TransSystems Trucking Company partnered with Spotlight Media to strengthen its recruitment efforts for qualified CDL Drivers and Diesel Technicians. Facing a competitive hiring environment, the company needed to reach experienced candidates already in the industry—individuals likely to be considering new opportunities but not actively browsing job boards.
Recruitment Digital Advertising Strategy
Spotlight Media developed a digital recruitment campaign designed to find and engage experienced professionals who matched TransSystems’ ideal candidate profile. The strategy combined multiple targeting and delivery methods to maximize reach and relevance:
- YouTube Ads: Delivered video content to industry professionals and job seekers, highlighting TransSystems’ company culture, benefits, and opportunities.
- Geofencing: Targeted competitor locations to reach drivers and technicians already employed in the field but open to new opportunities.
- Behavioral & Job Title Targeting: Focused on individuals whose online behavior or professional titles aligned with trucking and diesel technician roles.
- Regional Focus: Concentrated efforts on the Red River Valley and Northwest Minnesota for optimal results.
Results
By combining precision audience targeting, engaging video content, and strategic location-based advertising, Spotlight Media successfully positioned TransSystems as an attractive employer within its market.
Over the course of two months, the campaign achieved:
- 1.1 Million+ Impressions
- 26,000 Clicks to the Landing Page
- 90,000+ Interactions (clicks, views, swipes, and calls)
- 6.15% Click-Through Rate
- 36 Qualified Applicants
The campaign exceeded expectations by generating 36 qualified candidates within two months—effectively meeting TransSystems’ recruitment goals. Through data-driven marketing and a tailored digital approach, Spotlight Media helped TransSystems connect directly with experienced, ready-to-move professionals—proving the power of strategic recruitment advertising.
