CASE STUDY

SOLID FORM

How can we address the skilled trades crisis in a new way?”

The skilled trades have been feeling the pressure of a shrinking talent pool for awhile now. With Baby Boomers retiring at a rate of 10,000 people a day, this has been a topic of national conversation for the better part of the last decade.

Deven Paolo, President of Solid Form, sought a new way to approach this growing crisis – by closing the gap between business and education. Solid Form needed a way to amplify this message to partners, prospective employees, and the community at large.

Company

of the Year

PBJ Manufacturing

60%

Annual Revenue Growth

Leader

of the Year

McMinnville Business Manuacturing

Keeping pace with the growth of the company

Prior to working with Kinesis, Solid Form had already experienced growth for a number of years – however, they had big plans for the future of the company and rewriting the script around recruitment. In order to do that, they knew they would need to have a better marketing presence.

In addition, they wanted their brand to adequately communicate who they were to the right customers. Having never evaluated their customers before, the message was not targeted and didn’t express what the company stood for.

“We were at a point where we needed to get a better picture of the right-fit customer. We didn’t understand who our clients were in detail, so our brand wasn’t defined. We weren’t targeting the right people; it didn’t fit who we were.”

Deven Paolo
President, Solid Form

A brand that elevates the big idea: rising together

Through our process, we helped Deven identify their mission of ingenuity – which extends beyond his team into the change he hopes to effect in his industry. We developed key personas for his ideal team member, built job descriptions that would resonate with the type of journeymen he was looking for, and developed employee growth plans to foster a culture of professional development.

With those foundational elements in place, we then moved onto his visual identity. Inspired by the theme of rising together, we developed a brand which would help amplify this story – including a new website and printed materials. Today, the brand feels like an authentic representation of who the company is and where it’s headed.

“Having a clear mission and values is really something. People in our community know our mission statement now – I talk to them at parties and they bring up ingenuity. Clarifying that stuff has made it so easy to roll out to our employees. We use it as a management tool, to help us answer questions… it’s brought clarity to how we do things. That’s huge.”

Deven Paolo
President, Solid Form

“Kinesis was different than anyone else I had approached – they all gave me a quote for how many blog posts, how many Facebook posts. Kinesis said, ‘We’re not even going to touch any of that stuff right off the bat.’ I learned how important it is to build your brand instead of just coming up with a campaign. Once you go through all that, and it has the story behind it, it feels like you – rather than just something you pulled off the shelf.”

Deven Paolo
President, Solid Form

The road ahead

Today, the Solid Form team continues to grow – and Deven’s approach to recruiting is being adopted by others in his field. Armed with a new brand and a story to tell, Solid Form is now pursuing new avenues to get the word out – including strategic partnerships, recruitment campaigns, and on the TEDx stage.

“Kinesis is so in-tuned with us and our business that they really feel like a part of the team. Everybody understands what we’re doing and what we’re trying to accomplish, and that’s what makes the experience unique. It’s more than marketing.”

Deven Paolo
President, Solid Form