The world of manufacturing is evolving from the age old “help wanted” marketing to a more up beat “Creators Wanted” campaign in the ongoing bid to shed the stodgy stereotypes of manufacturing jobs held by far too many people. In fact, the National Association of Manufacturers’ affiliate — The Manufacturing Institute — is teaming up with private enterprise to build on that campaign as they work to fill the gaps in the world of skilled trades.
With more than 3.5 million manufacturing job openings expected over the next decade, according to The Manufacturing Institute, they have teamed up with the National Association of Manufacturers and Mahindra in rolling out the new series as a part of the “Creators Wanted” campaign—a sustained effort to answer manufacturers’ workforce challenges by enhancing perceptions of modern manufacturing careers through advertising, digital targeting and storytelling about the people who represent the present and future of the industry.
The campaign features Mahindra employees from Mahindra Automotive, Mahindra Tractor & Utility Vehicles and GenZe, an electric scooter company. These companies have nationwide manufacturing, distribution and assembly centers with headquarter operations here in Michigan as well as in Texas.
The campaign showcases for parents and students what’s achievable through modern manufacturing careers at the $19 billion global Mahindra Group. The unprecedented attention on manufacturing in America—by political leaders and the press—has raised the stakes for America’s leading innovation industry to compete for talent and to spotlight the growing number of opportunities for lifelong careers in modern manufacturing.
Jay Timmons is President & CEO of the National Association of Manufacturers. He says, “The future of work is now in modern manufacturing.” He adds, “We are intent on shattering the stodgy stereotypes of what manufacturing careers look like. Parents and kids across America need to see that modern manufacturing is about creating the future—and giving people not only jobs but also lifelong and rewarding careers.”
Timmons goes on to talk about the partnership with Mahindra on the Creators Wanted, effort, hoping to “open more eyes to the exciting opportunities for all Americans in modern manufacturing. Mahindra is a company built on driving positive change—and the Mahindra team is making investments in our people and in our communities, such as the first new auto plant in metro Detroit in 25 years, that will help secure the future of making things in America.”
In the 10 months since the initiative’s launch, “Creators Wanted” has reached more than 2 million individuals. The initiative has brought together some of America’s top innovative brands and small manufacturers to demonstrate that modern manufacturing offers careers that are well-paid, highly skilled and diverse. Manufacturing careers allow individuals to raise their standard of living and make products that have a positive impact in their communities and beyond.
Anand Mahindra is Chairman of his namesake’s firm. He says, “We are pleased to work alongside the National Association of Manufacturers to accelerate the growth of manufacturing in the U.S. by attracting young talent to an exciting career path at Mahindra. We are committed to investing in workforce initiatives through educational programs and industry-related college scholarships.”
As part of the NAM–Mahindra partnership, the campaign will drive attention to the stories of the Mahindra employees and the types of opportunities available in modern manufacturing across the United States.
Carolyn Lee, who serves as Executive Director of the Manufacturing Institute contends, “Unless we change minds about manufacturing, we will have more than 2 million jobs unfilled over the next 10 years.” She adds, “Manufacturing Day and ‘Creators Wanted’ are our chance to turn the tide to convince parents and students we need the next generation, and we have a lot to offer.”
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