Knight Transportation is known as a leader in the industry offering a number of truck driving jobs across 30 service centers nationwide. Because of Knight’s family culture Driving Associates develop one-on-one relationships with managers, trainers and service staff.
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. In addition, content had to be crafted to address the needs of multiple user types, including veterans. Finally, it was critical for job application to be easy, mobile-friendly and help Knight stand out from the 450,000 other trucking companies in the industry.
To begin this project, Gate6 interviewed current Knight recruiters and drivers across different divisions. Once we had an understanding of what was needed in the website, we built an intuitive, responsive recruiting platform.
By creating messaging that highlighted Knight’s key differentiators as an employer, we were able to speak to the needs and interests of potential drivers. One of the greatest attractions for working at Knight is the tight-knit culture, so we created compelling content, bold imagery and engaging video to draw attention to this important benefit. In addition to highlighting the benefits of working at Knight, we included testimonials from current employees on every page to show, not tell, why it is great to work at the company. Since Knight wanted to better reach the veteran audience, we also added an entire section specifically for this group.
To optimize the website for conversion and make it easy to contact a recruiter, we also added: