The 67.6% Problem: Why Southern Alberta Manufacturers Can't Find Workers (And How Video Changes Everything)

The Hiring Crisis That’s Crippling Growth

A Lethbridge precision manufacturer posts a millwright position. They receive 12 applications. Only 3 meet basic qualifications. One accepts the job—then quits after 6 weeks because “it’s not what I expected.”

This isn’t a hiring problem. It’s an expectations problem.

Southern Alberta manufacturers face a stark reality: 67.6% report skills gaps, yet traditional recruitment methods leave both employers and candidates guessing about fit, culture, and day-to-day reality. The result? High turnover, longer time-to-hire, and growing frustration on both sides.

But some manufacturers are solving this crisis with a simple tool that changes everything: authentic video recruitment content.

The Numbers Tell a Brutal Story

Here’s what manufacturing employers are up against in 2025:

• One in four factory workers is 55+ and approaching retirement
• Apprenticeship completion rates are just 20% nationwide
• 22,500 workers retire annually in Ontario alone
• Manufacturing wages lag construction by $2.87/hour on average
• 40% cite skilled-worker recruiting as a barrier to automation adoption

In Southern Alberta, the challenges are magnified. With manufacturing exports worth $2.229 billion USD and a growing population (Lethbridge hit 111,400 in 2024, up 4.1%), the region needs more skilled workers, not less.

But here’s the kicker: The problem isn’t a lack of people. It’s a lack of connection.

Why Traditional Recruitment Fails Manufacturing

Most manufacturers recruit like this:

1. Post a job description with bullet points
2. Wait for resumes
3. Interview candidates who may never have seen the actual work environment
4. Hope for the best

This approach fails for three critical reasons:

Problem #1: Manufacturing Work Is Hard to Describe

Try explaining precision machining, safety protocols, or quality control in a job posting. You can’t capture the sounds, the pace, the teamwork, or the satisfaction of creating something that matters.

Real Example: A Lethbridge aerospace manufacturer spent 6 months trying to fill a CNC operator role. Traditional job postings generated interest, but candidates consistently withdrew after facility tours revealed the actual work intensity.

Problem #2: Candidates Don’t Know What They Don’t Know

Many manufacturing jobs require skills and mindsets that aren’t obvious from a job description. Without seeing the actual environment, candidates can’t realistically assess whether they’ll thrive.

Common Mismatches:

• Expecting quiet, solo work (reality: teamwork and communication essential)
• Thinking manufacturing means repetitive tasks (reality: problem-solving and continuous improvement)
• Underestimating safety requirements (reality: protocols are strict but critical)

Problem #3: The Best Candidates Have Options

Top manufacturing talent is in demand. They’re not going to choose a company based on a generic job posting when they can see, hear, and experience workplaces through video content from competitors.

What Works: The Video Recruitment Revolution

Forward-thinking manufacturers are discovering that authentic video content solves the expectations problem. The results are compelling:

Case Study 1: FMC Technologies’ Employee Spotlight Strategy

Challenge: High turnover in challenging roles Solution: Weekly employee spotlight videos showing real workers discussing their job satisfaction, career paths, and day-to-day responsibilities

Results:

• 300% increase in email click-through rates
• 40x higher sharing rate than text content
• Significant reduction in early-stage resignations
• Increased quality of applications from candidates who understood the role

Key Insight: When candidates see real people thriving in the role, they can honestly assess fit before applying.

Case Study 2: Stellantis Employee Series Approach

Challenge: Attracting talent in competitive market Solution: Long-form employee profiles combined with short-form social content

Results:

• High retention rates among hires who viewed content
• Increased local community support for manufacturing careers
• Improved employer brand recognition
• Higher application quality from better-informed candidates

Key Insight: Employee testimonials build trust and set realistic expectations that reduce turnover.

Case Study 3: Plant Magazine’s Facility Tour Best Practices

Challenge: Conveying complex manufacturing environments Solution: Professional facility tours with expert commentary and safety highlights

Results:

• 157% increase in organic traffic to recruitment pages
• 80% improvement in landing page conversion rates
• Reduced time-to-hire by several weeks
• Higher offer acceptance rates

Key Insight: When candidates see the facility before applying, they arrive with realistic expectations and stronger commitment.

The 4 Video Types That Transform Manufacturing Recruitment

1. Employee Testimonial Videos (Highest Impact)

Show real workers discussing their career paths, daily responsibilities, and job satisfaction.

Proven Format:

• 60-90 second segments
• Multiple employees across different roles
• Natural, conversational tone
• Specific examples of growth opportunities

Example Questions:

• “What does a typical day look like in your role?”
• “What surprised you most about working here?”
• “How has your career progressed since starting?”
• “What would you tell someone considering this job?“

2. Day-in-the-Life Content (Critical for Retention)

Follow specific employees through actual workdays to set realistic expectations.

Proven Elements:

• Clock-in to clock-out flow
• Problem-solving examples
• Team interactions
• Safety practices in action
• End-of-day reflections

3. Facility Tour Videos (Essential for Remote Candidates)

Show your facility, equipment, and work environment comprehensively.

Key Components:

• Safety stations and protocols
• Equipment demonstrations
• Quality control processes
• Team collaboration areas
• Career development resources

4. Skills and Training Videos (Builds Confidence)

Demonstrate the training process and skill development opportunities.

Content Ideas:

• Apprenticeship program overviews
• Mentorship pairings
• Continuing education support
• Career progression examples

Southern Alberta’s Manufacturing Video Advantage

Why should Southern Alberta manufacturers lead this video recruitment revolution?

1. Export-Quality Storytelling

Your manufacturing creates products that ship globally. Show that quality and craftsmanship to attract top talent.

2. Community Integration

Southern Alberta’s manufacturing is woven into community identity. Video can showcase how local careers support local families and community growth.

3. Technology Integration

Modern manufacturing facilities offer compelling visual content—automated systems, precision tools, quality control technology—that translates well to video.

4. Cost-Effective Production

Professional video production is more accessible than ever, and the ROI from improved recruitment outcomes far exceeds production costs.

The Mobile-First Reality: Where Candidates Actually Look

Here’s a statistic that changes everything: 95% of job seekers use smartphones for job research, and 6% of all applications now come through mobile devices.

Your recruitment videos must be designed for mobile consumption:

Mobile Video Optimization Essentials:

• Captions always on (most watch without sound initially)
• Vertical or square formats for social discovery
• Clear call-to-action within first 15 seconds
• Fast loading times (under 3 seconds)
• Easy application process directly from video

Platform Distribution Strategy:

• LinkedIn: Professional reach, excellent for longer-form content
• YouTube: Search optimization, good for facility tours
• Facebook/Instagram: Local targeting, employee spotlight series
• Job Board Integration: Embed in posting pages for maximum reach

Platform-Specific Strategies That Work

LinkedIn Strategy

• Target: Local manufacturing professionals, apprenticeship programs
• Format: 60-180 second facility tours and employee testimonials
• Timing: Tuesday-Thursday, 9 AM - 12 PM
• Hashtags: #Manufacturing #AlbertaJobs #SkilledTrades #PrecisionManufacturing

YouTube Strategy

• Target: Search-driven discovery, educational content
• Format: Longer-form (3-5 minutes) comprehensive facility tours
• SEO Focus: “CNC operator jobs Lethbridge,” “precision machining careers Alberta”
• CTA: Direct links to career pages

Instagram/Facebook Strategy

• Target: Local community, younger demographics
• Format: 30-60 second employee spotlights, behind-the-scenes content
• Features: Stories, Reels, local hashtags
• Community Engagement: Tag local schools, trade programs

Measuring What Matters: Video Recruitment ROI

The best manufacturing recruiters measure video performance beyond views. Focus on these metrics:

Primary Metrics

• Application Rate: Applications per video view
• Quality Score: % of applicants meeting basic qualifications
• Time-to-Hire: Days from application to offer acceptance
• Offer Acceptance Rate: % of offers accepted
• 90-Day Retention: % of hires still employed after 3 months

Secondary Metrics

• Watch Time: Average completion rate
• Click-Through Rate: Video to career page conversion
• Social Shares: Organic reach and brand mentions
• Inquiry Rate: Direct contact from video viewers

ROI Calculation Example

Investment: $8,00 video production Results: 25% reduction in time-to-hire, 40% improvement in quality score Savings: Reduced recruiting costs, lower turnover, faster productivity Payback Period: 2-3 months

Common Manufacturing Video Recruitment Mistakes (Avoid These)

Mistake #1: Over-Polishing the Reality

Wrong: Studio-quality videos with perfect lighting and scripted responses Right: Authentic footage showing real work, real people, genuine conversations

Mistake #2: Ignoring Safety Communication

Wrong: Focusing only on the “cool” aspects of manufacturing Right: Prominently featuring safety protocols, training, and accident prevention

Mistake #3: One-Size-Fits-All Content

Wrong: Same video for all positions (CNC, assembly, quality control) Right: Role-specific content that sets accurate expectations for each position

Mistake #4: Treating Video as a One-Time Project

Wrong: “We made a recruitment video” Right: Ongoing content strategy with regular updates, seasonal content, and new employee spotlights

Mistake #5: Poor Mobile Optimization

Wrong: Desktop-optimized videos with tiny text and slow loading Right: Mobile-first design with captions, clear visuals, and fast performance

The Southern Alberta Manufacturing Recruitment Opportunity

The skills gap isn’t going away, but manufacturers who embrace authentic video recruitment gain a significant competitive advantage. They’re the ones attracting top talent, reducing turnover, and building sustainable workforces.

The math is compelling:

• One bad hire costs up to 3x annual salary
• Video recruitment reduces early turnover by setting accurate expectations
• Quality candidates prefer employers who show their authentic workplace
• Mobile-first content reaches candidates where they actually look for jobs

Ready to Transform Your Manufacturing Recruitment?

At Coalbanks, we understand that manufacturing recruitment isn’t just about filling positions—it’s about finding the right people who will thrive in your environment and contribute to your success.

Our approach combines:

• Authentic storytelling that showcases your real workplace and culture
• Safety-first messaging that builds trust with candidates and families
• Mobile-optimized production that reaches candidates on their terms
• Multi-platform distribution that maximizes reach across all candidate touchpoints

We’ve helped Southern Alberta manufacturers create recruitment videos that not only attract more applicants but improve the quality of candidates and reduce turnover.

Ready to solve your hiring challenges with video? Book a free consultation →

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Coalbanks Creative specializes in authentic documentary-style video production for manufacturing companies throughout Southern Alberta. Our clients achieve measurable improvements in recruitment outcomes because we understand that showing the real workplace trumps telling the perfect story.