(A WORD OF EXPLANATION: This post originally appeared on our other blog — which is focused entirely on truck driver recruiting. There are loads of posts I consider far more interesting than this one, but for some reason, it keeps popping-up in the blog’s stats among our Most-Read posts.)

The best truck driver recruitment campaigns start with solid employment branding. The kind of branding that creates real loyalty. And attracts the best talent.

Fistful of Talent blogger Tim Sackett uses a story involving o.b. Tampons to make an excellent case for that very point.

Missing Tampons Create Mad Scramble
Johnson & Johnson recently announced that there could be a delay of weeks before its mysteriously absent o.b. Tampons was back in stores. Because the product is so unique, the shortage led to a black market. While a box of o.b. Tampons costs $7.49 at Rite Aid, one customer reported in an online forum that she recently bought a box on Amazon.com for $39.

So, what does this have to do with Employment Branding? Everything, of course!

Make your Employment Brand Scarce!
99% of HR Shops don’t do this, or at least don’t do this well. We don’t look at making our employment brand scarce, we look at making it larger. We spend a ton of resources trying to make our employment brand bigger than it is, more known, more visible. And in the end what do we end up getting for all of this? More. More candidates. More interviews and screenings. More work.

Think of recruiting like professional fishing.
In professional fishing, you don’t want more fish, you want the biggest and best fish. Recruiting is no different. I don’t want more candidates. I want the right candidates. Most HR Shops get this confused—primarily because executives and operations don’t get this concept.

So, what should you do?
Stop getting more. Don’t take just anyone into your organization, only take the best. Not just the best of what you found. Don’t tell me it can’t be done. J&J found out how to do it with Tampons. I’m pretty sure you can figure out how to do it with Talent!

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