While McKee’s original column addresses the broader issue of marketing, his points are directly applicable to driver recruiting. Here are the key points I pulled from his piece—adapted to your specific needs as a recruiter:
New marketing channels pop up every day, from apps to publicity stunts and beyond. Audiences (and attention spans) are becoming increasingly fragmented. That reduces the chance any message has of getting through.
How do you overcome fragmentation? Integration. That means communicating a consistent identity from message to message, and medium to medium. More importantly, it means consistently delivering on that identity.
Everything you do to attract, convert and retain drivers should be integrated—including your human resource practices, your training programs, even your compensation and employee evaluation metrics.
So why don’t more companies implement integration strategies? They don’t start with a strategic messaging foundation, and they don’t have the patience to see it through.
Companies that maintain healthy growth over time tend to have more durable messaging strategies and longer-lasting campaigns, while those that struggle tend to change direction more frequently.
That’s exactly what’s happening in the cola wars. Coke has remained focused and consistent for years, and is winning market share, while Pepsi recently fell to an embarrassing No. 3 in the market behind Coke and Diet Coke. That’s why Pepsi is now reexamining everything about its brand.
What’s the first step?
Take a close look at all of your company’s messages to prospective and existing drivers. Compare those messages with what your drivers experience once they sign-on with you. If it doesn’t all connect for you in some meaningful fashion, it won’t for your prospective and existing drivers, either.
If your messaging strategy is weak (or off the mark), you may need to do what Pepsi is doing, and reexamine everything.
It may be that your problem is more a matter of execution: You’re simply not doing what you’re promising.
Or it could be that you haven’t pulled the trigger because you haven’t seen a flawless plan for integrating all your recruiting and retention efforts.
Here’s the good news: There’s no such thing as a perfect integration plan. Over the long haul, the companies who have the real recruiting advantage simply do it better than their competitors.
Steve McKee is the author of When Growth Stalls: How It Happens, Why You’re Stuck, and What to Do About It.
Click Here to read his original article in its entirety.