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Service · employer brand
You are competing for engineers with companies that have a story
A Chakan or Bhosari manufacturer competing for the same graduates as an IT services firm will lose on salary and can win on the work. Almost none of them describe the work.
Start with six employee interviews See where the material comes from
- Typical duration
- 6 to 8 weeks
- Source
- Six to ten employee interviews
- Serves
- Recruitment, induction and internal comms at once
- Also improves
- Retention, at no extra cost
Manufacturer · employer brand
The employer brand that began on the shop floor
The company was struggling to attract engineers. Its recruitment communication consisted of vacancies posted on job portals.
Nothing in the company's material described what anyone actually did. The postings said leading manufacturer seeking diploma holder with two years experience, which describes nothing and could be any of four hundred firms in the belt.
We spoke to apprentices, women working in production, application engineers and employees who had grown into leadership roles. Their accounts became recruitment content, induction material and internal communication.
Candidates began seeing a workplace rather than a vacancy. The same material shortened induction, because what attracts a candidate is what orients them in week one.
Employer branding works when employees can recognise themselves in it. Everything else is a careers page nobody reads.
Where the material comes from
Six to ten interviews across levels, chosen deliberately. An apprentice in her first year. A machine operator with a part he is proud of. An application engineer who solved something difficult. A plant head who joined as a trainee.
What engineers who choose manufacturing say they value is consistent: responsibility early, seeing something physical get made, learning from people with thirty years of process knowledge, and work that has a consequence when it goes wrong.
All of that is true of most Pune manufacturers and almost none of them say it. The table tennis table is not the argument.
What gets produced
An employer proposition
Written from the interviews rather than from a template. What working here is actually like, including the parts that are demanding.
Employee stories
Six to ten pieces, in their words, about the work. These carry recruitment, LinkedIn, campus visits and the website careers section.
Rewritten job postings
Describing the work, the team and the first six months, rather than listing a diploma and two years experience.
An induction pack
The same material, sequenced for week one. Building this twice is waste and most companies do exactly that.
Internal communication
Used inside first. Long-serving employees seeing their own work described well is a retention intervention that costs nothing extra.
A campus and ITI programme
Pune has a dense supply of technical institutions and most manufacturers engage with them only at placement season.
Before you ask
Is this worth it if we hire ten engineers a year?
Often yes, because the same material serves recruitment, induction and internal communication. If it only did recruitment at that volume, probably not, and I would tell you so.
Our salaries are below IT. Can this fix that?
It cannot close a large gap. It can win the candidates for whom the work matters more than the difference, and those are also the ones who stay, which is the more valuable outcome.
Should we be on LinkedIn for recruitment?
Yes, with employee content rather than vacancy posts. A vacancy post reaches people already looking. An engineer describing an interesting problem reaches people who were not.
Will employees agree to be interviewed?
Almost always, and they usually enjoy it. Being asked to explain your own work by someone genuinely interested is rare. The consent and approval process is agreed before anything publishes.
Which of your employees would you want a candidate to meet?
Name three. That list is the brief for this work, and if you can name them easily you already have the raw material for a considerably better employer brand than the job portal is giving you.
Start with six employee interviews See case studies
Kunal Waghmare · Padmavati Hills, Mokai Vasti, Bavdhan, Pune, Maharashtra 411021
office@quiamo.com · +91 90216 02686