At the forefront of the effort to address the increasing workforce demand in manufacturing, Drew “The MFG”Crowe — a passionate advocate for the industry — took the IMTS+ Main Stage to share his journey and bold vision for the future. Crowe details a transformative roadmap for how the manufacturing technology industry attracts, retains, upskills, and uplifts a new generation in “From the Streets to the C-Suites: Unlocking Manufacturing’s Hidden Talent Pipline,” which he presented at IMTS 2024. Crowe does away with conventional hiring practices, instead focusing on the untapped potential of younger, digitally-native people (he uses the term “screenager”, or references Gen Z). He urges us to see beyond the labels and news lines, and embrace cultural connections to attract, retain, and give purpose to a new generation of highly skilled workers. Minecraft, TikTok, and Hidden Talent Crowe starts with a key statistic: We as an industry must tackle a projected 2.1 million unfilled manufacturing jobs in 2025. “That's not just a skills gap, that's the Grand Canyon of talent shortages,” he says, “but here’s the kicker: The solution is right in front of our faces, in places we've been too blind or too scared to look into.” “Take Minecraft,” he explains. “You got kids as young as ten managing complex resource allocation, spatial reasoning, and collaborative problem-solving. Sound familiar?” He continues, “Consider the average TikTok user. They're not just consuming content; they're creating content. They're learning video editing and sound design. They're learning to capture an audience's attention in 15 seconds or less.” He explains how these platforms, and many others foster problem-solving, creativity, and technical expertise — exactly the traits manufacturers need to thrive in a digital age. Crowe emphasizes the false narrative about ‘kids being lazy,’ arguing “These kids are hungry. These kids are ambitious. They're looking for a chance to change and prove themselves in the real world. And we've got that. It's time to look beyond the traditional talent pools, and it's time to tap into a vibrant, diverse, and ridiculously talented community that's right here in our backyards.” Be What The Culture’s Feeling For Crowe, engagement begins with understanding culture. Reflecting on his upbringing in an underserved urban community, he highlights the importance of creating opportunities for those who can’t find a clear path to success. “When I was coming up, nobody came to my neighborhood with a sign saying, ‘I'm looking for a machinist.’ But let me tell you, the skills were there, the hustle was there, the drive was there. The only thing I was missing was the opportunity,” he says. Crowe encourages companies to build trust and loyalty by embedding themselves in the communities they aim to serve. Partnering with local organizations, sponsoring events, and leveraging platforms like TikTok are just a few ways to make meaningful connections. “You can't just toss out some flyers. You can't just expect people to come running and knocking on your doors. You need to understand the culture. You've got to speak the language.” He further explains, “You need to know where to show up. You need to know where they are, not where you wish they were.” The Roblox-to-Toolbox Revolution One of Crowe’s most compelling strategies involves using TikTok to showcase manufacturing. He shares success stories of a company that tripled its application rates by launching a TikTok campaign that created videos of day-to-day operations and employee testimonials. “TikTok isn’t just for dance videos,” Crowe says. “It’s a tool to highlight the craftsmanship, innovation, and pride that go into manufacturing — and it’s how we inspire the next generation to join us.” Authenticity Is Appreciated and Recognized Once companies attract talent, Crowe stresses the importance of retention. His central focus is “Keeping it 100,” or being authentic and transparent in workplace culture. He explains that, especially to the younger generations, “It's about creating a culture of genuine respect, transparency, and growth. It's about looking at that former felon or that kid from the wrong side of the track and seeing not only who they are, but who they could become.” Crowe encourages manufacturers to foster inclusive, trusting, growth-oriented environments, and more importantly, to see the performance and innovation gains that come from diversity. “Did you know that inclusive teams are likely going to perform better than their peers by 35%?” He explains further, “That’s cold, hard money in your pocket … this is not about doing the right thing. It's about doing the smart thing for your business.” The Workforce Magnetism Blueprint Crowe outlines how companies can position themselves as magnets for talent in an increasingly competitive market. He cites Caster Concepts, a precision caster manufacturer and engineering solutions provider, as an example of a company that transformed its culture and brand to attract high-caliber employees. “[Caster Concepts] met these teenagers when they were children by investing into their first robotics team. That robotics team grew up, and when they graduated, they hired them into their company” he explains. Caster Concepts put these minds into a new division called Conceptual Innovations, where they were allowed to take ownership of their wild ideas. Crowe says, “They let them have full access to the CNC machinists, full access to the fabricators, full access to everything inside of the plant.” Because of this freedom, the team developed the HaloDrive Pod, a highly mobile and omnidirectional industrial robotic system. “The ROI is crazy,” he adds. “Caster Concepts alone had a 40% increase in retention rates, a 25% boost in overall productivity, a 50% more diverse workforce, a 20% increase in innovation output, and a 30% reduction in turnover costs.” He ends the example with the real gain: “They're not just filling jobs, they're creating careers. They're changing lives. They're building the kind of loyal, motivated, empowered, intelligent workforce that most companies can only dream of.” The Call of Duty: Embracing the Manufacturing Renaissance Crowe closed his session with a challenge to the audience: rethink traditional hiring strategies and embrace unique solutions. He urged participants to tap into hidden talent pools, leverage modern platforms, and prioritize cultural connection. “This is our chance to innovate, not only what we make but how we make it, and the people that we make it with,” Crowe says. “The Manufacturing Renaissance is not a catchy call to action. It's our chance to reimagine, reinvent, and revolutionize our industry.” Drew Crowe’s transformative strategies offer a clear path forward, encouraging manufacturers to think boldly and creatively about their talent pipelines. As the industry faces unprecedented challenges, the call is clear: innovate, connect, and inspire the workforce of tomorrow. Hear Crowe’s recommendations by watching the full talk at IMTS.com/HiddenTalent, as it details the step-by-step process for your own talent revolution. If interested in advancing your workforce or technologies, we also recommend the other insightful presentations on IMTS+.
Drew Crowe shares bold strategies to attract and retain top talent in manufacturing, challenging outdated hiring practices and embracing digital-native, diverse, and skilled workers.
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