Why Your Industrial Company's Brand Matters More Than You Think in the War for Talent

If you're running an industrial business and struggling to attract quality talent, you might be overlooking your most powerful recruitment tool: your employer brand. Do you think employer branding doesn't matter in industrial sectors? Think again. Research shows it might be the secret weapon you need in today's competitive labor market.

Your brand is not just your company name or logo; it’s the story that people associate with it. When we see giant consumer brands, we associate them with the memories we have about them—those memories are basically a story we tell ourselves about that brand.

Typically, small to medium-sized businesses are only “known” within a relatively small radius of employees, their families, customers, and perhaps some of the community.  And even then, the story they associate with the company is vague at best for most.

‍

The Hidden Cost of Being Unknown

Here's a startling fact: According to Harvard Business Review, companies with weak employer brands pay at least 10% more per hire to convince candidates to say yes. For a skilled machinist or experienced maintenance technician making $65,000 annually, that's an extra $6,500 per hire – and that's just the beginning.

But the actual costs go deeper.

‍

The Numbers That Should Wake Up Every Industrial Leader

Recent research paints a clear picture:

- 75% of job seekers investigate a company's reputation before applying

- 86% of workers won't even consider jobs from companies with bad reputations

- Strong employer brands reduce hiring costs by up to 50%

- Companies with poor reputations spend up to 2x more on recruitment

These numbers aren't just statistics for industrial companies already facing skilled labor shortages – they're a wake-up call.

‍

Consider a few more numbers…

‍

- 71% of manufacturing workers consider company reputation crucial in job decisions

- Industrial companies with strong brands see 35% higher application rates

- 62% of industrial job seekers research company reputation before applying

‍

The Real Impact on Your Shop Floor

What does this mean in practical terms? Let's break it down:

‍

Higher Costs, Lower Talent Quality

- Spending up to double on recruitment advertising

- Offering above-market wages to overcome lack of brand recognition

- Increased training costs from hiring less qualified candidates

- Higher turnover due to poor culture fit

‍

Missed Opportunities

The other side of the coin is time and opportunity costs.

- Longer time-to-fill positions

- Difficulty persuading talent to join from out of your immediate area 

- Best candidates going to better-known competitors

- Lost productivity from vacant positions

- Reduced ability to grow and take on new projects

‍

The Next Generation Won't Settle

Here's what makes this even more critical: younger workers are different. Research shows:

- 77% of Millennials research company culture before applying

- 84% rank employer brand as very important

- 91% of Gen Z says employer reputation influences job choice

Translation? The next generation of welders, machinists, and technicians won't just take any job. They're researching you, and if they don't like what they see (or worse, find nothing at all), they're moving on.

‍

Success Story: How One Industrial Company Changed the Game

Consider Ryan Bros Trucking in Thermopolis, Wyoming. They relied on word-of-mouth and job classified postings for a long time, but it wasn't cutting it anymore. By investing in their employer brand through authentic storytelling and video content, they:

- Received 2.1 million views on their recruitment content

- Generated 42,000 website visits

- Attracted high-quality drivers in a tough market

- Strengthened their culture and improve retention

‍

The ROI of Industrial Employer Branding

Industrial companies excel at calculating the ROI of equipment and machinery investments, but they often struggle with soft investments like their brand. Rest assured, the ROI is significant.

‍

Companies that invest in employer branding see concrete returns:

- 50% reduction in cost-per-hire

- 50% more qualified applicants

- 1-2x faster time to fill positions

- 28% reduction in turnover

‍

For an industrial business, this means:

- More qualified applicants for skilled positions

- Less reliance on expensive recruiters

- Reduced overtime costs from vacant positions

- Better culture fit leading to higher retention

‍

What You Can Do Today

‍

1. Audit Your Online Presence

   - What appears when candidates Google your company?

   - What do your reviews say?

   - Is your website modern and mobile-friendly?

   - What will candidates see when they check your social channels?

‍

2. Tell Your Story

   - Showcase your people and projects

   - Highlight your technology and innovation

   - Share your safety record and culture

   - Demonstrate career growth opportunities

‍

3. Engage Your Current Team

   - Create employee testimonials

   - Share day-in-the-life content

   - Highlight training programs

   - Celebrate team achievements

‍

4. Modernize Your Approach

   - Use video to showcase your facility

   - Create virtual tours

   - Show real work happening

   - Feature employee success stories

‍

The Bottom Line

The data is clear: in today's labor market, your employer brand isn't just nice to have—it's essential for survival. Industrial companies that invest in their employer brand aren't just spending money on marketing but also investing in their future workforce.

Remember: We’re in a war for talent because there simply aren’t enough incoming bodies to replace those retiring. On top of that, the next generation thinks differently about choosing where to work, who to work with, and why.

You're not just competing with other industrial employers anymore. You're competing with every employer in your area for the best talent. In this environment, being unknown isn't just a disadvantage – it's an important strategic threat right up there with recessions, inflation, and supply chain.

The industrial sector may be traditional, but your approach to talent attraction can't be. It's time to build an employer brand that attracts the talent you need to grow.

‍

‍Want to learn how to build a powerful employer brand for your industrial business? Contact us to discover how we help industrial companies attract better talent at lower costs.