Increase in contact moments for Ploeger Logistics

The challenge and approach in logistics In the transport and logistics sector, labor-market shortages are a growing problem, especially for roles like truck driver. Since salaries are set by collective agreement and equal everywhere, it's crucial for logistics companies to stand out from the competition. That's why Buro Aangenaam builds a strong employer brand for Ploeger, runs campaigns on Facebook and Instagram, and puts job satisfaction and employees' personal experiences at the center of their content. In addition, deploying LeadBot on the careers website drives a clear increase in soft conversions — contact moments — that can ultimately lead to job applications.

In the transport and logistics sector, labor-market shortages are a growing problem, especially for roles like truck driver. Since salaries are set by collective agreement and equal everywhere, it's crucial for logistics companies to stand out from the competition. That's why Buro Aangenaam builds a strong employer brand for Ploeger, runs campaigns on Facebook and Instagram, and puts job satisfaction and employees' personal experiences at the center of their content. In addition, deploying LeadBot on the careers website drives a clear increase in soft conversions — contact moments — that can ultimately lead to job applications.

In the transport and logistics sector, labor-market shortages are a growing problem, especially for roles like truck driver. Since salaries are set by collective agreement and equal everywhere, it's crucial for logistics companies to stand out from the competition. That's why Buro Aangenaam builds a strong employer brand for Ploeger, runs campaigns on Facebook and Instagram, and puts job satisfaction and employees' personal experiences at the center of their content. In addition, deploying LeadBot on the careers website drives a clear increase in soft conversions — contact moments — that can ultimately lead to job applications.

Deploying LeadBot Ploeger's standard application forms were quite extensive, which could raise the threshold to apply. There were also no quick options for visitors to leave their details. Visitors could only call the phone number or email the address themselves. This problem was solved by implementing several LeadBots on the 'Werken Bij Ploeger' careers website.

Ploeger's standard application forms were quite extensive, which could raise the threshold to apply. There were also no quick options for visitors to leave their details. Visitors could only call the phone number or email the address themselves. This problem was solved by implementing several LeadBots on the 'Werken Bij Ploeger' careers website.

Standard LeadBot

The standard bot is shown on almost every page, with HR manager Yarima personally greeting visitors. When reaching out to new employees it's important to offer a variety of soft conversion points. Once that first contact moment has happened, the path to a job interview often follows. The bot focuses on the following soft conversions:

• Browse vacancies: the 'See all vacancies' button takes visitors straight to the vacancy overview.
• Phone contact: via the 'Call me back' button, visitors can leave their phone number if they don't have time to call right now. Prefer to call directly after all? The HR manager's phone number is also in the welcome message.
• Contact form: visitors can easily ask the HR manager a question via a contact form. The visitor can leave their first name, last name, phone number, email address and a message.

Standard LeadBot

After clicking 'Contact form'

Vacancy page LeadBot

On the vacancy pages for truck drivers in Waalwijk, Bunschoten and Breda, a specific LeadBot is deployed. Here visitors are personally greeted by the team leader of that location. Direct contact with the team leader feels more approachable to many drivers. Moreover, the first job interview for these roles is with the team leader, which reinforces the personal approach. The bot focuses on the following conversions:

• Phone contact: just like the standard bot, visitors can easily leave their phone number with the 'Call me back' button.
• Application form: visitors can apply directly via a simple application form in LeadBot. This form is far less extensive than the standard application forms with requirements like a photo, motivation letter and CV. This lowers the threshold to apply even further. It hardly gets any easier!

LeadBot for the Waalwijk & Bunschoten locations

LeadBot for the Breda location

“With LeadBot, this audience — often on the road — can quickly leave their phone number. That lowers the threshold to apply considerably if they don't have a CV or motivation letter ready on their phone. And any questions are answered quickly, which sometimes removes that last bit of doubt!”

Emie Budde

Marketer at Buro Aangenaam

Results Let's dive into the results. In 6 months, deploying LeadBot delivered the following results:

Let's dive into the results. In 6 months, deploying LeadBot delivered the following results:

• Increase in soft conversions: LeadBot drives more contact moments through the website, with the 'Call me back' button used most often.

• Higher efficiency: leads arrive directly with the right team leader at each location, which speeds up the recruitment process.

• Website usability: LeadBot proves easy to use for a broad audience, including applicants aged 60+. They too used the tool effortlessly and completed contact forms without any problems. This has further improved the usability of the entire website.
• Positive brand association: the personal greeting and simple application process strengthen the Ploeger brand experience.

Key takeaway

Deploying LeadBot at Ploeger has shown how important it is to make the application process as approachable as possible. Especially in a tight labor market. By approaching visitors personally and offering simple contact options, you lower the threshold for applicants. This leads not only to more applications, but also to a stronger brand experience and more efficient recruitment. Regardless of the age or digital skills of the target audience! Want to get more out of your recruitment marketing too? Sign up for a free 30-day trial and experience the benefits.