Manufacturing Unwrapped: An Interview with Brooke Weddle

The hiring and retention crisis is a major topic we've covered this year at Manufacturing Digital. 

From the innovative companies like Siemens, Amazon and Deloitte seeking to address it, from the experts like Brooke working to understand it, its a reality that is hugely shaping the global sector. 

Our interview with Brooke Weddle, a senior partner at McKinsey & Company on the topic was enlightening and enjoyable.

A gifted speaker and a thoughtful, analytical person, Brooke shed a lot of insights on the hiring crisis that have since shaped much of our coverage.

With her vast experience in organisational health and talent management, she brought a crucial perspective to the table about the current state and future of hiring in the industry.

Brooke's insights are particularly relevant as manufacturing, grapples with significant global changes driven by digital transformation, climate change, and demographic shifts.

The need to address the skills gap

In our interview Brooke emphasized the need to address escalating demand for skilled labor in the manufacturing sector.

While the industry has faced hiring challenges for years, the growing need for digital skills especially in work surrounding semiconductors and AI, has exacerbated the problem.

She highlighted how addressing this gap is especially important in a US context as Initiatives like the Biden Administration's CHIPS Act and large-scale infrastructure projects needed workers with digital skills.

Brooke stresses that manufacturers must not only reassess the skills they need but also engage in strategic workforce planning to understand and prepare for the future of work.

This requires embracing data analytics and adapting to new technologies to bridge the growing skills gap.

Moreover, she suggests that manufacturers need to adopt a "system-level" approach, collaborating with educational institutions and vocational training providers to create a pipeline of skilled workers.

This holistic approach can help develop a broader talent pool, especially by targeting adjacent fields where workers may have transferable skills, like truck drivers transitioning to roles in industrial tech.

By doing so, companies can diversify their workforce and ensure they are better prepared for future challenges.

Rebranding manufacturing: an opportunity & necessity

Something we discussed that continues to resonate at the close of 2024 is the outdated image of the manufacturing industry. 

We imagine dirty factories and hard manual labour, images which don't appeal to younger, tech-savvy generations.

With the rise of remote work and changing workforce expectations, younger workers now prioritise flexibility, career progression, and meaningful work.

Brooke therefore advocates for a "rebranding" of manufacturing, emphasizing the sector’s evolving role in global infrastructure and technological innovation.

Manufacturing is no longer limited to traditional, physically demanding roles but is becoming more dynamic and flexible, thanks to advancements in digital transformation.

In her view, manufacturers must shift the narrative around skilled trades to appeal to younger workers by highlighting the opportunities for career growth, learning, and work-life balance.

Technologies like AI, industrial robots, and digital twins are making manufacturing more flexible, enabling workers to learn and grow in innovative environments.

Brooke's optimism stems from her belief that manufacturers who embrace these changes and understand the priorities of the next generation of workers will have the potential to thrive in a rapidly evolving world.

Why has this piece made Manufacturing Unwrapped?

This piece has made manufacturing unwrapped because it continues to be oh so relevant.

The manufacturing sector faces an unprecedented need for skilled workers amidst the global digital and green transitions.

The ensuing hiring gap was a major challenge and concern into 2025, and will remain the same moving into 2025. 

Brooke's insights on how to truly address it- beyond short-term fixes- are incredibly valuable and poignant. 

She believes through workforce planning, holistic collaboration with educational institutions, and rebranding the industry to appeal to younger generations manufacturers can develop a roadmap for addressing these challenges.

With her vision, manufacturers have a clear path forward—one that capitalises on technology, broadens the talent pool, and reshapes the industry’s image to secure its future competitiveness.

You can read the full interview here.

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