Print marketing is not a one-and-done opportunity . It requires consistency , and possibly the one guy who sees it at the right time will become your largest client .”
Public relations and targeting trade publications – Fostering community and trade publication relationships with earned media .
Regional manufacturers I am interviewing for articles share that it is challenging to find skilled labor . Many are turning to veterans or those recently separated from the military looking for work , because they feel persons with military experience will be more reliable than the current labor pool .
Recruiting for the aerospace manufacturing industry has been a challenge for the 15 years I have been a writer . There is a common misperception with manufacturers that marketing is not needed in their business . Most manufacturers I know of aren ’ t even familiar with the benefits of public relations and communications in addition to marketing . This hampers a company ’ s ability to both recruit and grow the business .
Therefore , how can public relations and marketing solve the problem of recruiting and hiring new employees ?
Public relations is a management function that establishes and maintains relationships between an organization and its public . The stakeholders of an organization have perceptions about the business — count your employees and customers in that group . Their perceptions are essential to business longevity .
Suppose you have a crisis in the business , for example . In that case , the company ’ s continuity can be damaged f or a long time .
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Maintaining good relationships and perceptions about a business and its brand is essential to keeping customers and employees and is critical to prospective employees applying .
How can businesses seek out PR opportunities ? In aerospace manufacturing , there are opportunities for building your public relations persona and fostering good feelings . Often , the common idea is to reach out to the local media to seek opportunities to be on the news to tell a feel-good story or to write an article in the local paper .
However , these opportunities need to go with something that will be of interest to the greater community — for example , an employee who saves a dog who became stuck in your warehouse . Or perhaps a story about a business growing outside of the area and doing good work nationally .
There are many ways to gain exposure , but local media often requires a bigger community lens .
Trade publications that target the industry , like Northwest Aerospace News , are a great way to earn media with feature stories about the business . Often a publication like this one will offer to write a story about the company .
These are typically done in a positive light and allow the business to “ show off ” a great company culture , new product launches , leadership changes , or uplifting buyouts . There are trade publications for very niche markets worldwide , and many can help your business directly receive the press it needs .
In summary
Hiring for aerospace manufacturing in 2022 is not a bed of roses . There are challenges , but hiring can be easier by using quality marketing and public relations techniques . When all else fails , call the experts who are happy to help define strategies and tactics to meet your goals .