As manufacturing faces one of its most pressing challenges—the ongoing labor shortage—employers must rethink how they attract and retain talent.
Beyond competitive pay and benefits, a strong employer brand can set companies apart in a crowded job market, positioning them as desirable places to work. Our article explores how manufacturing hiring managers can leverage employer branding to address labor shortages and attract the skilled talent they need.
Understanding Employer Branding in Manufacturing
Employer branding refers to how a company is perceived by current and potential employees.
In manufacturing, where labor shortages are exacerbated by an aging workforce and a lack of younger candidates, a strong employer brand can help reshape perceptions of the industry.
We’re not necessarily suggesting a total rebrand, as Jaguar underwent in 2024, but we do believe that understanding the power of your corporate brand can lend serious credibility to your recruitment efforts. Manufacturing may not scream “branding,” but these days, wherever you look, “branding” is everywhere.
Branding Supports Hiring Efforts:
- In Attracting Top Talent: Companies with a compelling employer brand stand out in job seekers’ minds, making it easier to attract skilled candidates.
- In Improving Retention: Employees are more likely to stay with companies that align with their values and offer a supportive culture.
- In Enhancing Recruitment Efficiency: A strong employer brand reduces time-to-hire and recruitment costs by drawing in better-qualified applicants.
Elements of a Strong Employer Brand
So, what goes into this work?
To successfully address labor shortages specifically, manufacturing companies must build a brand that resonates with modern job seekers.
Key elements include:
1. Company Culture and Values:
A strong company culture is the cornerstone of attracting and retaining top talent in manufacturing. Start by fostering a collaborative and inclusive environment where every employee feels their contributions matter. Teams that share ideas and problem-solve together are more productive and engaged, leading to higher retention rates. Encourage open communication across all levels of the organization, from management to the production floor, to build trust and transparency.
Showcase your company’s commitment to innovation, sustainability, and community engagement. Younger generations, like Gen Z and millennials, are particularly drawn to employers who demonstrate a sense of purpose beyond profits. Highlight initiatives like adopting green manufacturing practices, supporting local community projects, or developing cutting-edge technologies. These efforts not only make your company more appealing to prospective employees but also reinforce a positive reputation within the industry.
2. Career Growth Opportunities:
Manufacturing professionals are seeking long-term career paths.
To attract ambitious candidates, clearly define advancement opportunities within your organization. Whether it’s a path from operator to supervisor or engineer to manager, make these trajectories visible in job descriptions and during the interview process. Providing mentorship programs, where experienced employees guide newer team members, can also foster growth and improve employee satisfaction.
Invest in skills training and cross-training programs to empower employees to expand their expertise. Cross-training, in particular, demonstrates a commitment to employees’ professional development while increasing operational flexibility. For example, teaching a machine operator basic maintenance skills can improve productivity and provide the worker with additional career options within the company. When employees see you are willing to invest in their growth, they are more likely to invest in your organization.
3. Workplace Flexibility:
Incorporating workplace flexibility can significantly enhance your ability to attract and retain talent, particularly in a manufacturing sector often perceived as rigid. Explore innovative scheduling options like compressed workweeks, staggered shifts, or rotating schedules to accommodate employees’ personal lives. For example, allowing a team to choose between four 10-hour shifts or five 8-hour shifts could reduce absenteeism and increase job satisfaction.
If feasible, consider hybrid roles for certain positions. For example, logistics coordinators or production planners could perform administrative tasks remotely part of the week. This not only appeals to modern expectations for work-life balance but also positions your company as progressive and adaptable. Implementing flexibility doesn’t have to disrupt operations—instead, it shows you value your employees as individuals with diverse needs and responsibilities.
4. Employee Testimonials:
There’s no better way to convey the quality of your workplace than through the voices of your current employees.
Authentic testimonials offer a glimpse into the real employee experience and can be a powerful tool for attracting talent. Use interviews, videos, or written stories to highlight why employees enjoy working for your company, focusing on factors like camaraderie, growth opportunities, or meaningful projects.
Make sure to include a variety of perspectives, from long-tenured staff to new hires, and feature employees from diverse backgrounds and roles. This inclusivity signals that your workplace is welcoming and equitable. Share these testimonials on your company website, social media platforms, and job postings to resonate with prospective candidates.
When potential hires can see themselves thriving in your environment, they are more likely to apply and stay.
Strategies to Strengthen Employer Branding
Short of a total overhaul, your team can still strengthen your current corporate brand. Digital tools are widely available, and with a a few intentional tweaks you can find new ways to connect with the workforce.
Building and maintaining a strong employer brand requires consistent effort and alignment with company values.
Here are actionable steps for manufacturing hiring managers:
1. Optimize Your Online Presence:
Your online presence is often the first impression potential candidates have of your company. Ensure your careers page is not just a list of job openings but an engaging hub that reflects your workplace culture and values. Include compelling job descriptions, employee testimonials, and behind-the-scenes videos that showcase your team in action. Visual content, such as a video walkthrough of your production facility or interviews with employees, can give job seekers an authentic glimpse into what it’s like to work for your company.
Leverage social media platforms to extend your reach. Highlight company achievements, share stories of employee success, and post updates on community involvement initiatives. Platforms like LinkedIn are particularly effective for sharing thought leadership content and engaging with industry professionals. Consistently showcasing your brand’s strengths and values on social media can make your company more appealing to both active and passive candidates.
2. Promote Training and Development:
In today’s competitive job market, candidates are drawn to employers who prioritize their growth and professional development. Make your commitment to training programs, apprenticeships, and certification opportunities highly visible in your job ads and on your careers page. For example, mention specific programs like “Hands-on Apprenticeships in CNC Machining” or “Opportunities to Earn Your Lean Six Sigma Certification.”
Partner with local schools, technical colleges, and trade programs to promote these opportunities. Collaborate on curriculum development or sponsor scholarships to strengthen your connection to these institutions.
Highlighting these partnerships not only demonstrates your investment in talent development but also positions your company as an employer of choice for individuals seeking long-term career growth.
3. Leverage Employer Review Sites:
Employer review sites like Glassdoor and Indeed play a significant role in shaping your reputation among potential candidates. Actively managing your presence on these platforms is essential. Respond to reviews professionally, whether they are positive or negative. For negative feedback, acknowledge the concern and outline steps you’re taking to address it. This shows that your company values employee input and is committed to continuous improvement.
Encourage satisfied employees to leave reviews that highlight what they enjoy about working for your company. Authentic and positive testimonials can significantly influence job seekers’ perceptions and motivate them to apply. Monitoring these platforms regularly also provides valuable insights into employee sentiment and areas where your organization can improve.
4. Showcase Technology and Innovation:
In a world where manufacturing is often perceived as outdated, showcasing your use of advanced technologies can set your company apart. Highlight the integration of automation, robotics, IoT, and other cutting-edge tools in your operations. For example, share how your team uses predictive maintenance software to minimize downtime or robotics to enhance efficiency and precision.
Positioning your company as forward-thinking and tech-savvy appeals to candidates who value innovation and modern work environments. Break the stereotype of manufacturing as “dirty” or “low-tech” by emphasizing your commitment to modernization and sustainability.
Use videos, blog posts, and case studies to illustrate how technology drives efficiency and fosters a dynamic workplace.
This approach not only attracts top-tier candidates but also builds your reputation as a leader in the industry.
Measuring the Success of Employer Branding
To ensure your branding efforts are effective, it’s important to track key metrics and adjust strategies as needed.
Metrics to Monitor:
- Application Rates: Monitor the number of applicants per job posting and the quality of those candidates.
- Retention Rates: Evaluate whether branding efforts are improving employee tenure.
- Time-to-Hire: Measure how quickly you can fill open positions compared to before branding initiatives were implemented.
- Employee Engagement Scores: Use surveys to assess how current employees perceive your brand and workplace culture.
Conclusion
In a competitive labor market, a strong employer brand is one of the most powerful tools manufacturing companies have to combat labor shortages. By showcasing a positive workplace culture, clear career paths, and a commitment to innovation, hiring managers can attract the talent they need to drive success.
Employer branding is not a one-time initiative—it’s an ongoing process that evolves with the company and the needs of the workforce.
By consistently reinforcing your brand and aligning it with your company’s mission and values, you can build a resilient, engaged workforce that sustains your business for the long term.