Milliken Partners with MAU to Transform Marketing and Hiring Plans to Keep Pace with Growing Market

MAU’s client, Milliken, faced a significant challenge while trying to establish their Employer Brand and build a dedicated workforce in their current market. As a diversified industrial manufacturer renowned for exceptional design and insights in specialty chemicals, floor covering, and performance materials, Milliken encountered difficulties in hiring managers and attracting top-tier talent within tight timelines.

Despite engaging with multiple suppliers to assist with branding and recruitment within the surrounding area, Milliken found that none of them were able to deliver the desired results. The decision to work with different vendors seemed promising initially, but it only added to the company’s stress and reduced productivity.

Rising Demands in a Competitive Market

Before partnering with MAU, Milliken’s limited staff struggled to efficiently onboard, train, and retain new employees. This left the company in a constant state of scrambling to meet the demanding requirements of their expanding business.

Facing a thriving economy and a challenging employment market, Milliken realized the urgent need for a reliable and effective solution to overcome their recruitment and branding obstacles. Having heard of MAU’s success in collaborating with various manufacturing businesses in the Southeast, Milliken’s Hiring Manager approached MAU for assistance.

MAU’s expertise and tailored approach helped Milliken overcome their hiring and branding challenges, leading to significant improvements in their workforce management and overall business growth.

Overcoming Obstacles and Providing Solutions

MAU leveraged its marketing prowess to eliminate the need for other suppliers, solidifying its position as the go-to partner for Milliken. Targeting diverse demographics, they strategically placed signage and forged key sponsorships with local organizations, effectively branding Milliken as an attractive place to work.

Despite not having a physical branch in the vicinity, MAU adapted to the circumstances by setting up an on-site presence. This approach allowed them to minimize disruptions during the recruitment process while ensuring that candidates associated MAU with Milliken. Timeliness was of the essence, with quick turnarounds required for hiring new employees. To address this challenge, MAU implemented an efficient process, conducting interviews and testing within the first week, followed by orientations and immediate onboarding the following week.

To optimize recruitment outcomes, MAU and Milliken worked collaboratively to establish a competitive pay rate and standardized screening process. This not only provided hiring managers and the recruiting team with greater control but also attracted attention from other Milliken plant locations, who sought assistance from MAU for their own marketing and hiring needs.

The success of the partnership led MAU to deepen its commitment. In response to the growing demand, MAU opened a branch location, reaffirming its dedication to serving Milliken’s evolving requirements.

This case study showcases the profound impact that strategic marketing, community engagement, and effective recruitment practices can have on building successful partnerships and meeting the needs of both clients and job seekers alike.