With an aging workforce and shortage of skilled workers, the Sheet Metal & Air Conditioning Contractors’ National Association (SMACNA) was looking to get ahead of the projected 14,000 open positions that would be available by 2025 by developing a comprehensive workforce development campaign. SMACNA went to work, tasking Vault with the creation of a digital campaign to raise awareness of job opportunities in the industry and to fuel the industry’s workforce pipeline.
Vault developed IgniteYourCareer.com, an educational hub to highlight career paths, showcase success stories and connect users directly with SMACNA chapters and training centers for job opportunities. Vault led the project from start to finish, inclusive of writing website copy, designing pages and developing content that would appeal to the target audience, and working with the web development team to ensure a strong user experience.
After a successful site launch, Vault employed a digital strategy leveraging key platforms to target younger demographics, build an online community and fill the pipeline for the sheet metal industry. Fueled by artificial intelligence (AI) and industry research, the nimble strategy focused on a combination of organic content creation and paid social advertising across Facebook, Instagram, Twitter, YouTube and TikTok. A dynamic content marketing campaign, ongoing search engine optimization (SEO) and search engine marketing (SEM) were also used to capture users at various stages of their job search and drive traffic to IgniteYourCareer.com.