Knocking Modern Manufacturing Up a Notch: How to Attract Top Talent


In the 1950s, manufacturing was the answer to the American dream. High paying, secure jobs with benefits meant a strong middle class and a booming economy. In the aftermath of World War II, nearly 40% of Americans worked in the manufacturing industry. Youngsters aspired to a career in manufacturing and a nice split-level ranch house in the ‘burbs...and there were plenty of trade programs and schools to help them get there. Career aspirations have changed a lot since then, and the idea of a career in manufacturing just isn’t as appealing as it once was.

With a limited talent pool and the competition heating up, how can you attract top talent?

Some companies are successfully using modern marketing tactics to polish up their company’s image and convince more bright young minds that manufacturing is a fulfilling and rewarding career path. Check out how these companies are knocking modern manufacturing up a notch—and how you can, too.

Nobody Does It Better Than GE

General Electric (GE) has fingers in a lot of pies. As a conglomerate manufacturer producing everything from lightbulbs to jet engines, GE needs a constant influx of skilled employees—many of them engineers. Worldwide, GE employs roughly 305,000 people with 134,000 employed in the U.S.

Their social media is widespread and all about making manufacturing look cool. Check out this video from GE Aviation about aircraft engines.

The branding on the video is subtle, but very clear: Work for GE and you get to do cool stuff. Slogans like “Imagination at work.” and “GE is committed to innovation.” reinforce the point.

But GE doesn’t stop at YouTube. They have active Twitter accounts full of photos and info, plus you can find them on Facebook, Instagram, Pinterest, Tumblr and on Vine. They even invite followers to see the manufacturing process in person with #GEInstaWalk. What a great way to inspire followers...and create buzz! What GE does best is remind people that manufacturing is about ideas and innovation.

Oh, and in case you’re wondering about the ROI on all this social media output, GE credits their smart content marketing for 30% better returns.

Like GE? Check out Siemens

Siemens is another industrial giant that uses content channels to enhance its image. Far from being mired in the past, Siemens uses website and social media content to emphasize a corporate culture that embraces sustainability, innovation and the future.

Here’s a recent tweet:


There’s even a free app to download for people who want to follow news and articles across various Siemens publications.

The Common Thread

What do Siemens and GE have in common (aside from the obvious)? Instead of using social media and web content to sell their end products, they connect to their target audience in meaningful ways—and in the process, enhance their hiring process by showing students interested in computer science and engineering that there’s more to life than trying to develop the next Halo. They show how it’s possible to create awesome real-life technology that works...and not just in the virtual realm.

Related Resources Divider

Manufacturer’s Guide to Attracting More Customers: How Top Manufacturers Are Driving New Revenue By Attracting More CustomersYou can create a workable content marketing strategy for your manufacturing enterprise—and you don’t have to be an industry giant to do it. Learn how by downloading our FREE, step-by-step guide: Manufacturer’s Guide to Attracting More Customers. The guide also includes:

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No matter what industry you’re in, the competition is heating up, so traditional marketing methods simply aren’t enough anymore. Get ahead of the curve.