Our workforce is changing, demographics are shifting, and we are seeing a surge in talent recruitment needs in our manufacturing and skilled labour industries. We’ve been reading the headlines and economic reports over the last few years and now is the time for organizations to refresh, relook, and invest in their employer brand strategy and recruitment marketing strategies.

From the headlines:

• Over 700,000 skilled tradespeople are expected to retire by 2028. This will lead to over 1 million vacancies in Canada with fewer young people entering the market to fill these positions. – RBC Capital Markets
• As a result of investments included in Inflation Reduction Act and the CHIPS and Science Act, 200,000 to 250,000 new manufacturing jobs could be added in the U.S. over the next two years, which amounts to an increase in 2% of current manufacturing employment levels. – Goldman Sachs
• The growth in our manufacturing industries, especially in areas like EV production, semiconductors, and renewable energy could potentially add up to 1.5 million jobs, that will benefit middle-skill works and help to bolster the middle class – McKinsey

As the landscape of the workforce continues to evolve, and economic landscapes shift, we are observing increased levels of growth and job openings in many manufacturing and skilled trade industries. Although many organizations have identified that job applications are steady, what is now being identified as an increasing challenge is the quality of applicant, and ideal cultural fit.

This is very likely a direct result of the shifts we are seeing in voluntary turnover, as employees are increasingly seeking stability and security in work to navigate the economic/inflationary headwinds. This can also be a direct result in new investments in the auto industry with new and increased production for electric vehicles (EVs), and in semiconductors, and renewable energy sectors. For many HR leaders in manufacturing, construction, and skilled trade industries, building a strong employer brand and Employee Value Propositions (EVPs) is gaining momentum.

Manufacturing and front-line service sectors are at the heart of our economy, and as such, the role of Human Resource and Talent Acquisition leadership in these industries has never been more critical. The quality of talent and skills in this industry have a direct impact on the productivity of a site, the quality of product, workplace culture, and the customer experience.

Effective employer branding and EVP development can significantly mitigate talent shortages, yet many organizations have overlooked key steps in this process. Below, we explore a top-level guide for HR leaders with updated strategies to revitalize their approach, and drive the results needed for business, customer, and market share success.

1. Tailoring EVPs by Listening to Your Talent

Employee Value Propositions in manufacturing and front-line services must resonate authentically with the workforce. Listening is the first critical step and is often missed or overlooked for front-line talent in manufacturing and skilled labour industries. Feedback and listening through surveys rarely meet the need of this talent segment and may be hard to implement for team members who don’t have regular or daily access to computers or company provided devices. Additionally, this talent segment may be wary to openly share with HQ leadership, so we recommend investing in facilitated third party listening sessions to help build trust by encouraging open dialogue with an outside specialist.

By engaging in open, non-judgemental dialogue and co-creating EVPs with your front-line workforce team members, you’ll capture the essence of what truly matters to them. Investing in these deep dives will often provide you not only with an EVP but with 2-3 tactical opportunities that drive engagement and productivity in the year ahead. Remember that this employee group is the pool of talent that are talking about your workplace on weekends, and they can be your greatest advocates or detractors.

2. Conducting Industry-Specific External Research

Understanding how your organization is perceived by potential front-line employees outside your company is crucial. Conduct industry-specific external research to grasp what this talent segment values most and ensure your EVP and employer branding efforts are visible and resonate in the communities and digital platforms they frequent. This research also helps you to better understand how your competitors are perceived as employers and where you may have a competitive advantage or an opportunity to make some strategic adjustments.

In addition to talking to talent already in the industry you can also create new talent attraction funnels with local trade schools and both the high school and college levels. When considering strategies for approaching this group be sure to consider how you approach both students and administrators. The more you learn about how your company is perceived by future talent, understand what is important to them, and share why you might be their employer of choice, the better you will be positioned for future recruitment needs. The goal of research to this segment of potential future employees is to both listen and learn and to create awareness and consideration for employment with your organization.

This external research will provide you with key insights to build talent personas and key messaging that will attract a groundswell of attention, interest, and goodwill for your company and your employer brand.

3. Developing Talent Personas for Your Specific Hiring Needs

The creation of detailed talent personas for your targeted front-line jobs, both current, and future need, is essential. These personas should encapsulate the career aspirations, employer expectations, and lifestyle preferences of potential and future candidates in manufacturing and front-line services. Utilize this information to tailor your recruitment marketing campaigns, making them more appealing to this demographic.

4. Differentiating Your EVP

In competitive front-line industries, having a unique EVP is vital. Evaluate how your employer brand and EVP stand out from competitors specifically in manufacturing sectors. Leveraging the unique aspects of your organization can be a powerful tool in attracting and retaining the skilled talent necessary for success.

One way to help bolster success is to consider organizing ongoing validation workshops and storytelling contests that specifically target these workers. This will help make your EVPs more relevant, compelling, and current.

5. Launching Targeted Media Campaigns

Competing for the same pool of talent on the busiest job boards is not only a costly way to use your job advertising dollars, and it is not likely building any employer brand awareness or recruitment opportunity noise in the communities where you are looking to hire. Using a multiprong solution that builds awareness online, with social media, in the communities they live, with PR, and programmatic job advertising are all key.

A targeted media campaign is crucial for reaching potential front-line employees. Utilize platforms and channels frequented by your target demographics, effectively communicating your unique EVP and employer brand. This targeted approach should extend beyond digital to include out-of-home advertising that are relevant to front-line workers, such as local newspapers, radio, and community billboards. Where does your targeted talent spend their day-to-day? You need to be there alongside them. Don’t expect them to come searching for you.

6. Strengthening Employer-Employee Relationships in Manufacturing Sectors

In addressing the talent shortage, focusing on building strong, community-oriented relationships with your workforce is more relevant than ever. Embrace a model that transcends transactional exchanges, fostering a sense of belonging and shared purpose among your front-line employees. Whether through mentorship, relationships with trade schools, increased union relationship investment, lifestyle perks, or a focus on collective success, these relationships can significantly enhance your appeal as an employer in these sectors.

Moving Forward with Resilience and Impact

As HR leaders navigate through the complexities of talent shortages in manufacturing and skill labour industries, it’s clear that innovative employer branding and EVP strategies are key. By listening to the workforce, conducting targeted research, developing specific talent personas, differentiating your EVP, engaging in focused media campaigns, and strengthening employer-employee relationships you can attract and retain the skilled workers essential for your organization’s success in these challenging times.

The journey towards a more engaged and stable front-line workforce begins with understanding and action. By re-evaluating and revitalizing your approach to employer branding and EVP, you position your organization not only to thrive in the face of current economic and demographic shifts, but also to lead the way in building a more resilient and robust workforce for the future.

Blog Author:

Stacy Parker
Managing Director and Co-Founder
Blu Ivy Group

About Us

Blu Ivy Group is a global leader in employer branding, organizational culture, and recruitment marketing. We help organizations across the private, public, and not-for-profit sectors build extraordinary employee experiences, magnetic employer brands and high-performance cultures.

Connect with us today and let us help you transform your organization into a workplace that inspires your employees, leaders, customers, and shareholders.

Contact: sparker@bluivygroup.com
Visit: bluivygroup.com