* California - Your brand really matters when recruiting truck drivers
-- In the ever-competitive world of attracting good commercial truck drivers, it’s getting more and more difficult to stand out and be noticed among a growing crowd of competitors... Phrases such as “New Pay Plan,” “Late Model Equipment,” “Not a Number,” and “Home Time” are in almost every ad targeting truck drivers. Even if those things are true about your company, they’re not going to make you sound very different from what’s being bandied out there by competitors... So how do you stand out as a black dot in a sea of white dots and truly differentiate your company? An effective brand is the single-most important ingredient to becoming one of those stand out companies that are like magnets to drivers... A strong employer brand can be a talent magnet for that increasingly elusive prospective driver. An authentic driver brand that is honestly shared by a recruiter and adhered to by operations can also be a powerful retention tool... What is a brand? A brand is not a logo or a catchy slogan. In fact, it’s not anything your marketing person or committee says. It’s what your drivers (and potential drivers) say your company is all about... The definition that we like to use is that a brand is a person’s gut feeling about your organization. It how people perceive the experience of working with or for your organization... The future of trucking lies with those companies that can attract and retain the best drivers. A strong brand will give you that unfair advantage to be one of the leaders that pulls ahead in the years to come...
Ladera Ranch, CAL, USA - Trucking News On Line, by Chris Tanke - June 15, 2015Labels: truckers shortage
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