The document presents a mobile/digital advertising strategy to engage and acquire truck drivers. It discusses how mobile usage has increased dramatically and become the primary way people research careers. The strategy proposes using targeted mobile ads on Facebook, Instagram, and mobile app and web networks to reach passive job candidates. It also recommends capturing leads through mobile-optimized landing pages and following up with emails, texts, and ringless voicemails to convert candidates into applicants. The presentation was given by Barb Breeser of PurpleGator, a digital marketing agency specialized in mobile recruitment strategies.

1. Mobile/Digital Advertising Strategy
presented March 22, 2017
Presented By: Barb Breeser
THE POWER OF MOBILE
Using Social Media and Mobile
To Engage and Acquire

2. 100+ Years of
Information Gathering
1916 - 2017

3. THE IMPACT OF
TECHNOLOGY
IN ONLY
8 YEARS

4. …and how it has influenced people looking for jobs
Data Source: Glassdoor 2016

5. 78% of Us Now Own Smartphones
MOBILE IS LANDING IN THE HANDS OF MORE CONSUMERS
Data Source: Nielsen 2016

6. Not “IF” but WHEN candidates are
researching careers on a mobile device
Tablet users
80% research new career opportunities at home after work
Smartphone users
51% research new career opportunities on their lunch/coffee break
36% do so during their commute
Data Source: LinkedIn 2013

7. BUDGETS MOVING AWAY FROM PRINT, BROADCAST
Marketing Spending for 2016, by Media Type
Data Source: StrongView/Selligent

8. THE BIG GAP: MOBILE SPENDING VS. MOBILE CONSUMPTION
When Will Mobile Get Its Fair Share?
% of Time Spent in Media vs. % of Advertising Spending
Data Source: Meeker Report 2016
PRINT RADIO TELEVISION INTERNET MOBILE
Spend

9. SOME JOB BOARDS WORK
– FOR THOSE WHO ARE LOOKING FOR A NEW JOB

10. YOUR BEST AUDIENCE => PASSIVE CANDIDATES
How do you reach them at the right time,
in the right place and on the right device?

11. We Specialize In Engaging passive candidates
& Acquiring high quality drivers

12. CURRENT CLIENTS 2016-2017

13. Mobile/Digital Advertising Strategy

14. BENEFIT: PINPOINT TARGETING
TARGETING:
• Truck Drivers
• 5+ Years Experience
• Shakopee, MN + 50 miles
NO WASTE!
Only Pay For Those
You Want to Reach

15. BENEFIT: LASER-FOCUSED DRIVER TARGETING
GEOTARGETING, GEOFENCING &
GEOCONQUESTING
• Pinpoint candidates based on their
location
• Target competing logistic centers or
commercial retailers who have the type
of drivers you seek
DEMOGRAPHIC & INTEREST TARGETING
• Only target candidates who meet your
standards and certification
• Find people that show interest in truck
related fields
WE DON’T SET IT AND FORGET IT

16. BENEFIT: DEMOGRAPHIC & INTEREST TARGETING
Demographic targeting: Target based
on gender, age, income, languages
spoken, etc.
Interest targeting: Target based on
pages or topics your audience has
liked, apps they use, posts they
publish on their timeline, and their
other activities on desktop and
mobile.
Behavior targeting: Target based on
the user’s search history, pages they
have visited, and their purchase
history.

17. BENEFIT: DAYPARTING
Day parting: Present your message at
the right time that makes sense for
your target audience.

18. RETARGETING
Reinforce those visiting your careers page by targeting
them with your recruiting ads.
All it takes is a single line of code – and a compelling message

19. MOBILE WEB ADS
Your ads run across thousands
of locally relevant mobile
websites, like ESPN.com.
COMPONENTS OF MOBILE ADVERTISING

20. IN-APP ADS
Your ads will be seen in the
apps that truck drivers are
using every day.
COMPONENTS OF MOBILE ADVERTISING

21. VIDEO
COMPONENTS OF MOBILE ADVERTISING
• YouTube Pre-roll
• Mobile Display
• Facebook
• Instagram
• Snapchat
CINEMAGRAPH
The new “moving picture”

22. OUR MOBILE DISPLAY NETWORKS
✓ Over 9 Billion Impressions/Day
✓ Premium Inventory
✓ Real Time Bidding
✓ Daily Placement Optimization
Over 350 Display Networks

23. FACEBOOK MOBILE ADVERTISING
FACEBOOK
Your message will be placed in
front of thousands of drivers
who fit your target audience!
BEWARE: don’t just have
one audience. You’ll miss out
on the vast referral market!

24. FACEBOOK MOBILE ADVERTISING
FACEBOOK CAROUSEL

25. INSTAGRAM MOBILE ADVERTISING
INSTAGRAM
NEW! Facebook owned
Instagram offers segment
targeting and a younger skew.

26. LEAD CAPTURE
LANDING PAGE
When a candidate taps on
any of your ads he (she) will
be sent to a custom landing
page. Information provided
will then be available to
your recruiters.
MOBILE
DISPLAY
IN-APP
NETWORKS
FACEBOOK INSTAGRAM

27. YOUR INFORMATION IS ALWAYS AVAILABLE
Candidate
Dashboard
✓ Manage, Sort, & Track
Candidates
✓ See Results in Real
Time

28. Follow Up
EMAIL FOLLOW UP
When users complete the
landing page form, they
instantly receive a follow-
up email with a link to fill
out a more detailed
application on desktop.
DISPLY
IN-APP
NETWORKS

29. COMPLETE CAMPAIGN IN ACTION
GENERATE
AWARENESS
BUILD
ENGAGEMENT ACQUIRE
NEW DRIVERS
• Social media advertising
• In app ads
• Mobile web ads
• Retargeting
• Email list targeting
Custom mobile landing
page
Access your leads
through your dashboard

30. CAMPAIGN FLOW FOR THE CANDIDATE
SEE YOUR
MESSAGE
FILL OUT THE
LANDING PAGE
RECEIVE A THANK
YOU EMAIL AND
TEXT WITH A LINK
TO THE FULL
APPLICATION

31. TARGETED MOBILE FOLLOW UP: TEXT
TEXT MARKETING
Reach out to your database
using text messages.
TRY IT!
Text “WORK” to
84444
To see it in action!

32. ringREACH THEM WHEREVER THEY ARE
RINGLESS VOICEMAIL
Reach out to your database
with a recorded message. Your
message will be sent directly
to the applicant’s voicemail

33. Barb Osier Breeser
PURPLEGator – an atsMobile company
Digital Mobile Marketing Strategist
TWITTER: @barbosier
EMAIL: barb@purplegator.com
FACEBOOK: Facebook.com/atsMobileNOW
LINKEDIN: linkedin.com/in/barbosier
OFFICE: (515) 850-1162
MOBILE: (515) 371-7552