Jobvite Drives Canada Cartage to Increased Job Applicants
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 CRM 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 previous year — along with 20% more hires. Through their email campaign work with Jobvite CRM, 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%.
Recruitment Marketing Evolved Canada Cartage’s TA Process
Jobvite’s Evolve Talent Acquisition Framework helps TA teams deliver world-class results. From initial assessment to specific action plans, Evolve empowers TA leaders to identify and prioritize areas for improvement so that no effort is wasted. Teams, processes, technologies, and strategies are optimized over time, and organizations emerge stronger, more efficient, and better able to adapt to the needs of the ever-evolving talent marketplace.
The Evolve framework offers four levels of talent acquisition maturity. Similar companies to Canada Cartage can move from up a Level 1 by increasing and diversifying their recruitment marketing channels.
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.
