A game plan to reach out to the next generation of creators

Just how good is your organization when it comes to reaching out to young creators? iStock / Getty Images Plus

When it comes to being a creator, nobody does better than those of you who form sheet metal components. Your components transport people, build office buildings, perform otherwise time-consuming chores, enable the hardware driving the digital economy, and provide recreational equipment. Your products last years and historically defined human advances.

In an age where employees run in short supply, perhaps we need to compete with other industries by highlighting the creativity and endurance of the components the metal forming industry builds.

I spent some time over the weekend watching Instagram and TikTok videos just to settle my curiosity. While I did find some wonderfully talented people, the great majority of videos were lame cat videos and worse.

I understand the fun. I even follow a few talented young professionals who inspire me. Mostly, I walked away thinking that I had just wasted time I will never recover.

Humans are hardwired to create. We all enjoy the sense of accomplishment from building things. The abundance of videos and photos fulfills our desire to make something as well as our need to say, “Look at me!” While we struggle to find new employees, it seems worthwhile to tap into this basic human motivation. We design things. We build things. Our things last longer and are more useful than all, including the most meaningful social media videos.

As with most of us, young people start their careers with the hope of contributing to something meaningful and being recognized for it. Young people today have more opportunities available and learned from their parents that corporate loyalty often is a one-way street. Successfully attracting new young employees demands that industry break from the draconian employment rules of the past.

Forming sheet metal is an ancient industry still driven by historic rules and practices. We are now in an incredibly dynamic industry. New materials, new forming processes, and advanced information technologies push into and beyond the practices of the past and challenge what we know.

The advancements in sheet metals and forming technologies offer both challenge and opportunity. Our advances allow us to tell younger generations that we need their ideas, technological skills, and energy to move us forward. It also gives us the opportunity to introduce experienced employees to new ideas and share in the excitement of building the industry’s future.

Some examples of actions we can take to encourage participation in the industry include:

1. Promoting Our Needs. Sometimes, all it takes is a declaration that we need people’s skills to attract attention. That sheet metal forming turned into a dynamic industry means we all need to learn new skills. Properly directed, smart young people are a great resource to lead the industry’s growth into the future.
2. Offer Incentives for Professional Development. We need people who understand the range of factors that influence sheet metal forming. Offering employees the chance to understand the industry dynamics and supporting their professional growth is a profitable investment in employees and your organization’s future.
3. Support Career Growth. An active plan to support your employees’ career growth is one of your best tools to encourage hiring. If you let your candidates know that they will be trusted to lead their own projects when ready, you demonstrate your commitment to them.
4. Know Your Business Goals and Objectives. Your company goals and values describe to candidates where you stand in the industry environment. Those goals also guide you in defining what type of employees you should hire.
5. Build and Support Apprentice and Internship Programs. Local colleges, trade schools, and high schools offer access to young people looking for skills, experience, and guidance. These programs allow you and prospects to learn about each other and should offer you a selection of qualified candidates to choose from for full-time employment.
6. Get Online. Meaningful online content can offer you exposure to prospective employees and customers. Multimedia information relevant to your audience can attract visitors. Done right, it can even generate inquiries. Build an active social media presence and post updates frequently. LinkedIn offers opportunities to connect with professional colleagues and college students. Engaging videos also can prove to be a real attraction. Cat videos are comfortable, but have the nutritional value of donuts. Dry videos (think 1950s instructional videos) are a real turn off. Be creative. Be interesting. Be meaningful.
7. Create a Positive, Flexible, and Supportive Work Environment. I believe that one of the reasons manufacturing has trouble attracting employees is the sins of the industry’s past. I’ve heard manufacturing employees insist that they wanted their children to have opportunities outside of the dirty, contentious plants of the past. Johnny Paycheck’s “Take this job and shove it” was the attitude many employees had toward work. We must do better at promoting manufacturing as a better place to work than it used to be. We also must stand behind our promises and provide flexible, supportive work environments.

We have a long way to go to attract talent. It all begins with a few small steps. Question your practices. Build an environment of respect and integrity. Start talking about your goals and letting prospects know you need them, their talent, and their leadership to maintain the strength of tomorrow’s sheet metal forming industry.