Several manufacturing companies teamed up together for a focused effort of developing and maintaining a qualified workforce for the city they call home

For decades, a local manufacturers association has supported a thriving economy through its various product productions. However, as the years have passed, one challenge has become increasingly evident: developing and maintaining a qualified workforce. In fact, workforce development consistently ranked as one of the top three challenges facing these companies. Recognizing the need for a fresh approach, the association turned to Vici Media to help modernize and promote manufacturing as an appealing career choice.

Strategy: Showcasing Modern Manufacturing Careers

Traditionally, manufacturing has been perceived as a labor-intensive industry with outdated job roles. To change this perception and appeal to a younger, more diverse workforce, we crafted a multi-faceted digital recruitment strategy. The goal was to showcase the modern, diverse, and dynamic nature of the industry—emphasizing its opportunities for growth and development.To reach potential employees, we implemented a combination of Display Ads, Native Display, Social Mirror, Facebookand Instagram, OTT, and Video Pre-Roll Ads. These platforms helped us distribute compelling recruitment content to a wide range of job seekers.With 9 multimillion-dollar manufacturing facilities and hundreds of workers involved in the campaign, this was an ambitious and fast-paced initiative. The target audience included line workers, skilled labor, manual laborers, skilled trade workers, high school seniors, college students, and even current manufacturing employees looking for new opportunities. Our goal was to shift the narrative and show that working in manufacturing could be rewarding and fulfilling.

Results: Significant Engagement and Increased Applications

The results of the campaign were impressive and demonstrated the effectiveness of our digital recruitment strategy:

• 1,297,436 total impressions: The ads reached a large number of people across multiple platforms, generating widespread awareness.
• 13,531 total clicks: Averaging 5,000 clicks per week, the campaign exceeded expectations and far outperformed the national click-through rate.
• 14X higher performance: The overall campaign delivered 14 times higher engagement than the national average CTR of 0.07%. This was a clear indication that the message was resonating with the target audience.
• Increased website traffic: The campaign drove an influx of new applicants to the organization’s website, providing valuable leads and content for future marketing efforts.

By effectively targeting the right audience and shifting perceptions, the campaign generated significant interest in manufacturing careers, ultimately increasing the flow of applicants and expanding the pool of qualified candidates.

Conclusion

This case study underscores the power of digital marketing in attracting a new generation of workers to industries facing challenges in recruitment. Through strategic use of multichannel advertising, we helped modernize the image of manufacturing and significantly increased interest in job opportunities within the field.If your business is facing similar challenges or looking to elevate its recruitment efforts, contact Vici Media today to learn more about our white-label digital solutions.For more information, email support@vicimediainc.com.