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Opinion: Harnessing video for strategic talent attraction, retention

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In today’s competitive landscape, attracting and retaining skilled talent is more critical than ever. This is especially true in the manufacturing industry. Amidst a widening skills gap and an increasingly selective job market, manufacturing companies must adopt innovative strategies to stand out. A study by Cisco estimates that video accounts for over 80% of all internet traffic. This statistic highlights the growing importance of video as a primary medium for communication and information consumption. The implementation of high-quality video content is not just effective but essential as it serves as a powerful tool for engaging potential employees and enhancing workforce stability.

The visual edge
The digital age has transformed expectations. According to HubSpot, 54% of consumers want to see more video content from brands they support. This trend extends into the job search, where video content can provide a significant advantage. A LinkedIn report reveals that job posts with videos get 36% more applications. This means that video can be a game-changer in drawing attention to open positions and the company culture. Video content allows for vivid storytelling, showcasing the technological sophistication and innovative work environments that define modern manufacturing.

Through high-quality videos, potential employees can virtually experience the shop floor, witness teamwork in action and hear directly from current employees about career growth and development opportunities. This level of engagement helps in attracting not just more candidates, but more qualified and culturally fit candidates.

Strengthening brand with authenticity
In the realm of employer branding, nothing beats video for authenticity and impact. A CareerBuilder survey shows that companies using video in their recruitment and branding strategy increase their reapplication rate by 34%. Videos that effectively communicate a company’s mission, values and the impact of their work resonate well with prospective employees, particularly with millennials and Gen Z, who prioritize transparency and corporate responsibility. By debunking outdated perceptions of the manufacturing industry through dynamic and appealing video content, companies can attract a broader, more diverse candidate pool. Showcasing safe, clean and technologically advanced workspaces counters the stereotype of manufacturing jobs and aligns with the expectations of a new generation of workers.

Enhancing training
Video also revolutionizes the onboarding process. Research by Gallup shows that organizations with a strong onboarding process improve new hire retention by 82% and productivity by over 70%. High-quality training videos ensure that all employees receive consistent information and can revisit training materials as needed, which is crucial in complex manufacturing environments. This consistency in training not only helps in quicker adaptation but also reinforces safety and operational protocols, reducing workplace incidents.

Continuous engagement tool
The role of video extends beyond initial recruitment and onboarding. Regular video updates about company achievements, ongoing projects and employee success stories can significantly boost morale and foster a sense of belonging. According to a study by the Aberdeen Group, companies with effective employee engagement strategies achieve a 233% greater customer loyalty and a 26% greater annual increase in revenue. Engagement videos that highlight personal development opportunities and celebrate milestones promote a positive work culture that values employee contributions and professional growth. Such practices are instrumental in retaining talent, particularly in an industry facing frequent skill shortages.

Case Study: Buckhorn
To illustrate the effectiveness of video, here are some results from a recent campaign we completed for Buckhorn, a Myers Industries company. We utilized high-quality video assets in a recruitment campaign, resulting in a 100% increase in job applications over their previous efforts. The video, which highlighted innovative automation technologies and employee pride, conveyed the company’s dynamic work environment and community values. This approach not only differentiated Buckhorn from its competitors but also attracted a more diverse applicant pool. Overall, the campaign filled over 40 open positions.

By effectively using video to communicate company values, culture and opportunities, manufacturers can position themselves as employers of choice in a competitive market. The investment in professional video production pays dividends in enhancing the candidate and employee experience, ultimately contributing to a more engaged and committed workforce. This approach not only fills the immediate need for skilled labor but also builds a sustainable pipeline of talent, crucial for long-term success.

Chris Jarratt is the chief creative officer and co-founder of Revel Advertising. He can be reached at chris@reveladvertising.com.

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