Charles M. Schulz created a lovable character named Linus in his Peanuts cartoons that everyone could associate with as he refused to ever let go of his security blanket. Not only did Linus always cling to his blanket, he often used it as a weapon or defense mechanism that would allow him to justify carrying it around. I doubt that Schulz was looking into the soul of trucking executives when he designed Linus, but there sure are some similarities.
In my scenario, the blanket is print advertising and Linus-like Recruiting Managers cling to it as if it may protect them and take them to a happier time when they could run a Sunday newspaper ad for $150 and the phones would ring off the hook on Monday. Even Linus realizes that those days are gone and it's time to let go of the blanket.
I recently had two different clients that called our office to run a spot newspaper ad for immediate needs in specific locations. After pricing the ads (both of which were approximately $400), I showed them how to use their vendor Internet sites to use databases to reach out to drivers domiciled in the specific areas. Both clients were able to find enough qualified applicants that neither needed to run the newspaper advertising. They were able to fully utilize advertising they had already paid for to solve a hiring issue without incurring additional costs. They were able to let go of the blanket.
Don't let an advertising agency forget that they are supposed to be part of the team to create solutions - not invoices. We all remember happier financial times and cling to the past at times but sometimes you've just go to let go.
