New Year’s Recruitment Resolutions? Strategies to Improve Success in a Competitive Labor Market

In an era of intensified competition for talent, organizations across industries are leveraging innovative strategies to attract and retain the best candidates. The American Supply Association has led the charge, developing initiatives like Project Talent to address the challenges faced by the PHCP and PVF industries. From employer branding to the strategic use of online platforms and job fairs, ASA has provided its members with the tools and resources necessary to thrive in today’s dynamic labor market.
 

The Growing Importance of Employer Branding
 

Employer branding has emerged as a pivotal component of recruitment success. It involves creating a compelling image of the company as a great place to work. Companies with strong employer brands are better positioned to attract candidates who align with their culture and values. Additionally, effective branding reduces turnover by setting accurate expectations for incoming employees.
 

ASA has emphasized the importance of integrating employer branding with marketing efforts. Initiatives such as social media campaigns, the creation of the supplyindustrycareers.com website, and the Recruiter Toolbox have made it easier for members to promote their brand identity and highlight career opportunities within the industry.
 

Your Company’s Website is the Front Door to Potential Candidates
 

A company’s website is critical in modern recruitment as it serves as the first impression for many jobseekers. A well-designed, mobile-optimized site should effectively showcase the company’s culture, values, and opportunities while ensuring an intuitive user experience. Essential elements include clear job descriptions, a streamlined application process, and compelling employee testimonials. With 68 percent of website visits starting with search engines, optimizing the site for visibility through effective SEO is vital. A strong web presence not only attracts top talent but also reinforces a company’s employer brand, ensuring competitiveness in a tight labor market.
 

ASA encourages its members to maximize their online presence by maintaining mobile-optimized websites. Given that 70 percent of job applications are now submitted via mobile devices, a seamless user experience is crucial for attracting top talent.
 

Leveraging Online Recruitment Tools
 

Online platforms like Indeed play a critical role in modern recruitment strategies. As the leading job site with over 300 million monthly visitors, Indeed provides unmatched visibility for job postings. However, success on such platforms requires optimizing job ads to resonate with candidates. This includes crafting engaging job titles, avoiding jargon, and focusing on mobile-friendly formats.
 

The Power of Social Media in Recruitment
 

Social media is no longer just a tool for personal connections and entertainment; it is a cornerstone of modern recruitment strategies. Platforms like Facebook, Instagram, LinkedIn, and Twitter (X) provide unique opportunities to reach diverse candidate pools. ASA highlights that targeted campaigns, both organic and paid, can effectively engage specific demographics, such as military veterans transitioning to civilian careers.
 

Metrics available through social media platforms enable companies to refine their strategies by analyzing engagement, demographics, and return on investment. These insights are invaluable in crafting content that resonates with desired audiences and strengthens employer branding.
 

The Value of In-Person Recruitment
 

While digital methods dominate the recruitment landscape, the benefits of face-to-face interactions remain unparalleled. Job fairs provide direct access to motivated candidates and enable companies to showcase their culture and values in a personal setting. This approach not only facilitates immediate hiring but also builds long-term relationships with potential employees.
 

ASA has made attending job fairs easier for its members by providing resources like customizable templates, promotional materials, and research-based talking points. These tools ensure that members can effectively represent the industry and attract talent at these events.
 

Addressing Workforce Demographics and Skill Gaps
 

The ASA’s labor studies have revealed significant shifts in the workforce. With 31 percent of the PHCP/PVF workforce over the age of 55, addressing impending retirements is critical. The industry has made strides in attracting younger employees, with those aged 19-24 increasing to over 10 percent of the workforce.
 

Future workforce needs also highlight the growing importance of skills in data analytics, automation, and e-commerce. These capabilities are essential for adapting to evolving market demands and ensuring operational efficiency.
 

ASA’s Project Talent: A Comprehensive Solution
 

Project Talent encapsulates ASA’s commitment to solving the industry’s recruitment challenges. From webinars and toolkits to enhanced digital platforms, the initiative equips members with the resources needed to succeed.
 

The reimagined Recruiter Toolbox provides access to thousands of digital assets, webinars, and job descriptions, streamlining the recruitment process.
 

In 2024, more than 18,000 people visited the page on supplyindustrycareers.com where job seekers can choose a geographic location and not only see ASA members in that area, but also easily view those who have indicated they are actively hiring and link directly to those member companies. More than 3,000 job seekers linked directly to member websites from this page.
 

Over 2,600 member locations are currently highlighted as “Now Hiring” which can be activated on the ASA Member Profile page on ASA.net.
 

Looking ahead, ASA plans to introduce additional tools to support members in leveraging both digital and in-person strategies. By fostering collaboration and innovation, ASA continues to lead efforts to strengthen the PHCP/PVF workforce.
 

In a rapidly changing recruitment landscape, organizations must adopt a multifaceted approach. By integrating employer branding, digital platforms, social media, and in-person events, ASA members are well-positioned to navigate the challenges of the labor market. Through initiatives like Project Talent, the association provides a blueprint for sustainable success, ensuring the industry remains vibrant and competitive for years to come.
 

Project Talent is one of four mega goals included in the Association’s strategic plan.  This goal includes the objective of developing and implementing a program to attract and grow the number of talented workers taking advantage of fulfilling career opportunities in the PHCP/PVF Industry.