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V O L . X X X N O. X I X 80 Fact Book / Doing Business in Maine WO R K F O R C E I n the ongoing debate about the skills gap in America, one critical aspect often goes unnoticed: awareness. While technical training and educa- tion reform garner significant attention and investment, the real game-changer lies in raising awareness about the diverse career pathways available today. is is particularly true for high school students in Maine, who are frequently funneled toward "traditional" four-year degrees. is path is often presented as the sole route to success, overshadowing the myriads of options that exist. By increasing awareness about different educational and career pathways, you can empower students to pursue careers that align more specifically with their interests and aptitudes and produce a greater return on investment. e belief that a bachelor's degree is the only route to a successful career is a pervasive myth. But, according to 2023 study by ECMC Group, 66% of high school students are considering a path- way other than a bachelor's degree. Jobs in Maine e reality, greatly unknown, is the majority of jobs in Maine do not require a four-year degree. According to the Maine Department of Labor, nearly 60% of jobs in Maine require education beyond high school but less time than a four-year degree. Fields such as skilled trades, technical roles, and other vocational careers offer substantial opportunities, are in demand, and command high wages. Compared to the median annual wage in Maine ($47,590), the Maine Department of Labor's Center for Workforce Research and Information reports the median wages for electricians in Maine at $61,970, HVAC technicians at $57,160 and industrial maintenance technicians at $62,990. It's not always about the pay, but by showcasing these options, you can broaden students' horizons and encour- age them to explore and consider diverse career paths that are better suited to their talents, personalities, and ambitions. Skilled trades, in particular, play a crucial role in our economy but are often undervalued and overlooked — until one needs to find a plumber to fix that leak in their house. Electricians, plumbers, HVAC tech- nicians, production workers, CDL driv- ers and diesel technicians, among many others, are essential for maintaining and advancing our infrastructure. Elevating the status of skilled trades through targeted awareness campaigns can attract a new genera- tion to these vital fields, ensuring that our society has the workforce neces- sary to support our economy. In Maine, the shortage of skilled trades workers is particularly acute. Another significant issue is the marketing disconnect many companies face. While businesses excel at promot- ing their products or services, they often fall short in marketing themselves as employers. is disconnect hampers their ability to attract talent. Effective employer branding and recruitment marketing are crucial for showcasing the unique benefits and opportunities a company offers to potential employees. Employer branding involves defining and promoting a company's reputation as an employer. is includes high- lighting the company's culture, mis- sion, vision and values. Recruitment marketing takes this further by actively promoting these attributes to attract and engage potential candidates. By invest- ing in these strategies, your company can differentiate itself in a competitive job market, making you more appealing to prospective employees. As employers, you are best positioned to be the catalyst for the change our cul- ture needs. No longer should you allow others to define who you are or what it is you do. As the saying goes, "you don't know what you don't know." With the growing trend of high school students considering options other than a bachelor's degree, It is up to you to make sure they are fully informed about the opportunities you offer and present it in a way that is compelling to the individual. Only then can we truly cultivate a workforce capable of sustain- ing and driving our economy forward. John Lewis is co-founder and managing partner at Synerg y Wo r k f o r c e S o l u t i o n s L L C . He can be reached at john @ synworkforce.com. Synergy Workf orce Solutions is a core member of the Manufacturing Association of Maine's subcommittee on employee growth services. H OW TO B Y J O H N L E W I S B Y J O H N L E W I S Bridge the skills gap and develop a workforce

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