7 Creative Ways Digital Marketing Can Improve Manufacturing Hiring & Employee Retention

Portrait of Sara Vicioso on a teal circle background. by Sara Vicioso   |   Jan 27, 2025   |   Clock Icon 7 min read

The manufacturing industry faces ongoing challenges in attracting and retaining skilled labor. Despite recent labor market growth—256,000 jobs added in December 2024 and the unemployment rate dropping to 4.1% from 4.2% (Reuters, 2025)—the manufacturing sector reported job losses during the same period. This highlights a troubling trend of talent shortages and a widening skills gap. In fact, a study conducted by Deloitte and the Manufacturing Institute projects that 1.9 million manufacturing jobs could go unfilled over the next decade if these talent challenges are not addressed (Deloitte, 2025).

These workforce struggles are further exacerbated by issues within organizations themselves. According to the Fall 2024 CMO Survey, 20% of manufacturing marketers identified weakened employee morale as a significant contributor to their challenges, which include a dramatic increase in rivalry among existing competitors (25%) and the entrance of powerful new competitors into their markets (25%).

In response to these challenges,manufacturing businesses should consider leveraging digital marketing strategies to improve their recruitment efforts and retention. Through targeted campaigns, social media outreach, and data-driven content, companies have the potential to reshape perceptions of manufacturing careers and connect with a broader, more diverse talent pool.

Current Challenges in Manufacturing Recruitment and Retention

The manufacturing industry is facing a tough balancing act. While 76% of manufacturers reported a year-over-year increase in revenue, 61% say they’re struggling to fill critical labor gaps–even though 58% reported growth in their workforce (HR Dive). This shows that, even as businesses grow, they’re still struggling to find the right people to fill key positions.

Several factors are contributing to this challenge:

  • An Aging Workforce: Many experienced workers are reaching retirement age, and younger workers aren’t joining the industry fast enough to replace them.

  • Skills Gaps: Manufacturing is becoming more high-tech with automation, robotics, and AI, but not enough workers have the training or skills needed to keep up with these changes.

  • Outdated Perceptions: Manufacturing jobs are often seen as old-fashioned or not appealing, even though the industry has modernized in many ways.

  • Competition for Workers: Manufacturers are competing with industries like tech and logistics–even with their own competitors within the industry–for skilled roles, which makes hiring even harder.

These challenges are making it clear that companies need to think outside the box when it comes to attracting and keeping top talent. Traditional hiring methods may not be enough in today’s job market.

The Role of Digital Marketing in Addressing These Challenges

For many manufacturers, digital marketing might not seem like the obvious solution to hiring and retention struggles. These efforts have generally relied on more traditional means, such as word of mouth or local recruitment tactics. However, digital marketing can give manufacturers a much-needed edge by reaching the right people with the right message at the right time. Below are some ways digital marketing can tackle recruitment and retention challenges.

Digital Marketing Strategies for Recruitment in Manufacturing

1. Building a Strong Employer Brand:

  • Just like marketing a product, marketing your company as a great place to work is just as important. Using platforms like LinkedIn, Instagram, and even YouTube or TikTok can showcase your workplace culture, share employee stories, and promote growth opportunities. This can help shift outdated perceptions about manufacturing and attract younger, tech-savvy talent.

2. Reaching the Right Candidates:

  • Digital marketing allows manufacturers to target potential employees with precision. Through tools like LinkedIn Ads, Google Ads, or Meta Ads, you can create campaigns targeting specific skill sets, locations, or demographics.
    • For example, LinkedIn offers a campaign objective called “Talent Leads - Identify potential candidates interested in open positions.” Once selected, you can layer targeting criteria like job titles, seniority, skills, job functions, and even specific companies that candidates currently work for. This level of customization ensures your message gets in front of the people who are most qualified and most likely to be interested in your roles.

3. Improve Visibility with SEO:

  • When potential candidates search for terms like “manufacturing jobs near me” or “best places to work in the manufacturing industry,” you want your company to show up! A strong SEO presence can ensure that your job openings and company culture are easy to find online.

4. Tell Your Story Through Content Marketing:

  • Blogs, videos, and social media posts can help you share what makes your company unique. Whether it’s a video tour of your facility, an employee spotlight series, or articles about career paths in manufacturing, these efforts help potential hires see the human side of your business.

Digital Marketing Strategies for Employee Retention in Manufacturing

Recruitment may bring in the talent, but retention ensures you can keep it. Digital marketing can also play a large role in boosting morale and engagement.

1. Celebrate Employees on Social Media:

  • Showcase employee achievements, milestones, and team events on your company’s social media channels (or even your own!). Not only does this increase morale among current employees, but it also highlights your supportive culture to potential candidates. Come on, who doesn’t love a little praise here and there?

2. Engagement Through Internal Communications:

  • Internal emails, newsletters, or apps can help keep employees informed and connected. Use these platforms to share updates, announce new benefits, or highlight career development programs.

3. Personalize Employee Experiences

  • Digital tools like surveys or feedback platforms can help you understand employee needs and act on them. Whether it’s offering additional training, launching recognition programs, or creating opportunities for advancement, a personalized approach makes employees feel valued. Don’t underestimate the importance of offering additional training—after all, who doesn’t like to continually improve and grow in their expertise? Providing these opportunities not only increases employee satisfaction but also equips your workforce with the skills needed to keep up with industry advancements.

By leveraging digital marketing strategies like employer branding, targeted advertising, and SEO, manufacturers can overcome many of the hiring and retention challenges they face today. Not only does digital marketing make it easier to connect with skilled candidates, but it also helps create a workplace culture that keeps current employees engaged and satisfied.

As the manufacturing industry continues to evolve, those who use these tools and techniques will stand out amongst their competitors–not just in production, but in building a strong and sustainable workforce.

Ready to Get Started?

At Workshop Digital, we specialize in helping manufacturers tackle their biggest challenges–whether it’s generating high-quality leads or building recruitment-focused digital marketing strategies. Our customized approach ensures you reach the right people at the right time, helping you grow both your workforce and your business.

Let’s work together to create a strategy that drives your growth. Contact us today to learn more.

Portrait of Sara Vicioso

Sara Vicioso

Sara has been working in the Digital Marketing industry since 2013, starting her career in the Paid Media space. Driven by her passion to become a well-rounded marketer, she has expanded her expertise to include SEO, Email Marketing, and Analytics.

Over the years, she has worked across various industries, including retail and e-commerce, manufacturing, cloud computing, fintech, healthcare, and more.

Sara earned her Bachelor of Arts degree from California State University in 2013.

Originally from San Diego, California, Sara has made Austin, Texas her home. She fell in love with the city's vibrant music scene, great food scene, and welcoming community. In her free time, she enjoys spending time with her dog, Peanut, traveling whenever possible, exploring new restaurants, and home improvement projects.

Connect with Sara on LinkedIn.