CASE STUDY

Rock Blocks is a concrete manufacturing company. The company has been in business for over 60 years, and furnishes concrete blocks for building and landscape use. The company is owned and operated by the third generation of the founding family and has over 600 employees. Customer demand for the company's products is growing, but Rock Blocks is having difficulty attracting and hiring enough manufacturing talent to keep up with demand. The company typically posts openings for its specialty positions on internet sites including Monster.com and on its own careers site, but the quality and quantity of applicants has been falling in recent years.

Company president Roy Hanby explains that, "concrete manufacturing isn't a popular career choice. Unless someone has family or a friend working in the industry, it can be hard to convince them of the potential of the job." Hanby explains that starting salaries and career growth potential are high, and many employees feel proud having made something that many people will see and use and that will be around for a long time.

Questions:

1. How can Rock Blocks increase the number of people that apply with the company? How can realistic job previews be used to increase interest?

2. Why do you think that potential applicants might not be enthusiastic about the idea of applying for jobs with Rock Blocks? What can recruiters do to change these perceptions?

3. Create a brief employer brand-oriented newspaper advertisement for a basic manufacturing position with Rock Blocks. Please be creative but realistic and apply chapter content.