As an American industrial manufacturer, you know how hard it is to attract skilled labor. Today, the majority of graduates in the STEM fields seem more enamored with high tech opportunities in the Silicon Valley than industrial manufacturing in the heartland.
Fortunately, some STEM graduates will cast their “job seeking” net farther afield. When they do, you want to make sure your company website doesn’t put them off before they even get started.
“Silicon Valley” vs. Silicon Manufacturers
In a side-by-side comparison, your average high-tech Silicon Valley website stands head and shoulders above your average silicon manufacturer website (as an example).
Most Silicon Valley sites are modern, mobile friendly, attractive, innovative and functional. They imply that the company itself is also modern, innovative and functional.
In contrast, many manufacturing websites haven’t been updated in design, structure or content for years—sometimes since launch! And they imply that the company itself is also stale and stuck in the past.
Of course, these perceptions may have zero basis in reality. But if you want your manufacturing company to make the potential employer short-list of STEM grads, you need to communicate that fact.
And the best way to do it is with a website revamp.
It’s Time to Revamp Your Website
A true website revamp doesn’t just make your site look nicer. It also improves functionality and shifts the focus from parts to people.
Unfortunately, most manufacturing sites are still very much “machine and parts” orientated. They feature images of components and machinery but convey very little about the company as a whole and the people who work there.
Instead, you should include pictures and bios of managers. Showcase the diversity of ages, ethnicities and backgrounds on staff. Let potential employees know who they might be working with!
Add a career page that illustrates what it’s like to work your company. What’s the facility like? What are the people like? Demonstrate with professional photos.
After all, companies, such as Electronic Arts and Google, aren’t papering their career pages with images of laptops and mobile phones. Instead, they feature image after image of their people and work environments!
Just as importantly, proudly tell your company story to highlight your commitment to innovation and craftsmanship — both now and in the future!
Make American Manufacturing Great Again—and Attract Younger Workers
If you’re ready to tell prospective high-skill employees why they should work for you, I have a new resource you should check out.
I’ve partnered with Rachel Cunliffe of Cre8d Design to produce a short ebook, which details what American manufacturers can do to attract high tech talent.
Download your free copy of Make American Manufacturing Great Again: Creating Manufacturing Websites to Attract Younger Workers.