The manufacturing industry is staring down a significant crisis, with a growing shortage of skilled machinists and tool and die makers, and the situation is only set to worsen.
An aging workforce, with about a quarter of machinists nearing retirement, a lack of new entrants caused by outdated perceptions of manufacturing careers, and a skills gap stemming from an educational system that hasn’t kept pace with the industry’s needs for advanced CNC operations contribute to the shortage.
This shortage creates intense competition for top talent.
According to statistics from the U.S. Bureau of Labor Statistics, the sectors most affected by the shortage of skilled machinists are metalworking machinery manufacturing, motor vehicle parts manufacturing, and fabricated metal product manufacturing, all of which rely heavily on precision components.
The increasing demand for machined products and advanced manufacturing technologies, alongside a shortage of skilled workers, requires large manufacturers and job shops to retool strategies for attracting skilled machinists and CNC operators.
An optimized website can differentiate your company from competitors and attract the talent you need to stay productive.
This article explores strategies for making your website an effective recruitment tool to attract skilled CNC machinists. These include enhancing user experience, responsive design, and intuitive navigation, simplifying application processes with ATS integration, and employing strategic content marketing that highlights your company culture.
Additionally, we’ll cover the importance of traditional and technical SEO to increase the visibility of your openings in organic search.
Why Your Website is Key to Attracting Skilled CNC Machinists
A company’s website is the hub for showcasing its brand, unique value proposition, offerings, culture, and career opportunities to prospective CNC machinists. This becomes increasingly important in an environment of high workforce turnover and fierce competition for skilled employees.
“Your website is your frontline defense in the battle for skilled CNC machinists. If it doesn’t grab a job hunter’s attention and showcase your unique culture, you risk losing them to your competitors,” said Steve Fowler, Director of Marketing at DBS Interactive.
The careers section of a manufacturing or job shop website should engage potential applicants and convert them into candidates by providing an optimized, user-friendly experience filled with compelling messaging and relevant content.
How Website Optimization Can Help You Attract and Hire Skilled CNC Machinists (id=” optimizing-for-machinists”)
An optimized business website can be a powerful tool for hiring CNC machinists and machine operators. By integrating the right features and strategies, you can target and engage qualified candidates with the specialized skills required to operate computer numerical control (CNC) machines.
Evaluate Your Website’s Performance for Hiring Skilled CNC Machinists and Operators
Before overhauling your recruitment strategy, take a moment to assess your website using Google’s free Lighthouse testing tool.
This tool assesses various performance factors and offers insights into mobile performance across four key areas.
Google Lighthouse Tests
A DBS Interactive analysis of various manufacturing websites revealed that many sites perform poorly. See the results.
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Performance measures critical metrics like page load times, enabling you to understand how swiftly your site loads and displays on mobile devices. For manufacturers seeking skilled CNC machinists and operators, a fast-loading site is crucial for capturing potential applicants’ attention.
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Accessibility checks how user-friendly your mobile site is by evaluating aspects such as color contrast, text size, and screen reader compatibility. Ensuring that your website is accessible can help you attract a broader pool of candidates, including those with disabilities.
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Best Practices examines your site’s security protocols, including using HTTPS and avoiding outdated APIs. Adhering to modern best practices protects your users and builds trust with potential job applicants.
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SEO Audits evaluate mobile-friendly elements like meta tags, viewport settings, and content readability. Optimizing these components can significantly enhance your visibility in search engine results, making it easier for skilled machinists and operators to find your job postings.
High-performance scores signal to search engines that your website offers an excellent user experience. This supports your digital marketing efforts and ultimately helps you attract top-tier CNC machinists and operators.
If you’re curious about how your website compares to your competitors, take the time to analyze their sites using the Google Lighthouse tool.
This allows you to gain insights into your performance relative to theirs.
Aiming for scores in the “Good” range is crucial, not merely outperforming your competitors. Instead, focus on delivering an outstanding user experience that attracts qualified candidates.
“It isn’t just about keeping up with competitors. It’s about creating a user experience that draws in top CNC talent and sets your brand apart in a tight job market,” said John Golden, DBS Development Manager.
Improving your site’s performance requires collaboration between the marketing team and web developers. Alternatively, partnering with a third-party digital agency can provide expert insights and specialized skills to enhance the mobile experience.
When evaluating your career-related pages or job portals, focus on key performance indicators (KPIs) such as application conversion rates, bounce rates, and time users spend on each page.
Elevate Recruitment with Digital and Traditional Marketing
Your optimized website should attract top talent. HR must work closely with marketers, communications teams, and developers to ensure consistent brand messaging across all platforms. The IT or development team implements the changes under the hood to ensure peak performance.
“The website should be the cornerstone of your recruitment efforts,” Mr. Fowler noted,
Digital marketing strategies help businesses build an engaging online presence that attracts skilled workers. To improve recruitment, job postings should reflect your brand and be optimized for both traditional and technical SEO.
This ensures job seekers find your listings before discovering competitors.
Calibrate Your Website for Maximum Efficiency
On-Page SEO
Once your messaging is clear, use relevant keywords in job postings that match how candidates search for jobs. This includes using job-related terms in titles, descriptions, and meta tags. Proper keyword optimization helps your job postings appear in search results, driving more traffic to your site.
Longtail Keyword Examples
These longtail keyword phrases for mechanical engineering jobs can attract applicants who seek growth and innovation. If you are using PPC advertising, longtail keywords have lower bid prices. Additionally, you’ll begin to see what phrases resonate with job hunters.
Sample Longtail Keywords
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Technical SEO
To ensure your site runs smoothly, improve its speed, make it mobile-friendly, and fix broken links. Implement schema markup to help search engines display job postings more effectively.
Technical SEO enhances user experience, meeting search engine standards, and improving how well your job postings rank. Schema markup provides extra context, leading to rich snippets that attract more clicks.
Content Marketing
Effective content marketing goes beyond showcasing products; it positions your company as a desirable place for potential employees.
By telling stories about your company culture, sharing employee testimonials, and providing educational content on career growth, you can attract top talent. Highlighting what makes your workplace unique encourages candidates to envision themselves in your organization.
Other Marketing Efforts
Businesses can use digital and traditional marketing methods, all centered on their website. Brochures can be handed out at job fairs and events to showcase the company’s brand and culture. Email campaigns can share job opportunities and updates with specific groups of people. Engaging videos featuring employee testimonials and workplace culture can be posted on social media, directing viewers to the website. A
ll these marketing tools should lead applicants to a website that delivers an experience that reflects your company’s values. By using different marketing channels, businesses can attract more qualified candidates.
Optimization and Digital Marketing Deliver Long-Term Benefits
Investing in a well-optimized career section benefits recruitment and company success. From lowering hiring costs to enhancing your brand, a strategically designed career site is a powerful tool for attracting top talent.
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Reduced Recruitment Costs: An optimized site can attract more qualified candidates, reducing advertising and training costs.
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Attract Higher-Quality Candidates: A user-friendly career site makes it easier for skilled professionals to find and engage with your opportunities.
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Broader Reach: A mobile-optimized design increases accessibility for job seekers using smartphones and tablets.
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Strengthen Employer Branding: Showcasing your company’s strengths attracts more applicants and builds your reputation.
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Enhanced User Engagement: Simplified navigation keeps candidates interested and encourages them to explore your site.
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Increased Application Completion Rates: A mobile-friendly application process reduces friction and leads to more qualified applicants.
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Inclusive Usability: Features that comply with the ADA ensure your site is usable by candidates with diverse needs, reflecting your commitment to accessibility.
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Enhanced Integration with Digital Marketing Channels: A well-optimized site connects with social media and email marketing, boosting your recruitment efforts and attracting a broader audience.
Secure Top CNC Talent with a Data-Driven Website Strategy
In a time of growing demand for CNC machinists and a limited talent supply, your website is a crucial asset in your recruitment strategy.
“Make it engaging and user-friendly, or watch the talent slip away,” Mr. Fowler said.
Taking the time to refine your job listings, make your application process seamless, and use data to track performance will help your business stay ahead in the race for skilled CNC machinists. Investing in website optimization today means securing the future talent your company needs to succeed.
