Drawing Millennials to Manufacturing

Reaching out to millennials—those born between 1980 and 2000—is critical to the future of manufacturing. One way to do so involves sharing the testimonials of those within that age group who’ve already begun successful careers in advanced manufacturing. That’s the mission of the Advanced Manufacturing Workforce Development Coalition of Northern Kentucky, which has launched a marketing campaign targeting millennials that could be a model for other states.

The coalition is co-chaired by industry leaders, including regional entities involved in workforce development, which developed the campaign to find job-seekers to fill a multitude of advanced manufacturing jobs in the region. The $110,000 campaign includes $80,000 in funding through a grant obtained by Gateway Community and Technical College.

The target of the initial campaign is 18- to 30-year-old men and women who live in the region. It will utilize digital advertising, radio and TV commercials, advertising on Transit Authority of Northern Kentucky (TANK) buses and Pandora Internet radio, as well as T-shirts and posters. The campaign is reaching out with voices of people who have already chosen advanced manufacturing proclaiming, “I made it in NKY.”

Rose Communications surveyed young people currently working in advanced manufacturing in Northern Kentucky. “What our team learned through these surveys is that these young men and women see great opportunities for themselves to have rewarding careers,” says Mike Vogt, co-chair of the coalition and vice president of human resources and general affairs for Mazak Corp., which makes advanced turning and milling machines at its Florence headquarters.

It is projected that more than 6,000 positions in advanced manufacturing will be open in Northern Kentucky by 2022.