Using video for hiring skilled labor talent
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Using Video to tell your talent story. Brian Town A hardworking agency for a hardworking state.
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Transcript of Using video for hiring skilled labor talent
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
517 899 4533
A hard working agency, for a hard working state.
Brian Town
