"I Got It Made": The Rise of Manufacturing Campaigns

In an effort to draw more young people into the manufacturing industry, Connecticut has unveiled a new marketing initiative called “I Got It Made.”

Chief Manufacturing Officer Paul Lavoie introduced the campaign with the aim to showcase the diverse job opportunities available within Connecticut’s manufacturing sector.

According to state data, there are currently around 10,000 open positions in manufacturing, with expectations of even more job vacancies emerging nationwide over the next decade if workforce participation does not increase.

The campaign was developed based on research revealing that many young people and their parents in Connecticut are largely unaware of the industrial opportunities within the state.

This is particularly concerning for non-college bound high school students, who often face uncertainty about their future career paths.

The manufacturing sector presents a viable option for these individuals to consider.

“I Got It Made” will employ a mix of traditional and digital media advertising, including streaming content and a dedicated website landing page, to reach its target audience.

The campaign is set to launch state-wide at the end of August, with hopes of inspiring the next generation to explore rewarding careers in manufacturing.

“Our companies manufacture a wide array of products and employ nearly 10% of the state’s total workforce. These jobs represent good-paying career opportunities for residents, including young adults,” Paul Lavoie explains. 

“In a culture that heavily emphasises the college pathway, manufacturing gives young adults another viable option to a bright future.

"Our goal is to shine a spotlight on these opportunities and show young adults that they can ‘have it made’ with a career in manufacturing.”

Paul Lavoie is a featured speaker at Manufacturing & Mobility LIVE, our exclusive virtual conference event connecting the world's biggest and brightest manufacturing leaders. 

To hear more from him, and experience insightful keynotes, panel discussions and fireside chats from leaders at global manufacturing companies, get your free virtual ticket today.

The rise of manufacturing campaigns

The global manufacturing sector is witnessing a surge in innovative marketing campaigns aimed at attracting young talent and showcasing the industry's capabilities. These initiatives are crucial in addressing the skills gap and changing perceptions about manufacturing careers. 

Two notable campaigns highlight this trend: the Rail Forum's 'Made in Britain' campaign in the UK and SHL Medical's hiring campaign in South Carolina, USA.

The Rail Forum, a UK-based organisation, launched a 'Made in Britain' campaign to spotlight the country's manufacturing prowess in the railway sector.

The initiative aimed to highlight the capabilities, capacity and range of processes in manufacturing for both railway rolling stock and infrastructure and was spearheaded by a newly formed Manufacturing Steering Group, which includes various companies in the rail sector.

This initiative benefits from the support of Transport Design International (TDI), the group's Manufacturing Partner, and incorporates the established #MadeinBritain branding and hashtag, leveraging existing recognition.

Made in Britain's CEO, John Pearce, comments:

"A strong rail sector, leading a bold, green UK infrastructure strategy must have British manufacturing excellence at its very core. The UK is proud to be home to many of the world’s leading makers operating in, and supplying vital components into, the entire eco-system of rail-related transport."

Meanwhile, in South Carolina, SHL Medical, a leader in self-injection solutions, is launching an extensive hiring campaign targeting experienced technicians and manufacturers.

This initiative aims to attract talent to the biomedical manufacturing sector, positioning SHL as a key player in reshaping an industry traditionally known for textiles and automotive manufacturing.

The campaign emphasises career ownership and the opportunity for employees to contribute to an industry revolution, focusing on innovation in advanced drug delivery systems.

"At SHL, we're not just offering jobs, we're seeking candidates who want to be part of something transformative, to pioneer the future of biomanufacturing," says SHL Medical Director of HR, Carter Bright.

"SHL offers employees a chance to own their own careers, to grow and be part of a thriving industry on the cutting edge of science and technology."

Global context and significance

These campaigns reflect a broader international push to revitalise the manufacturing sector and attract young talent. They address several key challenges and opportunities:

1. Skills gap: Many countries face a shortage of skilled workers in manufacturing, particularly as the industry evolves with technological advancements.
2. Changing perceptions: These initiatives aim to change the perception of manufacturing careers, showcasing them as high-tech, innovative and impactful.
3. Economic impact: A strong manufacturing sector is crucial for economic growth and innovation in many countries.
4. Technological advancement: Modern manufacturing increasingly involves cutting-edge technologies, offering exciting career prospects for young professionals.
5. Sustainability: Many campaigns, like the Rail Forum's initiative, align with sustainability goals, highlighting the sector's role in green technologies.
6. Global competitiveness: By fostering a strong manufacturing base, countries aim to maintain or enhance their global competitive edge.

These campaigns demonstrate the manufacturing sector's adaptability and its efforts to appeal to a new generation of workers. 

As the industry continues to evolve, such marketing initiatives will play a crucial role in ensuring a skilled workforce for the future of manufacturing.

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