Editor's note: This story is part of a special "Help Wanted" section running in the Oct. 4 edition that details the lengths auto companies are going to find new workers.
Nissan North America took to the airwaves last month in search of new employees, with ads on radio, TV and social media to promote career opportunities at its large assembly plant in Smyrna, Tenn.
Nissan, which reduced its manufacturing headcount as the pandemic disrupted the industry, now needs several hundred more plant employees, spokesman Brian Brockman said.
The ads don't simply say that jobs are available; they tout the cushier perks of a technician's job at Smyrna.
They tell the local community that employees have access to an on-site gym and golfing range, discounted rates on new-vehicle leases, paid college tuition and raises every six months.
"We see strong demand for production, and we have a need to expand production," Brockman said. "Our traditional recruitment methods weren't having the results we want."
To make the ads resonate in a bigger way, instead of attempting the campaign in-house, the automaker used its national brand agency, Nissan United.