Many of my business connections don’t think it is possible to train enough workers in manufacturing skills to fill the millions of open jobs in manufacturing. I Have a more positive view because of all the successful programs I have written about over the past ten years. After seeing a recent post on LinkedIn about workforce development in Ohio by Paola Masman, CEO and Creative Director of Masman Media located in Columbus, Ohio, I reconnected with her. I know Paola from when she was Media Director for the Coalition for a Prosperous America from 2017 to 2019 for which I was chair of the California chapter from 2013-2018 after being a member r since 2011.
Paola said, “Workforce development is a cornerstone of Ohio’s economic vitality, especially in an era where manufacturing requires advanced skills and adaptability. Ohio is in the midst of an economic renaissance. With billions in investment from companies like Intel, Honda, and others, Ohio is seeing incredible job creation across advanced manufacturing, semiconductors, logistics, and biotech. And the training infrastructure to meet this moment is already here: Several state agencies, notably the Ohio Technical Centers (OTCs), facilitate the upskilling and reskilling of workers to meet industry demands. These programs offer accessible pathways to lucrative careers through short-term certificate programs and specialized training tailored to the needs of Ohio’s robust manufacturing sector. The Ohio Technical Centers, community colleges, short-term credential programs, and upskilling initiatives are ready to equip our workforce. But there’s a problem, no one knows these opportunities exist.
I told her that is what I have found to be the case in California and many other states that have successful programs about which I have written. I asked her why and when her company got involved with workforce development. She replied, “In 2021 after COVID shutdowns ended, manufacturers were open and the difficulty in finding skilled workers that had existed prior to the shutdowns became worse. We saw the need to assist manufacturers in a new way to develop a skilled workforce and fill the pipeline. There are incredible job opportunities in manufacturing, and it was time to help workers get the training they need to bridge the gap. That’s where my company, Masman Media comes in. We are a full-service advertising agency with six full-time employees that lives inside this ecosystem. We get hired by organizations, colleges, workforce boards, and economic development organizations for our expertise in manufacturing marketing as well as workforce development marketing. We work directly with colleges, OTCs, manufacturers, economic development organizations, industry sector partnerships, and workforce boards. Our job is to raise awareness and drive action, connecting people to programs that change lives and fill critical jobs. We’re not just a media-buying agency. We create the stories, the videos, the ads, the flyers, the landing pages, the scripts, and the strategies that get people to stop scrolling and start thinking, “Maybe that could be me.”
She explained, “We specialize in program-specific marketing, because telling someone to “go to college” isn’t enough. We tell them about the EMEC program that can lead to a $60,000/year technician job at Intel. Or the mechatronics certificate that gets them hired at a local manufacturing facility in 10 months. And we’ve seen it work: over 8,500 leads, 697 program registrants, and a 55% growth in one college’s engineering tech program just from one campaign. Some of the programs ae free and some have fees. The OTC even has a free 4-week program to train people for entry level manufacturing jobs paying $19.50/hour.
Working alongside regional partners and education providers, a single campaign produced 8,500 leads for technician pathways in advanced manufacturing. Because the training is employer-agnostic and stackable, participants remain job-ready across sectors like semiconductors, robotics, aerospace, and autonomous systems, regardless of individual facility timelines.”
I asked if they have measurable goals, and she said, “We track Key Performance Indicators such as how many leads are we getting, how many registrations are we getting from the leads, and how many students earn certificates. It’s harder to track the registrations because partner organizations are following up on the leads from the ad campaigns. We understand the urgency of the skilled talent gap, the nuance of marketing short-term training, and the importance of storytelling in economic development. That’s why Masman Media exists. We’re proud to be part of this mission in Ohio and we’re just getting started.”
I thanked Paola for sharing information about Ohio’s successful training program and wished her continued success. Then, I researched the history of Ohio’s Career Technical Education and discovered that Ohio had long been a leader in this field.
In the 1970s when most states were ending their “shop” classes like machine shop, wood shop, and auto shop that had successfully trained students for non-college careers in the 1940s, 50s, and 60s, the “Ohio Department of Education instructed school districts to form career tech planning districts (CTPDs). The demarcation of a CTPD was largely defined by population, with each CTPD required to deliver secondary CTE instruction…State legislation requires every Ohio student in grades 7-12 to have access to 12 CTE programs across at least eight of the 16 Ohio-approved career fields. Every local school district in the state is part of a CTPD of some kind. Career-tech inspires students to identify paths to future success and provides students opportunities to demonstrate the knowledge and skills necessary for high school graduation and beyond. Students learn through career exploration, taking college courses and earning industry credentials. They receive customized learning that aligns their passions and interests to their career aspirations.”
“Ohio Technical Centers (OTCs) are an association of independently operated career-technical institutions operating across the state, primarily linked to the Ohio Department of Higher Education to facilitate the upskilling and reskilling of workers to meet industry demands. These centers play a vital role in enhancing the job skills and professional competencies of Ohio’s workforce. They provide flexible, timely adult education programs tailored to meet the specific needs of local communities. Because of their strong partnerships with local employers, an OTC can deliver immediate and lasting impact to prepare workers for real-world job opportunities and requirements. “With 50 centers across the state, OTCs provide adult learners with the training and credentials required for the most in-demand jobs, offering a direct pathway to employment and career advancement. Each year, nearly 25,000 adults enroll in OTC programs. The most recent program completion and job placement rates were 82% and 97%, respectively.”
Example Certificates at OTCs for Manufacturing
- Welding Technology Certificate: Offered at centers like the Cuyahoga Valley Career Center and Great Oaks Career Campuses, this program covers arc, MIG, and TIG welding, blueprint reading, and industrial safety. It directly correlates with jobs in fabricating, construction, and automotive manufacturing.
- Industrial Maintenance Technician: The Columbus State Community College and various OTCs provide this training, focusing on machinery repair, PLC programming, and hydraulic systems. It’s a core pathway for maintaining the advanced machinery found in modern manufacturing plants.
- CNC Machining Certificate: Available at locations such as the Butler Tech Adult Education and the Penta Career Center, this program trains students in computer numerical control (CNC) operations, blueprint reading, and precision measurement—skills essential for jobs in parts manufacturing and metalworking.
- Manufacturing Skills Standards Council (MSSC) Certified Production Technician (CPT): Many OTCs offer the CPT certification, which covers safety, quality practices, manufacturing processes, and maintenance awareness—a foundational credential recognized nationally by manufacturing employers.
Other Key Workforce Development Initiatives in Ohio
- OhioMeansJobs Centers: These centers, present in every county, provide job seekers with resume workshops, career counseling, and connections to apprenticeship and certificate programs, including those tailored for manufacturing.
- Apprenticeship Ohio: Managed by the Ohio Department of Job and Family Services, this initiative supports earn-and-learn models in partnership with manufacturing companies, allowing individuals to gain paid work experience while earning industry-recognized credentials.
- TechCred: The Ohio TechCred program reimburses employers for training current and prospective employees in technology-focused certificates, including those relevant to advanced manufacturing processes.
These programs are vital in preparing Ohio’s workforce to fill high-demand manufacturing positions that require technical proficiency and adaptability. By offering stackable credentials, accessible training, and strong employer partnerships, Ohio’s workforce development ecosystem empowers residents to achieve upward mobility while helping companies remain competitive in a global market.
If every other state would follow Ohio’s example of successful programs for workforce training for manufacturing jobs, the United States would be able to close the gap of insufficient skilled workers for unfilled manufacturing jobs in 10-12 years instead of a generation. This would enable our country to become self-sufficient again domestically for the manufactured products needed to protect the health and welfare of American citizens and the products needed to defend and protect our country.
