Finding Skilled Labor in 2024: The Art of Active Marketing

In a recent meeting with one of our employer partners, we were met with a light-hearted compliment that perfectly encapsulated the transformative power of active marketing in the search for skilled labor. "I feel like Forrest Gump. We have been struggling to find people for years and now ADTC magically filled our boat with shrimp!" We adore this analogy, but let's be clear—unlike the 1994 classic, this isn’t mere luck. In the vast sea of employment opportunities, the challenge of finding skilled labor is akin to fishing in a crowded ocean. Traditional methods, such as job-posting sites, job fairs, and passive recruitment agencies, are like outdated fish traps. They drain time and resources without ensuring the right catch. Companies find themselves waiting for the right candidates to come to them. As the skilled labor shortage continues, it's time to abandon these traps and fully embrace the art of active marketing. Companies realize that to secure top-tier talent in 2024, they need to go where the fish are.

According to the Bureau of Labor Statistics, there are currently more job openings in America than there are people seeking employment, with huge labor shortages in professions that only need basic, fundamental training to begin. The challenge isn’t with the scarcity of potential candidates but in using the right bait and casting the line in the right waters. Passive strategies might catch some fish, but are they the skilled laborers you truly seek? With enrollments in skilled labor education on the decline, companies face a growing need for fresh talent. It's time to go fishing, but instead of waiting for talent to come to you, you can begin to leverage data and technology to bring your opportunity to them.

Crafting the Perfect Bait

The first step in active marketing is crafting the perfect bait. Contrary to claims that there are no fish in the sea, our experience at ADTC proves otherwise. Thousands of applicants show interest in every program that we run. These applicants are hard-working Americans who have been underserved by a failing post-secondary education system. So, the question of “what sets ADTC's active marketing apart?” becomes easy to answer. Offering basic training for fundamental skills becomes the most sought-after opportunity in the pond. Traditional education will remain too expensive and too time-consuming.

Navigating the Waters

Now armed with the right bait, it's essential to move to the right area at the right time. Casting your line into sparse waters, even with a great opportunity, won't yield success. This is achieved by developing a digital footprint to analyze the habits of potential candidates—what websites do they visit, what apps do they use, who influences them? This data is crucial in creating an algorithm. ADTC, with its experience working with multiple nationwide organizations, has successfully implemented active recruiting in over 40 states. Over the last 7 years we have developed and refined separate algorithms for various professions including HVACR technicians, Diesel Mechanics, Manufacturing Labor, Power Generator Technicians, Collision Repair, and Heavy Equipment Mechanics. 

Reeling Them In

As the line wiggles with interest, time is of the essence. We see many organizations falling into the worst-case scenario… leaving the line out for too long. They not only lose the fish, but also their bait and their time. Unlike traditional fishing, technology can help automate this process. With over 50 touch points per candidate, the majority of which are automated, ADTC's active marketing ensures engagement. Texting proves to be superior, with SMS open and response rates as high as 98%, compared to 20% for email. Texting also allows for more automations to filter out candidates who don't meet basic requirements, allowing prioritization of those that do.

Adding the Human Element

However, a robot can't do it all. Once the fish gets close, it takes a human to reel it up to the surface. A staff of experienced recruiters at ADTC brings the human touch to our marketing process, screening for high aptitude and a positive attitude. By combining quantitative data from digital footprints with qualitative insights from recruiters, ADTC then develops a SmartScore to rank each candidate from 1 to 5 stars.

Keep or Toss

Pulling the line out of the water, it's time to decide the keepers. Speed and efficiency are key in this step as well. ADTC has developed a software designed specifically to optimize this process. The TechFunnel Tool is an easy online platform that allows organizations to view candidate information, review each candidate’s SmartScore, and schedule meetings quickly. ADTC incorporates automations throughout the TechFunnel process to ensure high engagement and retention.

Looking Towards the Future

In the evolving landscape of talent acquisition, active marketing proves to be the superior method for finding skilled labor—a far cry from the outdated fish traps of passive strategies. For more information on ADTC’s recruitment, training, and retention of skilled labor, fill out the contact form on our website. 

Key Takeaways

• Millions of workers interested in high-paying skilled labor are underserved by a failing education system.

• Active marketing and fundamental training tap into this untapped workforce.

• Provide an opportunity for basic entry-level training. 

• Develop a digital footprint and target individuals with high-converting marketing campaigns.

• Use texting, automations, and a human touch to filter down to top candidates.

• Select candidates based on an aptitude to learn and a positive attitude.