Just before I went on a summer holiday I spoke at the Central NY chapter meeting of the American Foundry Society. I enjoyed meeting the chapter members and was struck by how some of their chief concerns parallel those with manufacturing clients in Ohio and Pennsylvania. What were those concerns?
- Finding, hiring and retaining qualified workers.
- Battling cheap imports
- Government regulations
Now some folks might wonder why these would be of interest to someone in marketing, particularly the latter two. Would you be even more surprised if I shared with you that I have spoken with clients about these issues multiple times in the last few weeks? Did you know that marketing tools like your website will give you a platform to address them and support business growth?
It is vital to remember that marketing is ultimately about communication. To be successful, plan strategically. Instead of getting bogged down in discussions about channels and media types; start by thinking about who you are talking with (i.e. the audience), what you want them to do, and what kind of information that audience needs to take action. Once we figure out those key points; crafting a message, selecting the correct channel, and developing the content becomes much easier.
Are you working without a net…presence?
All too often we talk about marketing products to customers. All to rarely we think about marketing companies to prospective employees. Job seekers are encouraged to research workplaces and increasingly they turn to the Internet. When the job market is tight, what your digital presence says about you cannot be ignored or its value underestimated.
Does your web presence, especially your website…
- make you look technically savvy or stodgy and out of date?
- show a workplace culture that job seekers would want to be part of?
- describe the skills and characteristics needed to succeed at your company?
- list benefits workers can expect?
- offer job listings for open posts and/or information about internships?
Making sure this information is up-to-date will appeal to other audiences such as potential partners, investors, and even customers because it should show that you are legitimate, growing business.
Branching out with STEM Activities
Savvy industrial firms often take these efforts even further by participating in STEM activities that provide them with
- opportunities to give back to their local communities
- the chance to see and meet potential interns and employees
- see how well local high school, technical programs and colleges are preparing kids for the workplace
- social media exposure
- networking opportunities for professionals with similar interests and needs.
Getting involved with STEM activities can take a variety of forms.
- sponsor a Bot team
- make a presentation at a career day
- have a booth at STEM event.
Any of these activities give you a chance to see and be seen. I remember that one of the most engaging booths at the BotsIQ Finals for South Western PA was hosted by Duraloy Technologies, a specialty castings and assemblies company in Scottsdale, PA. Four staff members took a “foundry in a box” setup that allowed kids to understand how sand mold casting worked. Kids worked with staffers to create a casting using hot tin which they took home as a souvenir. I even made my own tin millipede to take home.
To make and sell the best product you need the best workers. To get the best workers you need to communicate with your audience where ever they may find you.
Contact us today if you would like to talk about how to upgrade your digital presence or receive a copy of the presentation I made at the AFS Chapter Meeting. Use our online form or call (724) 473-5543.