Square One: Name the Job

By Steve Calitri

When Donnie Cruse

christened the term WreckMaster for his training organization in 1990 and applied it to every towman it trained and certified, it was a stroke of genius. The name alone was an effective lure to draft trainees. It is a lesson in recruitment that all tow bosses should heed.

There is no tougher challenge today than recruiting men and women who have the right stuff to be a tow operator. The position takes bravery, an aptitude for this unique physical work, and a mental commitment to acquire the necessary skills. In 2023 this is a tall order.

There are several good practices a boss must follow for successful recruitment, but number one on the list is naming the position in both your advertising and in-house communications. Most classified ads that run use the term tow truck driver or operator in the titles. This might suffice if the goal is to attract only those who have experience in the work, but it won’t make either the company or the position sound special. Moreover, today’s challenge requires attracting new people into the industry.

Would the marines be looking for soldiers when they are needing to attract people who have never been soldiers, and do not understand all that the job entails? Remember their famous come on?

“We’re looking for a few good men.”

The marines sought young men who had the character to want a tough challenge. Not just anyone would do.

Tow Truck Driver does not adequately describe the essence of what a tower does or the diversity of the work. Neither is the term inspiring on its own merits. Using the word operator instead is a general improvement, but does little to pique the imagination or play on one’s ego.

Whoever adapted the term astronaut for NASA may very well have had recruitment in mind. Who among the first pioneers of outer space would have been lured by the title of spaceman? Astronaut is defined as one who travels among the stars. Spaceman or Astronaut. Which one better captures and ignites the imagination?

What name do you use to attract someone to be a towing and recovery specialist for your operation? Let’s try a few out for size.

The job calls for an individual who can respond well to emergency situations. Even the simplest breakdown on a highway qualifies for as being an emergency.

Road Rescue Professional. Rescues in towing range from common breakdowns with stranded motorists to vehicles that ran off the road or collided with other vehicles. The term rescue is apt and is a cherished action that often implies heroism. As the boss, do you want to draw someone to your company who has the right stuff to be a hero, or someone who shrinks in the face of adversity?

Keep in mind, you’re not just looking for someone to walk in the door, you want someone who can embrace the job, and stick around. Someone who is undaunted by the dangers of working the white line, enjoys challenges and helping people.

Steve Calitri Editor-in-Chief scalitri@towman.com

Road Ranger. While the term alone doesn’t specifically describe what the position entails, it does spark romantic notions that calls to mind several icons of adventure: the Texas Rangers, the Lone Ranger, Forest Rangers, Army Rangers, to name some. Names that have won respect among the public.

Emergency Road Service Technician, or Specialist, or Engineer.

Whatever you choose should not just be a name that characterizes your recruitment advertisement, but one incorporated into your company culture. That term may well be used as the title on nametags or embroidered onto the company uniforms. Here at American Towman we use the term Towman with the deepest respect. The term you choose to apply to the position should also have your respect.