Using Video to tell your talent story.

Brian Town

A hardworking agency for a hardworking state.

15 years in public schools12 years teaching in the UA

5 years as CEO of Michigan Creative.

A great leader makes everyone around him or

her better than they are.

“People drive by our plant and have no idea what we

do.”

“Manufacturing plants are not what they used to be

and look drastically different than they did 20-

30 years ago.”

We must tell the manufacturing and skilled

labor story.

WHY DON’T MORE GO INTO THE TRADES?

A plumber attended to a leaking faucet at the neurosurgeon's house. After a two-minute job the

plumber demanded $150. The neurosurgeon exclaimed, 'I don't charge this amount even though I

am a surgeon." The plumber replied, "I agree, you are right. I too, didn't either, when I was a surgeon. That's why I switched to plumbing!"

WHY DON’T MORE GO INTO THE TRADES?

A proud father was showing a fellow worker a picture of his five grown sons. His friend asked what they did for a living. The father said the older two are doctors and the youngest

two are lawyers.The friend asked about the middle son and the father said, "Oh, he's a welder. Someone had to pay for all the others educations."

Over the next decade 3.5 million manufacturing jobs will be needed.

Two million are expected to go unfilled due to manufactures’ inability to find talent.

More than two-thirds of all U.S. manufacturing jobs last year likely were created in Michigan.

CAMW - LSJ

Manufacturing Jobs

“The high schools are sending us the kids that can’t make it in college.”

“We have great paying jobs, with insurance, pension, and virtually free

education.”

Notes from my UA Instructors

College?

*National Center For Education Statistics - https://nces.ed.gov

40% of students who go to college never graduate.

80% change their major at least once.

71% have student loan debt.*

Why do I care?

Students that come to me with advertising and marketing degrees with 0 skills and 65k-100k in

debt.

Our state was built on the backbone of manufacturing.

Why are we not capturing those students before they

go?

They don’t know about you. I hear all the time that it is not your “dark and dangerous plants.”

Are you showing that to your potential talent?

Who is telling the manufacturing story?

EducatorsParentsEmployeesPoliticians TV showsSocial media

Manufacturing Plants MMA

Who is telling the manufacturing story?

The Freep, “A manufacturing comeback helped us dig out of the recession….(SWEET)

…but the hottest jobs are in other sectors.” (Damn)

Who is telling the manufacturing story?

Top Ten Hottest JobsDrivers

ethical hackers (?)nurse

weldershigh tech sales marketing

EMRsoftware systems engineers

data sciencescomputer numeric control

programmers…

Didn’t see “A manufacturing plant worker, or a skilled labor person…” But that is what we are saying we need.

http://www.freep.com

Ad’s Ad’s Everywhere

Multiple messages from all over the place.

On our phones, Gas station TV, radio, pandora, TV, cable, social, billboards, google, newspapers, news stations and newspapers are now digital ad nightmares.

We are exposed to 300-1000 ads per day.

Advertising and Marketing our products and services.

How to we advertise: Products/Services

Magazine Ad’sWebsitesemailsNewspaper ArticlesTrade ShowsDirect MailCold callsSales callsSocial MediaAd WordsVideoCommercialsToursSales teamIn personPresentationsShiny brochuresNetworkingSending sausage and cheese to customers

Open Jobs

ClassifiedsLink on our websiteCareer fairs (next to colleges)

What is the definition of insanity again?

Doing the same thing over and over again and expecting a different result.

How’s it working?We have to try something different.

We have to.

We have to try something different to not only hire talent but to change the mind set of the state.

Of the country?

Separate yourself from the 1000’s of other job postings.

Something Different

“We cannot fully realize the renaissance of U.S. manufacturing unless and until we solve themanufacturing skills gap. Manufacturers are the key to solving this problem. By aligningtogether and clearly defining their needs—and speaking with one voice, they can work withsecondary and post-secondary schools and government to create a system that attracts,develops, and retains skilled manufacturing talent.”

Dr. Charles (Chip) Blankenship,President and Chief Executive Officer, GE Appliances & Lighting

Why video?

Tell your story, tell your story, tell THE story.

It is an important historical one to tell.

Video

Teens and young adults.

Snap Chat 72%Facebook 68%Instagram 66%Youtube 89%

Social Media By The Numbers

96% of B2B plan on using video to market and they expect a 73% positive ROI.*

More video content is uploaded in 30 days then all 3 of the networks have created in 70 years. *

2019 74% of all internet traffic will be video.**

When Zappos added video product demos to their website, the saw a 32% impact in sales. *

If there was a watch manufacturer here they might need some videos on their product pages…

*Hubspot **Social Media Examiner

Video by the numbers

What if you could get 32% better talent. 32% more talent calling, emailing, coming in for tours?

Would that make a difference?

Plan of action

Where can you use video?

Your website (MOBILE!) Landing pages (MOBILE!)

Social mediaemails

newsletterscareer fairsusb drives LinkedIn

Monster, IndeedRecruiters

Youtubedigital advertising

InterviewsOnboarding

Sales

Plan of action

Types of videos.

Culture - What are you about? How do you treat your employees?

Work - What is it like working there?

Where - Where can I go once I am there?

Jobs - What jobs are there inside your facility?

Who - Who is working in those jobs now and how are they like me?

Who - Will I be working for?

Vloging.

Plan of action

Video Tips

Short videos! 30-90 seconds max!

Mobile. Mobile. Mobile.

Don’t link to the video! No one clicks on links.

Embed the video, upload direct to social.

Always have a call to action.

Doesn’t always have to be Scorsese.

Plan of action

Make one 90 second video about why manufacturing is

important to you.

Make one video about one job inside your facility.

Pick one social media Facebook or Instagram to share your jobs on and talk about

manufacturing as a carrer.

Homework

Thank You.michigancreative.com/mfg

brian@michigancreative.com

517 899 4533

A hard working agency, for a hard working state.

Brian Town