The pre-pandemic rules of work and school have given way to not only a more digital world, but also new opportunities. As such, education’s structure isn’t as rigid as it used to be. Schools have been forced to implement creative ways to not only bring education to students, but also bring them together safely, all without cannibalizing required curriculum.
Why shouldn’t manufacturers do the same?
COVID-19 presents manufacturers the opportunity to bring their training to Gen Z, rather than Gen Z bringing themselves to manufacturers.
Education and training structures are not likely to go back to what they once were. That’s why manufacturers will need to carve out new opportunities to engage in not only this next generation of workforce, but in content that resonates with them. After all, Gen Z is adapting to learning in their new, digital environment. Manufacturers simply need to catch up.
Take Felling Trailers in Minnesota as an example. Bonnie Radjenovich, a member of their operations team says, “We’re advertising like crazy on Facebook and Instagram, and we just can’t get enough candidates in the door.” This was a step in the right direction. But here’s the rub, it isn’t enough anymore for companies to simply advertise to Gen Z on social platforms where they don’t necessarily live.
Skilling Gen Z
One new way to skill is by bringing training to Gen Z on their mobile devices through creative gamification that interests and excites them, and on platforms that engage them.
Executive Director of UNICEF, Henrietta Fore, offers an important insight. She says, “If this time of COVID has taught us anything it’s that you need to adapt to the world as it is around you and the world is changing and so you have to change with it.”
By catering to Gen Z’s current style of learning, manufacturers have the opportunity to create future talent pipelines they didn’t previously have access to. On the flip side, students who previously didn’t have access to in-person training can now get a jumpstart on a career path through training within gamified apps. This symbiotic relationship could especially thrive in America’s rural areas, where access has historically been challenging.
Manufacturers Must Seize the Opportunity
The Pew Research Center indicates that “95% of 13- to 17-year-olds have access to a smartphone.” Not only is there a widespread network already in place to reach Gen Z, but their usage of smartphones is only likely to increase due to the switch to online learning. This opens the door for us to bring more meaningful play to users and according to appannie.com, “Spend on mobile games across all app stores projected to top $100 billion in 2020.” Reaching Gen Z at an early age and training them where they live will lay the groundwork for a reliable workforce now, and down the road.
The opportunity has never been more ripe for manufacturers to adapt to a new way of building future talent pipelines. Or more fun.
Manufacturers from all over the world have discovered the benefits of setting up shop in rural America. The affordable cost of land, friendlier tax climates and a lower cost of living for their employees sit high in its appeal. Another box economic development agencies check off when recruiting big companies is the high potential for a solid talent pipeline for years to come. Non-metropolitan America offers robust, multi-generational communities that are ripe for fulfilling complex workforce needs today. And with 10,000 Baby Boomers reaching retirement age every day over the next several years, Gen Z has become the white cape in securing manufacturing’s future.
The trick is in reaching them. Some middle-and high schools have started to incorporate these career pathways into their post-secondary narrative, but not necessarily their curriculum. This next generation needs to know that “working in a factory” is no longer a Laverne and Shirley sit-com their parents and teachers used to watch. These skills require training, and they’re skills you get paid very well for. According to a 2018 Salary Survey report from IndustryWeek, “the average salary for a manufacturing manager in 2018 was $118,500.” But stigmas take time to reverse, and curriculum takes taxpayers’ money and bureaucratic consensus to impact.
So how do both advanced manufacturers and state economic development agencies win in their bid to a talent pipeline that’s perpetually pumping?
By pressing play.
An App Can Zap the Skills Gap.
COVID-19 has brought our world to its knees, paralyzing entire countries. It’s also brought the U.S. a multi-state commitment to expanding broadband reach in order to serve our rural and under resourced communities. Virtual learning was not a viable proposition for hundreds of thousands just months ago. Recently in California, home of Silicon Valley, two young girls were pictured sitting in a Taco Bell parking lot because they needed WiFi to do their schoolwork. Other states are still catching up, but here lies the opportunity. According to the Pew Research Center, “95% of 13- to 17-year-olds have access to a smartphone.”
So the immediate workforce “workaround” lies in building talent pipelines by meeting kids directly where they live, on their phones. By developing mobile skills training apps and digital programs where Gen Z can engage with industry in ways that are not only relevant to them, but fun, reversing that “Plan B” career mindset will not only begin to materialize, but banks of hours toward soft- and middle-skills development within a future, qualified workforce will accrue, year over year.
It’s Game Time.
It’s time to think outside the box if we’re going to close the skills gap in America. Training our next workforce generation through mobile gamification at an early age will not only secure a leadership position on the world stage of manufacturing for decades to come, but will also provide meaningful careers and opportunities for communities that are underserved. Matt Dunne, Founder and Executive Director of the Center On Rural Innovation says, “Even in these difficult times, rural America has some exciting opportunities to build economies of the future.”
We couldn’t agree more.