Marketing for Recruitment
A top issue for the manufacturing industry in Ontario has been and continues to be, a shortage of skilled labour.
Manufacturers and industrial service providers need skilled employees, ones who align with their company goals and brand, to keep ahead of production. To attract skilled workers, they must first address a potential candidate’s interests and concerns.
What do skilled employees look for in a future employer?
Good pay and benefits
Work-life balance
A stable job - Especially during tough times, job security is a high priority for those needing to provide
A career path - Being transparent about these details can have a massive impact on recruitment and retention
A place they feel appreciated & trusted to get the job done
A place that challenges their current abilities and skills
A supportive and safe work environment
A place where they can feel their impact.
Strategy for Recruitment Includes Branding & Marketing
With a handle on what their target skilled workers are searching for, manufacturers can next look at their strategy for recruitment. And although marketing and branding are often only associated with sales, they can also play an important role in recruitment.
Recruitment marketing and employer branding influence your prospective employees by effectively presenting your company in a positive light, by:
Focusing on the importance of your employees in and out of work
Giving future employees a glimpse of who you are as a company, your longevity, and what it is like to work with you
Highlighting what your company is doing to make an impact - for your customers and their community
What marketing strategies can manufacturers use to help attract employees?
Keep your branded website current and user-friendly
Use social media to your advantage, and provide current videos that inform prospective employees about who you are as individuals and as a company
Give manufacturing facility tours to students (pre-COVID or virtual), and get involved with local high school/college career-focused events.
These three activities combined can help you reach the right audience and improve brand recognition.
Recruitment marketing is about getting the message out that your company is a great place to work and communicating all benefits anywhere skilled prospects are searching and researching.
Websites Play an Important Role
Your website is a very important place to address the concerns and interests of future employees.
What can manufacturers put on their websites to entice prospective employees?
A careers section on your home page that highlights the perks, benefits, community involvement, training, and work-life balance, as well as better-written job descriptions
Testimonials of employees
Load it with great images of your team, activities & work
95% of interviewees review your website, let them know who you are. And if you aren't marketing your brand, prospective employees won't know about you.
People don't want to work at a job they know nothing about, or for a company with a poor brand image. Remember that the employment contract is a two-way street – your employee’s reputation enhances your company’s reputation and your company’s reputation enhances your employee’s.
Talk to us for help with your recruitment marketing efforts
A skilled employee is looking out for their own excellent reputation and will only be attracted to a business with an exceptional image as well. Before you start your recruitment efforts, contact The Brand Pilots to ensure your brand image will attract the employees you want for your success!