When one line of business isn’t seeing desired engagement, it could be buried on the company website. Knight Transportation found that their website recruiting levels were exceptionally low. gate6 analyzed the core business need and broke out Knight’s recruiting to create DriveKnight, a website dedicated to attracting new drivers.
Knight Transportation needed an updated recruiting website focused on converting visitors into applicants. It was important to clearly present the Knight culture and values to achieve the best match with new applicants.
To optimize the website for recruiting and conversion we added a simple form in the same spot on each page, created clear calls to action throughout the site, added options to connect with a recruiter, and developed open positions searchable by division and location.
“To optimize the website for recruiting and conversion we added a simple form in the same spot on each page, created clear calls to action throughout the site, added options to connect with a recruiter, and developed open positions searchable by division and location.”
Knight Transportation is a massive and multi-regional business, with many lines of business that employ drivers, managers, and staff. Their recruiting efforts include a wide portfolio of offerings from employee positions to contracted partner carriers to veterans services. Their site needed to adequately highlight all that Knight can offer to prospective employees and partners, and draw special attention to their unique corporate culture. gate6 determined that the recruiting arm of Knight needed a focused site that could highlight all of their talking points and engage multiple user groups on a personal level.
The DriveKnight site is a responsive, visually-driven site that combines pointed recruiting messages with an easy, mobile-friendly job application capability. In order to help Knight stand out from the 450,000 other trucking companies in the industry, we created a fresh, focused site that honed in on the message of corporate culture, and drove visitors to application pages in order to convert visitors into applicants.
The site provides clear calls to action on each page, options to connect with recruiters or apply online, and a searchable database of open positions that could be accessed with any device. We also provided enhanced visual representations and tailored icons with text to better convey the benefits to on-the-go applicant’s.
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