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Chapter 7: Branding the Organization/Industry
In attempting to successfully target the next generation of workers, affectionately termed "Gen Y'ers"
(born after 1978), transportation companies have found that some negative and inaccurate perceptions of
certain transportation jobs have created additional recruitment obstacles. In fact, in a Wall Street Journal
Almanac Poll of job preference by high school-aged vocational technology students, the job of
construction worker ranked 248 out of 250 occupations compared (U.S. Department of Labor, 2004). One
effective way to address this problem and improve recruitment success is to improve the image through
rebranding of transportation jobs. Branding should be designed to raise the profile of transportation as an
industry that provides esteemed career tracks. In this chapter, we present challenges, strategies, and
workforce practices related to "Branding the Organization/Industry." Exhibit 7-1 provides a snapshot of
the chapter.
Exhibit 7-1
Snapshot of Chapter 7
Chapter Road Map Concept and Definition
Workforce Challenges........................53
Failure to Adequately Brand the Industry
Employee Age, Generational Gap
Misperceptions of the Job
Misperceptions of the Gender/Cultural
Barriers
Industry Strategies..........................54
Advertise the Strengths of the Organization
Get Involved in the Community and
Advertise It
Cutting-edge transportation agencies have been
Use Real Employees in Advertisements effective in eradicating negative and inaccurate
perceptions of the industry and specific jobs by
Make the Jobs Appealing
improving the agency and/or industry image and
Improve Image as "Diversity Friendly" awareness of the diverse jobs available at DOTs
through more accessible media and re-branding of
Use a Comprehensive Marketing Campaign transportation jobs.
Capitalize on Social Networking Technology
Definition of Branding the
Communicate a Message and Target an Organization/Industry:
Audience
Involves positively marketing the organization and
Workforce Practices.........................56 industry in an effort to communicate the benefits of
Iowa State University's Institute for a career. The goal of these efforts is to help
Transportation (InTrans) Go! Magazine organizations enhance their image and attract
individuals to the industry. As a result, these
Washington State DOT Branding through practices help to establish a larger and more diverse
Social Media applicant pool.
52
