Labor Shortages and the Power of Perception: Why Workforce Image Is a PR Priority

CK Communications and labor shortages

Labor shortages continue to impact critical industries like healthcare, manufacturing, education, transportation, and public service. These shortages aren’t new—but the reasons behind them are evolving. It’s no longer just about pay or benefits. It’s about perception.

Today, workforce image plays a major role in a candidate’s decision to apply—or scroll past. And that’s where public relations steps in.

What’s Driving the Labor Shortage?

  • Generational shifts: Retirements are outpacing new hires, especially in skilled trades and education.
  • Post-pandemic burnout: Workers in healthcare and education are leaving for roles with more flexibility and less stress.
  • Competition from other industries: Sectors like tech and logistics are luring workers away with higher pay and remote options.
  • Negative workplace perception: A toxic reputation—earned or not—drives potential employees away.

Workplace Reputation Is Public Now

Prospective employees no longer wait until the interview to evaluate your organization. They Google you. They read Glassdoor reviews. They scroll your social media. They watch TikToks from current or former employees.

Your internal culture is now external content.

How PR Can Help Rebuild Workforce Image

Public relations isn’t just for customers and clients. It’s a vital tool for workforce communication and recruitment.

Tell Employee Stories

Feature real voices from your team. Showcase what it’s like to work for your organization—challenges, rewards, and impact.

How:

  • Employee spotlight videos
  • Day-in-the-life reels
  • Behind-the-scenes photos

Highlight Culture and Purpose

People want to work somewhere that aligns with their values. Use your platforms to show your mission in action.

How:

  • Content showing community service, staff events, or team wins
  • Quotes from leadership about vision and direction
  • Testimonials about professional development or growth

Own Your Narrative

If you don’t shape the story, someone else will. Address misconceptions, respond to criticism professionally, and clarify what’s being done to improve the employee experience.

How:

  • Create a workforce FAQ or myth-busting series
  • Share responses to public reviews in a respectful, solution-focused tone
  • Use proactive crisis comms if serious issues arise

Use PR for Internal Communication Too

Retention is half the battle. Internal comms helps employees feel seen, informed, and valued—which directly influences what they say outside the organization.

How:

  • Transparent newsletters
  • Town halls and video updates
  • Recognition and celebration of team efforts

Where CK Communications Comes In

At CK Communications, we help organizations shape a compelling, authentic workforce brand. We’ll work with you to:

  • Audit your current reputation
  • Build a strategic internal and external messaging plan
  • Create content that attracts and retains the right people
  • Develop campaigns that highlight your culture, values, and mission

The labor market is competitive—but your story can give you the edge.