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Marketing mix to attract the right drivers — Taking the Hire Road

Before the internet, recruiters advertised positions in the local newspaper. Candidates could apply in person or send in a resume by mail or fax. This was the extent of interaction between recruiters and job hunters and the only way for companies to bring in leads of any kind, until the internet was invented and became more accessible.

With an early interest in management and marketing, Jeremy May, vice president of client services at Ramsey MediaWorks, says he feels “fortunate to have grown up in this digital era” where companies and individuals have access to sites like Facebook and Instagram that create endless marketing and advertising opportunities.

With 20 years of recruitment marketing experience, Ramsey offers creative services like ad placement and web development to help companies build strong customer relations and hire more employees.

Proper marketing comes with a strategic media mix. A media mix is the combination of paid communication channels that a business or organization uses to get its message across to potential customers or, in this case, prospective employees. Typically, a media mix includes things like social media, print ads and email. But as with any marketing strategy, it should be tailored to the company and its individual needs and capabilities.

“Media mix is important and so is volume, but first and foremost, you want to make sure you’re meeting the company’s needs and long-term goals,” May said. “Your staff and hours should be a part of your strategy. You want to drive the right type of lead to the right employees in the mix.”

May considers employee value propositions (EVPs), the promise companies make to their employees in return for commitment, vital in the world of recruitment marketing. 

“When it comes to having marketing conversations with clients, you have to look at the unique things that they need solved and not just have a ‘cookie-cutter’ way of viewing things,” he said. “You have to understand them — their vision, their mission and their values. These things create their culture. These components are where EVPs live.” 

May said many sales and recruiting teams use the term EVPs to add a sharper focus to internal recruiting and retention processes and help to hold themselves accountable upon bringing in new talent. 

“We value these terms because we want to grow. Recruiting and sales are essential to growth,” he added.

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Click for more FreightWaves content by Britni Chisenall.

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