Blog
July 2025
The UK is on the brink of an engineering skills shortage. It’s expected that in the next five years, 20% of the engineering workforce will retire. With the pipeline of new talent currently unable to meet the looming deficit, the country is facing a shortfall of one million engineers by 2030. Without urgent intervention, experts warn the sector could face an NHS-style workforce crisis. The consequences of which would be widespread – delaying vital infrastructure projects, stalling innovation and undermining growth in critical sectors such as clean energy.
To understand how firms are adapting in the face of this stark future, we conducted in-depth research into the marketing strategies of engineering firms across the UK. The findings – captured in The Transform Report: Engineering Firms Reputation Index 2025 – reveal the critical role marketing plays in shaping perceptions, attracting diverse talent and authentically communicating Employer Value Propositions (EVPs). For the full findings, download a free copy of the report.
This blog explores how strategic marketing can help engineering firms stay ahead in an increasingly competitive talent market.
The competition for engineering talent is tougher than ever. Today’s candidates are no longer just evaluating salary and job titles when they’re on the hunt for a new job – they consider a firm’s culture, leadership, sustainability, social impact, benefits, growth opportunities and more. In this environment, how a firm communicates its vision, values and EVP can be the difference between attracting top talent or losing it to a competitor.
A well-executed marketing strategy can:
Ultimately, strategic marketing can drive interest not just in your firm, but in the industry as a whole.
The foundation of any effective recruitment marketing strategy is a clearly defined EVP. What sets your firm apart? Consider your strengths in areas like company culture, sustainability, learning opportunities and social impact. Involve your team, their voices add authenticity and provide real-world proof that your firm is a great place to work.
Our research found that the leading firms are taking an integrated approach to EVP communication. They use a variety of platforms, including website, social media and content, to deliver a consistent message – they're a reputable firm to work for. This multichannel strategy improves reach, reinforces key messages and drives higher engagement with prospective talent.
Our research revealed that only 75% of firms we studied maintain a dedicated Careers page – and many of those are using it as a simple jobs board. This is a significant missed opportunity to highlight company culture, purpose and potential for career growth.
A compelling Careers page should:
LinkedIn research shows that 94% of employees would stay longer at a company that invests in their ongoing learning and development. However, our research revealed that only 56% of firms in our study are actively communicating this.
First impressions count. Your website is often the first – and sometimes only – chance you will have to make the right impression with prospective employees. Invest in a dedicated Careers page that does more than function as a job board. Use it to introduce your firm, share your values and vision and show candidates why they should want to join your team.
Our research found that many engineering firms are underestimating the power of social media. It’s one of the most effective ways to humanise your brand and connect with the next generation of engineers – it’s where today’s candidates, particularly Gen Z, are spending their time (over 90% of Gen Z are active on social media). These channels are key for connecting with new and emerging talent.
People want to work with people, not just businesses. And they want to work with people they like. Share behind-the-scenes content, ‘a day in the life’, spotlight your team, celebrate milestones, highlight culture and demonstrate community involvement. These authentic moments all help to build emotional connection and trust.
Content marketing plays a central role in building your employer brand. Done well, it educates, inspires and drives engagement. The aim is to demonstrate that your firm is offering meaningful insight into industry trends/topics, addressing key challenges, and committed to solving real-life problems. Your content should offer candidates a glimpse into the meaningful work they could be a part of, while reflecting that your firm is forward-thinking and deeply engaged in the sector.
Blogs are the most commonly used form of content for engineering firms. However, our research found that other mediums, such as podcasts, short form videos and thought leadership, remain underutilised – another missed opportunity. Think strategically about the content you’re putting out. If all your competitors are doing the same, are you really delivering added value? Diversifying your content strategy helps you stand out and expands your reach into platforms where your competitors may not be present, giving you a competitive advantage.
Transform Comms is a full-service marketing consultancy with engineering sector specialism. Our team of experts support with marketing strategy, web design, branding, content marketing, videography, public relations and digital marketing.
We work closely with our engineering clients to understand their vision, objectives and business strategy to design a marketing programme that effectively achieves their desired results.
Our team has deep expertise in helping engineering firms define, communicate and amplify their EVP to drive recruitment.
We can help you:
By drawing on our deep engineering sector experience, and the added benefit of cross-sector knowledge, we bring proven frameworks, new ideas and fresh perspectives to help drive success.
Our research shows that there’s room to improve when it comes to engineering firms communicating their EVP.
The Transform Report: Engineering Firms Reputation Index 2025 reinforces one clear takeaway: those that invest in strategic marketing will rise to the recruitment challenge. While those that don’t risk being left behind.
Let’s work together to make your firm stand out. If you’re ready to elevate how you communicate your EVP, or reposition yourself to drive recruitment, get in touch to start the conversation.
We're always up for a coffee and conversation.
Fill in the form, drop us a line at info@transformcomms.co.uk, or call us on 01225 863846. Better yet, drop in to our converted barn and film studio near Bath and Bristol.
Let’s transform.
Together.
