For decades, manufacturing has been the backbone of the global economy, responsible for producing goods and materials that drive businesses and consumer markets. However, the industry has faced ongoing challenges in finding and retaining skilled workers.
Historically, blue-collar jobs in manufacturing have been perceived as labor-intensive and lacking appeal compared to other career paths. Yet, companies are seeing a shift as younger individuals take interest, driven by advancements in data analytics, technology and the influence of social media.
Finding labor in manufacturing has been challenging
In recent years, the demand for skilled workers in the manufacturing industry has skyrocketed, with estimates projecting millions of job vacancies in the coming decade.
A deeper look into the demographics shows that only a small percentage of younger workers, particularly Gen-Z, are entering the field. This has created a significant skills gap that threatens to disrupt production lines and supply chains.
One of the biggest barriers is the perception that manufacturing jobs require monotonous manual labor and lack the glamour associated with tech or finance roles. This stigma, coupled with a lack of exposure to the technological advancements within manufacturing, has deterred younger generations from exploring the industry.
The role of new media in attracting younger talent
Social media, digital media, and the age of influencers are playing an active role in possibly reversing these trends, especially in many companies’ pursuit of attracting a younger workforce – for jobs at all levels whether that’s on the production line, on the road, or in the office.
Platforms like Instagram and Facebook have turned into powerful tools in reshaping perceptions while influencing career choices among younger generations. Today we see a growing number of influencers who have established large followings from showcasing their experiences and expertise in all areas of manufacturing. These influencers offer a glimpse into the day-to-day life of working in these industries, and this has been powerful in helping others view these jobs as being cool and even desirable.
The interest in following these influencers may be one reason why the number of students enrolled in vocational-focused community colleges rose 16% last year to its highest level since the National Student Clearinghouse began tracking such data in 20181.
The hashtag #bluecollar drew 500,000 posts on TikTok in the first four months of this year, up 64% over the same period in 2023. Posts hashtagged #electrician increased 77% over the same time, with #constructionworker and #mechanic posting similar increases2.
Companies are also leveraging social media platforms like LinkedIn and Facebook to spotlight employees, showcasing awards, accomplishments, accolades, accreditations, articles they’ve written, and company achievements. The use of social media to spotlight these accomplishments goes a long way toward reinforcing company culture and solidifying camaraderie and gives employees a chance to repost to obtain their excitement and engagement.
Building a podcast, growing a following
Reaching a newer and a more diverse audience is important today, which is a leading reason why we launched our own driving success educational transportation fleet podcast series earlier this year.
Podcasts have established themselves as a mainstream media platform, attracting an ever-growing and highly engaged audience. In fact, according to Edison Research, 67% of the 12-plus age population has listened to a podcast; and 47% of the 12-plus age population are monthly podcast listeners while 34% are weekly listeners2.
Our podcast series offers a unique opportunity to engage listeners on a more direct level, offering education on specific issues that are important to our followers of many professional age groups. The platform allows for educational long-form content that can dive deep into topics, tell stories, and create a sense of connection and community for our dedicated followers, while being more personable. For manufacturing companies with transportation fleets, this represents a great chance to provide specific information in a format that resonates with younger and more diverse audiences. In fact, we’ve seen on average a 600% growth rate in podcast views/listens this year.
Ultimately, there will remain challenges in finding the right skilled talent for all levels in the manufacturing industry. However, these challenges are now being met with innovative solutions driven by new media. The integration of digital media, social media and influencers are now making traditionally blue-collar industries more appealing to younger generations.
As the manufacturing industry continues to evolve, it has the potential to attract and retain a new generation of workers who are not only technologically savvy but also eager to contribute to the future of the global economy. By embracing these trends and investing in the development of their workforce, manufacturing companies can secure their place and once again compete as leaders of the industry.
About The Author: Katerina Jones is Chief Marketing Officer for Fleet Advantage, a leading innovator in truck fleet business analytics, equipment financing and life cycle cost management. For more information visit www.FleetAdvantage.com.
1: https://www.wsj.com/lifestyle/careers/gen-z-plumbers-and-construction-workers-are-making-bluecollar-cool-0c386274?mod=itp_wsj,djemITP_h
2: https://www.edisonresearch.com/the-podcast-consumer-2024-by-edison-research/
