Looking in New Places for Manufacturing Talent and Customers
HFW Industries is a family-owned machine shop in Buffalo, NY. Their specialty is refurbishing machinery that's used in demanding applications including oil & gas production, paper manufacturing, energy generation and more.
Their expertise is in using coatings and treatments that reduce wear and extend the time between failures and preventative maintenance cycles.
The company has evolved during the four generations that the family has been involved - as industries have evolved nationally and in Buffalo.
It's also begun to evolve more significantly in how they attract and retain top industrial manufacturing and machinist talent, as well as their industrial marketing - how they communicate with and reach prospects and customers.
Social media, particularly short form video on Instagram, Facebook and LinkedIn are an area of focus - and very different than what the recent G2 to G3 leadership transition envisioned.
In this discussion with Matt Watson, president G3 and Jack Watson, G4, we talk about what's led to the change, how they use Instagram for marketing and recruiting, and the results they're seeing.
Connect with Matt & Jack for insights on reducing machine wear and to observe how they use social media.
Generational Perspective on Storytelling, Social Media, and Sales Growth - Matt & Jack Watson on Industrial Growth Insitute Episode 33
Episode Recap
Summary
HFW Industries is a fourth-generation family business that manufactures and reconditions industrial equipment. They specialize in surface treatment enhancements for industries such as chemical processing and energy.
The company has embraced social media, particularly LinkedIn and Instagram, as part of their marketing strategy. They use these platforms to showcase their work, engage with customers, and attract potential employees.
The management team, including second, third and fourth generations, discusses strategy and makes decisions together. They prioritize quality over quantity in their social media posts and aim to create a positive brand image.
In this conversation, Jack and his father discuss:
- the importance of creating an attractive work environment
- the changing demands of the workforce
- the challenges they face in finding and retaining skilled employees.
They also share their experiences with social media and how it has helped them connect with other businesses and potential customers. They emphasize the value of in-person interactions and the need for companies to adapt to new technologies and marketing strategies.
Finally, they share how content has helped them build trust with customers and the role of content and social media in showcasing their expertise and solutions.
Takeaways
- Family businesses in the industrial manufacturing sector face unique challenges when it comes to ownership transitions and adapting to changing business norms.
- HFW, Incorporated has successfully embraced social media, particularly LinkedIn and Instagram, as part of their industrial digital marketing strategy to showcase their work, engage with customers, and attract potential employees.
- The company prioritizes quality over quantity in their social media posts and aims to create a positive brand image.
- The management team, including both the second and fourth generations, discusses strategy and makes decisions together, emphasizing the importance of collaboration and a shared vision. Creating an attractive work environment is important for attracting and retaining skilled employees.
- The demands of the workforce have changed, and companies need to earn the respect and trust of their employees.
- Sales is a crucial aspect of the business and requires a deliberate and focused approach.
- Social media can be a powerful tool for connecting with other businesses and potential customers.
- In-person interactions are still valuable and can help build trust with customers.
- Companies need to adapt to new technologies and marketing strategies to stay competitive.
- Building trust with customers is essential, and content and social media can help showcase expertise and solutions.
Takeaway Quote from Matt & Jack
- "LinkedIn is a valuable platform for sales and connecting with customers in the manufacturing industry."
- "We should at least enjoy coming to work most of the time and feel like we make a difference."
- "We're trying to be very deliberate in our sales approach."
Outline
00:00 Introduction and Overview
02:01 HFW Industries: Manufacturing and Reconditioning Industrial Equipment
08:26 Transitioning from Printing to Chemical Processing and Power Generation
13:27 Harnessing the Power of LinkedIn in the Manufacturing Industry
20:13 Engaging with Followers and Building Connections on Social Media
25:59 Emphasizing Quality and Cleanliness in Operations
31:42 Collaborative Strategy and Decision-Making at HFW Industries
35:32 Creating an Attractive Work Environment
38:30 The Importance of Sales
41:47 Balancing Work and Family
48:03 Using Social Media to Connect with Customers
52:16 Content Creation and Scheduling
55:03 The Challenges of Sales
58:24 The Value of In-Person Interactions
01:06:28 Getting Started with Content and Social Media
01:09:20 Targeting Specific Industries
Attracting Talent is a Challenge Across Manufacturing Companies - Including Top Sales Talent
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