RECRUITING

SAFE AND

QUALIFIED

DRIVERS

TONY PASSEY

POLEVAULT MEDIA

ABOUT TONY PASSEY

Co-Founder and CEO of PoleVault Media – Creative agency

focused on the trucking industry.

• Branding and Image

• Design and Development

• Marketing, PR and Advertising

Assistant Professor, Lecturer – University of Utah, MBA

Program

• Digital Marketing

• Entrepreneurial Marketing

CHANGES IN RECRUITING

• The next generation views trust differently than the

current or previous generations

• Expectations are changing around information

• Scarcity is high -- so competition is elevated

Intent

Web

Search

Info

Gathering

Decision

Inquiry Follow-Up Offer

Online

Marketing

Plan

Organic

Traffic

Referral

Traffic

Paid

Search

Traffic

Display

Ads

Email

Marketing

Proper Website

Target Demographic

Tracking / Analysis

HOW SEARCH WORKS

1. Search Engines read as much as possible of the Internet

and as often as possible.

2. They file the information into an index. (like the card

catalogs at the library)

3. We people type searches (keywords), a query is made

against that index.

4. Results are displayed in an order determined by an

advanced algorithm.

5. The factors in the algorithm change almost daily.

• Factor Weights

• Factor Characteristics

STEPS TO AN ORGANIC

STRATEGY

1. Know what people search for.

2. Provide information closely related to your targeted

search terms

3. Technically optimize your web presence

4. Drive traffic

CREATE A PAGE FOCUSED ON

ORGANIC SEARCHES

Website

Links to Website

THE HOUSE-

WARMING PARTY

Traffic

What do you think potential drivers search?

GOOGLE KEYWORD PLANNER

GOOGLE TRENDS

Search volume of “truck driving jobs” since 2005.

WHERE ARE THE TRUCK DRIVERS?

OTHER POPULAR SEARCHES

ORGANIC VS. PAID

Organic Traffic / Inquiries

• Highest Quality

• Highest Converting

• Takes longer to build trust with the search engines

Paid Search Ads

• Ads up and running in 24 hours

• Google Adwords – Highest Volume but more expensive

• Bing Ads – Lower Volume but less expensive

ADWORDS COST

RETARGETING

Showing ads to those users that have visited a site.

QUESTIONS?

• Contact Info

• Tony Passey

• 801-819-3575 cell

• tony@polevaultmedia.com

• Come see us at our table – Free scan of your site

• Toby Eborn

• 480-251-9594 cell

• toby@polevaultmedia.com