We immersed ourselves in deep market research and discovered truckers and hiring companies are very different audiences who respond to different messages. We recommended speaking to each audience in their own voice, via two different videos.
For the recruitment spot we channeled our inner truckers and realized that pride in a job well done is something that greatly resonates with this demographic. We crafted an emotional and compelling video with a core message expressing CDL Jobs’ deep understanding of drivers that would inspire engagement with their brand.
Profoundly meaningful to its target audience, this video turns a few very small moments into a sweeping epic: a driver walking to his truck, starting the engine and driving away. It seems like an inconsequential flash of time to most, but to drivers it is that of an athlete mentally preparing for the field.
This connection imprints that CDL Jobs.com is empathetic to what drivers do and are, and creates strong brand recall for CDL Jobs.com.