Manufacturers are planting the seeds and trying to attract the younger generation through apprenticeship programs, technology-focused career fairs and much more. While these strategies might be effective in the long run, they fail to address the here and now. As more and more baby boomers retire, the skills gap is no longer a distant concern. Manufacturers need to recruit top talent for these open positions—and they need to do it quickly.
In a recent article featured on Industry Today, our manufacturing marketing agency shared short-term marketing strategies that can help mitigate the skills gap. These strategies are not only effective for attracting top talent, but they can also be implemented very quickly. We spoke with a number of manufacturing professionals who are utilizing these same strategies to hear more about their experiences and the results they’ve seen.
Company History & Longevity Are No Longer Enough to Stand Out
Many manufacturers look at marketing as a low-priority business expense. They’ve been around for so many years and aren’t struggling to get business. So why invest in something that you don’t need?
The reality is that marketing is about more than reaching the right customers. It’s about reaching the right talent, too.
Manufacturers that have been around for decades don’t face the same challenges that they did 50 or even 20 years ago. Back then, there were only so many companies for candidates to choose from. But now that the market is much more saturated, manufacturers can no longer rely on their company history as a crutch. They need to rethink what candidates are looking for in an employer and whether their company meets the criteria. Otherwise, they can be missing valuable opportunities to recruit technical talent that’s already becoming increasingly scarce. When it’s time to rethink what makes your company different and valuable from a recruiting standpoint, it can be helpful to partner with an industrial marketing agency that frequently works with manufacturers and knows the various attributes that the company should be pushing.
Tailor Your Website to More Than Just Your Customers
Your website is often the first place that job candidates will interact with your business. That’s why it’s important to create dedicated places on your website where candidates can get a glimpse into your company and envision their future with you.
One of the best ways to do this is by creating a dedicated careers page. This page should be easily accessible from the main navigation and should include more than just job openings and an online application. This is the perfect opportunity for candidates to learn more about your company culture and understand the benefits of working for you. Even if you treat your employees phenomenally and offer an unbeatable culture, candidates will never know this if you don’t make it clear. And if you don’t have a knack with words, there are manufacturing writers who understand the ins and outs of the industry and can help you showcase your company in a more engaging, unique way.
In the recent article we wrote, one of the manufacturers also discussed the importance of having an updated and user-friendly website. If it appears as though the website hasn’t been touched in years, this will immediately raise doubts about whether the company is cutting-edge or stuck in the past. The manufacturers that are successfully attracting younger generations are the same ones that continually update their branding, often with the help of a manufacturing branding agency. It is also important to note that Millennials and the younger generations want to work for companies that are progressive in terms of technology and company culture. So it’s only natural for them to assume that a company with an outdated website is likely not the right fit for them.
Understand What the New, Younger Workforce Seeks
The manufacturers that are hiring young talent aren’t taking a shot in the dark. They know what the younger workforce is looking for in an employer and they’re actively marketing to this.
For example, one manufacturer that we interviewed discussed the importance of highlighting a collaborative and team-focused company culture. She says that her company drew inspiration from Google and Apple, two companies that are renowned for striking the right balance between individual freedom and collaboration. Times have changed in the sense that workers no longer feel tied to a company and can move around as they please. Therefore, manufacturers must promote the perks of working for them and appeal to the younger candidates who have plenty of options.
Other Short-Term Tactics You Can Implement Quickly:
• Improve job site profiles on Indeed, LinkedIn, etc. Keep in mind that one of the most powerful ways to attract top talent is through the positive experiences of other people. Make sure your company has an updated profile on all of the job platforms so candidates can hear from others what it’s like to work for you. This is an indirect yet highly effective form of marketing because it relies on social proof rather than self-promotion.
• Update your branding if it doesn’t reflect who you are today. Even if you utilize the latest technology, candidates won’t know this if your branding looks like it’s stuck in the past.
• Create videos to showcase your culture and give candidates a real glimpse into your company.
There are even more strategies to check out in the Industry Today article, along with firsthand experiences and tips from a number of manufacturing professionals, including:
• Nick Goellner, sales & marketing director at AME
• Dan Clayton-Luce, communications director at Henry Repeating Arms
• Rachel Kaluhiokalani, brand & communications specialist at Parts Life, Inc.
