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Truck Driver Recruiting: You Could Learn A Lot From The Mayor Of Newark


Cory Booker

Mayor of Newark, New Jersey

An employer brand that connects with the right candidates has to be built on truth, and truth starts with actions—not just words.

Jason Seiden, author of How to Self-Destruct: Making the Least of What’s Left of Your Career, has written an excellent think-piece about the importance of building a brand on actionable truths about your company. And it was inspired by, yes, the Mayor of Newark, New Jersey.

Here Are The Highlights:
“I recently had the honor of being the opening speaker at the Omaha Chamber of Commerce’s Young Professional’s Summit. At lunch, a number of sponsoring organizations spoke and showed videos. These were highly polished, tightly scripted videos.”

Nice Video, But…
“One in particular was an employer branding video that had a number of people talking about the company’s values. They described how people were important, how customer focus was baked into everything the company did, and how integrity was paramount to decision making. It was a slick video.”

…The Mayor Of Newark Stole The Show.

“It would have been awesome if not for what happened right after it was shown: the Honorable Cory Booker, Mayor of Newark, NJ, took the stage. Cory Booker did not talk about how important people were. Instead, he highlighted how people in Newark were coming together to support dads coming out of jail, and how the programs being implemented have reduced recidivism from 65% to 3%.

He did not talk about how important his constituents were. Instead, he introduced us to characters from Newark—living, breathing people. he told us their stories and how  the city was mobilizing to help them change their city.

Cory Booker did not talk about how important integrity was. Instead, he talked about real struggles and described a situation in which he was proud to have made good on a promise made (but not yet executed) by the previous mayor.”

The branding video described. Mayor Booker set an example. The difference was striking.

The Lesson:
Describing something is just descriptive talk. When you take action—when you live your story—communicating your values becomes as easy as telling stories about what you’ve done and what you’re doing.

So what are you doing to bring truth to your employer brand? If you’re not sure, a good place to start would be to ask your drivers. If you’re not getting the kind of answers you want, it’s time to make the changes necessary to get those answers.

For Further Reading:
Better Branding Maximizes Truck Driver Recruiting Effectivenes
What’s Brand Got To Do With Truck Driver Recruiting? Everything.
Truck Driver Recruiting: Three Keys To Building Your Employer Brand.

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