Jobvite Helps Canada Cartage Launch Dedicated Career Site to Attract Young Talent

Challenge

Trucking companies are having a hard time filling jobs as baby boomer drivers retire faster than they can find younger drivers to replace them.

Solution

Canada Cartage looked to Jobvite to help better recruit top talent during the driver shortage.

Results

Canada Cartage saw an increased number of applications by 118% and 20% more hires.

 

Canada Cartage is a leading national provider of customer located, dedicated trucking services and warehouse solutions. The majority of Canada Cartage’s fleet and drivers are dedicated to specific customers and reside at their locations.

But this male-dominated, blue-collar workforce is facing one of the largest trucking and transportation shortages in Canada. The Canadian Trucking Alliance estimates the trucking industry will be short as many as 48,000 drivers by 2024, forcing transportation HR and hiring managers to rethink their recruiting strategy for the future.

Furthermore, the average age of the drivers continues to increase and is doing so more rapidly than the Canadian labor force in general. The Canadian Trucking Alliance estimates that the average truck driver age is expected to eclipse 49 years old by 2024 – up from 47.1 years in 2014 and 44.1 years in 2006. There are large numbers of drivers in their 50s and 60s and about 17,000 drivers between 60 and 65 years of age.

Some trucking companies have said they are having a hard time filling jobs as baby boomer drivers retire faster than they can find younger drivers to replace them. To better combat the transportation shortage, Canada Cartage looked to Jobvite to help recruit top talent.

Jobvite Helps Canada Cartage Launch Dedicated Career Site to Attract Young Talent

To attract younger drivers, Canada Cartage worked with Jobvite to create an intuitive career site and build relationships with an on-the-go workforce.

Canada Cartage launched a new dedicated career site with an URL that was easy to remember. They also focused on showcasing multimedia, including videos featuring employees’ stories and made the site’s functionality and mobility simpler. For example, applicants could access the Driver Quick Apply (“Join Us” App) and landing pages with basic information while on the road, which is extremely important for drivers who may not have their resume with them.

Not only did Canada Cartage create a dedicated career site, Canada Cartage used Jobvite Engage to communicate and build relationships with drivers through email campaigns and social media. This allowed the company to launch a dedicated social media page for recruitment with daily posts about culture, driver recognition, benefits, testimonials from drivers, photos, memes, and more.

Numbers Don’t Lie in Recruiting

After only one year of utilizing Jobvite, Canada Cartage saw their number of applications increase by 118% —more than doubled from the previous year — along with 20% more hires. Through their email campaign work with Jobvite Engage, Canada Cartage’s open rate was at 58% where 19.33% is standard in recruitment and staffing. In addition, their click-through rate was 11% when a mere 1.81% is standard.

Along with their increased number of applicants and email engagement, Canada Cartage saw a great improvement in their social media interactions with the help of Jobvite. They averaged one-and-a-half million more impressions on social media monthly than the year prior and increased page likes on Facebook by 268%.

About Canada Cartage

Canada Cartage is a leading national provider of customer located, dedicated trucking services and warehouse solutions. The majority of Canada Cartage’s fleet and drivers are dedicated to specific customers and reside at their locations.

Since its founding in 1914, Canada Cartage has provided a complete range of transportation services, specializing in the provision of fully outsourced, customer-located, dedicated trucking services. Canada Cartage was one of the first carriers to offer this service to Canadian companies and is currently one of the largest in the country, supplying dedicated fleet solutions to many corporations, some for more than 50 years. Canada Cartage’s operations are located in British Columbia, Alberta, Manitoba, Saskatchewan, Ontario and Quebec

About Jobvite

Recruit with Purpose. Hire with Confidence.

Jobvite is a comprehensive talent acquisition suite that offers a marketing-inspired approach to recruiting by intelligently attracting your dream candidates, automatically screening for the highest quality, engaging employees invested in their futures, and retaining the people who care the most about your organization by combining the power of data and the human touch. Jobvite has thousands of customers including LinkedIn, Schneider Electric, Premise Health, Zappos.com, and Blizzard Entertainment. To learn more, visit www.jobvite.com or follow us @Jobvite.

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