Manufacturing giant Sertec had expanded to seven sites in four countries, but this meteoric rise was not reflected in their brand. And this was causing a problem. Despite being one of the largest employers in the Midlands, they faced an ongoing struggle to recruit talent, particularly for their prestigious apprenticeship scheme. The war for next-generation talent was certainly on!
With the sector misconceived as a dirty, low-paid, low skills job, we needed to change these stereotypes and promote Sertec in a positive light, so younger recruits understood how the industry had revolutionised. The company needed a major image overhaul for their brand and website to help attract millennials and gen z to the sector. They approached PLOTT to help them develop their external, internal and employer brands and to deliver a consistent message across the globe.
Our challenge was two-fold, we needed to communicate across all levels of staff in four countries, as well as continuing to attract new talent to the business. We started working with PLOTT to overhaul our internal communications, we then went onto updating our website and overall our employer brand. We work with the PLOTT team ongoing and enjoy having the creative support as and when we need it.
With the focus on employability, we wanted to change how the sector promoted itself. So we decided to use their own people to attract new talent. Showcasing their highly-skilled and diverse workforce in their super-tech environment helped make the message meaningful, relevant and authentic. It raises the profile of their brand to the outside world, and promotes engineering as a job of the future, not the past. The new branding helped them build a wider talent pool, attract better apprentices and reduce their overall recruitment costs.
We have helped to position Sertec as an employee of choice for the next generation. By using inspiring stories, we’ve enabled them to connect with millennials and gen z’ers and develop the brand communications across the globe. Having recently secured nearly £1bn of new contracts – including a huge electric vehicle deal – we will continue to work with the team and help them achieve their growth ambitions.