Why the Midlands Manufacturing market desperately needs to move away from Recruitment Consultants and look towards Employer Branding

Posted by Dean Tranter on Feb 1, 2019 2:31:49 PM
Dean Tranter
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Last month's news regarding JLR's decision, post-Brexit, to shed 1,000 jobs in the Midlands will have, no doubt, caused anxiety across the once booming market. There will be endless questions asked as to whether the UK's Manufacturing Economy has the legs to stand alone should the trade deal not be entirely favourable, causing huge unrest for contractors and permanent staff afar.

Of course, this isn't an issue that’s unique to the Midlands. Nissan, which occupies the largest Automotive Manufacturing facility in the country in Sunderland, has offered no security to their employees and has already delivered hundreds of job cuts.

However, from a rather cynical HR perspective, no Midlands Automotive/Aerospace Employers should be spending a penny on Recruitment Consultants to do their bidding in seeking out the top talent for them. The shackles have been loosened, the market in a way has been freed up, there is now more talent than ever to fill the roles. However, like all great offerings, yours needs to occupy the prime retail space in a convoluted shop window. So how can it be done?

It's simple! Two words: Employer Branding. Employer Branding is your reputation as an employer to your target candidate pool. At the moment, if you are employing Recruitment Consultants to sell your offering, you are allowing them to control your reputation as an employer. Imagine that! With no disrespect to Recruitment Consultants across the land (myself being an ex Rec Con) you cannot place the reputation of your company in the hands of someone who is only ever interested in the commission so they can go on a two week bender somewhere hot with their fellow Rec Con pals or putting the deposit down on a Rolex. They very rarely genuinely care about your company. Sorry if that hurts and sorry to all of my former clients. I like to think I was a rare exception. (I definitely don’t have a Rolex.) 

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What is pertinent in the case of the Midlands Manufacturing market is, now there are so many people who work for companies that don't offer any security, so much talent considering new opportunities and a near criminal amount of talent out of work altogether, you shouldn't need to hire a Rec Con.

What you need to do for your company is tighten up your entire process. Your careers website needs to be top-of-the-pops. No lag, easy-to-apply, easy-to-find vacancies and great on all platforms (tablets, phones, laptops, etc.) You need to have a media buying strategy provided - where are your adverts going to be seen? Could you go Guerrilla-style and place strategic advertising in places where you know your target candidates are going to commute into work? You need to have an Employer Brand that reflects the realities of your day-to-day job to improve retention and employee satisfaction and, thus, reduce the need for new hires, more training, etc.

I know what you’re thinking! All that sounds super expensive, super arduous in terms of workload and just a bit of a pain in the bum. It’s much easier tipping the company coffers and sending the job spec to the Recruitment Consultants with whom you have an already-established patter. Well, unfortunately, you're wrong on three counts: it’s not expensive, it’s not difficult and it takes away all the pain! Not if you talk to Jupiter about its market-beating new product, Brand in a Box.

Brand in a Box gives you research/insight, EVP and brand pillars, Employer Brand strapline and concepts, a one day photoshoot, Brand Toolkit and Careers Website all for just £15,000. That’s the cost of one or two mid-level hires through a Recruitment Consultant and the results are staggering. You will reduce the cost to hire, improve your candidate experience, have full control over your reputation as an employer and improve your ability to retain the top talent you hire.

So what are you waiting for? I can talk about this all day long so if you fancy a chat, give me a call on 0161 238 6149.

Topics: Brand In A Box, Employer Branding