You could have knocked me over with a feather, as they say. The crack of my voice and the pause in my response may have come across the telephone as rude, but I was genuinely shocked. The request was one that I hadn’t heard in several years. Here was a Director of Recruiting asking to “buy leads.”
In an age where you’re able to receive pre-screened, pre-qualified applications from truck drivers who have actually made the decision to apply to your company, why on earth would you want to buy a list that would include unqualified and more importantly, uninterested people?
DON’T CONFUSE LEADS WITH APPLICANTS
Twenty years ago, people in the trucking book publishing world made a lot of money selling leads. They held contests, they had puzzles, and they gave away tickets – anything to capture a name, address, and phone number that they could sell to trucking companies. Twenty years ago it was a great idea. Today we have far better methods and options and even the trucking book publishers have recognized this trend (notice how they all own a website?).
Today’s Driver Recruiter isn’t interested in cold-calling potentially unqualified applicants. Given the choice of a bought CDL-holder name and number (lead) or the name and number of a driver who meets your minimum hiring criteria AND has agreed to send you their information (applicant); which would you choose? The answer should be clearly obvious.
STOP THROWING YOUR AD MONEY AWAY
I’ll share my suggestion to the above-mentioned caller. If you’re taking advertising advice from the owner of fifteen advertising magazines and twenty advertising websites, you need to stop. Do you really think you’re getting diverse coverage from someone like that? Do your homework and consider hiring an advertising agency to assist you in your efforts. Here are some that I would personally recommend:
These agencies have a vested interest in seeing you and your recruiting department succeed, not their own magazines or websites.
WE’RE HERE TO HELP
Yes, I have a website that I want you to buy advertising on. I believe in it and I truly believe that we are the best option available for your Internet advertising dollar. I can promise you that no one will work harder for you…after all; your business is our business. Give us a call.