Communities throughout the U.S. have a renewed — if not new-found — appreciation for the U.S. manufacturing industry. A year of tariff-induced uncertainty along with the painful lessons learned from supply chain disruptions caused by the Covid pandemic have triggered an epiphany — people now better understand why our country needs a stronger manufacturing sector.

To nurture this epiphany, however, we in the industry need to take action. Striking now with a focused campaign of inspiration, education and action is what is needed in order to capitalize on this moment in history. We did this back in WWII when our country needed war supplies, but there was a shortage of male labor. So the government called on women to join the workforce to help in factories supporting the war effort. Not only did the appeal work, it gave birth to a symbol of female empowerment known as “Rosie the Riveter” that remains a powerful icon today. Keep in mind, the government's effort succeeded at a time when mass communication consisted mostly of radio, newspapers, posters and movie-house newsreels.

Today we have a plethora of media options at our fingertips that make it infinitely easier to reach a wide audience with the news that U.S. manufacturing offers lucrative and rewarding career opportunities that do not require a four-year college degree. That said, the general public’s awareness of manufacturing career opportunities remains low.

I have always said that if young people do not want to go into manufacturing for a career, that’s fine. But let’s make sure they get a chance to consider a manufacturing career. That’s not likely if they’re not even aware manufacturing careers exist.

Most Americans remain unaware of manufacturing careers and the importance, relevance and opportunities that exist within our industry. If we as an industry can increase that awareness among Americans, we should be able to increase the applicant pool for unfilled manufacturing jobs.

Unfortunately, the solution is not that simple. The awareness problem is not one-dimensional. The problem isn’t just that manufacturing careers are no longer on the American radar; it’s that parents who are aware of manufacturing careers often are holding onto antiquated ideas about what various manufacturing jobs entail.

This is not your grandfather’s manufacturing industry anymore. Technology leads the way with the word “advanced” usually preceding the word manufacturing as a descriptive connotation. The dark, dingy and dead-end descriptors have been replaced with words like bright, challenging and lucrative.

Teachers and guidance counselors are still getting up to speed with regard to today’s manufacturing career opportunities.

Another problem facing the industry is the idea that automation will eliminate the need for employees. So, the dead-end thinking goes, why go down a career path with no future.

We know Americans generally think automation means replacing workers. Meanwhile, those of us involved in the industry understand how automation guarantees a future by improving global competitiveness. Automation also necessitates a higher level of critical thinking skills for programming, trouble-shooting, installing and monitoring machine cells with automation.

Our political leaders (on both sides of the aisle) and media often minimize the importance of manufacturing related issues. Because of a general lack of understanding, or just ignorance, these issues are viewed as not newsworthy without the flash and or shock value breaking news seems to require.

Eliminating the Awareness Gap

Manufacturers need to look in different sectors to build out the workforce. The female gender, people of color and special needs applicants need to be an area of focus. We can no longer afford to overlook any potential talent in our communities. Our owners and HR departments should experience a reboot on hiring and advocacy for their job openings.

Additionally, we as a manufacturing community need to speak of our careers and job offerings with pride. We need to actively educate our friends, family and peers as to the excitement, challenge and intrigue manufacturing careers offer. Manufacturing associations, state MEPs and manufacturing alliances need to join together like never before.

If we all work together, we have a chance to speak with a singular, focused message about manufacturing career opportunities. With so many media options available making it possible to reach a wide audience, it’s more imperative than ever for the industry to speak with a singular coherent voice. I’m not saying stand-alone efforts by various manufacturing organizations is the problem, mind you. I’m saying all those efforts become much stronger and more effective when they become part of a coordinated, consistent messaging effort.

Vision for this Column

My vision is that we should have a national view. There are so many parts of our country that are home to vital manufacturing companies, but they are invisible to the general public. People drive by our biggest and best manufacturing plants with no knowledge about what takes place inside the four walls of these facilities. By participating in Manufacturing Day events, we can invite the public inside and open up a whole new world of understanding and appreciation.

In future columns, I plan to high-light a variety of workforce development efforts that have been successful and may help guide your own efforts down the road. I will highlight stories and examples of either people or communities having success and swinging the pendulum in the direction of acceptance and appreciation of what has been misunderstood for far too long.

Getting in Ship Shape

Some of the key ships for our success going forward must include internships, apprenticeships and mentorships. These models are key to get back to the old school models that have been successful in the past, and can be successful again. We may have to tweak some things, but it is very possible, very doable and very necessary. Maybe internships need to precede apprenticeships. Maybe reverse mentoring needs to be a part of every mentorship model.

Public-Private Partnerships

In my second book, Inspiring Champions in Advanced Manufacturing, I featured two front covers. One was for parents, the other for students. I’m planning a third book that will address education and industry. This is where the disconnects lie and have existed for way too long. If we can have industry talk in the same language as educators and have educators walk in the same shoes as industry leaders, we would have much to gain.

Call to Action

Changing our culture will not be easy! Parents need to get involved in learning more about options for their children. Manufacturers need to lead the way in inspiring parents and children alike to learn about manufacturing careers. Our political leaders will need to help our educational system retool a bit to acknowledge the viable and lucrative career opportunities that manufacturing offers. We can not afford to have our youth get degrees from universities that cost way too much in money and time, and don’t lead to careers that have anything to do with their degrees. Our media needs to rediscover manufacturing, rather than overlooking its urgency and promise.

We need an awareness campaign. CHAMPION Now was born in 2012 to be exactly that. Support for such a noble effort has been missing from all parts of the community. A precious few have joined in and have been noble in their volunteered and financial contributions. We need a volume exponentially larger. Our communities all over the country are large, but our informed fraternities and sororities are very small. We need more to join the financial ledger for change to happen, for the betterment of all. Write a check, buy a Camp CHAMP, sign up to volunteer in some fashion, recruit for the organization.

Our youth are our future CHAMPIONS. Camp CHAMP is looking to inspire our future manufacturers, leaders and CTE teachers. We need to get the word out in the communities that otherwise would not have a chance to learn about manufacturing careers. This pop-up portable camp inspires middle schoolers to pursue a technical education path. A mentorship element allows high schoolers to not only appreciate the fine art of mentorship, but gives them an opportunity to gain teaching experience while inspiring and leading students to manufacturing success and excellence.

Passing the Torch

I am a Baby Boomer. As such, I am painfully aware that we are leaving the work force in droves. We are old, and we have done our time. But we are more than willing to pass the torch and, in the process, pass on our tribal knowledge. However, that torch might have to be re-ignited with a multicolored digital flame and a 3D-printed base with a humanoid robot carrying it. Who knows what future machining processes will look like, what they will cost and how they will be perceived. AI has not yet defined its place in manufacturing, but rest assured it will — and soon! Together we can pass the torch, but everyone has to play their part!