Innovate Creatively to Address the Talent Paradox in Your Organization

Manufacturing is consistently seen as a key component of a strong economy and as a critical job creator. Yet according to a recent public perception survey conducted by Deloitte and The Manufacturing Institute, many individuals don’t consider manufacturing careers highly desirable. These insights and more were shared during a recent webinar titled, “HR Management in Manufacturing: A Vital Lever for Talent-Driven Innovation.”

The war to attract and develop talent through creative innovation is a growing trend in the manufacturing industry. That trend is driven largely by difficulty in filling talent gaps, escalated turnover costs and a demand from potential employees for engaging and meaningful work.

So, how can you successfully address this talent paradox? As noted in the webinar, here are just a few actions that are already working:

• Establishing partnerships with community colleges, trade organizations and industry peers
• Building and monitoring social media engagement focused on recruitment
• Aligning onboarding and retention strategies with what’s important to vital recruits

Other actions to consider include:

• Developing a careers website dedicated to recruitment
• Supporting your recruitment efforts though media relations
• Hosting an open house or other special event that allows potential employees to explore your facility, ask questions and learn more

In an increasingly competitive marketplace, winning the talent game requires smart strategies, utilizing a variety of channels. Explore more about how our agency is helping clients deal with the crucial talent issue. Or check out the case study below: 

Case Study (PDF): How a comprehensive program can support  HR recruiting efforts

Got Skills? How to Become a Winner in Today’s Competitive Talent Search.

The good news? Manufacturing is on the upswing. The bad news? Skilled worker numbers are on the downswing.  Competition from global manufacturers coupled with an outdated perception of manufacturing held by most young people has created a battlefield for good talent.

In this new reality, the company with the best talent will win the game. And clearly there will be winners and losers in this high stakes game that pits small and mid-market companies against the global giants that exist in every market. “I can’t win this battle” many of these smaller companies might say, but for those willing to think differently, Trefoil Group says “yes, you can.” And we’ll tell you how.

The most important thing your company can do is create a powerful brand. Help recruits see the story of the future and why your company and the work you do matters – to them, to your customers, your communities, your industries. 

The Branding Basics -- there are many ways to create a story worth telling:

1. Understand what characteristics define your company – Involve everyone from your CEO to your customers and vendors to really delve into what is important. Once you know, market it.
2. Become a thought leader – through articles, speaking engagements and events.  When prospective employees Google you, give them plenty of reading material that showcases the innovation, knowledge, and involvement of your company.
3. Update your recruiting – Word of mouth isn’t enough anymore. People spend so much time online that it’s critical to develop a digital presence. Develop a careers page, partner with technical colleges and join social media.
4. Support government and community hiring initiatives – prospective employees want to be a part of something bigger,  see what you can do to help programs, such as Dream It, Do It, in your area.

Waiting for talent to seek you out is no longer adequate - Manpower Group recently released the results of its seventh-annual Talent Shortage Survey, revealing 49 percent of U.S. employers are experiencing difficulty filling mission-critical positions within their organizations.

It’s time to face this new reality and arm your company with all the necessary tools to succeed in today’s hiring market. Creating the right and differentiating employer brand could be the key to finding the perfect person for your company.

What has your company done to set itself apart from the competition? We would love to hear it.   

State of Emergency: Manufacturing’s Workforce Problem

In a recent national survey of manufacturers administered by Deloitte and The Manufacturing Institute, 67% of respondents said they face a shortage of qualified workers.

As a result, many manufacturers can’t keep up with demand. It’s hardly the first time we’ve stressed the manufacturing worker shortage on this blog. But it’s worth revisiting today because the problem is increasingly urgent. How can we reinvigorate our stagnant national economy if one of its most significant drivers, cannot grow?

As a country, we must increase the supply of manufacturing workers with technical skills and education. But the relevant training programs are no longer as popular as they were for the baby boomers, a generation that was more fully supported in their pursuit of manufacturing careers.

Although the federal government is trying to address the manufacturing skills gap through various workforce development initiatives, manufacturers and their communities must also begin closing the gap on their own.

5 Ideas Manufacturers Can Implement Today

• Create an employment brand. Just as you need the right messaging to attract the right customer, you need a strong employment brand to attract strong employment candidates. Ensure that your company’s values and culture are represented in this brand.

• Refresh your careers section. Make sure you’re appealing to a younger generation. Include testimonials and biographies of current employees so young people can relate. Make your employment brand prevalent.

• Use social networks. Reach young people where they hang out. Create a Facebook page and a YouTube channel and populate with videos. Showcase your facility, employees and what a day in the life looks like. Remember, most people never have been inside a manufacturing facility but have nevertheless formed negative opinions. Prove them wrong.

• Start mentoring and onboarding programs. Engage and guide professional development and ongoing training. Implement a regular performance appraisal and feedback process. Maintain open and transparent communication between employees and management.

• Form partnerships. Reach out to local vocational and technical educational facilities and organizations dedicated to workforce development. Work with them to design programs that include facility tours, open houses, speaking opportunities, student internships and teacher externships, apprentice programs, scholarship opportunities, etc. Get creative!

These are just a few examples of the many opportunities to attract and retain an engaged and productive workforce. What are some other ideas or programs have you seen implemented?

Having a Blast Thanks to U.S. Manufacturing

For a few weeks there, it looked like there wouldn’t be much to ooh and ah about this summer, economically speaking.

But now the U.S. manufacturing sector, perhaps inspired by the profound lyrics of Katy Perry, has gone and set off some beautiful economic fireworks heading into this Independence Day weekend.

Not that we had any doubts here about the strength of America’s manufacturers. But we’re pleased to see more strong data to back up our bullishness and help investors regain some optimism, too.

The news is well timed: As we get ready to celebrate our great nation, our spirits are boosted by one of our greatest assets—the vibrant manufacturing sector that has helped spur our economic growth for 235 years.

Happy Fourth of July!

Recruiting: The Only Thing Holding Manufacturers Back?

Following up last week’s post about the increasing importance of recruiting: Perhaps nowhere are recruiting efforts more crucial right now than in manufacturing.

It’s clear that manufacturing is staging a comeback. But as throngs of experienced baby boomer workers approach retirement, the sector continues to struggle to attract the next generation of talent to maintain the momentum.

A recent NPR report highlighted the gap between manufacturing’s false image as a dark, dying industry and the reality of today’s advanced, accelerating manufacturing economy.

In medical devices, electronics, transportation, renewable energy, aerospace and defense applications and other demanding markets, U.S. manufacturers are doing high-precision, engineering-driven work, requiring a lot of people with specialized skills.

And with the likes of Ford, GM and Chrysler all adding jobs, finding these qualified manufacturing professionals is only getting tougher.

But hey, having a lot of jobs to fill is a good kind of challenge. That’s why our manufacturing clients are out in front on the issue, supplying scholarships, providing a range of training, leading collaborative efforts and advocating in numerous venues.

Meanwhile, others need to pick up the slack. For example, in our recent B2B marketing research, while 71.6% of the respondents said recruiting and retaining talent is very important to the future of their business, only 40.5% said they’re doing a good job of it. (Get a copy of the full research report here.)

If you’re in that 40.5%, let me refer you back to these 3 steps to kick-start your recruiting efforts.

One Thing Obama and Gov. Walker Have in Common:

Lately, both the president and Wisconsin’s head of state are engaging in open dialogue with the business community and striving to be more responsive to its needs.

n Obama in a visit this week with the U.S. Chamber of Commerce and changes to his outside panel of economic advisers, bringing GE CEO Jeffrey Immelt on board.

n Walker in business outreach that started during his transition and recent moves to streamline and privatize the state’s commerce department.

These are good developments because, as we’ve pointed out before on this blog, manufacturers and other companies could use more support as our economic recovery continues. With manufacturers continuing to lead the way, public-private collaboration will be key in keeping up this momentum.

So we’re pleased to hear of open dialogue among businesses and government leaders at both the federal and state level, on both sides of the partisan divide.

After all, any change for the better must begin with open, honest communications from all sides.

Why Manufacturing Makes a Better Super Bowl Bet

There is, shall we say, heightened interest in the Super Bowl around here this year.

And hey, why not make it even more interesting, with a few friendly wagers? Senators are betting sandwiches. Rappers are betting haircuts.

But come on now, this is a big game! Maybe it’s time for something more super, and less superficial.

That’s why we like the unique approach of the Green Bay and Pittsburgh chambers of commerce, who are highlighting their respective regions’ manufacturing strengths as the stakes in their bet.

It’s nice to see leaders seizing this public relations opportunity—because while two great football traditions are in the spotlight, their cities’ equally storied manufacturing economies are often perceived as if progress has left them behind.

The reality is that resurgent manufacturers everywhere are doing some exciting, innovative things and leading us all into a brighter economic future. And as we’ve said before on this blog, civic and economic leaders, as well as manufacturers themselves, must do a better job of sharing this industrial success story.

Bet on it: the proud industrial traditions of Green Bay and Pittsburgh will live on—and not just as relics honored by the names of their resident football teams.

Many Businesses Are Revving Up for 2011. How about Yours?

What a difference a year makes. Small businesses are heading into 2011 with refreshing energy.

That’s what I heard repeatedly yesterday from fellow Milwaukee-area business leaders during an MMAC Council of Small Business Executives session on the state of small business at year’s end.

One after another, executives said they have a much better outlook than they did entering 2010.

Better yet, they’re building on that positivity by pursuing growth. Planned initiatives include:

• Acquiring new talent.
• Making capital investments and expanding facilities.
• Exploring mergers and acquisitions.
• Emphasizing marketing—especially through technologies such as websites, mobile apps, etc.—to set themselves apart from their competition.

As the chair-elect of COSBE, I’m honored to have the opportunity to be part of the leadership of this vibrant organization at such an exciting time.

Meanwhile, here’s hoping your business shares the optimistic mindset. With continuing good numbers from manufacturing and other areas, we have many reasons to look forward and take action to accelerate success.

Go to the Polls with Manufacturers in Mind

The October numbers show that manufacturers continue to pick up the pace, carrying our economy forward on their shoulders.

But the current recovery remains tenuous at best.

That’s one reason manufacturers are stepping forward in this election to make their voices heard, as Don Loepp points out in Plastics News.

I believe they need our support, as well.

A recent survey by Deloitte and The Manufacturing Institute, “Made in America? What the public thinks about manufacturing today,” suggests our policies and leaders are falling short of manufacturers’ needs.

Are we taking the initiative and making the right moves in terms of trade, taxes, infrastructure, workforce development, etc.—all the policy areas that directly affect the prospects of our manufacturing base (and all the great jobs that come with it)?

I’ll let you answer that, while I repeat a message shared in BizTimes Milwaukee:

Please vote today. And when you do, be sure to consider our country’s vital manufacturing base in your decisions.

It’s Labor Day—Meaning We’re Still Working Our Way out of the Recession

The unemployment rate inching back up in Friday’s jobs report might seem like unwelcome news—especially heading into a weekend honoring the hard work of the American labor force.

Sure, it would be nice to break for Labor Day with some really solid economic news. Still, the numbers were actually better than anticipated, thanks to unexpected growth in the private sector.

Economists are expressing cautious optimism. The markets also took the jobs report as good news. Maybe you should, too.

Consider, as well, that yet another month of positive U.S. manufacturing data brought much-needed lift earlier this week. American manufacturers continue to lead the way.

Should be enough to ease worries at least a little for the holiday, right?

Here’s hoping that you enjoy the fruits of your labor this weekend, and that after that, economic momentum picks up the pace.

American Manufacturers Must Band Together

"We must hang together, gentlemen...else, we shall most assuredly hang separately." - Benjamin Franklin

American manufacturers can be proud of their resurgence. This blog posting from one of our clients, Dave Lawrence of Milacron, underscores the importance of American manufacturing and its leading role in assisting our country’s future. As Lawrence states, “It will take collaboration, advocacy and a renewed commitment among manufacturers,” to lead the way into a stronger economy.

Manufacturers Must Capitalize on Current Momentum

While the rest of the economy rides the roller coaster, American manufacturers have been on a strong, steady climb.

Here’s some of the latest evidence that manufacturers are leading the way out of the recession.

It’s been a long time since our country’s factories have been at the forefront of positive economic trends. And we hope the public is taking notice. But the reality is, manufacturers can’t simply hope that people are aware of their successes.

No, the manufacturing industry has spent too many years burdened by bad news and perceptions of impending doom to suddenly expect opinions to change. Meanwhile, many of these companies have been too busy just trying to stay afloat to bother with branding, marketing, advertising, PR and all the other pursuits that could help turn the tide.

But now we arrive at this crossroads. It’s a perfect opening for manufacturers to use their momentum to their advantage, and get out in the marketplace with a forceful message about what makes them unique—the exciting work they do and the extraordinary value they provide to customers every day.

Manufacturers have proven themselves up to the challenge of an incredibly difficult economic environment. Now is the time to leave all that behind.

Community Push Saves Bucyrus Jobs

We’ve talked before about the need for manufacturers and the larger business community to band together and fight for the future of manufacturing.

Well, here’s a great example of companies in our region doing just that.

The back story is a little complicated and involves a decision by a government lending agency that threatened as many as 1,000 jobs at mining equipment maker Bucyrus International Inc.

The decision came just last weekend. But quickly, loudly, business and political leaders came forward to push the U.S. Export-Import Bank to reconsider.

n The Metropolitan Milwaukee Association of Commerce led the charge, taking out a full-page ad in the Milwaukee Journal Sentinel – a compelling, direct, but respectful piece signed by numerous suppliers and other companies.

n Both Republicans and Democrats spoke out on the issue.

n A major PR push and some well-prepared research bolstered the case.

Then, with President Obama rolling into Racine yesterday, officials reversed the decision to deny funding.

It was an impressive, effective display of community cooperation. Now let’s continue in this spirit, applying it toward more proactive efforts to boost the region’s vital manufacturing base.

Seize the Day, Manufacturers

Is it just us, or is American manufacturing poised to make a solid comeback?

It’s not just us. It’s this Plante & Moran plastics survey. It’s Slate.com’s optimistic take. It’s Treasury Secretary Timothy Geithner.

There’s other good news, too: Consumers are spending more. And many industries are adding jobs.

Still, negative perceptions about manufacturing persist. Manufacturers can’t rely on a little good press like this and a few friendly blogs like ours to turn the tide.

So, will manufacturers step up and tell their good stories?

Individually, they can and should become much more aggressive at not just pursuing a competitive edge, but also exploiting these advantages through strategic communications. And collectively, they can and should be sure to capitalize on the recent positive developments, to keep the momentum going for the whole sector.

It’s about time that manufacturers got some swagger back.

Let’s Hear It for U.S. Manufacturing

It’s nice to see someone sticking up for U.S. manufacturing, for a change. Example: Rockwell Automation Inc. chairman and chief executive officer Keith Nosbusch, has been visible and vocal lately advocating for more investment in the sector.

"U.S. manufacturers absolutely must have innovative energy-efficient and productivity-enhancing technology to be competitive," he told a press briefing last week at the National Press Club in Washington, D.C.
The good news is that many manufacturers are applying these lean technologies. The not-so-good news: Too few people are aware of this success.

That’s why it’s refreshing to hear an industry leader like Nosbusch speaking out. We’ve talked a lot in this space about the need for manufacturers to market their individual companies with differentiating brands. Today, the need for more powerful communications may be equally important for the manufacturing sector as a whole.

After all, despite the tough times and fierce overseas competition, manufacturing remains a vital backbone of the U.S. economy. This sector deserves and needs support, and manufacturers should not and cannot allow themselves o be overlooked.

Kudos to Nosbusch for putting himself out there on this front. Now, are there any other manufacturing leaders ready to lend their voices?