Tag: website copy

Grow Content Ideas from Supply Chain

Chain link represents supply chainThe strengths of distributors, suppliers and manufacturers can differentiate companies from their competition. Content that positions your company as a wise decision maker in this regard can influence website visitors. Look no further than your own supply chain to find content ideas that create confidence.

Information about your supply chain can show what niche markets you serve, how you operate efficiently, what makes you resilient, talent you are associated with, and how you keep your standards high and consistent.

Customer Segmentation

For example, the choice made by a consumer on which restaurant to go to may rely on many factors such as age, food style preference, or décor.  The restaurateur’s supply chain reflects the market segment and helps differentiate the restaurant.

If an establishment is made kid-friendly by providing foam mat play areas, the manufacturer’s website should describe the safety and durability of the mats for children. An ingredients supplier website copy should describe how the ingredients are cultivated and from where. When design is important, website copy can include a portfolio of restaurant designers that resonate well with a particular customer segment.  This type of content answers questions, is targeted and customer focused.

Operational Efficiency

Include cost saving and inventory management decisions made by your company that have a positive result for your customer. Your supply chain is collaborating with these decisions. Why?

Resiliency

Having a variety of resources to call upon ensures that customers will be served. You may or may not include names of companies. But briefly describe their capabilities and your relationship with them in terms of years or volume.

Standardization

When consistency is important, describe how standardization solves problems for customers. How do you make sure the widgets within the widgets are aligned properly each time? Address issues on how you preserve quality, consistently.

Finding and sharing content from your supply chain can add credibility to your site, show support for your suppliers, and educate your website visitors.

Build a Talent Pipeline for Skilled and Technical Positions Using the Internet

Technician working on wheel loaderDespite 17.7% unemployment in the construction industry, companies who rely on skilled workers should be worried about attracting talent. The Associated General Contractors recently reported that more than 600,000 workers had left the industry over the past two years.  They may have landed jobs in other industries, gone back to school, retired or dropped out of the workforce. The bottom line is that even a modest upturn in activity could make it make it more difficult for your business to recruit the talent you need. Construction equipment dealers as well as contractors, already face a shortage of heavy equipment technicians.

So what does this have to do with your online presence? Think of your website and social media sites as 24/7 recruitment tools. These are the places where interested candidates will come first to find out more about your company.

Does your website copy or visuals say anything about what it is like to work at your company? Are there employee events? Is there a sense of camaraderie?

Are you offering a job or a career? Does your website copy say how important technical positions are to the success of your operation? What benefits do you offer? What makes working at your company different?

Construction is among the most dangerous professions. Workers want to be safe. Does your website demonstrate your commitment to employee safety?

Employers need to attract a new generation of workers – Gen Y – born between 1981 and 2000. In a 2010 OXYGENZ research project from Johnson Controls, 96% of Gen Y respondents wanted an “environmentally aware or friendly workplace” and 57% said they want their employers to perform well above regulatory compliance. Does your workplace address these needs?

Waste Management makes itself appealing to future employees. Its Careers page sends a strong message that the company is all about being green. Messages are targeted to specific audiences to ensure all feel welcome and appreciated. Website copy calls operational workers “the backbone of our daily operations.” Technology, professionalism and safety are emphasized.

On Facebook, a special tab for WM Careers features videos about working at Waste Management, links to jobs, recruitment fairs and an online application.

Is your workplace social? Use social media sites to let prospective employees know what it will be like to work for you. Showcase your involvement with employees and the community.

You can ensure a talent pipeline by talking to grade school, high school students and college students about careers in construction. In person and online, you need to send the right message to future industry professionals. Work with a content writer to find the perfect message for your business.