Michigan Launches 'We Run on Brainpower' to Attract Young Talent to Auto Jobs
Governor Rick Snyder's new campaign aims to highlight the breadth of automotive careers in Michigan and encourage more young people to join the sector.
Michigan has launched a new campaign, "We Run on Brainpower", to promote automotive jobs and attract young talent to the sector. Governor Rick Snyder announced the initiative at the 2015 CAR Management Briefing Seminars, positioning it as a response to the state's need for skilled workers across the industry.
The programme aims to change perceptions of automotive work among young people and their parents, who may associate the sector with past cycles of layoffs and instability. Videos produced for the campaign profile a range of Michigan automotive professionals, from designers to manufacturing specialists, and show what their day-to-day roles involve. The intention is to demonstrate the diversity and modernity of automotive careers, which now extend beyond traditional assembly-line jobs to include work with new technologies and global challenges.
Addressing future skills demand in Michigan
Michigan remains the centre of US automotive manufacturing, home to General Motors, Ford and Fiat Chrysler. While the industry is not facing an immediate labour shortage, state officials and industry leaders are concerned about the long-term pipeline of skilled workers. Kristin Dziczek of the Center for Automotive Research has pointed out that young people often do not see the sector as appealing, and their families may discourage them from entering it. The campaign is intended to counter these attitudes and ensure a steady supply of talent as the industry evolves.
Governor Snyder has also highlighted the opportunities presented by emerging technologies, including autonomous vehicles, suggesting that Michigan could rival Silicon Valley as a centre for automotive innovation. The campaign features stories of workers who have found rewarding careers in areas such as engineering, software development and advanced manufacturing, emphasising that the sector now offers work at the cutting edge of technology.
Industry context and related initiatives
The launch of "We Run on Brainpower" follows other efforts to support Michigan's automotive sector, including federal and state investments in research and workforce development. For example, a recent $1.5 million federal grant was awarded to boost bio-based auto parts research in the state, underlining the push for innovation and sustainability in local manufacturing.See$1.5m Federal Grant Accelerates Bio-Based Auto Parts Research in Michiganfor details.
