SMACNA’s comprehensive workforce development campaign is off to a strong start in 2021. Designed to raise public awareness for career opportunities across the sheet metal and HVAC industries, Ignite Your Career has been supported by strategic digital marketing tactics that have increased interest in our trade and secured career inquiries for both non-craft and craft positions.
Through social media, paid advertising, content amplification and search engine marketing campaigns, SMACNA’s workforce development efforts help grow the industry while promoting the benefits of working in the sheet metal trade.
Since launching IgniteYourCareer.com in February 2020, raising industry awareness and driving interest to the igniteyourcareer.com website where people can inquire about careers in the trade has been a key goal. In Q1, the workforce development initiative received a total of 607 career inquiries with more than 2,000 since the start of the program.
In Q1, IgniteYourCareer.com continued to inspire interest and create opportunities for our core younger audiences (18 to 34-year-olds) to engage and strengthen connections with our industry. The site hosted 6,972 sessions, had 62,741 pageviews and saw a total of 38,496 new users. Looking ahead to Q2, website updates will include new informative articles, industry stats and SMACNA member features to secure additional audience reach.
Through a strategic mix of organic and paid social content, Ignite Your Career social channels reached and engaged young people, job seekers and career changers on the industry’s craft and non-craft sectors. Accounting for 76% of all traffic in Q1, social media was the top driver of interest to IgniteYourCareer.com. Instagram Story advertising generated the highest conversion rate of all social platforms and secured 31% of conversions on Q1.
Total impressions per platform include:
In the second quarter, SMACNA looks forward to continuing efforts to raise awareness and attract the most competent and skilled candidates possible to the sheet metal industry. For the latest updates and information, check out IgniteYourCareer.com and Ignite Your Career’s social media pages.
If you have any questions about the program or how you can get more involved in recruiting, please direct them to Jeff Henriksen, Executive Director Communications & Marketing, firstname.lastname@example.org.