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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