Background

ForestryWorks is a collaborative effort by the Forest Workforce Training Institute and other partners within the forest industry to develop a pipeline of qualified workers for the logging and wood product manufacturing industries through outreach, education, job training and opportunities, and more.

Challenges

There’s a greater need than ever before for skilled workers to fill jobs in the forest products industry. Forestry is one of the Southeast's largest industries and growing! The majority of the current workforce in the industry is over 54 years old and jobs in this industry are not ones that are top-of-mind for younger workers. As is true for many industries today, there are many more openings than candidates applying and they have a particular need for younger qualified workers to take the place of the older workers who are approaching retirement. The small ForestryWorks team needed assistance with growing their social media channels to better reach this younger audience but struggled with finding the time to plan, strategize, and post on a consistent basis.

Solution

ForestryWorks hired Stamp to develop a Social Media Action Plan (SMAP) to identify and outline who they needed to reach on social media along with the appropriate messaging for each audience. We developed personas and created calendars that showed each persona along with what specific message we wanted to convey, which led to the monthly plans to execute content that resonates.

Reasoning

The younger target audience we desired to reach was active on social media. We were able to target specific areas of the state where there were jobs available with a number of messages educating the target about the industry in general and job opportunities specifically.