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The Power of Using Video to Attract and Retain Top Performers
Did you know that according to a 2013 industry report, for every four jobs that workers retire from, the industry only produces one replacement? It’s like putting 4 socks in the dryer… and only getting one back. You might be thinking, how do we deal with the labor shortage? There are millions of millennials out of work, facing an unemployment rate double the national rate. Why don’t we have enough people to fill these vacancies?
Here’s the scoop. For the past two generations, young people haven’t exactly jumped at the opportunity to work in manufacturing. It might not be sexy enough. Maybe they are looking for ways to manufacture higher video game scores. But a real job in manufacturing? Um… No.
Part of the problem is the stigma – you’ve seen it on any TV show you’ve ever seen. What are the plants like? They are dirty, dirty, hot, smelly places to work. It’s stagnant…a stagnant stigma. The thinking is very outdated and there is no room for growth, unless of course you aspire to be a foreman and you practically have to be the foreman’s son to get that gig. nepotism (Unlike nap-autism, which means you can fall asleep at work without getting in trouble because you “know someone”). For those who haven’t been to a plant, that’s pretty much what people think, right?
However, there is a bigger problem with the perception of manufacturing. And these are the parents who discourage their children from attending trade or technical school because they want them to go to college and get a “real job.” Some parents believe that the only reason to enter the trades is if you are not “college material”. And parents want their kids to be “college material.” Unfortunately, many of these “college material” kids end up living in their parents’ basements…which would be nice if they had gone to technical school and could fix things!
As the United States is experiencing a “manufacturing renaissance” and looks to bring its products back to American soil, there is an urgent and growing need for new talent. In addition, there is a need for new ideas and new ways of doing business. It’s time to modernize your brand. If your technology is older than the people you’re trying to recruit, guess what, they don’t join your company.
How do you modernize your brand? I have three words for you: social media and video. As of February 2017, it was estimated that people upload 500 hours of video every MINUTE to YouTube. In case you’re doing the math, that’s 65 years of video every day. If you do the math, upload a video about your coffee break, you’ll be ready to retire when the time allows. We’re also watching 1 billion hours of video content every day. Yes, that’s BILLIONS with a “B”. With so much video being consumed, do you think it’s possible for some of your potential hires to look you up online?
If they connect to the Internet, what do they see? They watch an old home movie that says, “Welcome to the wonderful world of manufacturing!” or see an organization that would be a great place to work? The best part about using video is that it’s unlike the old camcorder: remember those big honking machines that looked like they were carrying an 8-slice toaster on their shoulder; now you carry a video camera in your pocket, your mobile phone. These videos don’t have to be big Hollywood blockbusters! Sometimes the more “perfect” it is, the less effective it is. Make it real and make it count.
You can use video in many different ways. Let your employees share why they love working for you; be sure to pass them on to HR first; give them some of the spotlight. Use a time-lapse version to create a “day in the life” video so potential hires can see what’s going on in your plant. Use video to welcome your employees to your company before they walk in the door. One client uses a “handshake video” where employees shoot a short video about themselves (their interests, likes, responsibilities, fun facts, you name it) and put it in the email signature. Now your new employees will recognize the people they work with, before they meet in person. Use them for orientation videos – bring some life to the employee rules and regulations handbook!
Incorporating video into your recruitment and retention strategy is a great way to modernize your brand and improve your online image. Not only will you attract new employees, but you’ll also give the rest of your team bragging rights to share their great work and their employer.
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