We hear it a lot: manufacturers are struggling to find the skilled people they need to deliver on growth plans.

Often, those same businesses are overlooking a simple but powerful tool; a tool that helps to attract the right people to your business, rather than constantly chasing them. That tool is a PR strategy.

Why does your business need to stand out?

Last year in 2025, the Skills Horizon Barometer, which tracks SMEs across England as part of the Government’s Skills for Life campaign, found that 90% of SMEs expected to face skills shortages. As we move through 2026, that challenge hasn’t gone away.

For manufacturers specifically, ongoing competition for talent, pressure from larger employers, and the need to retain skilled people mean many businesses are operating in a difficult market. That makes attracting people with the right technical skills, mindset, and experience to support production, innovation, and growth more important than ever.

Of course, once you’ve got that talent, you need to keep them. The difficulty is that every other business is trying to do the same, and many are quietly investing in how they’re perceived as employers to lend them a helping hand.

A 2024 survey by the Chartered Institute of Personnel and Development (CIPD) and recruitment firm Omni RMS found that 81% of SMEs had taken steps to improve their employer brand over the previous 12 months. That leaves almost 20% doing nothing to actively shape how they’re viewed as a place to work.

How to use PR to attract talent into your manufacturing business

Now, it’s easy to simply chalk PR up to reputation management and leave it at that. But it’s that exact reputation that helps in attracting talent. So, if you’re planning a recruitment drive, here is how PR can support your journey. 

Take stock
First things first, what does your company’s reputation actually say to prospective employees? Are you active on social media? Do you showcase and champion your people? Are you out there telling your story and building a presence in the media?

If someone in manufacturing, whether that’s a skilled operator, engineer, or production planner looked you up, would they see a business worth joining? And would your current employees back that up?

Know your audience
You’ll already have a clear idea of the technical skills you need. But what about values and behaviours? In manufacturing environments, culture, safety, teamwork, and continuous improvement often matter just as much. Making sure these are reflected in your job specs and messaging will help you attract people who are the right fit, not just on paper, but on the shop floor.

Get the message right
Do you know what makes your business a good place to work? If not, ask your team. What attracted them? What do they value now? What keeps them there? Whether it’s investment in new equipment, training opportunities, or a strong team culture, these insights should feed directly into your external communications.

Are you visible?
Many manufacturing leaders believe their business is a great place to work, but are potential candidates aware of you? Visibility is key. It’s not just about advertising roles, it’s about showing up where your audience is. 

That could be industry publications, trade events, local networks, or the social media platforms your workforce uses. By investing in a PR strategy, you can put your story and your opportunities in front of those audiences in a way that will resonate with them.

Build your employer brand consistently
If your business offers strong career paths, apprenticeships, investment in skills, or a supportive working environment, make sure people know about it. Go beyond listing vacancies, create a careers section that gives a real sense of working life. Use video to showcase your facilities, your people, and progression stories from within your team.

Be honest
If you’re promoting a positive culture, it needs to be reflected in employee feedback and online reviews. Equally, if your workforce is engaged, your reviews are strong, and you’re receiving recognition as an employer, that builds confidence with potential recruits.

Cast the net further
PR amplifies your recruitment efforts. Posting a role on your website is a starting point, but sharing it through social media, industry press, and your wider network significantly extends your reach. 

A well-placed story about your business, whether it’s growth, investment, or innovation will stay with someone long after they’ve read it, making them more likely to engage when they see an opportunity later. That also extends to word-of-mouth, people are far more likely to recommend opportunities from businesses they recognise and trust.

In short

PR has a valuable role to play in helping manufacturing businesses attract and retain the talent they need in a competitive market. If you’re unsure where to start with building an employer brand that supports your recruitment goals, or simply need to look at visibility, contact Partners PR.