Technology has transformed many-an-industry, not the least of which is manufacturing. Products are produced differently, consumers are most definitely buying differently, and at the same time, potential employees are seeking out opportunities differently. Yet in many cases, industrial marketing strategies fail to adapt to this changing customer and job-seeker experience.
The fact is, the journey of today’s industrial buyer, as well as the modern-day job- applicant, begins online. Technology has placed the power in their hands with the ability to launch a global search for the perfect product or position with a single click. Millennials go to your website, study your brand, and yes, even check you out on social media. If your marketing strategy hasn’t changed with the times, you’re likely repelling new customers and potential employees rather than attracting them!
If you want to kick your skilled labor search into high gear, look for these sure signs your strategy needs to change:
- You’re just plain not getting the applicants you want
- The job market is changing but your strategy isn’t
- You’re not presenting yourself in a way that makes you an employer of choice
- You’re using outdated tactics, very little marketing or none at all
If you recognize any of these signs, don’t panic. These tips will improve your marketing strategy, and in turn, the results you get from it.
- Start with your audience – research what they want and understand their challenges and goals.
- Make sure your marketing strategies align with your goal of attracting new talent, and your tactics are on point with delivering what they’re looking for in an employer.
- Make sure your brand represents you well and is presented consistently across all platforms and channels.
- Identify any marketing gaps and try to fill them. Is your site mobile friendly? Does it have a career page? Could your brand use a boost? Are you using social media to its potential?
Of course, if you don’t have the time or capacity to do all this on your own, you may need to consider outsourcing your marketing with a place that specializes in the strategic tactics necessary to accomplish your goals. Now, we know what you’re thinking…that’s a whole other can of worms. However, it doesn’t have to be.
Here’s the easiest way to determine if a marketing partnership is a good fit for finding you an employee who’s a good fit:
- They listen and help you define your “why” – why you exist, what you’re all about, what makes you special.
- They have a proven process for building strategic plans
- They have case studies to prove results
- They provide you access to an entire team with specialties in all aspects of marketing
- They are flexible and offer different ways to work together
- They have the capacity to do the work in a timely manner
Now, here’s an even easier way: call (231) 727-9778.
