Transmark Increases Monthly Hires By 50% with AvatarFleet's Driver Marketing Agency

Challenge Faced

As the second-generation owner of Transmark, Garrett Knollman has been working to revamp the business and set it up for the future. Part of this focus meant improving driver recruitment efforts because the old days of qualified candidates walking in the door to apply were long gone. Transmark had been using another provider for its recruiting services, applicant tracking system and universal application.

The Turning Point

Garrett attended an AvatarFleet Purple Cow Academy Workshop, where he learned the importance of identifying and communicating what makes Transmark unique in terms of driver recruiting. AvatarFleet is a provider of driver recruiting and applicant tracking software, but it also helps trucking companies attract the right drivers to apply. 

After completing the workshop, Garrett updated his driver messaging and launched a few Facebook ad campaigns himself — but ultimately still struggled to find drivers. 

"While attending the Purple Cow Academy I gained depth in understanding how to best communicate who we are as a company. The knowledge gained from this workshop has enhanced my ability to tell our story to drivers as well as potential customers," shared Garrett.

Realizing he couldn't DIY his driver recruitment any longer, Garrett tapped the Driver Marketing Services team at AvatarFleet, which functions like an agency for motor carriers who need help with marketing and recruiting. Specifically, Transmark purchased the Purple Cow Creative package. The AvatarFleet team visited Transmark to complete the creative services, including professional photography and videography to use in the online driver recruiting campaigns.

Solutions & Strategy

While on-site, the AvatarFleet team discovered the Transmark website was neglected, outdated and ineffective. So Transmark also purchased a new website — complete with a targeted Careers page — and branding package from AvatarFleet’s Driver Marketing Services.

With the Purple Cow rebrand complete and a new website live, Transmark’s elevated brand sets the company apart in a competitive market and reinforces its identity with clear, effective messaging. The site also creates a streamlined, cohesive experience for candidates across all touchpoints. 

When Transmark had to quickly staff up due to landing a new contract, the team realized that simply posting on Indeed wasn’t going to do the trick. The AvatarFleet Driver Marketing Services team jumped into action and quickly pivoted to Facebook, working hard to get Transmark’s ads up and running a few days in advance of the upcoming July 4th holiday. 

Garrett shared, "I knew our best chance to reach people would be over the 4^th of July holiday. After sharing my perspective, the Avatar creative team jumped into action building an ad campaign in just a few days; their efforts paid off. We were flooded with applicants over the next couple of weeks."

The Transmark team’s earlier efforts to build out Purple Cow messaging, a new website and gather driver testimonials paid off. AvatarFleet leveraged all that work to create customized Facebook ad campaigns targeting drivers who fit the company culture in specific ZIP codes, maximizing Transmark’s budget and cost per click. 

On top of all that, Transmark is tapping AvatarFleet’s on-demand driver recruiting service, which helps smaller motor carriers who don't need a full time recruiter increase their live-answer rate to 100%. Outsourcing the phones to AvatarFleet on an as-needed basis is a cost-effective way to ramp up recruiting efforts without the need for an additional hire.

Outstanding Results

Partnering with AvatarFleet’s Driver Marketing Services & Driver Recruiting Services laid the groundwork for impressive driver hiring results for Transmark, including: 

• More & Better Candidates: Transmark’s leads increased by 61 percent, yielding a greater number of qualified applicants completing full applications. 
• Increase in Monthly Hires: The initial Facebook campaign filled open trucks within just 20 days of launching and has contributed to stable hiring trends over time. 
• Better Results, Smaller Budget: Advertising the right message to the right drivers in the right place works. This approach resulted in a 56% decrease in the recruiting budget and a 62% decrease in the average cost per hire. 

"By allowing Avatar to focus on what they do best, we can remain focused on what we do best," shared Garrett.

Interested in how you can get similar results for your driver recruiting efforts? Learn more about AvatarFleet’s Driver Marketing Service and Driver Recruiting Service or get in touch today.