In today’s manufacturing landscape, small to medium-sized companies across the UK face a dual challenge: attracting new customers while simultaneously addressing a growing skills gap. As a digital marketing agency specialising in the manufacturing sector, we’ve noticed a fascinating trend that could help our clients achieve both objectives simultaneously.

The strategies used to win new customers can be just as effective in attracting skilled staff.

The Overlap Between Customers and Candidates

It’s no secret that the manufacturing industry is grappling with a shortage of skilled workers. As demand for products and solutions increases, so does the need for top talent to bring them to production. The good news is that the same attributes that make a company attractive to potential customers also appeal to potential employees.

  1. Strong Brand Image: “Everyone wants to join the team at the top of the league!” – Just as customers are drawn to companies with a solid reputation, skilled workers want to align themselves with businesses that are well-regarded in the industry. A strong brand, backed by positive customer testimonials and a clear mission, signals stability and reliability – qualities that attract both clients and staff.
  2. Innovation and Excellence: Customers seek out companies that are continuously improving, offering high quality products or services. Similarly, skilled workers are eager to join companies that are pushing boundaries, investing in new technologies, and offering opportunities for professional growth. Highlighting your commitment to innovation not only attracts customers but also entices forward-thinking professionals.
  3. Positive Work Culture: A company known for its positive, inclusive work culture is likely to produce higher-quality products and services because its employees are motivated and engaged. When your staff is enthusiastic about their work, it translates into better customer experiences. The same culture that wins over customers can be a significant draw for prospective employees.

Recruitment as Marketing: A Two-Way Street

During our conversations with clients, we often emphasise that recruitment is a form of marketing. The qualities that make a company appealing to customers – such as clear communication, transparency, and a commitment to quality – are the same qualities that potential employees look for. After all, a company that takes care of its employees is likely to take care of its customers too.

Engineering and manufacturing companies are, in fact, fantastic places to work. They offer competitive salaries, opportunities for career advancement, condensed working hours, and a strong focus on work-life balance. These are the very benefits that should be front and centre in both your customer-facing and recruitment marketing materials.

The Power of Video and Photography in Recruitment

One of the most effective ways to showcase what it’s really like to work at your company is through high-quality video and photography. These visual tools can bring your business to life, offering an authentic glimpse into the daily operations, machinery, the expertise of your staff, and the overall working environment.

  1. Highlighting Advanced Equipment and Technology: Video footage of your machinery and equipment not only appeals to customers interested in your capabilities but also attracts skilled workers who want to work with the latest technology. A well-produced video can demonstrate your commitment to innovation and precision, making your company an attractive place for top talent.
  2. Showcasing Employee Experience: Employee testimonials and behind-the-scenes photos can convey the positive work culture you’ve built. When potential employees see happy, engaged staff members, they’re more likely to want to be part of that team. Videos that capture the camaraderie, teamwork, and job satisfaction within your company can be a powerful recruitment tool.

Utilising Digital Channels for Recruitment

Our agency has developed tailored solutions to help manufacturing companies not only attract new customers but also tap into a broader pool of skilled workers. Social media, for instance, offers a cost-effective alternative to traditional job sites and recruitment agencies. By showcasing your company’s strengths, you can reach potential candidates who are already engaged with your brand.

Moreover, updating your website to reflect these strengths is crucial. A well-designed careers page that speaks to both the technical and cultural aspects of your company can be a powerful tool in converting site visitors into applicants. After all, your website is often the first point of contact for both customers and potential employees, and first impressions count.

Conclusion: A Dual Approach

The synergy between customer acquisition and talent recruitment is clear. By focusing on what makes your company unique and promoting those strengths across all marketing channels, you can attract both new customers and the skilled workforce needed to meet growing demand. In today’s competitive market, it’s not just about what you do, but how you do it – and who you do it with.

At AMI, we’re here to help manufacturing companies navigate this dual challenge. Whether through website design, social media marketing, or recruitment campaigns, we’re committed to helping our clients grow – both in terms of revenue and talent.