Marketing for Manufacturing: How to Attract Skilled Workers Using Your Website

Marketing for ManufacturingManufacturing has been a vital component of the American economy for centuries, but in recent years the industry has faced a number of problems that are inhibiting growth and making it difficult to attract new, skilled employees.

The good news is there are a variety of steps you can take to better promote your manufacturing company and draw in the talent you need.

Read on to learn about some of the problems the industry is facing and how you can work to boost your business!

What Issues Are Manufacturers Facing?

Some of the problems that manufacturers are facing when it comes to hiring include the following:

  • Skilled Worker Shortage – 75% of manufacturing companies have recently seen a significant shortage for skilled workers, and 80% have seen such shortage levels for highly skilled workers, as shown in a study by The Manufacturing Institute
  • Perception of the Field – Despite manufacturing being on the cutting edge of many forms of technology, many younger workers are drawn to other fields in tech, with one study showing 52% of teens seeing manufacturing as a “declining field” and expressing little interest in it
  • An Aging Workforce – Baby boomers who are retiring are projected to leave an estimated 10 million jobs vacant by 2020, with the younger workers needed to replace them being difficult to find

As you can see, the manufacturing sector is being beset by numerous problems when it comes to hiring, so let’s take a look at steps you can take to remedy them.

How to Boost Your Employment Marketing

  1. Highlight Your Company’s Strengths on Your Site
    Everything from awards your business has won to innovative products or services you offer to unique selling points should all be featured on your site to give prospective hires a sense of who you are. Showcase health benefits, vacation offerings, day care services, retirement programs, your work culture and more.
  1. Utilize Social Media
    Social media isn’t just a great way to expand your online presence and reach customers, but it can also be used to notify talented workers of job openings. Best of all, it’s free. Facebook, LinkedIn, Twitter, and Instagram are all very useful in spreading awareness. And on Twitter, be sure to utilize relevant hashtags, like #manufacturingjobs or #careers and the like to ensure your posts are found.
  1. Produce a Company Overview Video
    Video is increasingly popular online, but this is particularly true for those in younger age groups. With an overview video, you can highlight many of your company’s benefits and give an immediate look at your operations. And a video won’t just be useful for a platform on YouTube – you can also share it internally on Facebook and Twitter (whose algorithms prefer internal content) and post the video itself on your own site.
  1. Boost Your Google Local Profile
    Claiming your Google local profile and getting strong reviews won’t only help you to increase local web traffic, but it can give prospective employees a good idea of what to expect from your company. You can reach out to businesses you are on good terms with to get some strong reviews – most of them will be happy to help! The same can be done for Yelp.
  1. Advertise Openings Through PPC
    Pay-per-click marketing is one way to drive future employees to your business, as you can target specific keywords and phrases they are likely to be searching. Google Ads, Bing Ads, LinkedIn, Facebook, and Twitter are all platforms you’ll want to investigate.
  1. Craft Posts Designed to Draw in Job Seekers
    If you want to go for a cheaper option but one that requires a bit more time, you could craft posts with specific keywords related to roles you regularly need filled. For instance, posts utilizing a variety of terms like “engineers in Cleveland” or “manufacturing jobs in Indianapolis” could help you to increase your traffic from relevant applicants.
  1. Have a Mobile-Friendly Site
    If your site isn’t mobile friendly and responsive, it absolutely should be for numerous reasons, not least of all to avoid being penalized by Google. But job searchers, especially young ones, hate coming across a site that won’t work properly on their phones. Make things easy for them by bringing the mobile version of your site up to speed – then watch the applications roll in!

With this list, you should be able to get a good start on boosting your marketing efforts and attracting the employees you need. Good luck!

Need Help? Reach Out to Sixth City

At Sixth City Marketing, we’ve helped a variety of manufacturing companies to gain traffic, increase leads and sales, and more. Check out our case studies page to see some of our handiwork.

Does your company need a boost? Contact us today because we’re experts at manufacturing marketing!

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