How Social Media Influencers Are Raising Manufacturing’s Profile
Open a social media app today, and you’re likely to come across an influencer — someone who wields the power to affect their audience’s opinions, behaviors, and purchasing decisions. This person usually has perceived expertise, authenticity, or relatability in a specific niche or industry — including manufacturing.
While we tend to think of influencers as selling consumer goods or promoting a certain lifestyle, manufacturing influencers are quickly carving out a name for themselves. More than supporting a brand or curating a following, manufacturing influencers are introducing the world to opportunities they might not otherwise see in the industry.
Manufacturing often grapples with deeply ingrained stereotypes of being grubby, perilous, and financially unrewarding. But social media influencers possess the ability to shatter these preconceived notions. Through personal narratives and visual examples, they debunk myths and offer firsthand accounts of the bright facets of working in manufacturing. Put simply, they’re helping to polish manufacturing’s image for a new generation of digital-first media consumers.
The manufacturing sector brims with advantages, including competitive compensation, job stability, and avenues for professional advancement. Influencers amplify these merits, magnifying their appeal to potential employees who might overlook manufacturing as a viable career path. They bring a certain allure to manufacturing and get their followers excited about different facets of the industry.
Examples of influence
Some of the largest manufacturers are using influencers to attract new, eager candidates to their talent pools. Numerous instances underscore the tangible impact influencers can have. Here are some examples:
- General Electric: In 2019, General Electric leveraged social media influencers to promote its manufacturing job opportunities. Influencers produced videos and blogs chronicling their tenure at GE, contributing to more than 100,000 job applications.
- American Welding Society (AWS): In 2020, the AWS launched The Future of Welding campaign, featuring influencers sharing their adoration for welding. The campaign cast a spotlight on welding as a career choice, yielding a notable surge in welding school enrollments.
- Manufacturing Institute: The Manufacturing Works initiative, which was introduced in 2021, collaborates with influencers to curate content spotlighting manufacturing jobs. With a focus on captivating young individuals interested in manufacturing careers, this initiative embodies the forward-looking role influencers play.
- Bosch: Bosch conceived an employee influencer program wherein its staff shared candid insights about working at the company on social media. This strategy exposed prospective employees to the behind-the-scenes reality at Bosch and the array of opportunities it presented.
- Siemens: Siemens joined forces with influencers to create educational videos showcasing manufacturing’s relevance. These videos dismantled stereotypes, rendering manufacturing more appealing to the younger demographic.
Shedding a light on manufacturing
Manufacturing faces a dearth of skilled workers, necessitating innovative approaches for talent recruitment. Social media influencers are poised to be integral instruments in overcoming this challenge. Their ability to bridge the gap between perception and reality while galvanizing interest in manufacturing careers makes them an indispensable asset to its evolution and growth.