Cover Image

Not for Sale



View/Hide Left Panel
Click for next page ( 57


The National Academies | 500 Fifth St. N.W. | Washington, D.C. 20001
Copyright © National Academy of Sciences. All rights reserved.
Terms of Use and Privacy Statement



Below are the first 10 and last 10 pages of uncorrected machine-read text (when available) of this chapter, followed by the top 30 algorithmically extracted key phrases from the chapter as a whole.
Intended to provide our own search engines and external engines with highly rich, chapter-representative searchable text on the opening pages of each chapter. Because it is UNCORRECTED material, please consider the following text as a useful but insufficient proxy for the authoritative book pages.

Do not use for reproduction, copying, pasting, or reading; exclusively for search engines.

OCR for page 56
56 Strategies to Attract and Retain a Capable Transportation Workforce Exhibit 7-2 (Continued) Industry Strategies: Branding the Organization/Industry Strategy Strategy Description Capitalize on Social Organizations are creating accounts on Facebook, MySpace, YouTube, and Networking Technology Twitter and uploading short videos to highlight the positive aspects of a career in transportation. These are websites where originally individuals, and now organizations, design web pages to present their background and interests. These websites allow individuals to electronically connect with the websites of other individuals so that the information, pictures, and videos that are uploaded on one website appear on all the connected websites. Organizations will upload information about job opportunities, pictures of employees working and having fun, and videos of realistic job previews. WSDOT has found that joining these social networking sites allows the organization to reach more applicants while branding themselves as an "up-to-date" and "technologically savvy" employer. Another non-web-based way to network is to pass out mini- discs with video advertisements of the organization. The size of the mini-disc makes them easy to pass out and share. Additionally, the videos direct passive job seekers to websites where they can get more information. Communicate a Organizations develop a logo and tagline with the objective of branding Message and Target an transportation as a desirable career. Marketing research suggests that branding Audience can highlight the successful characteristics of a job and improve recruiting success. The following messages have been found to be effective: (1) transportation workers receive good pay and benefits, (2) you can "fit in" as a transportation worker, (3) you can start earning money right away without training or education, (4) the industry has many attractive career opportunities, (5) by working in transportation, you are giving back to the community, (6) the success of the community depends on effective transportation work, (7) transportation is a viable career for female workers, (8) the transportation industry promotes and supports on-the-job training and education, (9) transportation jobs have excellent advancement potential , (10) transportation is a great place for your son or daughter to start a career, and (11) employees have access to cutting-edge technology. Logos and taglines can be inscribed on inexpensive promotional items such as key chains and toy footballs that can be used as handouts at career fairs and career days. While handing out these items, representatives can talk to passive job seekers about the organization. 7.3 Workforce Practices. Ten workforce practices that were designed to assist in making the process of "Branding the Organization/Industry" efficient and effective were reviewed, and we identified two workforce practices that were noteworthy within this context: Iowa State University's Institute for Transportation (InTrans) Go! Magazine Washington State DOT Branding through Social Media For these two practices, we conducted a case study. Summaries of the two case studies are presented below. The full case studies can be found on the TRB website at http://trb.org/Main/Blurbs/164747.aspx as part of Volume II: Supplemental Materials. The full case study descriptions detail each practice's background, implementation, maintenance, evaluation, and transferability.

OCR for page 56
Branding the Organization/Industry 57 Iowa State University's Institute for Transportation (InTrans) Go! Magazine. The Institute for Transportation (InTrans) at Iowa State University is a large research center with more than 40 full-time faculty and professional staff and between 80 to 100 graduate student research assistants. However, three Iowa State University's Institute for members of the InTrans publications group-- two Transportation (InTrans) Go! Magazine graduate student writers and a part-time editor-- are Job Type: All dedicated solely to Go! magazine. Go! shares a managing editor and two graphic designers with the ROI: Short- to Mid-term Institute of Transportation (InTrans) at Iowa State Generation: Younger University. Key Program Highlights: o Informs teens about the transportation Iowa State University's Institute for Transportation industry and possible career paths (InTrans) publishes the Go! Online magazine. The goal of Go! Online magazine is to inform teens o Prints in English and Spanish about the transportation industry and possible o Targets young adults ages 14 to 20 transportation career paths. The magazine explores o Funded through grants and sponsorships the world of transportation including highway and (Platinum, Gold, and Bronze) bridge development, transit vehicles, and types of drivers. The free e-magazine is targeted to teens and young adults ages 14 to 20. As an indication of the success of the magazine, 33% of their readers stated that they were planning to pursue a career in transportation and 66% of those respondents said the magazine had influenced that decision positively. Go! is funded through grants and donations from sponsors who share a common interest in helping recruit young people to study and pursue careers in transportation. They have three levels of sponsorship: Platinum ($7,500 and up), Gold ($3,000$6,000), and Bronze ($500$999). This year's (20092010) sponsors include the Federal Highway Administration, Iowa Math and Science Education Partnership, and Midwest Transportation Consortium at Iowa State University, which are all Platinum-level sponsors. Go! has begun using social media as well to attract bigger audiences. The magazine maintains a Facebook page (http://www.facebook.com/pages/Go-Exploring-the-World-of-Transportation-a-magazine-for- teens/36512518095?v=wall), videos on YouTube, and a Twitter account. In addition, beginning with the September 2009 issue, the magazine is being translated into Spanish.

OCR for page 56
58 Strategies to Attract and Retain a Capable Transportation Workforce Washington State DOT Branding through Social Media. The Washington State Department of Transportation (WSDOT) has approximately 7,500 employees. WSDOT's Human Resource (HR) division has begun using social media outlets as part of their recruitment strategy. In 2007, Washington State DOT Branding through WSDOT's Communications Department began Social Media identifying ways to re-brand the agency and get Job Type: All information about WSDOT to technology-savvy ROI: Short-term and younger (under 30) populations. Thus, the agency began using YouTube and Facebook to Generation: Younger post agency information. The goal for WSDOT is Key Program Highlights: that when the agency begins to recruit again, the o Social media tools include Webpage, general population will be much more aware of YouTube, Facebook, Google Groups, the agency. WSDOT has also tested other social GovLoop, LinkedIn, MySpace, Blogs, networking outlets such as Google Groups, Twitter, Flickr, RSS, and FriendFeed GovLoop, LinkedIn, and MySpace. For o Spotlight Employee to highlight WSDOT's Facebook page, the agency has employee and role within the agency, provided information about the transportation along with promotional videos on key industry and a typical career at WSDOT. position classes and sample employees WSDOT has also included a Spotlight Employee piece, which highlights a person and his/her role o Helps build trust, educate the public, and within WSDOT on the agency's Facebook group develop long-term relationships with page. users Furthermore, WSDOT has developed a variety of videos on key position classes and sample employees, which are now incorporated as hyperlinks on the agency's employment website. For example, WSDOT was having difficulty finding qualified maintenance people in their Northwest region so the agency created videos of actual maintenance employees and had the employees describe what they do on the job and why they perform that job. The agency first put the maintenance worker video on YouTube and then posted it on the employment website as well. WSDOT has different lines of work such as Maintenance, Engineering, Clerical, and Planning. To allow viewers of the video to find out more about business at WSDOT, six hyperlinks on the WSDOT website under "Stay Connected" send users to different social media outlets (Blogger, Twitter, Flickr, YouTube, RSS, and FriendFeed). Visitors can learn more about recent and upcoming activity and projects at WSDOT. The hyperlink to YouTube connects to WSDOT's Channel, which has videos that were uploaded within the past 2 years about specific jobs or careers at WSDOT. WSDOT's HR division has chosen social networking in order to build trust, educate the public about the transportation industry, and begin developing long-term relationships with users of social media. WSDOT has chosen to use social networking based on what the agency has observed other public and private sector organizations are using in recruiting. While no specific outcome measures have been collected at this time, WSDOT judges the success of the social networks through the increased inquiries they have received from other state government agencies.

OCR for page 56
Branding the Organization/Industry 59 Other Example Practices To serve as an additional resource for agencies interested in "Branding the Organization/Industry," we have included a list of other practices that transportation agencies have implemented for this purpose. Additional information on each of the following practices can be found in one- to two-page summaries within the supplemental materials. American Road & Transportation Builders It's Our Future Campaign Association-Transportation Development Illinois Road Transportation Builders Foundation (ARTBA-TDF) Awards Association Community Presentations Programs Promotional Videotapes Employee Branding Women's Transportation Seminar Employer of Choice Toolkit Engineer Your Life The practice summaries include information, such as the lead organization, practice description, practice purpose, targeted participants, return on investment (ROI) timeline, influence of the economy, innovativeness, and resources to find out more information on the individual practices.