“[Facebook is] where a lot of our target audience is, and [it has] a lot of tools for us for job postings,” Colburn said.
“Our most engaged social media posts typically are video and multiple-photo posts,” he said, which “have consistently seen high engagement from our audiences on Facebook and Instagram.
“Our employees love seeing themselves in photo and videos, so that typically encourages them to share the posts with their audiences, increasing our reach and engagement overall,” Colburn said. “We’ve worked hard the past two years [to] encourage our employees to share and participate in our content when we create it.
“When we [create] content that features a fun question, game, local collaboration or featuring Redline in the news, those posts … do incredibly well for us,” he added.
On social media, Kahler said, “our employees see themselves and their friends and family can see what we do.” The posts “add a little fun to the workday as well.”
When employees see their work appreciated online, it “helps provide a high-quality work environment,” Colburn said.
Redline will continue to use LinkedIn for public relations and marketing to current and prospective customers, Kahler said. The company has seen a big increase in followers on LinkedIn as it amplifies its creative content there.
“We’ve grown so much in the last five years in rotational molding especially,” she said.
“Our content doesn’t look like everybody else’s,” Colburn said. “[For] so many manufacturers, it’s a single photo off a phone or a Canva graphic. … We’ve tried to leverage video and just higher-quality content across the board. I think that’s helped us stand out.
“People like to be entertained and see things that are fun and engaging,” he added. “Now that we’ve been doing it consistently, we’ve really conditioned people to what Redline is.”
Having a dedicated marketing team also helps to make Redline’s content unique, Colburn said.