How can a State Recruit Industry Without Workers?
State and local governments are increasingly offering workforce assistance as an economic incentive to new and expanding businesses, which includes workforce recruitment and training. In Alabama, tens of thousands of persons need to be trained and hirable over the coming years as employers like Mercedes-Benz, Toyota, Honda, Polaris, and Amazon relocate to and expand within the state.
This certainly sounds great on paper, but how exactly do state agencies connect with un and underemployed persons?
As workforce development professionals know, reaching and connecting with potential workers is anything but easy. A frustrating statistic says that over half of all persons that consider themselves underemployed are not actively seeking better opportunities.
Proactive Recruiting is Essential to Maintaining a Worker Pipeline
In May of 2018, the State of Alabama, having already worked with us on multiple projects, hired Rekrewt to recruit thousands of prospects for positions within the automotive manufacturing supply chain. Specifically, the state needed people to achieve Certified Production Technician (CPT) and Certified Logistics Technician (CLT) certification, thanks to their partnership with Manufacturing Skill Standards Council (MSSC).
Prospects would be referred to a nearby community college to complete their necessary training. As such, we worked closely with the Alabama Community College System.
We were tasked with reaching several unique groups:
- Adults without a high school diploma or GED
- Un/underemployed high school graduates, or adults with a GED
- Un/underemployed college graduates
- Active duty military or veterans
Each of these groups is at very different stages in life, and needs to be communicated with in a unique way. Plus, they each require a different amount of training in order to become certified and ready to work.
We developed micro-campaigns for each group, reaching them on platforms such as Facebook, Instagram, Snapchat, Google Search, and much more. Instead of a generic, mass-market approach, we targeted each group with personalized ads that were made just for them. Our approach was so unique that local television stations voluntarily covered the campaigns.
Interested persons that engaged with an ad were funnelled to a landing page built specifically for them based on their status (graduate, non-graduate, veteran, etc.). They were shown information and “next steps” specific to them, and the data shows that they greatly appreciated this approach.
Well… Did it work?
Results were difficult to predict, as nothing like this had ever been attempted in Alabama. However, everyone is very pleased with the results so far, and at the time this was written (April, 2019), the campaign has been extended for a third iteration.
The 5,000th prospect was generated less than five months into the campaign.
As of now, not even yet at the one-year milestone, more than 12,000 prospects have been generated.
Alabama isn’t exactly known as a densely populated area, so averaging more than 1,000 prospects per month is seen as a great achievement.
As companies within the state are able to benefit from a steady flow of trained workers, they have incredible peace of mind, and are able to continue their growth. A dependable pool of workers is incredibly important to the State of Alabama, and we’re ecstatic to be a part of the manufacturing and economic renaissance taking place!