Centerline Drivers
The Easy Road to Better Driver Recruiting Thanks to Work4’s solutions, Centerline Drivers transformed Facebook into an efficient source of recruitment with the ease of
August 18, 2021
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Centerline Drivers
The Easy Road to Better Driver Recruiting
Thanks to Work4’s solutions, Centerline Drivers transformed Facebook into an efficient source of recruitment with the ease of use of a job board but with three times more potential candidates to target.
The Challenge:
As with any other company in the transportation industry, Centerline is impacted by the driver shortage in the US. The challenge for them was twofold. First, they needed to enlarge the reach of their communication to passive candidates. The second was that this reach needed to focus on qualified drivers with a minimum of 1 year of experience. This led to a need for candidate targeting that would bring the right profiles to the top of the recruitment funnel. Their initial testing with Facebook showed promising results, but they couldn’t scale them due to a lack of Facebook recruitment expertise. This is when they came to Work4.
The Solution(s):
A two-fold challenge required a dual strategy. To reach active candidates, Work4 developed an integration between Centerline’s ATS (Tenstreet) and Facebook Marketplace. Now, every time a job is posted on their ATS it appears on Facebook Marketplace in the Jobs section. To ensure the candidates they received were well qualified, Work4 customized the apply flow by integrating screening questions designed to filter out candidates that didn’t meet their standards.
To address passive candidates, Work4 deployed the W4 Pipeline. This HR technology enables trucking companies to use Facebook ads to display open positions and to receive the applications directly in their ATS. The added value for Centerline was this offered passive candidates a shorter application process. W4 Pipeline was also used to ensure the best cost per applicant with the highest qualification rate.
The Results:
“Work4 is now one of our best performing sources in terms of lead app volume. They have been a great partner to work with.”
~Kelsey Stafford, Marketing Manager
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