Requires an Understanding of Their Labor Forces and the Need for Advocacy and Pride
Transportation brands have a unique opportunity to create brand affinity from a diverse associate base. Often, employees come from varied backgrounds, and are employed in several departmental categories: management, operations, engineering, terminals, warehousing and the fleet drivers themselves. These individuals work in a highly specialized space. They form a strong camaraderie that transcends time, as well as the companies that employ them, and often result in long-term relationships and careers. They take great pride in what they do, and this passion is shown each day during their work activities. These factors culminate into terrific opportunities for marketers within transportation brands to capitalize and turn employees into ambassadors for the brand. This creates far-reaching impacts for the Company, from improved associate retention rates to better customer service and references that drive additional business.
The first step is to address some of the areas where a transportation company can provide added value and comfort to their employees, and you can start by asking yourself or executive leadership the following questions...Read More