STA Recruitment Marketing

STA takes pride in its student-centric approach, as well as its family-oriented business plan.  They strive to seek professional school bus drivers, mechanics and technicians, dispatchers, managers, safety trainers, and a slew of other employees working behind the scenes to provide safe and reliable transportation solutions.  More specifically, they reached out to Havenoro’s marketing team for assistance with recruitment campaigns to fill bus driver positions across the country.  They also wanted to improve overall website performance, branding, and increase social media and website engagement. Some pain points that they needed to address/resolve included: Website responsiveness Conversion rate on PPC ads User Experience (UX) Website maintenance Website was not mobile-friendly For instance, prospects would land on STA’s website but would have to select the state they were in when looking for a job post.  It would not automatically show listings in respective states.  It is important to note that STA is a parent company to local operators that know their local communities well and are backed by the support of STA’s national network.

Havenoro and STA arrived at defined expectations and goals for the project.  Havenoro’s team of experts came together to create Pay-Per-Click (PPC) advertising campaigns for recruitment, as well as devising an SEO strategy that would assist with UX.  The marketing and SEO teams worked closely with the development team to ensure that all website-related concerns were addressed and resolved. Havenoro’s experts forged ahead in creating a strategy that would assist STA in improving user experience, thus increasing the engagement rate on their website and the recruitment of qualified bus drivers.  The strategy involved Havenoros SEO team researching local SEO analytics, in order to formulate highly-targeted local SEO strategies for each recruiting location.   Additionally, the Havenoro SEO team conducted extensive keyword research paying close attention to search query intent and reviewing competitor keywords to utilize their successful actions to the benefit of STA’s needs. Havenoro’s team crafted a digital marketing strategy that would assist STA in reaching its intended target audience through the usage of hyper-targeted PPC ads using Google Adwords and Meta Business Manager.  This strategy began by researching STA’s main competitors and reverse engineering their existing PPC efforts.   In regards to the design of the ads, STA provided all creatives, while the Havenoro marketing team assisted with adding Call-To-Actions (CTAs) and relevant text to the creatives.  As their industry is very diverse, the creatives and ad copy remarkably displayed said diversity, which helped to encourage people from all walks of life to apply.  As a bonus, to the job itself, STA provided training and certification to prospects, which made it easier to get prospects to apply. Keeping up with today’s latest trends, Havenoro’s team implemented the use of dynamic ads on Meta to catapult the recruitment campaign.  Some additional technologies that were used for this project included ZoHo, Google AdWords, and WordPress, to name a few.

The PPC campaigns and other components of the STA project proved to be quite an accomplishment, as the Havenoro team met and exceeded STA’s expectations. The highlight of the project was Havenoro’s ability to clean up STA’s previous marketing efforts and improve their ad optimization score, adding relevant keywords, headlines, and descriptions, as well as adding the full scope of available assets on Google ads like site link extensions, structured snippets, and images.

Results