Quick … what’s your conversion rate from calls to applications? Applications to offers? Offers to hires?
Don’t know? You’re not alone … but consider this a warning. You will be alone soon unless you figure it out.
With so many companies looking to drive cost out of their recruitment marketing these days, they often make the mistake of only thinking that it can be accomplished by slicing media. Sure, that’s part of it, but it’s not the whole story.
Think percentages and detail-laden reports if you really want to move the needle. Here are a couple of things that will earn you a rock-star reputation with your boss, and even better – will help you make some real progress in managing or lowering your costs.
Things to know (really know … don’t kid yourself):
> Number of calls in a week/month
> Number of applications from calls in a week/month
> Number of offers made from those applications
> Number of hires made from those offers
> Number of orientation completion from those hires
> All the same stuff, but from the Internet: # of visitors to your site, # apps started, # apps finished, # offers made, # hires, # of drivers completing orientation
Things to calculate:
> Divide each of the following by the bullet point that proceeds it. For example, dividing the number of applications taken from phone calls by the number of phone calls gives you a conversion rate for that particular area. If you have 100 people call and 20 of them complete an application – you guessed it – you have a 20% Call-to-hire conversion rate.
Not rocket science? Knew that already? Of course you did. But I’m going to guess you don’t have those numbers in front of you, or if you’re like some, you’ve imagined what they are, but never really gotten the cold, hard facts.
The reality is that the cold, hard facts and data exist. You can do a gut check and figure them out and give yourself an advantage over your competition and budget, or you can keep fooling yourself. The choice is yours.
If you do embrace this process, your next step will be doing something about it. That we’ll address later. For now, concentrate on benchmarking your conversion rates. You’ll figure out on your own how to improve them.
Tags: driver marketing, recruitment, truck driver advertising, truck driver recruiting, trucking
