Why Industrial Businesses Need a Consumer Mindset to Win the Talent War

A few weeks back, I had a conversation with a new friend Rob, in a coffee shop in Portland, wonderful little place! (St. Honore Boulangerie - get there if you get to Portland.)

After I explained the Only Co Business model. Rob was sharing his thoughts on how businesses need marketing and branding to grow but not really so much with a lot of B2B (business to business) His point wasn’t new, but it got me thinking about how industrial businesses approach storytelling and branding differently—and why they can often miss the mark when it comes to recruitment.

Here’s the thing: most industrial, B2B businesses don’t need heavy marketing to drive revenue. (And in the case of many they almost need none) They’re often so good at what they do—delivering high-quality, specialized services or products—that word-of-mouth and repeat business do the work for them. The value they provide is clear, and customers keep coming back. Also they’ve been doing it for decades upon decades upon decades.

But that’s where the blind spot appears.

The Recruitment Gap

Many industrial businesses have gotten so used to operating without a focus on branding that they forget it matters for something else—recruiting people. And here’s where things get interesting: recruiting employees isn’t that different from acquiring customers. In both cases, you’re telling a story about who you are, why you matter, and what it means to be part of your journey.

Most industrial businesses are still stuck in the mindset of “If we’re good enough at what we do, people will just come to work here.” That might have worked a few decades ago, but today, the next generation cares about more than just what you make or sell. (Although that does matter.) They care about your story, your values, and how you show up.

Applying a B2C Strategy in a B2B World

This is what we’re doing at Only Co. We’re helping industrial businesses apply a B2C (Business to Consumer) marketing mindset to their recruitment efforts. We call it Branded Recruitment. Why? Because today’s workforce behaves more like consumers than ever.

• They shop for jobs the way they shop for products—looking for brands that align with their values.

• They want to be inspired, not just hired.

• They need to see the story of your business and believe there’s a place for them in it.

The goal isn’t just to fill positions. It’s to attract people who want to be part of what you’re building. Every business wants A Players.

Storytelling Changes the Game

If your business has always thought branding was just for selling products, you’re missing a huge opportunity. Branding is about trust. It’s about connecting with people in a way that feels real. That’s not just for customers—it’s for future employees, too.

Think about the story your business is telling right now. Does it answer these questions?

• Why would someone want to work here?

• What’s the bigger purpose of what we do?

• How do we stand out from every other opportunity out there?

If it doesn’t, you might be leaving talent on the table.

At The End of The Day

Industrial businesses don’t usually need to completely overhaul who they are to win the talent war. But they do need to rethink how they tell their story. Building an on demand workforce pipeline isn’t about gimmicks or flashy campaigns—it’s about creating a story that resonates, one that makes the right people want to join you.

The talent war isn’t going anywhere. The businesses that win will be the ones that invest in their story. Is yours ready?