De-Mystifying Internet Recruiting Audio Conference

Transcription

1 Truckload Carriers Association s Truckload Academy is pleased to present: De-Mystifying Internet Recruiting Audio Conference Thursday, April 20, :00 p.m. - 1:30 p.m. ET Presented by: Richard Crook, VP of Safety & Recruiting, Willis Shaw Express Transportation, LLC Elm Springs, AR Stacia DeWitt, SPHR, Recruiting Director, Marten Transport, Ltd., Mondovi, WI Betty Nix, Director of Driver Personnel, Boyd Bros. Transportation, Clayton, AL Darin Williams, President, CDLjobs.com, Lisbon, IA Moderated by: Avery Vise, Editorial Director, CCJ, Randall-Reilly Publishing Company, LLC, Tuscaloosa, AL TCA s Truckload Academy 2200 Mill Road, Alexandria, VA / / (fax) TLA@truckload.org

2 Table of Contents Guidelines for Conduct at TCA Meetings...1 Presentation...2 Speaker Information...32 Evaluation...33

3 TRUCKLOAD CARRIERS ASSOCIATION Guidelines for Conduct at TCA Meetings Potential antitrust violations are inherently present at all meetings of trade associations because an essential element of an antitrust violation -- a combination of competitors -- exists. Discussions can generally involve any subject without raising antitrust concerns if they are kept free of even the suggestion of restraint of trade, or the selection of suppliers, customers, or prices. Examples of conduct that clearly restrains competition and is presumptively unlawful include: (a) (b) (c) (d) (e) (f) (g) (h) Agreements to raise, lower, stabilize, or in any other way establish price, or factors related to price, such as costs, wages, discounts, credit terms, or profit levels (discussion of past prices may also be suspect); Discussions concerning what constitutes a "fair" profit level; Agreements to allocate or control markets, sales territories, customers or geographic territories; Agreements to restrict or affect the availability of products or services, or the terms or conditions of their sale; Discussions of the ethics or propriety of pricing practices, such as price adjustments, discounts, and credit terms, or whether said practices constitute an unfair trade practice; Agreements requiring customers to purchase an ancillary item or service in order to buy the desired product or service; Agreements to refrain from competing; Agreements refusing to deal with third parties (boycotts). Other areas to be scrutinized for antitrust compliance include discussions concerning membership, fees and services for members and non-members, statistical programs, joint research programs, standard-setting, group buying and selling programs, and certification. The TCA seeks to avoid antitrust violations in connection with Association activity, so participants should avoid engaging in conduct -- in meetings or socially -- that gives even the appearance of an impermissible conversation, agreement, alliance, or impropriety. Meetings should be conducted in such a way as to minimize allegations of antitrust improprieties. A specified agenda and related topics should be adhered to and minutes should be taken. Participants always have the right to object to discussing any subject. Those chairing meetings should avoid discussing or making recommendations on subjects of questionable legality and should halt discussions of impermissible subjects. Less sensitive but suspect subjects, such as matters relating to data collection, cooperative research, and standard-setting, should be deferred until counsel can be consulted. Secret or "rump" meetings held when official meetings are scheduled should be avoided. Disregard of these considerations can result in antitrust exposure for the Association, the individuals, and the companies involved. Civil and criminal penalties apply, and private rights of action are available to those alleging business interference or economic injury. 1

4 DE-MYSTIFYING INTERNET RECRUITING Maximizing Your Recruiting Efforts While Minimizing Your Cost Per Hire 2

5 Internet Usage in U.S Internet Users (In millions) Source: NielsenNetRatings 3

6 Trucker Internet Usage Number of times you use the Internet per week Source: Markinetics phone survey March

7 Trucking Internet Statistics 2004 stats: 85% of owner-operators have Internet access. More than 95% of fleets with 100 or more trucks have Internet access. These numbers have more than doubled compared to a 1997 Heavy Duty Trucking subscriber survey. The number one reason truck buyers use the Internet for work is stats: 21 percent of truck drivers are using a laptop or pc. 13 percent of truck drivers wanted to buy one in percent of the truckers use the Internet on the road percent of the truckers use the Internet at home. Non-trucking usage has risen 227% since 1998, so it s likely to assume similar increases for truck usage. Source: *January 2005 survey conducted by Harvey Research Company 5

8 10 THINGS YOUR WEBSITE IS (OR NEEDS TO BE): 1. A website is made up of computer code. All of those pretty truck pictures and pages of information are really just a bunch of computer code. It's written by a programmer. They call themselves Webmasters and designers, but their talent is in their ability to program your wishes. They know the code, and know how to write it so it presents that pretty truck picture you want on your homepage. HTML, Javascript, whatever; it's all computer code. 6

9 10 THINGS YOUR WEBSITE IS (OR NEEDS TO BE): 1. A website is made up of computer code. 2. A website is meant to convey information. It doesn t matter if your website was developed to cater to shippers or customers or to potential drivers - everything you put on your website is put there to tell others something. Reports overwhelmingly show that the majority of drivers using the Internet do so to get information -- not to look at the pretty truck pictures. The information part of your website sets you apart from your competition because it tells visitors something they didn't know before they saw you. 7

10 10 THINGS YOUR WEBSITE IS (OR NEEDS TO BE): 1. A website is made up of computer code. 2. A website is meant to convey information. 3. A website is dynamic, but you need more. All the graphics flash and loud colors alone can't really sell your company. You need a sales presence and on the Internet, duplication and repetition is the key. The recruiting portion of your website exists to inform drivers about your company and what you have to offer. It provides an easy way for them to apply, but it s just one source. You may want to consider third party services that cater to drivers specifically, that specialize in recruiting and processing driver applications. Like your print advertising, they present your company and help sell it. 8

11 10 THINGS YOUR WEBSITE IS (OR NEEDS TO BE): 1. A website is made up of computer code. 2. A website is meant to convey information. 3. A website is dynamic. 4. A website is cost-effective advertising. A website attracts more attention and more visibility just by virtue of its presence on the Internet. Print ads in magazines reach thousands, but also cost it. The Web is more than 400 million strong and growing by leaps and bounds every day. Trucking interests on the Web reach hundreds of thousands on the Internet, so think about that for a minute. Reaching thousands and for much less than what a trade book ad costs you. The Internet provides a great return on investment. 9

12 Recruiting Mediums Internet vs. Trucking Book Internet Trucking Book Average Monthly Cost: $400 - $500 $1,900 - $2,500 Lead Time needed for changes: 24 hours 45 days 10

13 10 THINGS YOUR WEBSITE IS (OR NEEDS TO BE): 1. A website is made up of computer code. 2. A website is meant to convey information. 3. A website is dynamic. 4. A website is cost-effective advertising. 5. A website is targeted marketing. Drivers go online looking for something; looking for you if you've marketed yourself properly. Online driver applicants research companies, and their approach is much like a shopper in the aisles of a grocery store. There is a reason chips and soda pop are in the same isle and this is where a recruiting site can really help you. Drivers like to go to the one or two sites where they can get the most information on a few selected companies they ve heard good things about at a truck stop lunch counter. Having an established and prominent presence on the right grocery store shelf is essential. 11

14 10 THINGS YOUR WEBSITE IS (OR NEEDS TO BE): 1. A website is made up of computer code. 2. A website is meant to convey information. 3. A website is dynamic. 4. A website is cost-effective advertising. 5. A website is targeted marketing. 6. A website is business 24x7. Drivers that are interested in driving for you don't run to the phone to call and ask questions like they used to. They check you out on the Internet first. After driving all day they want convenience and you know they're not interested in you ONLY during your recruiting staff s hours don't you? Drivers research online before applying. Whether that application is filled out online or it ends up being over the phone, your website presence can bring you drivers all day, every day. 12

15 10 THINGS YOUR WEBSITE IS (OR NEEDS TO BE): 1. A website is made up of computer code. 2. A website is meant to convey information. 3. A website is dynamic. 4. A website is cost-effective advertising. 5. A website is targeted marketing. 6. A website is business 24x7. 7. A website is interactive. When your Web site was developed, did you think to approach your site from the driver s point of view? There is a saying: "When you're inside the bottle, it's hard to read the label." You are inside the bottle. Drivers are reading the label. Ask them for help making your website work better for you. Offer incentives in return for information (think newsletters and surveys you know that drivers love to tell you what you're doing right or wrong). When looking at recruiting sites, looks for ones that are interactive. 13

16 10 THINGS YOUR WEBSITE IS (OR NEEDS TO BE): 1. A website is made up of computer code. 2. A website is meant to convey information. 3. A website is dynamic. 4. A website is cost-effective advertising. 5. A website is targeted marketing. 6. A website is business 24x7. 7. A website is interactive. 8. A website is a representation of you. When a driver is on a website, they are looking at a reflection of your company. If your web presence has broken links, it reflects poor maintenance. If you're unkempt, with poor design it reflects sloppiness. If your type is too small or graphics too big, it can be annoying. Pay attention - keep your web presence fresh. Dress your web presence up with new material and offer them occasional incentives. 14

17 10 THINGS YOUR WEBSITE IS (OR NEEDS TO BE): 1. A website is made up of computer code. 2. A website is meant to convey information. 3. A website is dynamic. 4. A website is cost-effective advertising. 5. A website is targeted marketing. 6. A website is business 24x7. 7. A website is interactive. 8. A website is a representation of you. 9. A website is original, but it's not unique anymore. According to the Online Computer Library Center there are 8.1 million public websites. Don't try to compete in this new world of doing business by trying to corner the market. Be professional and original, but don't sweat it if your web presence on the most popular recruiting site means having your logo among 35 others. Think partnership; the success of the Internet is in partnering. Presence on other sites in addition to your own is a great way to get noticed by both search engines and drivers. 15

18 10 THINGS YOUR WEBSITE IS (OR NEEDS TO BE): 1. A website is made up of computer code. 2. A website is meant to convey information. 3. A website is dynamic. 4. A website is cost-effective advertising. 5. A website is targeted marketing. 6. A website is business 24x7. 7. A website is interactive. 8. A website is a representation of you. 9. A website is original, but it's not unique anymore. 10. A website is what you make of it. That means updates, fresh content, personalization, ease of use and most importantly - marketing. Slapping your Web address up on a few trailers and on your letterhead is fine but it won't get you the attention you need. Telling co-workers and peers you have an online presence means nothing. Limiting your presence to just your company site doesn t take advantage of what the Internet can bring you. Build your site up, duplicate your presence and maintain it as aggressively as if it were a brand name store in the heart of shopping mall America. 16

19 10 THINGS YOUR WEBSITE IS (OR NEEDS TO BE): Looking for a few examples? Check out the following sites:»

20 Criteria To Consider When Choosing An Internet Recruiting Service 1. What is your Recruiting Department equipped to handle? Do you have someone that can accept (and immediately reply to) applicants? Has that individual(s) been trained how to recruit via the Internet? How many sites are you prepared to receive apps from? 18

21 Criteria To Consider When Choosing An Internet Recruiting Service 1. What is your Recruiting Department equipped to handle? 2. What do you know about the company? Reputation Background Experience How is the site marketed? Types of services offered. (links, directory listings, leads, apps, phone calls, banners, featured company positions) 19

22 Criteria To Consider When Choosing An Internet Recruiting Service 1. What is your Recruiting Department equipped to handle? 2. What do you know about the company? 3. Web Site Characteristics. 20

23 Criteria To Consider When Choosing An Internet Recruiting Service 1. What is your Recruiting Department equipped to handle? 2. What do you know about the company? 3. Web Site Characteristics. Job filter (front end-area, job type, equip. exp) App filter (back end). Database driven search vs fixed file or links. Company profile/job management. Driver app management 21

24 Checklist for Selecting an Internet Vendor 1. Is there anyone within the Company with a driver recruiting background? If not, what is the background of key personnel? 2. How many years has the Company been in business? 3. How do drivers find your site? 4. How many applicants can I expect in a typical month? 5. Do you provide analysis reports? 6. Are your applicants sent in REAL TIME? 7. Are your applicants filtered? 8. Who are other clients I can contact for a referral? 22

25 Six Things You NEED To Know About Your Internet Applications 23

26 Six Things You NEED To Know About Your Internet Applications. 1. Where did the app originate? 2. When was the app filled out? 3. Does the App meet your basic criteria? 4. Is the app company/job specific? 5. Is the App easy to use? Driver Name in subject field. Position applied for in body of app. 6. Was The App Sent at driver s s request or AppSpam? 24

27 WINNING THE BATTLE FOR DRIVERS 25

28 Follow Up Procedures 1. Respond Immediately. 2. Treat Internet Apps as Phone Apps. 3. Designate at least one dedicated E-Recruiter. E 26

29 The 3 Most Important Words In Recruiting. Tracking, TRACKING, TRACKING! 27

30 The 3 Most Important Words In Recruiting. Tracking, TRACKING, TRACKING! Know where your apps are coming from. Use a formal tracking method. Ingest leads into your system. Develop a database. Request monthly summary reports. 28

31 What Does The Future Hold? 29

32 What Does The Future Hold? 1. Increased usage by drivers. 2. Used properly, lower recruiting costs. 3. Better communication with drivers. 4. More information to driver on the road. 5. Don t t Kill the Golden Goose! The driver as a commodity Unethical services create driver turnover! Even on the web, there is no free lunch! Think QUALITY, not quantity. 30

33 DE-MYSTIFYING INTERNET RECRUITING Maximizing Your Recruiting Efforts While Minimizing Your Cost Per Hire 31

34 Speaker Information Richard Crook VP of Safety & Recruiting Willis Shaw Express Transportation, LLC 201 N Elm Street Elm Springs, AR ext rcrook@wse.comcar.com Stacia DeWitt, SPHR Recruiting Director Marten Transport, Ltd. 129 Marten Street Mondovi, WI ext Stacia.Dewitt@marten.com Betty Nix Director of Driver Personnel Boyd Bros. Transportation 3275 Highway 30 Clayton, AL bnix@boydbros.com Darin Williams President CDLjobs.com PO Box 85 Lisbon, IA , extension 23 Darin@CDLjobs.com Avery Vise Editorial Director Commercial Carrier Journal 3200 Rice Mine Rd NE Tuscaloosa, AL x1386 avise@rrpub.com 32

35 Truckload Carriers Association Program Evaluation This form is electronically tallied. Please mark only one circle for each question. Do not mark outside the circles. De-Mystifying Internet Recruiting April 20 th, 2006 Scale Definition: P - Poor F - Fair G-Good VG Very Good E - Excellent P F G VG E 1. Overall rating of program Ο Ο Ο Ο Ο 2. Similarity of actual program content to advertised content.ο Ο Ο Ο Ο 3. Ease of registration.. Ο Ο Ο Ο Ο 4. Audio quality of seminar..... Ο Ο Ο Ο Ο Presenter: Overall Effectiveness Richard Crook Ο Ο Ο Ο Ο 6. Stacia DeWitt...Ο Ο Ο Ο Ο 7. Betty Nix... Ο Ο Ο Ο Ο 8. Darin Williams... Ο Ο Ο Ο Ο 9. Avery Vise Ο Ο Ο Ο Ο Participant Information. 10. How many people are listening at your site? Ο 1 Ο 2 Ο 3 Ο 4 Ο 5 Ο 6-10 Ο Ο Ο 21+ Y N 11. Would you participate in another virtual seminar?.. Ο Ο What did you find the most helpful in this audio conference? What would make this audio conference more effective? Name of Participant (optional): PLEASE FAX COMPLETED FORM TO or