Image: Inside The doTERRA Manufacturing and Production Facility in Pleasant Grove, Utah
The decades-old rhetoric we have created around manufacturing is not doing Utah any favors. Whether voluntarily or involuntarily, we’ve been hurting our job market and economy by not changing the narrative.
I grew up with the perception that manufacturing was the land of dead-end jobs, and it seems Utah job seekers approach the industry with that same mentality. Retaining talent is one of the top pain points Utah manufacturers face today, and most employers would simply like to see more hires make it past the one-year mark. These low expectations make it clear that most job seekers don’t see manufacturing as an ideal long-term option. However, many companies are doing their part to create ideal work environments, including detailed growth plans. US Synthetic, doTERRA and Better Being Co. are three of many Utah companies that have programs and policies in place that help their employees feel truly valued and keep retention rates high.
Retaining employees is a complicated issue made even more complicated by the fact that manufacturing is generally misunderstood and misrepresented. If students had more exposure to manufacturing opportunities in elementary, middle and high school, would they be more likely to consider a technical college rather than a university? If technical colleges were celebrated in the same way universities are, would more students attend, ultimately guiding more workers into manufacturing?
If Utahns understood how dynamic, diverse and challenging manufacturing is, we wouldn’t associate the industry with being repetitive, boring or low-skilled. Replace the image of the chocolate-eating conveyor belt scene in “I Love Lucy” with highly automated and highly engaging work focused on quality, safety, sustainability, innovation, problem-solving and making a difference.
The financial impact of manufacturing on Utah’s economy
Since becoming a student of the industry a year ago, I’ve learned just how substantial the impact of manufacturing is locally and nationally. In 2023, the industry contributed $2.8 trillion to the United States GDP, according to the U.S. Bureau of Economic Analysis. That’s not where the impact ends, though. We often forget to give credit to how the manufacturing industry contributes beyond revenue. Imagine what would happen if Intel stopped manufacturing computer components, Caterpillar stopped manufacturing construction and mining equipment, or Boeing stopped manufacturing commercial airplanes. Every other industry would suffer critically.
If you don’t know what we make in Utah, I urge you to find out what’s in your backyard. Drones, airplane parts, roller coasters, DNA analysis machines, rocket systems, nutritional supplements, essential oils, sports equipment, energy storage systems, security systems, airbags, makeup, pet food, candy, campers, furniture — I could go on and on.
An outsider’s perspective
I’m a manufacturing rookie. I’m a marketer, not an engineer, craftswoman or mechanic. Manufacturing isn’t in my family. I probably have no business speaking to manufacturing at all, but I think that’s precisely why I should. I’m the “other” who thought Utah was all tech and startups, even though manufacturing has always, and will always, be essential to Utah’s economy and my survival — and yours, too.
After seeing what’s behind many closed factory doors, I’ve realized manufacturing is sexy in its own way (only the insiders know this, though, because some of the most groundbreaking companies have some of the weakest marketing). Between the intelligence required to make the machinery, solve complex problems immediately, move quickly and precisely, and constantly push the boundaries of what’s possible, I’ve witnessed some jaw-dropping moments. Unlike in the tech sector, you can’t always push buttons on your keyboard to fix what’s broken. The work is tangible and often incredibly complicated, with thousands of moving parts, processes and people. Manufacturing offers many job opportunities and is receiving heavy investments, even while the tech sector is slowing down. Last year, Texas Instruments broke ground on an $11 billion facility in Lehi, adding 800 jobs. In Cache Valley, both Pepperidge Farms and Campbell Scientific have been expanding their capacities with new technology and facilities.
According to the 2024 Economic Report to the Governor, manufacturing produces 11.4 percent of Utah’s total GDP, right up there with real estate, insurance, utilities and transportation. Manufacturing also grew at the second fastest pace, just behind the finance industry.
“The most cutting-edge, technical work in the country lives in manufacturing. If manufacturing companies prioritize positive work environments and adapt to workforce needs while communicating a meaningful mission and vision, ideal candidates will get on board and stay on board.”
Amplifying the voice of Utah manufacturing
One of the first steps to more industry awareness is simply finding more channels through which to talk about manufacturing, and encouraging manufacturing companies to do the same. Manufacturers are often running so fast on their hamster wheels that they don’t spend much energy letting the world know the difference they’re making. Additionally, the average manufacturing company has 0-1 employees on their marketing team. No wonder manufacturing voices are so faint that we forget how significant the industry is! Consumer brands are one exception — they’re more vocal because revenue depends on it — but I would like to see popular manufacturers in Utah using their voices to strengthen the term itself.
With more effective chatter from the media and government entities as well as manufacturing employees, companies and schools, I’m certain a larger fraction of Gen Z individuals would consider manufacturing as a career path. Employable people would see that good manufacturing companies don’t create dead-end jobs. Starting production line wages are well above entry-level, are often very stable, and can turn into supervisor, management, director, and even C-suite level positions with valuable training along the way. Ample resources are available in Utah to help companies afford regular training for employees. With louder voices from the manufacturing sector, job seekers would realize how many manufacturers have switched to a 4-day work week and flexible shifts. They’d also learn that many manufacturing companies’ health programs prove they are invested in the physical, mental and emotional well-being of their people.
Changing perceptions, one stereotype at a time
Now, I’m not saying manufacturing is for everyone. It isn’t. I’ve seen the machine shops that leave grime under your fingernails and oil stains on your coveralls. I’ve seen the helmets, sparks, safety goggles and heavy machinery. Of course, only some manufacturing is dirty — I’ve also seen food facilities with floors clean enough to lick. It just goes to show you can’t stereotype an industry as vastly diverse as this one. I have a colleague who started his career as a welder who often says, “Manufacturing may be a dirty job, but it’s not a dirty word.” It’s a trade that allowed him to create with his hands while consistently providing for his family.
Additionally, I recognize that elevating the manufacturing industry’s “brand” is a two-way street. We can’t collectively change our perceptions of manufacturing if the stereotypes are true. Manufacturers must keep up with the cultural pace. Those that are not progressive and focused on matching job seekers’ needs will get left behind.
Luckily, archaic and poorly managed manufacturing companies are not the standard. The most cutting-edge, technical work in the country lives in manufacturing. If manufacturing companies prioritize positive work environments and adapt to workforce needs while communicating a meaningful mission and vision, ideal candidates will get on board and stay on board.
Lastly, manufacturers should not dismiss the power of their brand. Companies that invest in their brand and its ability to appeal to the right audience will always have more success in attracting employees.
The heart of the nation
Recently, someone told me that “manufacturing is the heartbeat of America.” Imagine how much stronger manufacturing companies would be if we collectively shared a sense of pride in the impact this industry has on all of us and the ways we would fail without it.
My hope is that Utah’s business communities continue to be intentional about shining a light on every industry and promoting healthy workforces in each. Don’t let manufacturing become a dirty word in your circles. Instead, get curious and learn more about it. Your newfound respect will transform stereotypes so Utah manufacturing companies can continue hiring engaged workers and thrive for years to come.
