Manufacturing and logistics are responsible for every part of storing, shipping and moving products around the world. Yet, there are almost half a million manufacturing roles currently unfilled. Labor shortages disrupt operational efficiency, causing reduced productivity, delays and increased costs. Looking forward, we need to rethink how we engage the next generation to fill this talent gap so business operations can continue to run smoothly.
On paper, the manufacturing sector aligns well with the youngest generation of workers. Generation Z (Gen Z) values meaningful work more than previous generations, and hands-on trades, like electrical work, solve problems daily, offering workers a sense of purposeful contribution. Still, many aren’t naturally drawn to the traditional manufacturing environment. This disconnect poses a major challenge at a time when rebuilding and growing the U.S. manufacturing base is more important than ever. However, Gen Z has a few other differing priorities from older generations, including:
● Prioritizing work-life balance. This generation values flexibility and, compared to other generations, they aren’t afraid to turn down a job that doesn’t allow them to maintain a healthy work-life balance.
● Looking beyond paychecks. While other generations have traditionally pointed to pay as the most influential factor for a role, Gen Z cares more about work-life balance and job security.
● Seeking familiar brands. Compared to older workers, Gen Z is more interested in brands and industries that they see in their personal lives.
● Caring about advancements and development. Gen Z values learning and growing in their career and seeks those opportunities within their workplace.
The youngest Gen Zers are still in high school, but as they eventually enter the workforce, companies will want to adapt their recruitment strategies to attract this talent pool. Here are three tips to help companies win the confidence of and prepare for the next generation of talent in manufacturing.
- Reach talent earlier in their careers
While Gen Z shows interest in various manufacturing roles, many have little to no exposure to the field. As a result, stereotypes of traditional and inflexible work are perpetuated. To combat this, apprentice programs can offer high school and trade school students earlier exposure and first-hand experience in an industry they may not have considered otherwise. By partnering with local high schools and trade schools, companies can educate students on the manufacturing career path while they are at the early stages of deciding their careers.
A strong, recognizable and attractive employer brand is essential for recruiting students for apprenticeships. Just as the older Gen Zers in the workforce are attracted to brands they are familiar with, it also matters for the younger ones. The employer brand goes beyond recognizability, though. By leading with qualities of interest to students, like schedule flexibility available within the industry or cutting-edge technology, manufacturing careers can appeal more to students.
This early exposure also builds a talent pipeline for the company. While students learn more about the field, companies are identifying workers they may bring on full-time after the apprenticeship.
2. Lead with employer brand and values
Today’s Gen Z workers do not just want a job. They want to work for organizations that reflect their identity, purpose and beliefs. This generation wants to feel they belong, and they want their workplace to offer more than a paycheck. They want meaning, inclusion and shared values.
To attract and retain Gen Z talent, manufacturing companies need to take a hard look at their employer brand and ask:
● What do we stand for?
● Why does our work matter?
● How are we contributing to the world and are we showcasing that effectively?
This goes beyond the careers page on a website. Purpose, values and culture should be embedded in the recruitment experience, from job descriptions to interviews to social media presence. Employer brand messaging should highlight impact, community, sustainability efforts, and team culture, especially on platforms where Gen Z is active.
When companies showcase their purpose and values with authenticity, they signal to Gen Z that they are not just hiring workers. They are inviting them to be part of something meaningful.
3. Build flexible work models
Unlike previous generations, Gen Z is entering the workforce at a time when gig work, side hustles, and nontraditional career paths are the norm. For many, flexible work is not a temporary fix but a preferred way of life.
Manufacturing companies that offer shift-based roles and use on-demand staffing platforms are better positioned to attract this generation. These models give workers the freedom to choose when and how they work, aligning with Gen Z’s expectations around autonomy and balance.
Technology plays a central role. This is a generation that grew up with smartphones, prefers texting to calling, and expects the same seamless app experience when finding work as they do when ordering food or booking a ride. Digital marketplaces let employers post open shifts and allow talent to build schedules on their terms, helping fill roles quickly while creating a modern and flexible pipeline.
Flexible staffing should not be viewed as a stopgap. For many Gen Zers, this is simply how they want to work. Embracing that shift helps companies attract more talent and build agile, resilient teams.
The bottom line
As more Gen Zers enter the workforce, capturing their interest and commitment will be key to creating stability during a time of market volatility. Adapting these strategies will unlock companies’ abilities to attract the top talent among this generation, while in tandem, building a resilient workforce.
Gen Z is ready to work. But they are looking for employers who understand what matters to them. Manufacturing companies that embrace these changes now will be the ones who build the workforce of the future.
