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1、The essential guide to recruitment marketing in the manufacturing industry A playbook for building a brand that draws talent to your organization 2The essential guide to recruitment marketing in the manufacturing industryTable of contents Introduction.3The recruitment marketing funnel.6The elements

2、of a strong inbound recruitment strategy .8Define your goals .8Perform competitive analysis .11Create candidate personas .13Create,collect,and compile content .15Master your website .17Get your SEO game on .20Leverage job boards .21Turn employees into advocates with a referral program.22Build and nu

3、rture talent communities .23Get your social media game on .26Host(or attend)great recruitment events .28Create partnerships with trade schools,local colleges and organizations,etc.30Run paid ads campaigns.31Get on review sites,and actively manage your reputation there .33Consider non-traditional lab

4、or sources .35Use a CRM platform to house all your talent data in one place .35Analyze,evaluate,and optimize .37How Gem can help.39 3The essential guide to recruitment marketing in the manufacturing industryAs the manufacturing industry grows and evolves,it faces a host of challengesparticularly whe

5、n it comes to hiring talent.The digital transformation manufacturing is undergoing(“Industry 4.0”)means companies need to hire for even more specialized,in-demand skillsand theyre increasingly competing with sectors like retail,healthcare,and technology to do so.Recruiting teams also struggle with t

6、alents negative perception of the industry:while the pandemic led to an awareness of the significance of manufacturing(its employees were deemed“essential workers”),recent surveys suggest that talent simply isnt aware of the industrys technological advancementslet alone the considerable cultures,sal

7、aries,and benefits that manufacturing companies offer.Add to this outdated perception of the industry(manufacturing roles are monotonous and tedious as well as physically and environmentally harmful,their organizations are homogenous,etc.)the problem of filling roles in location-specificand sometime

8、s ruralfactories that require a daily commute or a relocation.Job openings in the industry are hovering near all-time highs at 800,000;and 74%of manufacturing executives say that finding the right talent is a top-5 challenge.Indeed,the difficulty of attracting more workers to the sector has been one

9、 of the top issues in the National Association of Manufacturers Outlook Survey every quarter for the last ten yearsand NAM anticipates that the U.S.alone will have 2.1 unfilled manufacturing jobs by 2030.IntroductionJob openings in the manufacturing industry are hovering near all-time highs at 800,0

10、00 74%of manufacturing executives say that finding the right talent is a top-5 challenge According to the National Association of Manufacturers,the U.S.will have 2.1 unfilled manufacturing jobs by 2030 4The essential guide to recruitment marketing in the manufacturing industryWe dont have to tell yo

11、u that not having the talent you need to keep operations running is incredibly expensive.The manufacturing workforce shortage reduces operational efficiency,shrinks profit margins,and takes production off-schedule.But talents disinterest in the industry is a problem thats accompanied by an opportuni

12、ty:that your organization invest in a recruitment marketing(or inbound recruiting)strategy.After all,the issue is one of employer brand image and awareness,messaging,and ongoing engagement.The traditional method of post-and-pray no longer works as it once did.Todays candidates discover and consider

13、employers in the same way that consumers make major purchasing decisions.They lean on the resources at handall the online footprints that point back to your organization,as well as the messaging in your outreach campaignsto learn everything they can about your company,its product,and its culture.Whi

14、ch should cause you to ask the question:what type of information is available to talent concerning your company?Recruitment marketing creatively defines and clearly communicates your organizations mission,purpose,and cultureand delivers valuable content to job-seekersthrough all the right channels,t

15、argeting and creating awareness for talent who not only meet the roles requirements,but who also share your companys vision and values.(In other words,it helps you qualify candidates before they even apply.)This means theyre not only more likely to apply to your org,theyre also more likely to remain

16、 with youas brand advocates and company ambassadorsfor the long-term.Recruitment marketing is the combination of tools,strategies,and activities used to help defineand then communicateyour organizations employee value proposition(EVP)to attract,engage,hire,and retain great talent.Its rife with marke

17、ting principles and practices:creating candidate personas;building and amassing high-value content that revolves around your EVP;engaging in targeted,omni-channel distribution of that content;and measuring engagement with that content through data and analytics.Recruitment marketing defines and comm

18、unicates your organizations mission,purpose,and culture,and disseminates it through all the channels where your target talent is.This creates awareness for talent who not only meet the roles requirements,but who also share your companys vision and valuesmeaning theyre not only more likely to apply t

19、o your org,theyre also more likely to remain with you,as company ambassadors,for the long-term.Below,we cover the elements a strong recruitment marketing strategy needs to consider.5The essential guide to recruitment marketing in the manufacturing industryOne helpful way of distinguishing between re

20、cruiting and recruitment marketing is that the former attracts talent to roles,while the latter attracts them to employers(namely:yours).By communicating your company narrative,showcasing the value of working for your organization,and promoting your company as an employer of choice,inbound recruitin

21、g strategies drive awareness and interest,build a community of followers,encourage referrals,increase the number of qualified candidates in your pipeline,and convert passive talent into active candidates when those roles open.And because talent self-selects into your process based on how well they a

22、lign with your brand,you decrease time-to-fill and cost-per-hire.Luckily,you dont have to develop your strategic playbook alone.Below,we cover the elements a strong recruitment marketing strategy needs to considerdiving into each to give you insights and recommendations that will help you build your

23、 inbound muscle,and better(and more broadly)communicate a compelling company story to your newly-interested target talent.The Benefits of Recruitment Marketing:Increased awareness of,and interest in,employer brand Cohesive brand voice,along with a clear and consistent company story Transformed perce

24、ptions of the manufacturing industry Ready talent pipeline for when roles open More informed,and overall improved,candidate experiences Decreased time-to-hire and cost-of-hire Improved candidate quality More qualified,better-fit hires 6The essential guide to recruitment marketing in the manufacturin

25、g industryMarketing teams use a funnel model to track the customer journey from product awareness to purchase.Theyre more-or-less complex;but a basic conversion funnel for marketing is Awareness Interest Consideration Action.This framework helps marketers reflect on the kinds of information prospect

26、ive customers need at each stage of the buyers journey.The same goes for the candidate journey,onto which a similar funnel can be mapped.Of course,the map of your candidate journey will be as complex as you want to make it:awareness,interest,active search,application,interview,hire,etc.The point is

27、to map the journey first so you can strategically plan content and campaigns.When you can recognize and appreciate how candidates feel at each stage of the journey,and what information theyll need(including what concerns theyll need assuaged)in order to move on to the next stage,you can craft your m

28、essaging around those decision points:Awareness This stage describes prospective candidates first contact with your company.Here,youre garnering name recognitiontalent is discovering that you exist and learning what you do.The key word for the awareness stage is“discoverability.”This discoverability

29、 happens in two primary ways:talent will either uncover you through active search(which is why SEO and PPC are big components of recruitment marketing)or discover you because you put yourself in front of them(think university recruiting,social media campaigns,and passive talent sourcing:actively app

30、roaching candidates to draw their attention to your org).Making a great first impression in these channels will move talent from“I dont know much about the manufacturing industry and Ive never heard of your company”to“your company sounds compellingand Im beginning to see manufacturing in a new light

31、.”From here,you want them to engage in active research:visiting your careers page or seeking out employee reviews,for example.Interest By the“interest”phase,youve captured talents attention.Now they want to learn more about youand not just about your company and its brand identity broadly speaking,b

32、ut about what its like to be an employee there.This is a stage that demands richer content and more intimate engagement.Interested talent may be following you on social by now,for example;and theyll be expecting more targeted,personalized messaging.Components of this stage include invitations to tal

33、ent pools,newsletter opt-ins,nurture The recruitment marketing funnelEach stage of the recruitment marketing funnel will demand a different kind of content:Talent in the“awareness”stage will discover your company through SEO or PPC efforts,as well as through university recruiting strategies for earl

34、y-in-career talent,for exampleTalent in the“interest”stage will have their attention held by your social feeds,newsletters,and nurture campaignsTalent in the“consideration”phase will need to be sold less on company brand,and more on the role,its benefits,and its impact and so on 7The essential guide

35、 to recruitment marketing in the manufacturing industrycampaigns that follow from those opt-ins and include company news,employee stories,and event invitations.Ultimately,youre moving them from“this company sounds interesting”to“maybe its interesting enough to work for.”Consideration At the end of t

36、his stage of the funnel,prospects are applying and officially becoming candidates.In the meantime,theyre researching you,diving deeper into your career content.Theyre comparing you to your competitors in the manufacturing space(and in other industries).Theyre asking not just what its like to work fo

37、r your company,but what its like to work on a certain managers team.Maybe they want to have conversations with their future coworkers.Maybe theyre reaching out to talent in their networks to ask what their connections know about you.At this point,they should be organized into talent pools and receiv

38、ing targeted,personalized content.Maybe youre having one-on-one conversations with the most interested of them,getting to know them personally.Here,good recruitment marketing means providing ready answers to their questions(why are you a better fit for them than your competitor is?)and digging into

39、the nitty-gritty:details about the open role,perks,compensation.Youre not“selling”them on a brand at this point;youre providing authentic information on a role,its tasks and expected impact,and the benefits that would accompany it were they to sign an offer letter with you.Action If your recruitment

40、 marketing efforts have been successful,this is where the candidate applies(and is interviewed,turns out to be a great fit because your persona was spot-on,and accepts your offer).Recruitment marketing doesnt stop at hire,however.Indeed,for your strategy to succeed in the long run,you need employee

41、ambassadors and alumni promoters,as well as referral programs to generate new leads.Its all about leveraging the voices and experiences of your employeesand former employeesfrom here.8The essential guide to recruitment marketing in the manufacturing industryNow that youve done some thinking about th

42、e candidate journey at your company,its time to dig into some strategy.In the following,well lead you through some initial recruitment marketing decisions:goal-setting,locking down your employee value proposition(EVP)and your employer brand,and creating your target personas.From there well discuss c

43、ontent and channels,as well as what data to keep track of to ensure your recruitment marketing efforts are getting the ROI you want them to.Define your goalsOf course,your goals will shift as your focus shifts:youll have objectives for each new campaign or for each new quarter.And of course your ove

44、rall goal in recruitment marketing is to attract stellar,best-fit candidates to apply to your open roles because theyve heard and seen great things about your employer brand.But if youre just starting out,there are only a few things you can focus on at a time.So begin by defining what those things a

45、re.Do you want to:Increase overall brand awareness?Get more career site visitors?Get more applicantsor increase the quality or diversity of those applicants?See more applicants from social?Shorten your hiring process?Increase your employee referral or offer-acceptance rates?and so onYour goals shoul

46、d be both specific and measurable(otherwise,you wont know whats working and whats not).So once youve decided what your focus is,set yourself some realistic goals:“Increase the amount of direct traffic to our careers site by 8%in Q2”;“Increase the number of social media followers by 2,000 in the next

47、 90 days”;“Increase the number of underrepresented applicants by 30%in the next 6 months,”and so on.Make sure you have the software in place to track those goals before you get startedwell talk more about the importance of data and analytics later.The elements of a strong inbound recruitment strateg

48、y Below,well lead you step-by-step through goal-setting,locking down your employee value proposition(EVP),and creating your target personas.From there,well discuss content and channels,as well as what data to keep track of to ensure your recruitment marketing efforts are getting the ROI you want the

49、m to.9The essential guide to recruitment marketing in the manufacturing industryDefine your employee value proposition(EVP)The EVP is a foundational element of recruitment marketing,or of an inbound strategy:it articulates what makes working for your organization so great.This is perhaps especially

50、important in an industry like manufacturing,since the general perception of the industry requires some revision.Consider these things:Does your company offer more holiday time or more parental leave than your competitors do?Do you shoulder any of new hires student loan debt?Do you hold family events

51、,sponsor camps for employees children,or otherwise show appreciation for employees families and chosen families?Do you provide on-site health and well-being support?Do your factories allow shift flexibility(such as shift-swapping)for better work-life balance?Do you have a CSR(corporate social respon

52、sibility)or ESG(environmental,social,and governance)program?A career development program?What state-of-the-art and exciting technologies do employees get to work with on a day-to-day basis?The answers to these questionsand otherswill help form the basis of your employee value proposition.Your EVP wi

53、ll be at the heart of every communication you have with prospects and candidates.Your employer brand is how people outside your organization perceive what its like to work there.Its the sum of your company mission and vision,its culture,and the benefits you can offer employees.Your employee value pr

54、oposition,on the other hand,focuses specifically on those benefits.It answers the questions:Why should prospective candidates come work for your company?What are the unique set of contributions you could make to their livesbeyond compensationfor a complete,and fulfilling,employee experience?Why woul

55、d they not only want to join your organization,but also perform their best work for you every day?Your EVP demonstrates your companys commitment to employees growth and development,and to meeting their needs in exchange for their day-to-day efforts.Companies who prioritize employer branding and EVP-

56、definition see a 50%increase in qualified candidates,1-2x faster time-to-hire,a 43%decrease in cost-per-hire,and a 28%decrease in employee turnover.Your EVP answers these questions:Why should prospective candidates come work for your company?What are the unique set of contributions you could make to

57、 their livesbeyond compensationfor a complete,and fulfilling,employee experience?Why would they not only want to join your organization,but also perform their best work for you every day?10The essential guide to recruitment marketing in the manufacturing industryGartner has broken the EVP down into

58、five elements.They are:1.Opportunity(career advancement,challenge and self-improvement,formal training,on-the-job learning,evaluations and feedback,personal development,company growth rate)2.People(company culture,relationships and camaraderie,reputation of senior leadership,quality of management an

59、d coworkers,trust,collaboration,team spirit,team-building activities and events)3.Organization(market position,company reputation,quality of product/service,company mission/vision/values,diversity,social responsibility)4.Work(job-interest alignment,challenging/fulfilling tasks and responsibilities,w

60、ork-life balance,quality of projects,innovation,intellectual stimulation,impact the role plays in fulfilling the company vision)5.Rewards(salary,bonuses,health and retirement benefits,disability,holidays and vacation time,paid leave,remote work,gym memberships,tuition benefits,share ownership,and th

61、e timeliness and fairness of compensation)The above is a fairly exhaustive list;but if your EVP can touch briefly on each of these elements,youll engage a wider range of talent.After all,every prospect has their own“sweet spot.”Because your EVP needs to be a true reflection of your organization,EVP-

62、creation is a bottom-up exercise.(Its actually okay that your companys EVP doesnt resonate for everyone;its not supposed to.)An inaccurate EVP born of a perception gap makes for reduced employee morale and a revolving door for new hires.The most effective EVPs are shaped by direct feedback from curr

63、ent,past,and prospective employeesincluding those who dont accept your offer.Guesswork from upper management simply isnt going to cut it.And of course,on the recruitment side,you want to sell prospects the whole storyand the correct onein your messaging.The simplest way to do this?Ask talent about t

64、heir perceptions.If your organization is doing its due diligence,it already has feedback structures in place:anonymous surveys,onboarding surveys,performance reviews,exit interviews,and focus groups.Ideally it uses these occasions to ask about the five elements we mentioned above.Ask for that data.M

65、any of these questions you can pose yourself:Companies who prioritize employer branding and EVP-definition see a 50%increase in qualified candidates,1-2x faster time-to-hire,a 43%decrease in cost-per-hire,and a 28%decrease in employee turnover.11The essential guide to recruitment marketing in the ma

66、nufacturing industryProspective employees:What made them respond to your outreach?How do they perceive your organization?What does it offer that their current organization does not?Which tangible benefits(salary,health benefits,PTO)and intangible benefits(recognition,challenging work,flexible enviro

67、nment)that you offer are most important to them?Current employees:What ultimately made them decide to come work for you?Have their expectations of the company been met(or exceeded)?How?What makes your organization unique?What tangible benefits offered by the company are most attractive to them(and w

68、hy)?What intangible benefits are most attractive to them(and why)?Whats been the most fulfilling thing about working for your organization?What would they change if they were in charge?Former employees:What initially drew them to the organization?Were their expectations met?Why did they ultimately l

69、eave?What did the employee experience lack that wouldve made them stay?What did they appreciate most about working for your organization?What would their advice be to a job-seeker who wanted to know about the company?Use these answers to write a comprehensive story about what you offer,and include e

70、lements of that story in all of your recruitment marketing content(more on that shortly).These conversations can even form the basis of employee stories,which well cover in greater depth below.Perform competitive analysisCompetitive analysis will be crucial for your employee value proposition.After

71、all,you cant say what makes your organization unique if you dont know what your competitors are offering to attract talent;and the intelligence you uncover by scanning the landscape will help you understand which benefits are table stakes and where you have clear competitive advantages in terms of w

72、hat you can offer.But you also want to look at how your competitors are positioning their companies,and what their recruitment marketing materials highlight.Make a list of your primary competitors,and then start researching.Because your EVP needs to be a true reflection of your organization,EVP-crea

73、tion is a bottom-up exercise.The most effective EVPs are shaped by direct feedback from current,past,and prospective employeesincluding those who dont accept your offer.So ask talent about their perceptions,using the questions on this page as a template.12The essential guide to recruitment marketing

74、 in the manufacturing industry Make a list of your primary competitors,and then start researching:How does the messaging on their careers page read?What does it emphasize?What are they promising that youre not?What does their imagery look like?How do they present employee stories?How easy it is to f

75、ind open roles on their siteswhat does the search functionality look like?How do their job descriptions read?Go through their application process.Is it personalized?Is it streamlined?Can you apply on your phone?Is there an easy-to-access FAQ or contact information?Are details about next steps provid

76、ed?What do their social media profiles look like?How much engagement do they get across social channels;and do they maintain a strong,consistent presence?What kind of content do they post?What hashtags are they using?What keywords are they ranking for?(Search the keywords youd like to rank for and s

77、ee what comes up.)What are employees saying about your competitors on review sites?The two questions you should have in mind at all times as you read through your competitors messaging are:How can I do it differently?and How can I do it better?What are your competitors failing to say about their EVP

78、 that you can?What strategies or best practices are they overlooking that you can employ?And is there a way to position your employer brand messaging such that it“speaks back”to your competitors promises,offering something that you know talent wants more?As youre performing competitive analysis,do s

79、ome digging into your companys own messaging as well.Ultimately youll want to ensure that your organization is speaking with“one voice,”no matter who in the organization is doing the talking.When recruitment marketing messaging is cohesive with the rest of the company and its messaging,that builds t

80、rust.13The essential guide to recruitment marketing in the manufacturing industryCreate candidate personasIn marketing,a customer persona is a semi-fictional representation of a companys actual and/or ideal prospects and customers.Marketers create personas based on market research and insights gathe

81、red from current customers.While the persona is hypothetical,the intelligence its built on is not:the persona shares customers most common traits,in terms of both demographic information(age,education,income,location,relationship status,career experience,etc.)and psychographic information(interests,

82、beliefs,values,concerns,etc.).The persona also includes where they“hang out”LinkedIn,YouTube,Facebook,and so on.After all,messages simply wont connect if youre speaking the wrong language to the wrong people in the wrong place.Of course,in recruitment,a persona represents your ideal candidate for a

83、given position.And“ideal”doesnt just mean they fit the job requirements.It means youll be the right fit for each other,across the board.Theyre motivated by what you can offer;they share your goals and vision;they wont just harmonize with the team but add something to its culture that isnt already th

84、ere.Youre thinking about values,motivations,career pain points and goals.In doing so,youll better understand your target candidates attitudes,what drives them in work and life,what they hope to accomplish in their careers,and more.Youll craft your messaging for them as such.Personas also allow you t

85、o segment target talent more easily.Production supervisors,forklift drivers,control engineers,and college interns may have different expectations about work;managerial hires will demand a different approach than early-in-career hires do;diversity hires may require attention to different elements of

86、the job in your outreach.Theyll each be differently-motivated,and youll have different needs they need to meet.All of this ultimately means different messaging.If youve been in the recruiting space for any amount of time,youre probably used to creating candidate personas.But if this process is new t

87、o you,dont worrytheres plenty of data out there to support your profile-creation.Interview current team members who are thriving in the same(or similar)roles you have open:Whats their background?What was their previous role?What motivates them in their work?What challenges them,stresses them out,mak

88、es them laugh?Which of your company values do they most resonate with?Remember that different elements of your EVP will appeal to different candidate personas.Production supervisors,forklift drivers,control engineers,and college interns may have different expectations about work;managerial hires wil

89、l demand a different approach than early-in-career hires do;and so on.Avoid a“one size fits all”approach when it comes to your content strategy.14The essential guide to recruitment marketing in the manufacturing industry What do they prioritize in their job searches?Flexibility?Autonomy?Diversity?Ho

90、w do they spend their free time?How would they describe their personality?Where do they access news and where do they go when theyre looking for jobs?What do they want to see fixed in the manufacturing industry in 2023?Who in the company would they want to talk to if they werent already working here

91、?What are they hoping to accomplish in their career?Other data you can leverage is already in your CRM and/or your ATS.Look for patterns.What type of person tends to pass through your funnels for specific roles?What are the reasons hiring managers give for rejecting certain candidates?(Of course,mak

92、e sure the answers to these questions arent linked to interviewer or hiring manager bias!)The two best resources youve got for creating candidate personas are:1.Current team members who are thriving in roles similar to the ones youre trying to fill(interview them!),and 2.Your CRM and/or your ATS.You

93、r recruitment tech will reveal patterns about who passes through funnels for specific roles,why certain candidates are rejected by hiring managers,and most effective candidate sources.Use these to build a detailed target persona.15The essential guide to recruitment marketing in the manufacturing ind

94、ustryLeverage the analytics on your careers pages as well.Whos visiting?Where are they coming from(this is called referral traffic:are they finding you through Google search,coming from your Facebook ads,etc.)?Where do they go next?How are they interacting with your content once they arrive?Leverage

95、 all this data to understand and define your target personas with as much detail and accuracy as you can.Once you have your personas,you know your audience.You can now create targeted,personalized contentand strategies for what to do with that contentthat you can tailor toward each of those profiles

96、.Which brings us to Create,collect,and compile contentNow that youre clear on both your EVP and your candidate persona/s,youve got a solid foundation to build on.Its time to createor collectan archive of content that you can draw from for all your recruitment marketing efforts.Content is how youll c

97、ommunicate your employer brand and build connections with talent.Well dive into some of these things a bit more below;but meaningful content can include:Blog posts Webinars Ebooks and whitepapers Case studies Infographics Checklists Recruitment videos Virtual tours Photos of company events Press rel

98、eases highlighting team successes Social media posts showing a-day-in-the-life or celebrating employee milestones Podcasts 16The essential guide to recruitment marketing in the manufacturing industry Recruitment marketing ads Job descriptions Candidate FAQ pages Email newsletters and more Regardless

99、 of the mediums you choose,these assets should consistently highlight the themes your EVP entailswhether thats values and mission,career development opportunities,exciting projects the team is working on,employee perks,team-building,diversity,charitable initiatives,and so on.For example,content coul

100、d cover:General topics of interest within the manufacturing industry(e.g.automotive manufacturing)More specific topics of interest to people in targeted roles(e.g.industrial maintenance professionals)Content of value to job seekers(e.g.tips for conducting a job search in your industry,or a guide to

101、frequently-asked interview questions for a specific role)Day-in-the-life articles focused on specific roles or departments Information on career paths within departments(e.g.management tracks within engineering,or the path from hourly exempt to salaried)The key is to showmore so than tellwhat your E

102、VP is.Thanks to your recruitment marketing content,talent should be able to imagine in detail what its like to work for you,bringing them one step closer to applying.Seeing visuals and hearing stories are critical here.We cant stress enough the importanceand the effectivenessof employee stories.Inte

103、rested talent will always look to current employees for the most trustworthy opinions about what its like to work for your organization.They want to hear what the folks on the ground have to saysincerelyabout your company,and they want to see themselves reflected in your workplace through photograph

104、s of your team.So create video testimonials,have employees write blog posts or ask the marketing team to interview them for“employee spotlights,”and allow employees to“take over”your social accounts or ask that they tag you on social when they post work-related content so you can repost it to your c

105、ompany account.Interested talent will always look to current employees for the most trustworthy opinions about what its like to work for your organization.They want to hear what the folks on the ground have to saysincerelyabout your company,and they want to see themselves reflected in your workplace

106、 through photographs of your team.So create video testimonials of your employees,have your marketing team interview them for“employee spotlights”on the company blog,and allow them to“take over”your social accounts and post about what brings them joy at work.17The essential guide to recruitment marke

107、ting in the manufacturing industryWhile were at it,remember that not all content needs to be created from scratch.Youve already got an archive of content thanks to your marketing team(blog posts,case studies,social posts,and more);you can leverage that content to do double-duty.Sit down with the con

108、tent creators on your marketing team and discuss which content could also work for recruitment purposes.Would marketing be willing to create a few recruitment-specific assets(or assets that can do double-duty)each quarter?Finally,repurpose where you can.An employee story,for example,can start as a v

109、ideo on your careers page,be transcribed as a blog post,and be linked to from a nurture email.List out the channels your target personas are on and the places theyre most likely to connect with your brand.Choose the top three(e.g.job boards,TikTok,your website)to start.Then create a content calendar

110、 using the assets in your content archive.Remember what we said above about the recruitment marketing funnel:your content should take into account the entire candidate journey.Needs,questions,and concerns change as candidates move from the top of the funnel down through to offer-extended.Have conten

111、t and messaging prepared for each of those stages.Master your websiteYour website is the hub of your recruitment marketing efforts.Thats because regardless of where talent first hears about you(a Google search,a PPC campaign,a recruiting event you threw at a local plant in their town,cold outreach f

112、rom a recruiter),theyre going to end up on your careers page if they want to learn more.As your site,it should be the most comprehensive source of information for prospective candidates,containing everything theyd need to help them determine whether or not theyd want to work for your company.It shou

113、ld also be filled-to-the-brim with exciting,relevant contentpreferably multimedia:Who is your company and what do you do?What does your customer base look like?Who are your employees and what do they have to say about working for you?Whats your mission;what are your values;whats your culture like?Wh

114、at benefits and growth opportunities do your employees have?Why is yours an environment in which talent will succeedand furthermore,thrive?And of course:what positions are available now?18The essential guide to recruitment marketing in the manufacturing industryAs a primary resource,your careers pag

115、e cant be an afterthought.Here are some best practices to implement:Include real images and videos of your teamnot stock photos.Talent wants(and deserves)an authentic depiction of your people,so give them that.You may not be as diverse as youd like to be,and you may not have professional images of y

116、our team right now.But talent knows a stock image when they see oneso show them the real thing.Make it easy for prospective candidates to find and browse your open positionsand just as easy to apply.A whopping 69%of candidates will give up on an application that takes more than 20 minutes to complet

117、e;and conversion rates increase by 365%when an application process is reduced to 5 minutes or less.So test your process,and have your colleagues do some user testing for you.Is applying intuitive?Is it fast?14.00%12.00%10.00%8.00%6.00%4.00%2.00%0.00%#of Minutes1-56-1515+12.47%6.97%3.61%Source:Appcas

118、tAverage job application completetion rates across all industries based on the length of time it takes to complete an application(in minutes).19The essential guide to recruitment marketing in the manufacturing industry Optimize for mobile.When it comes to ease of searching for open positions and app

119、lying,were not just talking about desktop processes.Your careers site also needs to be mobile-optimized and mobile-friendly.Depending on whom you ask,somewhere between 45%and 52%of job-seekers search for opportunities on their phones,and 89%of talent say mobile devices play a critical role in the jo

120、b-search process.Make sure your careers pages load quickly,are easily accessible from your homepage,are optimized for small screens,and provide a smooth application experience on mobile.The platform you use should allow applicants to upload resumes from Dropbox or Google Drive.Provide a clear call t

121、o action.Not every career site visitor will be ready to apply.So while your site should provide ready applicants with clear next steps,it should also offer those who are“just browsing”the opportunity to join a talent network.This way you can nurture them over time with recruitment marketing content,

122、company updates,and open roles.(Well have more to say about nurture below.).Consider microsites.Branded microsites let you offer relevant,targeted content to each of your candidate personas(warehouse workers,corporate roles,international,and so on).Not only are microsites ways of further“personalizi

123、ng”your careers pages;theyre also great for SEOwhich means youre more likely to appear in search results when talent types in the career-related keywords youre ranking for.Link directly to your blog,your social media profiles,and your Glassdoor profile.Your blog is yet another source of information

124、talent can subscribe to;it allows you to establish authority through thought leadership,share company news and events,offer best practices for the talent youre hoping to win over,and shout out your remarkable employees and the projects theyre working on.Social media is another way for interested tal

125、ent to stay up-to-date;and linking to your Glassdoor profile shows talent that you have nothing to hide when it comes to employee reviews.(Indeed,hopefully youre proud of them.)If you already have a careers site in place,evaluate the analytics for those pages to uncover whats important to your site

126、visitorsand,by extension,job-seekers.Use that data to optimize.If talent is clicking in from elsewhere(paid ads,for example)and immediately bouncing,it may be that youre not offering a coherent or consistent journey.If no one is visiting your candidate FAQ page,it may be time to cut it,re-evaluate y

127、our questions,or put that information elsewhere on your site.If visitors are“dead-clicking”on employee photos,consider that they might want more information about their potential future coworkers,and give them that.And so on.20The essential guide to recruitment marketing in the manufacturing industr

128、yGet your SEO game onMore than 70%of job searches start on Google.The question recruiting should be asking,then,is:Is Google serving up our company as a search result when manufacturing talent enters the keywords we want to be found for?Search engine optimization(SEO)is an organic way of increasing

129、your online visibility.Its a long-term and time-consuming investment,for sure;but its also a virtuous circle:the higher you rank for keywords(“plant supervisor jobs in Michigan”;“shipping receiving jobs near Toronto”;“production worker roles in Delaware,”etc.),the more visitors youll get to your job

130、 adsand Google rewards pages with high visitor counts with even more discoverability.Of course,if youre utilizing job boards like Indeed(more on job boards in a moment),theres already inherently an SEO component to your recruitment marketing strategy.But your companys recruiting blog is also a great

131、 place to build in an SEO strategy.Theres a lot to learn about SEO;but in short,youll research and identify the keywords talent uses to find job opportunities in your industry or your locationor to learn more about their craftusing tools like Ahrefs or Google Keyword Planner.Choose the keywords your

132、e most likely to rank for based on factors like cost-per-click,and sprinkle those keywords throughout your careers page,microsites,job ads,and blog,in ways that make sense.For example,an inbound approach to attracting metal forming talent might include content in the form of a blog post on“The 6 Ski

133、lls You Need to Succeed as a Metal Former.”Early-in-career talent thats learning more about the industry and researching the roles they may want to hold will come across your article based on its relevance to their keyword research;they might read it and decide to visit your careers page from there.

134、If its only available as a download,talent may be willing to exchange their email for itputting them into your database for future nurture campaigns,in which you send them follow-up content on related topics.Aside from on-page content,Google also takes into account things like metadata,page load spe

135、ed,mobile friendliness,and offsite SEO practices(i.e.linking to your job ads,careers page,or blog from reputable sites)in its algorithm;so optimize for those things as well.An inbound approach to attracting metal-forming talent might include a blog post on“The 6 Skills You Need to Succeed as a Metal

136、 Former.”Early-in-career talent thats learning more about the industry and researching the roles they may want to hold will come across your article based on its relevance to their keyword research;they might visit your careers page from there.If its only available as a download,talent may even be w

137、illing to exchange their email for itputting them into your database for future nurture campaigns,in which you send follow-up content on related topics.21The essential guide to recruitment marketing in the manufacturing industryLeverage job boardsWhile Google can be a goldmine,job boardsLinkedIn,Han

138、dshake,Indeed,ZipRecruiter,FactoryFix,ManufacturingJ,etc.aggregate openings in one place.(Of course,Google also aggregates job postings from across the web,pulling from sites like ZipRecruiter and LinkedIn which means that when you post your open roles on these sites,you get additional placement in

139、its search results.)Rather than endlessly browsing the web,active talent can use filtering options within a single platform to discover open roles by title,location,skill set,company,and more.So register on the job boards that are most relevant to you,and upload your job postings to increase visibil

140、ity.A few of these job boards are free,most are paid.Most allow you the option of sponsoring your listings to get in front of more visitors eyes.Sponsored listings are similar to PPC campaigns(more on these below)in that they show up above the free listings for only the most relevant users.While wer

141、e at it,the job descriptions you post on these sites need to do more than summarize the qualifications and skills required for the role.Basic SEO principles still hold,of coursedont discount the possibility that active talent might land on your listings through searchbut just because your job title

142、matches what a job-seeker is looking for doesnt mean youve got yourself a ready applicant.In fact,skip the bullet-pointed laundry list of requirements and focus instead on the more exciting responsibilities a successful hire will be expected to take on and the impact theyll be expected to have.Highl

143、ight your company values and communicate your culture(remember that EVP?).Focus more on what you have to offer talent than on what skills youre seeking from them.This way they can determine not only if the role is right for them,but also if your company and its culture is.“We utilize a lot of tradit

144、ional job boards.I think in the hourly space theres a reason why Indeed is the number one job site,mainly because they control those SEO spaces.When somebody types in a keyword for an hourly job,youre going to see Indeed on that first page.LinkedIn also continues to be a good powerful tool for us,th

145、ough a lot of other players are now in the space.On the hourly side,were connected with a group called WorkStep thats a one-stop-shop for hourly manufacturing talent.They do everything from scheduling automation to posting your jobs to helping you create knockout questions.From a high-volume perspec

146、tive,that decreases our time to fill.”Daniel Pugh Recruiting&Talent Sourcing Leader“I think in the hourly space theres a reason why Indeed is the number one job site,mainly because they control those SEO spaces.When somebody types in a keyword for an hourly job,youre going to see Indeed on that firs

147、t page.LinkedIn also continues to be a good powerful tool for us,though a lot of other players are now in the space.”Daniel Pugh Recruiting&Talent Sourcing Leader 22The essential guide to recruitment marketing in the manufacturing industryTurn employees into advocates with a referral programWere sur

148、e you know the stats about referrals.Candidates are three times more likely to trust employees opinions about what its like to work for a company than they are“official”company messages.And no one knows better than your own employees how fit someone is for an open rolein terms of both qualifications

149、 and values-fit.Thats why referrals are 5x more effective than all other sources of hirenot to mention 55%faster to hire than talent hired through career sites.Of course,speedier hires mean lower cost-per-hire.Add to that faster onboarding,lower turnover rates,and greater job satisfaction,and it tur

150、ns out that referrals are remarkably powerful.Dont underestimate your employees networks.For recruitment marketing,this means two things:giving your referral program some love,and training employees on your employer brand and your overall recruitment plan so they can become your brand ambassadors.Wh

151、en it comes to the program itself,dont be stingy with incentives.Good employees are worth their weight in gold,and your own employees know this.A bonus is going to incentivize them much more than a$100 gift card will.Whats more,make the process of submitting a referral simple for themno lengthy form

152、s,no hoops to jump through.Provide them with outreach sequence templates so their recipients get both the personal touch of hearing from someone in their network and the most important details about the role and the company.Finally,increase the quality of your referrals by tracking the effectiveness

153、 of your sources.Perhaps you even motivate other employees by internally celebrating the ones who refer successful candidates to your company.Provide referring employees with outreach sequence templates so the talent theyre referring get both the personal touch of hearing from someone in their netwo

154、rk and the most important details about the role and the company.Gems send-on-behalf-of feature allows recruiters to reach out as other employees in the organizationmaking recipients all the more likely to respond.“I can certainly point to referrals as a great source of hire;theyre nearly always eff

155、ective.And weve now automated that process so there are unique links that can be sent.I always encourage our TA partners and leaders to make folks aware of that,because when I look at retention data,referrals are always stronger.”Recruiting Leader a Fortune-500 packaging company 23While were at it,y

156、oull also want to amplify your employee ambassadors.Even if they cant provide you with specific referrals,employees can still promote your organization.They can attend your recruiting events to mingle with prospective candidates.They can write posts for your blog about their role at your company or

157、their career trajectory with you.They can write reviews on Glassdoor.And if theyre not creating content,they can engage with(“like”)and re-share your content on their social feeds,ultimately broadening your audience.(Well have more to say about social strategies shortly.)Build and nurture talent com

158、munitiesThe term“talent community”is new enough that its still being defined.For us at Gem,a talent community is made up of talent who arrive on your careers page,dont see a position for them or arent ready to apply,but decide theyd like to keep hearing from your company until the timing is right.(A

159、n estimated 10%of career site traffic completes applications;without a talent community option,youre losing that other 90%.)With Gems help,those prospective candidates fill out a customized form directly on your careers site;and you can use the information you collectcontact information,LinkedIn URL

160、,department or location of interest,etc.to nurture and engage with them over time.In time,sourcers and recruiters can also add candidates theyve sourced who werent yet ready to make a career change into their talent community.As such,the community becomes a repository of interested talent that you c

161、apture,rather than lose to bad timing.Of course,there are plenty of other ways to capture candidate leads and build your talent community:Including a call to action in every post published on your career blog Collecting information at recruitment events(open houses,plant tours,job fairs,etc.)With Ge

162、m,you can easily create a form to collect informationemail,LinkedIn URL,department or location of interest,etc.from prospects visiting your careers page.This form is fully customizable to collect the data thats important to your talent teamand,from an aesthetic perspective,to stay true to your compa

163、ny brand.Prospective talent can be moved into projects based on their information and answers.From there,theyll be sent automated campaigns to keep them in-the-know about what your organization is up to.The essential guide to recruitment marketing in the manufacturing industry 24The essential guide

164、to recruitment marketing in the manufacturing industry Capturing data when prospective candidates download career guides you create for that purpose Linking to talent network sign-up forms from your social media posts Adding silver medalists whove already gone through process with you and so onAs ta

165、lent comes into this community,its important to actively manage it.This begins with segmentation,and extends into nurture campaigns.The point of nurture is to build relationships with your talent community by offering consistent,authentic glimpses of your company through customized email campaigns.T

166、alent may want to hear about job openings,sure.But theyre also interested in company updates,details about the projects a certain team is working on,getting to know your employees as individuals,and how your organization is navigating culture.Maybe theyd love interview tips.Maybe theyd enjoy quizzes

167、,ebooks,or company videos.You know your personas better than we doand with automated outreach solutions that track open rates,click-through rates,and response rates,you can consistently iterate on your engagement strategiesand get hyper-personalizedbased on talents behavior.Eventually,talent will ha

168、ve the“full view”of your org,its mission,its culture,and its values.Thanks to the content theyve regularly consumed,youll be top-of-mind when theyre ready to make a career move.And youll have a warm pipeline to search and source from when a position openswhich means minimizing the time spent searchi

169、ng through multiple databases,reviewing unqualified applicants,and moving candidates through the pipeline who may not have the same excitement about,and trust in,your company as your talent community does.Capturing new leads and creating great content is all good and well,but it means nothing if you

170、 cant keep talent warm and engaged.With Gem,keep your brand top-of-mind by sending visually-appealing and targeted nurture campaigns in which you showcase your employer brand and share updates on your company and industry.You can customize the look and feel so your communication delivers a consisten

171、t brand identity.25The essential guide to recruitment marketing in the manufacturing industryProduction AssociateIs an open role coming down the pipe within the next 6 or 9 months?Your ATS is a treasure trove of highly-qualified talent thatfor whatever reasondidnt make it through the hiring process

172、with you last time.With Gems Candidate Rediscovery,talent teams can search across all candidates in their ATS,uncovering previously-engaged talent and kicking off a long-term nurture sequence to warm them up to your organization again.“We have a massive database of incredible talent in our ATS.Peopl

173、e are attracted to brand names,especially when theres market uncertainty.And there are a lot of ways we can leverage that applicant data down the road from a campaigns capabilityways that are much more interesting than sending you a message every time a job opens and saying I want to talk to you abo

174、ut this job.Instead,I want you to connect with my brand;I want you to connect with my sourcing team;I want to build a relationship with you.Youve already told me that youre potentially interested.And theres a lot of power in having that model in-house rather than going external.”Daniel Pugh Recruiti

175、ng&Talent Sourcing Leader WestRockOur data shows that rediscovered candidates are 1.6x more likely to reply to sequences.So when youre thinking about your nurture strategy,dont forget the talent whove already stepped foot into your organization in some way.Rediscovered candidates are 1.6x more likel

176、y to reply to sequences30%20%10%Source:August 2022 study of 5 Gem customers using candidate rediscovery to sequence 1,070 ATS candidates and 21,744 Non-ATS candidates.26The essential guide to recruitment marketing in the manufacturing industryGet your social media game onIn a recruiting context,“soc

177、ial media game”means quite a few things.From a sourcing perspective,it means utilizing social as a channel(or an assortment of channels)in which to unearth top talentwhether through search features,filters,hashtags,or other research strategies.From a branding perspective,social is a great way to con

178、vey your employer brand and tell your company story.Youve already created your personas,so you know which social channels your target talent hangs out onwhether thats LinkedIn,Facebook,YouTube,Instagram,Twitter,Snapchat,TikTok,and so on.With 4.76 billion active social media users worldwide,theres a

179、good chance that close to 100%of your target talent is on socialbut dont exhaust your time on every channel.Connect with your prospective candidates where theyre at.For example,while a strong LinkedIn presence might be great for manager-and-above roles,Facebook posts and YouTube videos will draw fro

180、ntline and manufacturing floor talent.Once youve nailed down your platforms of choice,focus on posting regularly(we highly recommend a social calendar)and engaging daily.Remember all that great content you created and/or collected?A solid social strategy for recruitment marketing is about much more

181、than sharing jobs;it offers an honest series of glimpses into your company,its culture,its values,and its people.Post photos and videos;celebrate milestones;share employee stories;offer industry updates;shout out your internship programs or your employee resource groups.Livestream Q&A sessions;ask t

182、hought-provoking questions for your followers to answer;and engage and connect when followers leave comments.Ultimately,youre aiming to have an authentic public conversation that builds connection and trust with a broader audience of talent.Thank people when they post and share your content.Its wort

183、h noting that 57%of job-seekers use social media in their searches,and 73%of millennials found their last position through a social media site.Those numbers explain why 84%of organizations currently use social for recruiting purposes.(This includes social media advertising,which well talk about shor

184、tly.)When mapping out your social strategy,dont exhaust your time on every channel.Connect with your prospective candidates where theyre at.While a robust LinkedIn presence might be great for manager-and-above roles,Facebook posts and YouTube videos will draw frontline and manufacturing floor talent

185、.27The essential guide to recruitment marketing in the manufacturing industryWant to take your social recruiting strategy even further?Follow and interact with industry influencersand their followersto boost your profile.Is talent asking questions on these platforms about career advancement in manuf

186、acturing?Reply with a thoughtful response or with content youve already created on the topic.Use hashtags in your tweets and posts to maximize exposure,and/or create a company culture hashtag and ask employees to use it when they post about working at your company.Host employee takeovers in which in

187、dividual employees“own”social for a week.Remember:employees are your best advocates;amplify their voices and showcase your culture.Above all,track social media analytics.How many click-throughs are you getting to your careers site from each of your social platforms in a given month?How much engageme

188、nt is happening on your feeds?How many qualified applicants is each channel producing?And so on.As with all things recruiting,analytics will allow you to both determine ROI and iterate on your strategy,ultimately connecting with and engaging more talent that fits your target profile.A solid social s

189、trategy is about much more than sharing open roles;it offers an honest series of glimpses into your company,its culture,its values,and its people:Post photos and videos Celebrate milestones Share employee stories Promote company initiatives Showcase training opportunities Offer industry updates Shou

190、t out your intern program or your employee resource groups LIvestream Q&A sessions Ask thought-provoking questions for your followers to answer 28The essential guide to recruitment marketing in the manufacturing industryHost(or attend)great recruitment eventsOpen houses,plant tours,barbecues,info se

191、ssions,professional development events,AMA(“ask me anything”)sessions there are a wealth of event types out there to choose from.Events recruiting is a dedicated role in and of itself,and for good reason:while they take a great deal of time and energy,events increase awareness and improve the public

192、 perception of your company and of the manufacturing industry on the wholeas well as of the viable careers it offers.When candidates can tour your facility,talk to current employees,and have a“lived”experience of what it would be like to work for you,the public perception about manufacturing shifts

193、in a positive direction.In other words,events pay dividends.Perhaps you organize an open house during National Manufacturing Day(the first Friday in October)with food,music,and a plant tour,allowing frontline candidates to set up instant meetings with hiring managers,for example.This not only piques

194、 the interest of potential candidates;bringing your employees together in an informal setting promotes company culture.Capturing images and videos during the event adds to your recruitment marketing content archive.These events are great opportunities for prospective candidates to meet potential col

195、leagues,and for you to network with people who might ultimately offer you valuable referrals(not to mention apply themselves).Familiarity with your persona will help you determine which kind of recruitment event will be most compelling for them.Create attention-grabbing event pages,list your event o

196、n key directories,and promote your events widely on social.After all,you now have the lively channels to promote it on.Of course,career fairs are another option if youre not hosting something at your own site.We dont have to tell you that job fairs and industry trade shows are especially great sourc

197、es for hourly trade and frontline workers,for example.Maintain a presence at these events,make connections,and build your talent pools from there.With Gem,you can capitalize on recruiting events by digitally capturing and organizing leads,then automatically initiating messages to keep them warm and

198、engaged.29The essential guide to recruitment marketing in the manufacturing industry“Were living and breathing Gem Forms at the moment,and the internship capabilities it offers us are so easeful.We take the QR codes onto campus or into virtual career fairs.Applicants click in and upload their inform

199、ation,attach their resumes,and suddenly we have this great source of candidates from an internship perspective.We see several hundred candidates per career fair so its safe to say weve saved ourselves 4-5 hours of follow-up and organization after each fair.The candidates are also in our database so

200、we can stay in contact with them.Its no longer just a one-time meet-and-greet;were able to build relationships with them for future roles.Thats been incredibly impactful for us.”Jaime Schmitt Talent Attraction Manager for North America 30Create partnerships with trade schools,local colleges&universi

201、ties,military organizations,etc.Creating partnerships with trade schools,high schools,technical schools,local colleges,and so on is another way of getting in front of prospective candidates and committing to educational outreach.This not only educates students(and in some cases,their parents)about m

202、anufacturing career paths;it also builds a future workforce by making younger generations more aware of opportunities in the industry.These“community partnerships”can take many forms:Partnering with a fast-track training program at a local technical school to eventually hire their graduates Partneri

203、ng with colleges and universities that offer degrees in the manufacturing space(i.e.Clemson and Michigan State for packaging degrees)Sponsoring student leadership programs in the local school system“We hosted a military virtual career fair in November and we shared Gems QR code in our virtual welcom

204、e booth.People went in and joined our talent community.It was a hassle-free way to get data on interested talent that we wouldnt have captured otherwise.”Director,Global HR Operations&Talent Management a Global Automotive Parts ManufacturerThe essential guide to recruitment marketing in the manufact

205、uring industry 31The essential guide to recruitment marketing in the manufacturing industry Funding student projects at a nearby college,or sponsoring school teams for academic competition Funding upskilling programs at a local high school Participating in a state-run apprenticeship program that rot

206、ates early-career talent through departments and exposes them to jobs they may not have known existed Partnering with a non-profit group to create an in-house paid apprenticeship program Working with the local Chamber of Commerce to establish an apprenticeship or a certification program Networking w

207、ith local military organizations or correctional facilities Organizing a company-wide program in which employees invest time into local non-profit organizations,creating touchpoints between your company and potential future employees and more.A Director of Global HR Operations at an auto parts manuf

208、acturer recently described this process as“not really candidate relationship management;its more like organization or university relationship management.Whats going on in our organization;what are some key opportunities right now?And how can we automate talent updates to key representatives at some

209、of these local organizations so they can share them with their student populations?”Run paid ads campaignsA website and a social media presence are only as strong as the number of people who see them.If your organization doesnt have many followers on social yet,that beautiful piece of thought leader

210、ship you post wont have an ROI.Enter paid ads to increase your visibility.“Paid ads”encompasses:PPC(search advertising)display advertising(those classical banner ads you see when browsing the internet)social advertising,and retargeting(showing ads to people whove already visited your site)“Were part

211、nering with an organization in Detroit called Focus:HOPE.Its worth asking:what are the geographically-situated organizations that are upscaling talent in underserved communities,and how are you pipelining that talent into some of the manufacturing openings you have in that area?Weve also partnered w

212、ith correctional facilities as a way of accessing talent thats being released or is on parole for non-violent crimes.High schools,community colleges,trade schools:these organizations are all ripe for partnership.Reach out.See whats possible”Director,Global HR Operations&Talent Management a Global Au

213、tomotive Parts Manufacturer 32The essential guide to recruitment marketing in the manufacturing industryTheyre a great way to hyper-target talent and put relevant content right in front of themwhether theyre actively searching for jobs on Google,or passively browsing the internet or social media.(Of

214、 course,we know a lot of manufacturing companies who still find some of the“old-school”routesradio ads,billboardsjust as valuable.So dont discount these either.)PPC(pay-per-click)is a great supplement to your SEO strategy,and its exactly what it sounds like:you bid to place ads in search engine resu

215、lts for specific keywords(“assembly operator jobs in Fort Worth,”“supply chain jobs in Chicago”),and your ad gets displayed on the first page of the search results when users search for those keywords.You pay your bid amount only if users click your ad and visit your careers page.PPC gives you contr

216、ol over whom you targetwhich means youre seen by more qualified talent than the random assortment of job-seekers that job boards can sometimes bring in.Its also particularly great for hard-to-fill or time-sensitive roles.With Google AdWords,you set your own budget so you dont overspend;and you have

217、access to analytics so you can measure your results,and optimize from there.To target more passive audiences,look into social advertising.Facebook and Instagram have enormous reach;and they allow you to target your ads by location,education,job title,and specific areas of expertise.Whats more,they s

218、how up unobtrusively as users interact with the interface of both feedsso your target audience is more likely to engage because they dont feel spammed.Facebook and Instagram offer a PPC model,which is useful for starting small and experimenting as you growthough theres also a cost-per-thousand-impre

219、ssions model if your goal is to build brand awareness quickly.LinkedIn offers a number of solutions for attracting and engaging both active and passive talent.Choose your objectives(awareness,consideration,or conversion),select your targeting criteria,choose your format type(sponsored content,dynami

220、c ads,message ads,and more),set your budget,and youre on your way.As with Facebook and Instagram,use analytics to optimizeand as a happy side effect,watch your community of followers grow.Remember,which social platforms you run ads on will depend on the roles youre trying to fill.Engineers,accountan

221、ts,and operations managers will likely be easier to reach on LinkedIn;while metalworkers and machine operators might be easier to reach on Facebook,for example.Finally,experiment with retargeting.Have visitors bounced from your career site,or started filling out job applications but left without sub

222、mitting them?Theres a good chance that these folks are still interestedthey just got distracted and/or ran out of time.Reignite their interest and keep your org top-of-mind by virtually“following people around”with gentle reminders about your company.“When it comes to best source of hire,a hybrid ap

223、proach of outreach plan,branding plan,and advertising plan is essential.Weve had a lot of success doing geofencing ads through Facebook:we pick a certain area and run ads that are directly mapped to either our application or an event.They typically run for 15 or 30 days,and theyre relatively low cos

224、t to us.So that continues to drive traffic while theres outbound activity going on.”Recruiting Leader a Fortune-500 packaging company 33The essential guide to recruitment marketing in the manufacturing industryGet on review sites,and actively manage your reputation thereOf course,the first step here

225、 is to offer a candidate experience(CX)that youd actually want candidates to publicly share.CX is the collective result of all the interactions talent has with your brand during the hiring process;and employee review sites like Glassdoor,Comparably,and Indeed provide platforms for candidates and emp

226、loyees to share out their experiences with your organization.This form of social proof“word of mouth”marketingis an important element of your employer brand;and it provides prospective candidates with the objective data they need to decide whether to make the next move with your org.So get active on

227、 those sites.Claim your company profile,add photos that demonstrate your culture,outline your benefits,build your profile out.Then regularly ask current employees for reviews and actively monitor your profiles on those sites.Show job-seekers that employee feedback matters to you by responding to eac

228、h review thoughtfully.How you show up,participate,and respond hereperhaps especially when it comes to negative reviewshelps solidify your employer brand.(Even better,collaborate with HR to seek out,and act on,employee feedback long before employees post their reviews.This way job-seekers will see th

229、at youve created an entire feedback culture,in which executives and managers prioritize employee happiness,well-being,and belonging.)“When was the last time you wrote a review on your own company?Doing so increases your brand awareness.And it really impacts peoples decisions more than you think it d

230、oesespecially from a candidate experience perspective.”Recruiting Leader a Fortune-500 packaging company 33 34The essential guide to recruitment marketing in the manufacturing industry“Were starting to look at populations we havent approached.Our plants in Mexico,for example,created a program for pe

231、ople who are hearing-impaired to come work for us.They taught sign language to their supervisors.The program supported our ability to reach out to a demographic that maybe wouldnt have thought they had an opportunity to work at a plantwhen now they can.We also recently discovered that many manufactu

232、ring companies tend not to hire people over a certain age,despite the fact that that demographic wants to work.So were doing all this advertising in Mexico to show that we hire people who are 55 and older;youre welcome to come here and apply.Im constantly asking:whats hindering us from being an empl

233、oyer of choice for certain groups that might just assume they cant work for us?Nontraditional labor sources is a big focus;were always looking for new sources beyond what we get when we post on Indeed,for example.”VP of Talent Acquisition a Fortune-500 beverage company in North AmericaThe essential

234、guide to recruitment marketing in the manufacturing industry 35The essential guide to recruitment marketing in the manufacturing industryConsider non-traditional labor sourcesWe touched on this briefly above;but with the labor shortage in the manufacturing industry its worth emphasizing.One of the b

235、est ways to expand your candidate pool is by looking beyond your companys traditional talent profile:veterans,formerly-incarcerated persons(“second-chance hires”),the long-term unemployed,folks coming out of retirement,workers with disabilities,and so on.Consider how you might partner with organizat

236、ions that serve these demographicsbut also consider what you might do in-house to let those groups know there are opportunities for them in your company.Use a candidate relationship management(CRM)platform to house all your talent data in one placeA CRM is the pillar of a sophisticated talent strate

237、gy.It allows talent acquisition teams to build relationships with prospective candidates and nurture them over time,creating pools of warm leads that accelerate time-to-hire when roles open up in the future.With a good CRM,talent teams can automate outreach campaigns to prospective candidates using

238、a multi-channel approach(email,InMail,text message,etc).They can build“talent communities”that receive regular engagement from your brand.They can engage in“silver medalist campaigns.”(Your database is a treasure trove of candidates whove applied to your company over the years;so why look for candid

239、ates externally every time you have an open role?Instead,go into your CRM and identify talent whove applied in the past and got to a certain stage in the interview process or declined an offer.Then re-engage them through a campaign and bring them back into the pipeline.)Ultimately,a CRM should be yo

240、ur recruiting teams source of truth,containing every touchpoint youve ever had with an individual.It allows you to feed information about your organization to talent in a way thats thoughtfully-curated,maintain and deepen relationships with them,and allows them to self-qualify and self-select as the

241、y advance through your automated outreach sequences.36The essential guide to recruitment marketing in the manufacturing industry“CRMs are the best way to organize the data around whom youve reached out to and when youve spoken with them.I had so much success in my last organization when I walked in

242、the door and they asked,What tools do you need?And said,I can just use our CRMs advanced search capabilities.I filled so many roles in that first few months just performing advanced searches in our databasesearching tags,searching events,sending out different campaigns based on our last interaction

243、with a candidate.From a candidate perspective,nothing feels better than hearing,Hey,I know you applied to our organization back in 2018.We filled that role internally at the time,but I thought you were a great candidate.Is this a good time to reconnect?Thats not only much warmer;it also allows you t

244、o say to a hiring managereven before a search kicks offI can tell you right now that weve talked to x number of people over the last three years that have this skill set or this title.So a CRM gives you supply-and-demand insights.It gives you organization and clarity,and its a critical component to

245、leveraging all the data and the heavy-lifting that the recruiting team does day-to-day.After all,your job should get easier over timeespecially if youre working with the same customers.”Daniel Pugh,Recruiting&Talent Sourcing Leader WestRockThe essential guide to recruitment marketing in the manufact

246、uring industry 36 37The essential guide to recruitment marketing in the manufacturing industryAnalyze,evaluate,and optimizeEvaluating your strategy might be the most important element of your strategy.Theres little point in implementing a recruitment marketing program if you cant ultimately determin

247、e if its doing what you want it to do.Collectively,analytics tells the story of howand whereyour efforts are paying off.The more you optimize based on those insights(this often means experimentation),the better your conversion rates will be.Of course,youll want to know your numbers before you implem

248、ent your strategy so you have a baseline from which to improve.Then track the data regularly to increase your ROI.Everything weve discussed above can be measuredand luckily,the vast majority of it can be automated:Google Analytics will show you how site traffic interacts with your careers page and w

249、here that traffic comes from(this is called“referral traffic”)Sourcing solutions like Gem can help you assess how compelling your outbound messaging is by tracking email metrics like open,reply,and interested rates Gem also allows you to A/B test your email campaigns,giving you visibility into the e

250、mail content thats performing best CRMs like Gem offer tailored reports with data such as passthrough rates(so you can see where your hiring process needs some love),and let you measure the ROI on things like events,campus recruiting,and source channel Your ATS will also give you valuable informatio

251、n about time-to-fill and candidate source Every social platform has its own analytics to help you track engagement and so on 38The essential guide to recruitment marketing in the manufacturing industryHere are some questions youll need to be able to answer for yourself:Whats happened to your applica

252、tion rate(and to your employee retention rate,for that matter)as youve begun clarifying and disseminating your employer brand?How has your pipeline grown in that time?What are the conversion rates for each channel youre using for your recruitment marketing efforts?What are the rates-of-hire per sour

253、ce?How is your employee referral program performing?What does social engagement look like this month compared to last month?Benchmark yourself internally on these numbers,or use external benchmarks to measure yourself against.Track candidate experience through surveys,through which you can also unco

254、ver what your employer brand looks like from their perspective.Of course,find out what their experience was of going through the hiring process with you.But also dig a bit deeper from a branding perspective:How muchand whatdid they know about your org before they entered process with you?If youre ju

255、st getting started with recruitment marketing,begin with something manageable and focus on what you can do to make that element of your strategy better.There is no“final best practice”for your website,or your outreach,or your approach to social,or your events;youll be evolving for as long as youre s

256、elling your organization,and data and metrics will help you do that.So get curious,experiment,and find some joy in the recruitment marketing ride.39The essential guide to recruitment marketing in the manufacturing industryHow Gem can help 40The essential guide to recruitment marketing in the manufac

257、turing industryRecruit the talent you need to keep operations running smoothly and accelerate into“Industry 4.0”Proactively pursue front-line talent with best-in-class sourcing&outreach:Source from your most popular sites,automate sequences across email and text,and send outreach from your hiring ma

258、nager to improve reply rates.Instantly activate past relationships to fill urgent roles:Organize and search across your CRM and ATS database based on operations experience,machine skills,and more.Nurture these relationships and automate re-engagement at pivotal career milestones,without lifting a fi

259、nger.41The essential guide to recruitment marketing in the manufacturing industryUnlock full-funnel data that your entire team can use to operate like a business:Gem surfaces data from your CRM and ATS to help you monitor pipeline health,optimize passthrough rates for faster time-to-fill,uncover cos

260、t-saving insights,and forecast hiring to plan resources strategically.Gain unparalleled visibility into your DEI recruiting efforts:Track the diversity of your pipeline from the very top with our predictive algorithm,and uncover any potential bias with end-to-end insights.42Multiply recruiter produc

261、tivity with minimal change management.Simplify candidate management and hiring manager collaboration with a solution recruiters love(G2 ratings).“Were a data-driven organization.When we set an expectation and we have the data to back it up,we typically meet those goals.So when we have the data right

262、 at our fingertips,that drives more activity and lets us stretch ourselves from a goal-setting perspective.Seeing that data real-time helps us to benchmark;and now I can start setting expectations with the recruiters that maybe historically havent been there before.”Director,Global HR Operations&Tal

263、ent Management a Global Automotive Parts ManufacturerCapitalize on your recruiting events and job fairs to build your brand:Digitally capture and organize leads and automatically initiate messages to keep talent warm and engagedThe essential guide to recruitment marketing in the manufacturing indust

264、ry2023 Gem,Inc 042523Gems end-to-end modern recruiting solution empowers talent acquisition teams to engage their entire talent network,optimize sourcing efforts,and uncover actionable insights that guide smarter,forward-looking decisions.Gem works alongside LinkedIn and other places that you source

265、,while integrating with Gmail,Outlook,and your ATS.Find the talent you need to meet hiring targets and scale your teams with Gem.To learn more and see a demo,visit Lauren Shufran,AuthorLauren is a content strategist with a penchant for 16th-century literature.When theyre not trying to solve talent teams pain points,theyre on their yoga mat or hiking Mount Tam.Come at them with your favorite Shakespeare quote.