factory-worker Last week I attended the 14th Annual Governor’s Advanced Manufacturing and High Technology Summit in Concord, NH.

Many people from across the New Hampshire political and business spectrum spoke about the challenges and successes of my state’s manufacturing industry.

But one challenge that’s affecting NH is also affecting almost every manufacturer across the U.S.: finding skilled labor.

I don’t need to repeat why manufacturers are facing this challenge — you most likely already know. And while our business and political leaders are working together to solve our labor shortage, I realized many companies have a tool they can use right now but often don’t.

What is it?

A website.

One that explains, through images and words, why anyone would want to work for the company.

Many manufacturing websites are created as online brochures meant to sell products and services. And that’s fine. Without sales you wouldn’t have a business.

But, to attract younger workers, you have to meet them where they are. And where they are is on their phones.

If your website is outdated, clunky, and not mobile-friendly, these bright, young, mobile-connected workers won’t give it a second glance.

But there’s another reason they’ll bypass your website — one that has nothing to do with technology.

You see, manufacturing isn’t the dirty, dark, back-breaking endeavor it used to be. As one owner of a small manufacturing company said to me at the Summit, “You can eat off my floors.”

appli-tec

photo (c) Appli-Tec, Inc.

With your website, you have the ability to showcase your manufacturing facility, and how clean and modern it is, with professional photography.

Even better, you can showcase the diverse people in it and what’s it’s like to work for you.

ureathene innovators

photo (c) Urethane Innovators

Then, add mobile-friendliness and the ability to easily apply for a job online right from a phone — and presto! you now you have a potential employee’s attention big time.

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What is your company doing to attract younger skilled workers? Leave your answer in the comment section.

And, if you’d like to learn more about how you can create a website that tells your unique manufacturing story using fresh messaging, strategy, and images — and that works well on mobile devices — book a call to discuss your options.

Dianna Huff is the founder and president of Huff Industrial Marketing, a small agency that builds long-term relationships, based on mutual respect and trust, with the people who run family-owned manufacturing companies.

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