conversation Rate

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• Calls• Referrals• Avoid digital

Recruiter Preference

• Phone training only!Sales

Training

Recruiters Recruit Best

on the PHONE

Conclusion:

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Phone Calls

Source Candidates

CallWorks Connect

Mobile Click to Call

Virtual Recruiter

Form Submitted

Form Submitted

Pre-qualifiedPre-qualified

Direct Connection to

Candidate

Direct Connection to

Candidate

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David ChestermanDirector of Recruiting

The Celadon Reality

6,920LEADS

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My Staff

Staff Experience

50% less than 5 Years

50% less than 5 Years

50% 12+ Years50% 12+ Years

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Results

4 ½ Months of Data4 ½ Months of Data

906 Calls (654 unique calls)906 Calls (654 unique calls)

47 Hires47 Hires

45 Approved Apps45 Approved Apps

Recruiter Buy-inRecruiter Buy-in

Advice

Make the technology work for you

Use technology to play to your recruiters’ strengths

Don’t be afraid to raise the bar!

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Q&A

MYTH #2

We make it easy for driversto apply.

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Go Mobile

Keep it Short

& Sweet

Easy to Find

1 BILLION job searches are done per MONTH on a MOBILE device

Mobile friendly recruitment, properly executed, has a conversion rate 5x to 10x better than PC at 20% the cost

Only 26 of the Fortune 500 offer a mobile optimized job application process

1/3 of Simplyhired.com traffic comes from mobile

* Source: Talent Management Headquarters 2013 Mobile Recruiting Statistics

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In 2012, @UPSjobs made 10K hires via mobile

Users are 50% more likely to apply for a job on a mobile site if they have viewed a video from that site

20% of UPS hires apply via a mobile device

70% of mobile searchers act within an hour; only 30% of PC searchers do * Source: Talent

Management Headquarters 2013 Mobile Recruiting Statistics

86%Drivers who use the Internet while they’re away from home on the road …

55% ... of those use their smart phone or tablet.

* Source: Randall-Reilly Market Intelligence Survey

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62%We had 8,542 visits to the TripPak site from a mobile device.

MOBILE TRAFFIC

30%of candidates won’t spend more than 15 minutes filling out an online application.

36% of 25-34 year-olds will spend 15 minutes or less (most impatient).

* Source: Seven Step RPO

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SHORT FORM = PRE-QUALIFICATION

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Make it Easy for Drivers to Find You Online:

Job Boards

Landing Pages

Search

Re-Marketing & Re-Targeting

Links on ALL pages of your web site

Social channels

Facility Signage & Locations

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Nick ReidVP of Digital Services

Examples

• Clients across all our industries that have success tend to have some common traits– Focus landing pages on creating interest

– Let recruiters take it from interest

– Finish the last mile

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Landing Pages Must Create Interest

• For a browsing job seeker, what can you say to stand out from others?– Much easier to customize page copy towards a

specific location on digital

• “When curiosity is satisfied, interest dies”– You don’t have to give every reason for a driver to

come to work for your fleet

– Just create enough interest to get them in touch

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Harder than applying to Arkansas: one unlinked email address and no click to call

Let Recruiters Take It From “Interest”

• A lead is an introduction– Job browsers aren’t ready to “commit” their time

and personal info

• Focus should be just getting enough info to let the recruiters work– Mobile: short forms and click to call

– All forms: try to eliminate as many clicks and as much typing as possible

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Seems shorter than 8 questions they wanted: low commitment

Form seems longer than it really is

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Finish the Last Mile

• When is the last time you made an inbound call to your own tracking numbers?– Client found that there was a dead extension in

their round-robin: one-in-six were always getting voice mail

– Another client discovered the phone rang 4+ times before being transferred into the queue

• Treating leads like inbound phone calls– Research shows much higher close rates when

the prospect is contacted within 30 minutes of form submission

Q&A

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MYTH #3

My recruiters manage leads effectively.

Are your leads

managing you?

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LegitimizeLegitimize

UtilizeUtilize

PrioritizePrioritize

Legitimize Your Lead Management Processes

What is the desired result?

How will it affect the others?

Who is responsible?

What’s your timeline?

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Advertising

Management

Recruiters

Utilize Your ATS

AdvertisingAdvertising

Tracking

Trending

ManagementManagement

Distribute Leads

Adjust Filters

Measure Recruiter

Performance

RecruitersRecruiters

Prioritize Applicants

Work Applications

Source Leads

Manage Personal Goals

Build Pipeline

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Prioritize

Multi-carrier App

Direct App

Social

Phone Call

MUST DO

Lead forms

Mobile

Texting

Video

TRENDING

Chat

Outsourcing processing

Recruiting call centers

ATS Modules for Brokers

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Brad VaughnDirector of Recruiting

Spring DixonPublic Relations Manager

Know What’s Trending?

Manage with Facts!

What leads typically turn to hires?

What is working best now?

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Work Hot Leads First

Identify best lead

sources

Push to recruiter quickly

Respond to candidate

immediately

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Be Where the Driver Is

Where does he search for jobs

and Information?

How does he like to

communicate?

Does your media mix offer

variety?

How will you support your

message internally?

Tweak Continually

• Budget• Placement• Targeting

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Management vs. Recruiter

Communicates & implements needed improvements

Tracks sources

Prioritizes work day duties

Manages Systems & Change

Works Between Departments

Sets Individual Performance Standards

Rec

ruit

ers

Man

agem

ent

Q&A

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MYTH #4

We’ve got retention handled –we have a committee.

97%the annualized driver turnover rate at large truckload fleets.

* Source: Bob Costello, Chief Economist, ATA, December 2013

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Value Retention Efforts:

Imagine if you spent the same amount of

resources and budget on retention as you do recruiting.

What is retention worth to your organization?

17%of your drivers are actively disengaged.- Unhappy- Undermining co-workers

* Source: SHERM

54%of your drivers are not engaged.- Going through the motions- Putting in time without passion- Fence sitters

29%of your drivers work with passion.- Happy- Buy-in to and support your culture

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More Than a Committee –

Ownership

Tracking

Organization-Wide Accountability

Stressors Identified

Internal Communication

Some carriers are implementing Performance Based Incentives or Payfor those that impact driver retention.

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Tools to Support Retention –

Driver Retention Workflow Management –

Tracking & management

Multiple department

assignments

Driver touch point

notifications

Cloud-based workflow system

NEW INNOVATION

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Betty NixDirector of Recruiting

2010 Best Fleets to Drive For 2011 & 2012 Top 20 Finalist

Hiring Policies

Good, quality drivers make a difference

Recruiters

Be honest

Explain what to expect

Give no surprises

Focus on the “driver’s needs”

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Orientation Class

Made to feel welcome

Prepared for success

Provided feedback of performance

Given additional help with skills needed

Training

Student Training

Train the Trainer

Flatbed Training

Load Securement Training

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Driver Managers

Have a open door policy

Listen to our drivers

Do what we say we will do

Participate in a driver advisory board

Follow-UpFeedback with drivers–Department calls

Welcome packets mailed home to family

Recruiters make connection with new drivers–Referrals

Quarterly surveys

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Chaplain

Best hire Boyd Bros. ever made

Q&A