“Stackable” Certifications Are Key to Attracting Workers to Manufactuirng

The NAM Manufacturing Institute has developed a “stackable” skills program that will make it much more attractive for people, particularly young people, to get into the field of manufacturing.

The program ends the false choice that young people must choose between a trade or college by providing a path to skill certificate – associates degree – bachelors degree – graduate degree. Individuals can continue on the path, or hop off and back on at anytime for the skills they need to be successful in a modern manufacturing career.

The first focus has been on the core or basic skills that cut across all sectors in manufacturing.

These core or basic skills are:

Personal Effectiveness Skills
Basic Academic Requirements
General Workplace Competencies
Industry-wide Technical Competencies

The Manufacturing Institute worked with key certification partners who are the world market leaders in skills certification programs that align with these four tiers of skill requirements. This collaborative effort resulted in an organization of the certification programs, and the credentials they offer, into a system of “stackable credentials” that can be awarded in post-secondary education.

The result is a professional technical manufacturing workforce with valuable industry credentials, making companies more innovative, more competitive, and more marketable.

Find out more here: http://www.themanufacturinginstitute.org/Education-Workforce/Skills-Certification-System/About/About.aspx

State Of the Union – Administrations Actions Don’t Match the Words

The NAM Press Release on the State of the Union and the Administration’s discussion of manufacturing is dead on.

Here is a sample:

“The Obama Administration must take action to put an end to the rampant overregulation and overreach by the National Labor Relations Board and the Environmental Protection Agency. We need action on comprehensive tax reform that will lower the corporate tax rate so that we can compete for investment across the globe. Tax reform must also lower the rates of the 65 percent of manufacturers that file as individuals for the good of the economy and jobs. An aggressive trade policy that opens new markets is essential so America does not stand idle while other nations move into those markets. As consumers of one-third of our nation’s energy supply, manufacturers embrace a true ‘all-of-the-above’ energy policy – not one subject to the political winds.”

Here is the Link:

http://www.nam.org/Communications/Articles/2012/01/Manufacturers-State-of-the-Union-Needs-Action-Behind-It.aspx

Empire State Manufacturing Survey Points to Growth

Manufacturing in the New York region expanded in January at the fastest pace in nine months, reflecting improving orders, sales and employment.
The Federal Reserve Bank of New York’s general economic index rose to 13.5, the highest level since April, from a revised 8.2 in December.
On a series of supplementary survey questions, 51 percent of respondents indicated that they expect their workforces to increase over the next six to twelve months, while just 9 percent predicted declines in the total number of workers—results noticeably more positive than in the June 2011 survey. The current results were slightly more positive for larger establishments (150 or more employees) than for smaller ones. High expected sales growth was widely deemed to be the most important factor among those who planned to add workers. When asked about anticipated changes in wages per worker, 80 percent of respondents indicated that wages would increase by less than 5 percent and almost all of the remaining 20 percent said wages would stay about the same. When asked about changes in benefits per worker, however, a sizable proportion, 37 percent, estimated that increases would exceed 5 percent.

Manufacturing Jobs, One Towns Story

Heard on Morning Edition

January 12, 2012 – STEVE INSKEEP, HOST:

Manufacturing employment in this country is expanding. In fact, the labor department says that in 2011, more manufacturing jobs were added than in any year since the 1990s. Still, manufacturing employment is not what it was, as will be apparent, when we look more closely in the coming days, at South Carolina, a manufacturing state which is holding its presidential primary later this month.

South Carolina’s unemployment rate is 9.9 percent – considerably higher than the national average. You can see a transformation in South Carolina in old factory towns. New plants have sprung up, but workers there will tell you they’re a world apart from the old ones. As part of a story co-reported with the Atlantic Magazine, Adam Davidson of NPR’s Planet Money team visited Greenville, South Carolina, to see the transformation of manufacturing up close.

ADAM DAVIDSON, BYLINE: Greenville County, South Carolina is where manufacturing’s past and future live side-by-side. I don’t mean that in some metaphorical way. I mean, it is a visible fact. There are abandoned textile mills everywhere you look.

UNIDENTIFIED WOMAN: (Unintelligible)

DAVIDSON: I’m riding around in a squad car with Deputy Sheriff Mike East and his boss, Sheriff Scott Wilson, who took me on a tour of Greenville’s past.

There are so many mills. They’re hiding behind other mills.

SHERIFF SCOTT WILSON: There’s a mill behind every blade of grass.

DAVIDSON: Ten to fifteen years ago, life in Greenville was organized around these mills. Each mill had its own village, its own church, its own bar. These places were abandoned over the last decade or so as mill after mill went out of business. What’s left are deeply depressed near ghost-towns. But sometimes, amid the stretches of shuttered buildings, you can find a living relic.

WILSON: Now, here’s a lively redneck bar, Christine’s Place.

DAVIDSON: Christine’s sign reads, Come to the holler for a cold swaller(ph). You could also come to Christine’s for a fist-fight or if you wanted to be shot at. Sherriff Wilson had an unsettling number of fight stories from Christine’s. When the cops left, I decided I had to go inside, but I was really scared.

But instantly when I walked in I felt like a fool for being scared. Those fight stories are all very old. The room now is empty, except there are a few white-haired regulars nursing drinks at the bar. They told me about the old Greenville, when the economy was booming. Christine’s was packed morning, noon, and night, before and after every one of the three shifts at the nearby mill. Trucks would speed in and out of the factory gates nearby.

TERRY LEE SUTTLES: You made more money. You could just make money. And it was good money.

DAVIDSON: That’s Terry Lee Suttles, the bar’s owner.

SUTTLES: Everybody knowed somebody that worked in the mill, and usually they was hiring. And if you had a friend, you could always get in, you know. I wasn’t really old enough to work, but I went to work.

DAVIDSON: Like 16 or younger?

SUTTLES: Oh, I was about 16.

DAVIDSON: Did you drop out of high school?

SUTTLES: Yes.

DAVIDSON: Which everyone did around here, right?

SUTTLES: Yeah.

DAVIDSON: And this is the key fact. This is what made life in the old Greenville so rewarding. People with minimal education could work in a factory and support a lifestyle that their grandparents could only dream of. And the people here – they knew it.

WAYNE STATEN: We’ve had a good life.

LARRY HALE: We’ve had a fantasy life.

STATEN: Yeah.

(SOUNDBITE OF LAUGHTER)

DAVIDSON: A fantasy life?

Wayne Staten and Larry Hale worked in the old Greenville. They drove trucks that took the mill products all over the continent.

HALE: Yeah we’ve done things that a lot of people dream of doing, that never ever have a chance of doing.

DAVIDSON: Like what?

HALE: Like when I went to Canada and I started dating this hairstylist up in Canada, wanted to marry me. And down in Mexico, the things I done. And when I lived in Houston, Texas. We lived a fantasy life. We lived our lives to the fullest. You got to cherish everything that’s out in front of you. You got to grasp it and love it; and if you don’t, you’re losing out. Love everything.

STATEN: Well, I wouldn’t say everything, Larry.

HALE: Yeah. OK. I agree with you there.

(SOUNDBITE OF LAUGHTER)

DAVIDSON: Compare this fantasy life to the present. There are still factories in Greenville – they’re open and working, and they employ people, although now you have to have a high school degree, usually, to get a job. And as I found out, the workers now feel a lot less certain about their job prospects. For example, I visited the factory floor of Standard Motor Products.

(SOUNDBITE OF MACHINERY)

DAVIDSON: They make replacement parts for car engines. I thought this would involve big, noisy machines stamping out parts and spewing oil. Instead, I saw very nice, high tech machines and not that many workers who were hunched over microscopes or working on computer programmed machinery. It looked more like a science lab than an assembly line.

Madeline “Maddie” Parlier operates one of the machines on the floor. She doesn’t have a college degree, and she doesn’t need one to operate this machine. It runs with a push of a button. But she remembers a time when factory work wasn’t quite so automated. In her old job at a kayak-building factory, she used to work up a sweat.

MADELINE PARLIER: You know, I’m here all day and I’m used to sweatin,’ I mean really sweatin’. You know, I come here and I’m putting pieces and I’m like, what am I doing?

(SOUNDBITE OF LAUGHTER)

DAVIDSON: ‘Cause it’s so many machines doing what people…

PARLIER: Right, it’s so different. To see how far factories have come from the old time that I’m used to, it’s an eye-opener.

DAVIDSON: Machines do so much more of the work in today’s factory. And the machines have bred a new kind of factory worker, workers like Ralph Young, who doesn’t just have to push a button.

RALPH YOUNG: And we have a microscope, a hot stand, snap gauges, ID gauges, we use bore mites, go-no-go plugs…

DAVIDSON: Ralph is the future of manufacturing. He’s acquired the knowledge and skills to adapt to the new technology on the factory floor. But for Maddie and many millions of others, the pace of change has been bewildering. She is still adjusting, and she will have to keep adjusting as the machines grow more sophisticated and the work less physical. The question is, can Maddie, and the 11 million or so other manufacturing workers in the U.S. keep up?

Tomorrow, when our series continues, we’ll look at the changing skills of the modern-day factory worker, and how they affect the job prospects of workers like Maddie.

Adam Davidson, NPR News.

INSKEEP: You can find the magazine version of Adam’s story on news stands or at the Atlantic.com/magazine.

(SOUNDBITE OF MUSIC)

INSKEEP: This is NPR News.

NPR Story Contrasts “Old” and “New” Manfuacturing

The Media is finally starting to understand not only the important role manufacturing plays in our economy, but also its high tech, high skill nature. In this article from NPR’s Morning Edition, Correspondent Adam Davidson visits Greenville South Carolina to discuss manufacturing’s past and future. Mr. Davidson was a guest at a Council of Industry Directors meeting in November of 2010 where we discussed this very thing. For manfuacturing to grow and lead our nation into economic prosperity we need to change the public perception of the sector from “Dumb, Dirty, Dangerous and Disappearing” to “Smart, Sustainable,Safe and Surging.”

Listen to the story:

http://www.npr.org/player/v2/mediaPlayer.html?action=1&t=1&islist=false&id=145038754&m=145086472

Online Marketing Review for 2012

Before they decide, the go online.  Your outbound marketing touches a buyer, but before they move ahead, they do their homework. They go online to see what they find about you and your company. The reason for this is that we no longer trust advertising. Research consistently tells us ads are trusted by only 14% of those seeing them.  What people do trust is online ratings and reviews, videos and articles that inform and case studies with real numbers in them. Buyers worry endlessly about making a bad decision. They look to your online marketing presence for reassurance.

So first they have to find you online, and  search engine optimization isn’t what it used to be. Once the dominion of the marketing department and a few technical staffers, SEO now requires full participation from nearly every corner of the enterprise — from customer support personnel to social media teams, all the way up to the C-Suite. 

Thats the advice from SEO Consultant Peter A. Prestipino, who writes that  few chief executives or their fellow chiefs in tech, marketing, operations or finance may understand how a brand’s SEO strategy impacts the bottom line and even their own day-to-day tasks. While it is certainly possible for a company to exist with poor SEO practices aligning current SEO best practices with business objectives will greatly improve your online marketing.

Broken Links Abound

How did Google take over it’s industry? By deciding to rank websites based on Authenticity, which required links to other relevant websites and internet traffic that came from relevant places. So, do the links on your website work?  Are there links to other sites relevant to your industry,  and are other sites relevant to your industry linked back to your site?

Now in 2011, not only are these links key to successful Search Engine Optimization, but new weight is given to  links to and traffic in social media.

Here’s more from a recent article by Prestipino:

Keyword Relevance & Targeting

While it is obviously important to make sure that visitors can access the website
and find its content by ensuring, for example, that there are no broken links, the CSuite and its teams of executives also need to analyze and audit what is found
when visitors do arrive. The focus, therefore, should be on keywords and phrases
— the virtual blood that courses through the veins of the Internet.

What needs to be answered in an audit of keyword relevance and targeting is how
the pages being optimized accommodate the search terms and phrases in use by
prospective visitors and how they relate to an organizationʼs specific objectives. For
the most part, keywords can be separated into three distinct types — navigational,
informational and transactional.

Navigational queries tend to be brand specific (e.g. “Facebook login” or “Fedex
package tracking”). It is highly likely for most companies that some percentage of
their traffic will originate from these query types. Informational and transactional
queries, however, are what drive new business and sales and should be what are
audited and monitored most aggressively.

Informational queries are those which aim to uncover specific information. Keyword
modifiers such as “tips”, “how-to”, and “list” are just some examples. These query
types lead consumers deeper into the site and support both awareness and a
sense of trustworthiness. If it is information that your website visitors want, it is
information they shall have — so answer their questions and youʼll earn some
friends and customers along the way. One valuable resource to understand the
types of questions site visitors ask through search engines is WordTrackerʼs
Keyword Questions feature (http://wsm.co/q1vFid).

The SEO-aware C-Suite also needs to analyze whether the keyword choices on
landing pages are helping fulfill the ultimate aim — transactions and conversion.
Understanding which terms and phrases have commercial intent can make the
difference between high and low visibility on the search results pages, as well as
determining a Web propertyʼs ability to generate revenue. It is diffi cult to identify
which keywords have the most commercial intent, but visitors typically tend to use
“long tail” keyword phrases to help fulfill their immediate needs.

Content & Design Quality

An interesting research study was released by About.com in September 2011,
revealing that users searching on the Internet exhibit three distinct human behavior
search patterns: “Answer Me”, “Educate Me” and “Inspire Me”. People in an
“Answer Me” moment (46 percent of all searches) want exactly what they ask for,
delivered in a way that allows them to get to it as directly as possible. Marketers
should feature product benefits front and center and align content in a way that
presents quick, easy to- find answers. For the “Educate Me” search mindset (26
percent of all searches), marketers should aim to create messaging that is
informative and provide ways for users to learn more about topics from multiple
angles, aligning content that presents in-depth information and resources. Finally,
for the “Inspire Me” search mindset (28 percent of all searches), marketers should
develop content that inspires creativity and offers endless choices. These users
have an open mind and want to be led, so expect them to consume content in
multiple formats.

Peopleʼs behaviors, needs and preferences in the offl ine world drive their
behaviors and preferences online. Understanding how human behavior affects
patterns in search behaviors can help marketers know and connect with the people
who use their products. The right formula for your brand is critical to reaching your
consumers in a relevant way.

In 2012 successful Search engine optimization in the enterprise requires more
oversight from the C-Suite. Auditing the general accessibility of a website, links to
your social media marketing platforms, the relevance of keywords, and the quality
of both content and design is fundamental to todayʼs enterprises looking to
capitalize on search engine traffic. The good news is that Search Engine and
Content Marketing Support is becoming more available outside the major cities
with established internet industries. Even mid sized cities such as Scranton PA now
has an SEO/Content Marketing support firms.