How to attract young talent and new customers in a traditional industry
Traditional businesses like printing and manufacturing are facing the challenge of attracting younger employees and capturing the attention of new customers. To overcome these hurdles, embracing a modern marketing approach is essential. One that highlights your products and services and reflects the entire business, creating a strong brand identity.
Does your brand truly reflect your company?
When implementing strategies to attract younger talent and diverse customers, evaluating whether your image truly reflects your company is important. Many businesses focus solely on promotion, neglecting to convey their authentic essence.
Take a step back and assess your brand messaging, visual identity, and overall marketing approach. Do they accurately represent your values and unique attributes? Misalignment can erode credibility. Conduct a brand audit to identify gaps and inconsistencies. Realign your marketing image with your identity by refining messaging, adjusting visual elements, and ensuring consistency across touchpoints. Regular evaluation and adjustment are crucial for building a strong brand that attracts the right talent and speaks to customers who share your values.
Bubble & Hatch creates brands and marketing plans that resonate in today's market. Here's our best advice for getting on the road to success quickly.
Define your brand identity.
The first step is to define a compelling identity that aligns with your business values and resonates with the target audience. Start by conducting thorough market research to understand the needs and preferences of the demographics you want to hire and reach. Consider elements such as your mission, vision, values, and unique selling propositions (USPs). Craft a clear and concise brand message that communicates the essence of your business and differentiates you from competitors.
Leverage modern marketing channels.
To effectively reach younger generations and potential customers, embrace a comprehensive digital marketing strategy. Develop a user-friendly website optimized for search engines, focusing on showcasing your products, services, and company culture. Utilize social media platforms, such as Instagram, LinkedIn, and Twitter, to engage with your target audience and share finished work, valuable tips, industry insights, and personal glimpses into your business.
Printers, especially, have an advantage when it comes to visual marketing. With every finished job, you have images and samples of your work to—potentially—share with the world. Be sure to get permission from your clients. Discuss the possibility of combining your marketing efforts with clients at the beginning of each project. Show them how it can benefit both of you.
Implement content marketing.
Content marketing is a powerful tool for establishing thought leadership, building trust, and attracting both talent and customers. Create high-quality, informative, and engaging content that addresses your audience's pain points and interests. This can include blog posts, articles, white papers, videos, and infographics—all hosted on your website and shared through social media and other channels. Content marketing can seem complicated, but with a clear plan, it becomes a self-perpetuating cycle of visibility.
Create a company culture that embraces diversity and belonging.
A culture that embraces diversity and fosters belonging is crucial for attracting young talent and appealing to a broader customer base. Do your best to create an inclusive environment where individuals from diverse backgrounds feel valued and promote diversity through inclusive hiring practices and equal opportunities for growth and compensation. Consciously building a culture of diversity and belonging will set your company apart from competitors. Bonus: a diverse workforce cultivates and values a variety of perspectives, driving innovation and business success.
Embrace employee advocacy.
Empower your employees to become brand advocates. Encourage them to share their experiences and insights on social media and elsewhere. Engage employees in content creation, such as employee spotlights, testimonials, and case studies, showcasing your business's upbeat work environment and growth opportunities. By amplifying your company's culture and values through employee advocacy, you will not only attract top talent but also demonstrate your business's authenticity and credibility to potential customers. Remember—this only works if your employees feel authentically passionate and positive about your brand and culture.
In today's competitive marketplace, more traditional businesses must take a modern approach to marketing and company culture. With a little effort—and some help from the experts—businesses can build a brand that reflects their whole organization and effectively communicate it to attract the talent and customers needed for sustained success.