High-Tech Talent Initiative Perception Study
INFLUENCER & YOUTH SURVEYS
Final Report – June 2023
The Assignment
MICHauto needed to understand the perceptions of young people/students and adults with influence (parents, teachers, extended family, etc.) regarding career paths in Michigan’s automotive and mobility industry. Specific objectives included:
Lambert performed an assessment of existing data and gathered stakeholder input prior to engaging external audiences to capitalize on existing knowledge and assets, as well as to ensure alignment between the MICHauto and Lambert teams.
• To gain an understanding of the primary issues that drive talent into key industry sectors
• To measure the perceptions of young people/students and influential adults inside and outside of Michigan, as well as within key demographics
• To make recommendations for MICHauto and key stakeholders, including state leaders
• To examine changes in perception over time, with potential follow-up funding
We then conducted two online surveys to understand the perceptions of young people/students and adults with influence. Survey questions were developed to strategically target each of these groups, gathering both qualitative and quantitative data. This approach provided rich insights into the perceptions and decision-making processes of current and recent students, as well as their parents, teachers, counselors, and other adults with influence.
SCOPE OF WORK
RECOMMENDATIONS
Strategy Summary
The main challenge faced by the automotive/mobility industry and Michigan is largely centered around the perceptions of adults with influence and youth. Strategic communication efforts to both inform and transform what is held in the minds of these audiences is key to enhancing the reputations of the industry and the state, along with clarifying confusion and helping Michigan and Michiganbased employers more effectively recruit and retain talent.
REBRANDING
1. COMMUNICATION
Mobility is a term fraught with confusion, and automotive is viewed as too limiting. An industry-specific rebranding with a unique term that resonates with audiences can remove this issue.
2. ENGAGEMENT
Strategic communication campaigns built around answering the questions about available careers, education pathways, technology, innovations, and more will be important for positioning Michigan as a top tech talent hub.
3. “MY MICHIGAN”
Create strategic engagement campaigns with parents / guardians and youth program facilitators / educators to enhance their awareness of industry innovation and increase exposure to youth 1217. This will help attract more young talent to the state and the industry, as well as retain young talent currently living in Michigan.
4.
Piggybacking on “Pure Michigan”, sharing the stories of those working in the industry & the variety of careers available (e.g., among females and minorities), a “My Michigan” campaign highlighting innovation, diversity, leadership, sustainability, quality of life, work-life balance can position the state & industry as a place to build & belong.
Executive Summary
Executive Summary
Adult Influencer Career Input
Adult influencers said youth look to parents / guardians and youth program facilitators / educators the most for input on their future careers.
Conversations about future careers with youth ages 17 are more common in tech / mobility states (CA / TX) compared to other states (both adult influencers initiating conversations or being asked by youth for their opinions on career choices).
Adult influencers who identify as racial minorities have these conversations more often with youth ages 12-17 than those identifying as white (both initiating conversations or being asked by youth for their opinions on career choices).
Adults with more official advisory roles carry more weight. Half or more of parents / guardians or youth program facilitators / educations are frequently asked by youth ages 12-17 for opinions on careers, more than other adults (i.e., extended family, etc.)
Older youth appear to look to formal advisors more for advice. Youth program facilitators / educators reported giving their opinions about career choices frequently than parents / guardians among those 15-17 years old.
KEY
INSIGHTS
Executive Summary
Youth & Adult Influencer Similarities
▪ Michiganders are most likely to be lifelong residents of the state.
Those who grow up in Michigan are more likely to stay in Michigan
▪ Non-Michigan residents are more likely to have moved in the past 5 years.
▪ Top reason for non-Michigan resident relocation: family moved (2-3x that of Michigan residents).
▪ Michigan residents are more likely to know someone in the industry. MI
▪ There is confusion among both audiences around “mobility," particularly for adult influencers.
In addition to cars / vehicles, mobility was associated with:
• Cell phones
• Remote work
• Disability services/healthcare
• Moving / relocation
• Other transportation (public / bus / trains / planes / ride share services / etc.)
▪ The “automotive industry” is more closely associated with cars. However, it is more defined by production / service / mechanics / repairs / parts / sales than technology/innovation.
“Mobility” is overused / cuts across multiple industries.
“Automotive” is not typically associated with technology / innovation.
KEY INSIGHTS
The Automotive / Mobility industry is seen as offering high earning careers but low work / life balance.
Executive Summary
Youth & Adult Influencer Similarities
Lack of visibility to career options (outside engineering / manufacturing), educational pathways, and working conditions is hindering the industry.
Both say salary is the #1 factor of career attractiveness to young people. Work / life balance is #2.
Most youth and adult influencers rate the Automotive / Mobility industry as better than most / excellent in salary.
Around 2 out of 3 across groups rate it okay / very poor / terrible in work / life balance.
Both groups say they want more details about the types of jobs / work available, education / training / certifications needed, and the working environment.
Concerns about safety / equity in the working environment are expressed most by females and minorities among both groups.
Both cite financial benefits (salary, discounts, etc.), opportunities for growth / advancement, and less school requirements to begin a career as positive aspects of the industry.
Both cite physically demanding / factory-based work, safety concerns (dangerous/dirty), long hours, and the potential of layoffs / shutdowns / market shifts as negative aspects of the industry.
KEY
INSIGHTS
Executive Summary
Youth & Adult Influencer Similarities
Engineering & Manufacturing still dominate perceptions of career options in the industry.
Most Used Platforms
▪ Most say Engineering and Manufacturing are the career fields a person would be working in the industry.
▪ Both believe the top two areas of study that could lead to a career in the Automotive / Mobility industry are Engineering / Architecture and Trade School / Apprenticeship.
▪ The top factor considered is cost of living when either considering or recommending a move.
▪ A tenth of both groups from tech / mobility states (CA/TX) say they have heard or seen information about Michigan in career centers, similar to Michigan residents and more than other states.
Top 2 sources of career information:
Online search (48% & 44%)
Social media (45% & 42%)
Top 2 career / employment sites:
Indeed (72% & 73%)
LinkedIn (60% & 62%)
Additional sources:
YouTube (56% & 55%)
Twitter (32% & 29%)
KEY
INSIGHTS
Executive Summary
Youth & Adult Influencer Similarities
Michigan is a top 5 state for job opportunity. Careers in the Automotive / Mobility industry are highly considered and recommended by Michigan residents and those from other states in the U.S.
Michigan is one of the top 5 states where both groups believe jobs are located. 1 in 4 youth from Michigan say it is a top place for jobs; nearly half of adult influencers from Michigan agree. Nearly half of youth in Michigan, California, and Texas would highly consider a career in the Automotive / Mobility industry if located in these states. Seven out of ten Michigan and Texas adult influencers would highly recommend a career in the industry in these states. Other states show youth more likely to highly consider and adult influencers more likely to highly recommend careers in this industry in their states, but retention is not as high.
▪ Michigan youth are far less likely to highly consider a career in the industry outside of the state.
▪ Michigan adult influencers are far less likely to highly recommend a career in the industry outside of the state.
▪ 1 out of 4 tech / mobility (CA/TX) and neighboring (OH/IN) state youth would highly consider an industry career located in Michigan.
▪ A third or more of adult influencers from other states would highly recommend a career in the industry based in Michigan.
Tesla is by far the most named brand of electric vehicles by both youth and adult influencers. Ford takes the number 2 spot among both groups.
California and Michigan are the top two states seen as leading the development of electric vehicles. Texas is number three.
KEY
INSIGHTS
Executive Summary
Youth & Adult Influencer Differences
▪ Less than 10% of youth across states select Automotive / Mobility as a career field of interest.
▪ More than half of youth say they would not consider the industry for a career. However, Michigan, tech / mobility (CA / TX), and new auto (TN / GA) state youth are 3x more likely to highly consider it (14% vs. 4%).
▪ Roughly half of youth do not agree it is an attractive career field for young adults entering the workforce or culturally diverse.
▪ Comparatively, adult influencers feel more positively about the industry than youth: 7 out of 10 agree it is an attractive career field for young adults entering the workforce and culturally diverse.
▪ 1 in 3 adult influencers would recommend the industry for a career; however, 1 in 5 would not recommend. Of note: adult influencers in Michigan and tech / mobility states (CA / TX) are far more likely to recommend it than other states (35% vs. 23%).
Top two reasons youth moved to Michigan:
▪ Attend school / college (49%)
▪ Be closer to family (34%)
Top reason adult influencers moved to Michigan:
▪ Be closer to family (65%)
KEY INSIGHTS
MI
The Automotive / Mobility industry is not seen as an attractive career choice among youth; however, adult influencers and Michigan residents have a more positive perception of the industry.
Executive Summary
Youth & Adult Influencer Differences
▪ Adult influencers perceive the Automotive / Mobility industry as primarily Manufacturing driven, followed by Engineering, while youth perceive these more equally when associating the field with a career in the industry.
▪ However, among adult influencers, Computers / Systems / Information Technology ties for 2nd place (61%) in fields of study leading to a career in the industry, indicating adult influencers see more of this aspect as part of the industry than youth do (40%).
▪ Adult influencers in Michigan and OH / IN indicate Computers / Systems / IT most often compared to other states as fields leading to an Automotive / Mobility career.
▪ Adult influencers say Computers / Information Technology is the top career field of youth interest by a wide margin (34%), but youth select it roughly 3x less often (13%).
Adult influencers perceive Computers / Systems / IT as more connected to a career in the industry than youth.
Career opportunities in high demand fields weigh more heavily on adult influencers in recommending a move.
Adult influencers favor Facebook and LinkedIn for career information; youth favor Instagram and TikTok.
▪ For youth, housing costs (40%) are in second place when considering a move, while for adult influencers, it is career opportunities in high demand fields (45%), followed closely by housing costs (38%).
▪ New auto state (TN/GA) adult influencers consider crime rates (46%) more often than influencers in any other state (23%+) when recommending a move.
KEY INSIGHTS
Executive Summary
Youth & Adult Influencer Differences
GM is #3 among adult influencers for EV brands; Chevrolet among youth. Rivian is #9 among adult influencers in mentions; BMW makes the list among youth in this spot.
▪ Most youth agree the development / production of EVs is high-tech, leads to some of the most advanced consumer products in the world, provides global opportunities for work, and is growing in career and advancement opportunities. However:
▪ Michigan/Detroit is notably behind California as the perceived leader in developing electric vehicles among youth but jumps ahead of California slightly among adult influencers.
▪ Roughly half of youth do not agree EV development / production is a culturally diverse workforce; 40% do not agree it is attractive career field for young adults.
▪ It is worth noting that youth from Michigan and CA/TX feel most strongly it is high-tech. Additionally, Michigan youth are more likely to say it provides global opportunities and is culturally diverse workforce than those in other states.
▪ Adult influencers feel more positively about EVs than youth:
▪ 8 out of 10 agree it is high-tech, provides global opportunities for work, and is growing in career and advancement opportunities.
▪ 3 out of 4 agree it is an attractive career field for young adults entering the workforce and leads to some of the most advanced consumer products in the world.
▪ Nearly 2 out of 3 agree it is a culturally diverse workforce.
New auto state (TN/GA) youth are least positive about EV development / production growing in career and advancement opportunities.
TN/GA adult influencers are far less enthusiastic about EVs across nearly all aspects except that they are high-tech and a growth industry.
KEY INSIGHTS
Final Report
Youth Survey
860 respondents; 635 in Michigan, 225 in other states
▪ 75% have lived their whole lives in their state of residence.
▪ Michiganders are most likely to be lifelong residents (78% vs. 66%).
▪ Top two reasons moved to Michigan:
• Attend school / college (49%)
• Be closer to family (34%)
▪ Non-Michigan residents are 3x as likely to have moved in the past 5 years (18% vs. 6%); top states left – CA, IL, MI, TX, & VA. Top reason for relocation: family moved (44%), 2x that of MI residents.
▪ Michigan residents are more likely to know someone in the industry.
RESPONDENT
SNAPSHOTS
IN OH GA CA TX NEIGHBORING STATES 73 Youth / 71 Adults NEW AUTO STATES 76 Youth / 71 Adults TECH / MOBILITY STATES 76 Youth / 68 Adults TN 17-19 33% 20-21 27% 22-24 39% Age Range MI 67% 70% 58% All MI Others Know Someone Working in Industry High School 8% College/ PostGrad 41% In Transition 39% Employed/ Looking for Job 29% Life Stage *canbemorethan1role
Adult Influencers Survey
526 respondents, 316 in Michigan, 210 in other states
▪ 58% have lived their whole lives in their state of residence.
▪ Michiganders are most likely to be lifelong residents (68% vs. 48%).
▪ Top reason moved to Michigan - be closer to family (65%).
▪ Non-Michigan residents are 2.5x as likely to have moved in the past 5 years (25% vs. 10%); top states left – AL, CA, CO, GA, IN, WA. Top reason for relocation: family moved (38%), 3x that of MI residents.
▪ Michigan residents are more likely to know someone in the industry.
*canbemorethan1role
52% 60% 39% All MI Others
Know Someone Working in Industry
25-34 21% 35-44 31% 45-64 29% 65+ 18% Age Range Parent / guardian 38% Extended family 60% Youth program / educator 22% Other 13% Role* IN OH GA CA TX NEIGHBORING STATES 73 Youth / 71 Adults NEW AUTO STATES 76 Youth / 71 Adults TECH / MOBILITY STATES 76 Youth / 68 Adults TN MI RESPONDENT SNAPSHOTS
Michigan: Regions & Population Area
Representative sampling from both youth and adult influencers regions & population areas was collected, as well as gender & ethnicity. Adult influencers interact with youth ages 12-17 once a month or more in their personal or professional lives.
REGIONAL REPRESENTATION 10 regional areas defined by state education Michigan Association of Superintendents
42 50 98 70 56 45 58 66 85 65 Region of Residence 29 30 48 24 32 24 28 30 48 23 Region of Residence Metro 60% Micro 23% Rural 16% Population Area Metro 68% Micro 18% Rural 16% Population Area
YOUTH SURVEY ADULT INFLUENCERS SURVEY
Michigan: Associations & Careers
STATE
YOUTH SURVEY ADULT INFLUENCERS SURVEY 306 180 96 90 77 74 50 49 45 42 Michigan Associations 231 91 68 62 51 50 48 44 26 24 Michigan Associations 13% 17% 21% 22% 24% 25% 28% 34% Sports Engineering Manufacturing Education Trades Agriculture Healthcare / Medical Automotive / Mobility Youth: Career Fields Expected in Michigan Adult Influencers: Career Fields Expected in Michigan
PERCEPTIONS
Industry Perceptions
▪ The Automotive/Mobility industry continues to face an uphill battle in the minds of both young adults 17-24 and adults with influence over young people aged 12-17.
▪ There is confusion among both audiences around “mobility," particularly for adult influencers.
▪ In addition to cars/vehicles, mobility was associated with:
• Cell phones
• Remote work
• Disability services/ healthcare
• Moving/relocation
• Other transportation (public/bus/trains/planes/ride share services/etc.)
▪ The “automotive industry” is more closely associated with cars. However, it is more defined by production/service/mechanics/repairs/parts/sales than technology/innovation.
▪ Adult influencers are slightly more likely to recognize the cutting edge/modern/technology aspects of the industry.
EXECUTIVE REPORT Automotive/Mobility Industry Positive Perceptions Negative Perceptions
Career Input
AdultInfluencerEngagementwith Youth12-14
Adult influencers reported that they often initiate conversations about future careers with youth aged 12-14
In comparison, adult influencers report that youth aged 12-14 ask their opinion about future careers less often
▪ 1 in 4 “rarely/never” ask for input
▪ More than a third ask “sometimes”
▪ More than a third ask "frequently"
Conversations about future careers were more common in tech/mobility states (CA/TX) compared to other states
▪ Half initiate conversations "frequently"
▪ About a third do so "sometimes"
▪ Only about 1 in 10 "rarely" or "never" do
▪ Adult influencers in these states were 12% more likely to report “frequently” initiating conversations with youth or being asked their opinions about careers. Thinking specifically about youth aged 12-14, how often do… YOU INITIATE DICUSSIONS ABOUT THEIR FUTURE CAREER CHOICES?
THEY ASK YOUR OPINION ABOUT FUTURE CAREER CHOICES?
EXECUTIVE REPORT
Frequently 49% Sometimes 38% Rarely/Never 13%
Frequently 37% Sometimes 39% Rarely/Never 24%
Career Input
AdultInfluencerEngagementwith Youth12-14
Older adult influencers are less likely to initiate career discussions than younger adult influencers.
▪ Those under 45 are most likely to "frequently" initiate discussions and falls among those 45-64
▪ Adult influencers 65+ are more likely to initiate “sometimes”
Almost half of adult influencers 65+ report that youth 12-14 "rarely/never" ask their opinion about future career choices, whereas younger adult influencers are asked more often.
▪ Nearly half of those under 45 reported being asked "frequently"
▪ About a third of those 45-64 reported being asked "sometimes" or "frequently" Adult influencers who identify as racial minorities have these conversations with youth more often than those identifying white.
▪ Nearly 3 out of 4 minority adults frequently initiate (compared to 43% of white adults) and more than half of youth ask minority adults (compared to 32% of white) for input on their career choices.
EXECUTIVE REPORT
55% 59% 48% 46% 30% 29% 34% 38% 43% 52% 15% 7% 14% 11% 19% 25-34 35-44 45-54 55-64 65+ Frequently Sometimes Rarely/Never
INITIATE DICUSSIONS ABOUT THEIR FUTURE CAREER CHOICES? 42% 46% 36% 37% 16% 40% 36% 43% 36% 40% 18% 17% 21% 27% 44% 25-34 35-44 45-54 55-64 65+ Frequently Sometimes Rarely/Never
ASK YOUR OPINION ABOUT FUTURE CAREER CHOICES? Thinking specifically about youth aged 12-14, how often do…
YOU
THEY
Career Input
Adult Influencer Engagement with Youth 12-14
The adult influencers' relationship to youth 12-14 matters.
▪ Parents/guardians & youth program facilitators/educators initiate career discussions more than extended family.
▪ Extended family initiate these conversations more than those in other roles (neighbors, coworkers, etc.).
A similar pattern was observed for youth 12-14 initiating conversations about careers.
▪ Half ask parents/guardians "frequently" for their opinions
▪ Half ask youth program facilitators/educators "frequently"
▪ Extended family and others were asked least often
Nearly half of extended family frequently initiate these conversations, however, only around a third of youth 12-14 frequently ask extended family for opinions on future career choices. Adults with more official advisory roles carry more weight.
YOU INITIATE DICUSSIONS ABOUT THEIR FUTURE CAREER CHOICES? THEY ASK YOUR OPINION ABOUT FUTURE CAREER CHOICES? Thinking specifically about youth aged 12-14, how often do…
EXECUTIVE REPORT
64% 57% 47% 31% 30% 34% 41% 46% 6% 9% 12% 24% Parent / Guardian Youth Programs / Educator Extended Family Other Frequently Sometimes Rarely/Never 51% 50% 35% 30% 34% 33% 40% 45% 15% 17% 25% 24% Parent / Guardian Youth Programs / Educator Extended Family Other Frequently Sometimes Rarely/Never
Career Input
AdultInfluencerEngagementwith Youth15-17
Half of adult influencers reported "frequently" initiating conversations about careers with youth aged 15-17.
▪ About a third “sometimes” initiate discussions
▪ Only about 1 in 6 say "rarely/never" bring it up.
In comparison, adult influencers report that youth aged 15-17 ask their opinion about future careers less often.
▪ 1 in 4 “rarely/never” ask for input
▪ More than a third ask “sometimes”
▪ Nearly half (42%) ask "frequently"
Conversations about future careers were more common in tech/mobility states (CA/TX) compared to other states.
▪ 9 out of 10 of adult influencers in these states are “sometimes” or “frequently” initiating these conversations or say youth 15-17 are asking for their opinions on careers.
Thinking specifically about youth aged 15-17, how often do…
YOU INITIATE DICUSSIONS ABOUT THEIR FUTURE CAREER CHOICES? Frequently 50%
32% Rarely/Never 18%
THEY ASK YOUR OPINION ABOUT FUTURE CAREER CHOICES? Frequently 42%
EXECUTIVE REPORT
Sometimes
Sometimes
Rarely/Never
35%
23%
Career Input
AdultInfluencerEngagementwith Youth15-17
Adults 35-44 reported initiating discussions with youth 15-17 most often.
▪ Those 25-34 and 45-64 initiated conversations less
▪ Adult influencers 65+ reported “sometimes” initiating
Almost half of adult influencers 65+ report that youth 15-17 "rarely/never" ask their opinion about future career choices, whereas younger influencers are asked more.
▪ About half of those under 54 reported being asked frequently for their opinions
▪ About a third of those 55-64 were asked sometimes/frequently
Adult influencers who identify as racial minorities have these conversations with youth more often than those identifying as white.
▪ 62% of minority adult influencers frequently initiate these conversations (vs. white adults, 47%) and are more frequently asked their opinion on careers by youth (vs. white, 38%).
Thinking specifically about youth aged 15-17, how often do…
YOU INITIATE DICUSSIONS ABOUT THEIR FUTURE CAREER CHOICES?
THEY ASK YOUR OPINION ABOUT FUTURE CAREER CHOICES?
EXECUTIVE REPORT
49% 62% 48% 50% 32% 31% 28% 33% 29% 43% 20% 10% 19% 21% 25% 25-34 35-44 45-54 55-64 65+ Frequently Sometimes Rarely/Never 50% 48% 46% 37% 23% 35% 35% 37% 38% 34% 15% 18% 18% 25% 43% 25-34 35-44 45-54 55-64 65+ Frequently Sometimes Rarely/Never
Career Input
AdultInfluencerEngagementwith Youth15-17
The adult influencers' relationship to the youth 15-17 matters.
▪ Parents/guardians & youth program facilitators/educators initiate future career discussions more than extended family.
▪ Extended family initiate these conversations more often than those in other roles (neighbors, coworkers, etc.).
A similar pattern was observed for adults' reports of youth 15-17 initiating career conversations about careers.
▪ 6 in 10 ask youth program facilitators / educators frequently
▪ Half ask parents / guardians frequently for their opinions
▪ Extended family and others were asked least often
Older youth appear to look more to formal advisors for advice.
▪ Youth program facilitators / educators reported giving their opinions about career choices more frequently than parents / guardians.
THEY ASK YOUR OPINION ABOUT FUTURE CAREER CHOICES? Thinking specifically about youth aged 15-17, how often do…
YOU INITIATE DICUSSIONS ABOUT THEIR FUTURE CAREER CHOICES?
EXECUTIVE REPORT
61% 63% 47% 41% 26% 25% 32% 41% 13% 13% 21% 18% Parent / Guardian Youth Programs / Educator Extended Family Other Frequently Sometimes Rarely/Never 51% 58% 40% 41% 34% 30% 35% 32% 15% 12% 25% 27% Parent / Guardian Youth Programs / Educator Extended Family Other Frequently Sometimes Rarely/Never
Career Interests
▪ The top career fields of interest selected by youth are Music/ Arts / Photography (23%) and Healthcare / Medical (20%).
▪ Less than 10% of youth across states select Automotive / Mobility as a career field of interest.
▪ Adult influencers say Computers / Information Technology is the top career field of youth interest by a wide margin (34%), but youth select it roughly 3x less often (13%).
▪ Adult influencers also indicate Construction / Plumbing / Electrical / Trades as a top career field of youth interest, but this is not often selected by youth (16% vs. 6%).
▪ When asked to write-in the top 3 attractive fields for youth entering the workforce:
▪ Youth cite engineering, healthcare/medical, business, marketing, education, science, computer(s), nursing, social media, and construction most often.
▪ Adult influencers cite healthcare/medical, computers/ technology, engineering, business, education, trades, science, construction, and automotive most often.
Top Youth Career
EXECUTIVE REPORT 25% 11% 13% 25% 18% 18% 13% 12% 32% 33% 16% 21% 10% 26% 22% 14% 14% 14% 20% 23% Education Social Services / Psychology Computers / IT Healthcare / Medical Music / Arts / Photography Michigan Neighboring (OH/IN) New Auto (TN/GA) Tech / Mobility (CA/TX)
Interests 22% 7% 43% 29% 22% 20% 13% 31% 34% 27% 21% 11% 24% 44% 34% 17% 19% 35% 34% 23% Education Construction / Plumbing / Electrical / Trades Computers / IT Healthcare / Medical Music / Arts / Photography
Adults Reported Top Youth Career Interests
Career Considerations
▪ Around half adult influencers consider both the characteristics of the young person and the potential career equally when recommending potential careers to youth ages 12-17. Only a third of youth consider both equally when considering potential careers.
▪ A third of adults and youth say the young person’s interests, talents, goals, personality, & values are weighed most heavily.
▪ Youth are more likely than adults to weight the potential career characteristics (e.g., salary, job prospects, location) most heavily (29% vs. 10%) when considering careers.
When recommending potential careers to youth (ages 12-17)…
ADULT INFLUENCERS WHICH DO YOU WEIGH MOST HEAVILY?
Young Person’s Characteristics 33%
Potential Career Characteristics 10%
I Consider Them Both Equally 51%
When consider potential careers for yourself …
YOUTH WHICH DO YOU WEIGH MOST HEAVILY?
Characteristics About Myself 35%
Characteristics of Potential Career 29%
I Consider Them Both Equally 32%
EXECUTIVE REPORT
Youth: Top 3 Career Attractiveness Factors
Career Attraction Factors
Youth and adult influencers agree that salary is the #1 factor of career attractiveness to young people. However, there are some differences:
▪ Youth rate work-life balance of higher importance than adult influencers, nearly tying with salary among youth from neighboring states (OH/IN) (47% vs. 49%).
▪ Youth in new auto states (TN/GA) weigh salary most heavily.
▪ Quality of life is most important to youth as a career factor in Michigan and neighboring states (OH/IN) compared to other states.
The top 5 career fields youth expect in Michigan are: Automotive / Mobility (34%), Healthcare / Medical (28%), Agriculture (25%), Construction / Plumbing / Electrical / Trades (24%), and Education (22%). Only Healthcare/ Medical and Education are top fields of interest reported among youth. Perceptions are similar among adult influencers.
Adult Influencers: Top 3 Career Attractiveness Factors
EXECUTIVE REPORT 13% 20% 36% 43% 57% 8% 28% 43% 47% 66% 18% 22% 38% 47% 49% 19% 21% 35% 46% 58% Quality of life Cost of living Benefits Work-life balance Salary Michigan Neighboring (OH/IN) New Auto (TN/GA) Tech / Mobility (CA/TX)
19% 10% 31% 37% 60% 15% 20% 30% 34% 59% 21% 21% 27% 31% 59% 24% 19% 32% 35% 60% Quality of life Cost of living Benefits Work-life balance Salary
Industry Career Rating
▪ While 2 out of 3 of youth rate the Automotive / Mobility industry as better than most/excellent in salary (the #1 factor for career attractiveness), 71% rate it as okay/very poor/terrible in work/life balance (#2 factor).
▪ More than half of youth say they would not consider the industry for a career. However, Michigan, tech/mobility (CA/TX), and new auto (TN/GA) state youth are 3x more likely to highly consider it (14% vs. 4%)
▪ 3 out of 4 adult influencers rate the Automotive / Mobility industry as better than most/excellent in salary (#1 factor), however, 65% rate it as okay/very poor/terrible in work/life balance (#2 factor).
▪ Only 1 in 3 adult influencers would recommend the industry for a career; 1 in 5 would not recommend it. However, adult influencers in Michigan and tech / mobility states (CA/TX) are far more likely to recommend it than other states (35% vs. 23%).
Compared to other industries, how would you rate career opportunities in the automotive/ mobility industry in terms of the following?
EXECUTIVE REPORT
YOUTH SALARY WORK-LIFE BALANCE BENEFITS COST OF LIVING QUALITY OF LIFE Better than Most/Excellent 66% 29% 52% 45% 39% Okay 31% 51% 41% 45% 50% Very Poor/Terrible 2% 20% 7% 9% 12% ADULT INFLUENCERS SALARY WORK-LIFE BALANCE BENEFITS COST OF LIVING QUALITY OF LIFE Better than Most/Excellent 76% 35% 75% 45% 45% Okay 23% 52% 21% 39% 46% Very Poor/Terrible 1% 13% 4% 16% 9%
Youth % Agree: The Automotive / Mobility industry…
Michigan Neighboring (OH/IN) New Auto (TN/GA) Tech / Mobility (CA/TX)
Industry Viewpoints
Most youth agree the Automotive / Mobility industry is a high-tech field, produces some of the most advanced consumer products in the world, provides global opportunities for work, and is growing in career and advancement opportunities. However,
▪ Roughly half do not agree it is an attractive career field for young adults entering the workforce or culturally diverse.
▪ Michigan youth feel most strongly it is high-tech, while CA/TX youth indicate most strongly the field is culturally diverse.
Is an attractive career field for young adults entering the workforce
Adult influencers feel more positively about the industry than youth.
▪ 7 out of 10 agree it is an attractive career field for young adults entering the workforce and culturally diverse.
▪ 8 out of 10 agree it is high-tech, produces some of the most advanced consumer products in the world, provides global opportunities for work.
▪ 3 out of 4 agree it is growing in career and advancement opportunities.
▪ TN/GA adult influencers are less enthusiastic in agreement about the career field being attractive for young adults.
Is an attractive career field for young adults entering the workforce
Is high tech Produces some of the most advanced consumer products in the world
Provides global opportunities for work
Is culturally diverse Is growing in career and advancement opportunities
Adult Influencers % Agree: The Automotive / Mobility industry…
Is high tech Produces some of the most advanced consumer products in the world
Provides global opportunities for work
Is culturally diverse Is growing in career and advancement opportunities
53% 70% 64% 71% 49% 64% 54% 61% 68% 61% 47% 64% 56% 57% 63% 62% 47% 61% 50% 58% 65% 69% 59% 69%
EXECUTIVE REPORT
70% 83% 81% 77% 69% 76% 76% 87% 81% 81% 77% 83% 61% 84% 67% 71% 53% 69% 75% 84% 80% 77% 71% 71%
EXECUTIVE REPORT
Industry Information
When asked what other information they would need about the industry to either consider a career or recommend it, both youth and adults remained largely focused on manufacturing and engineering elements, rather than technology and other fields of expertise. However, they want more details about the:
▪ Types of jobs/work available
▪ Education/training/certifications needed
▪ Working environment information
▪ Concerns about safety/equity in the working environment are expressed most by females and minorities.
▪ Roughly two-thirds or more say Engineering and Manufacturing are the career fields a person would be working in the industry.
Youth: Career Fields
▪ Overall, adult influencers appear to perceive the automotive/mobility industry as primarily Manufacturing driven, followed by Engineering.
Influencers: Career Fields Associated with Industry
25% 21% 13% 21% 57% 49% 24% 16% 26% 33% 55% 58% 27% 18% 22% 19% 63% 67% 18% 21% 26% 27% 66% 68% Construction / Plumbing / Electrical / Trades Computers / IT Marketing / Advertising / Communications Design Manufacturing Engineering Michigan Neighboring (OH/IN) New Auto (TN/GA) Tech / Mobility (CA/TX)
Associated with Industry 12% 25% 25% 40% 59% 65% 15% 21% 21% 32% 70% 48% 11% 25% 27% 34% 77% 59% 16% 33% 28% 42% 74% 65% Environmental / Sustainability Computers / IT Marketing / Advertising / Communications Design Manufacturing Engineering
Fields of Study
Both youth and adult influencers believe the top two areas of study that could lead to a career in the Automotive / Mobility industry are Engineering / Architecture and Trade School / Apprenticeship. However, among adult influencers, Computers / Systems / Information Technology ties for 2nd place (61%), indicating adult influencers see more of this aspect as part of the industry than youth do (40%).
▪ Youth from TN/GA are the most likely to say Finance / Money Management is an area of study that could lead to a career in the industry.
▪ Adult influencers in Michigan and OH/IN indicate Computers / Systems / IT most often compared to other states. Most youth and adult influencers believe either a high school degree or trade school certification is all that is needed to begin a career in the industry; viewing the educational barriers as low. Only 1 in 5 youth and 24% of adult influencers say a bachelor’s degree or more is needed.
Youth: Career Fields to Work in Industry
Influencers: Career Fields to Work in Industry
EXECUTIVE REPORT 13% 20% 39% 53% 54% 24% 24% 46% 62% 62% 12% 22% 42% 62% 66% 16% 28% 39% 59% 70% Finance / Money Management Marketing / Advertising / Communications Computers / Systems / IT Trade School / Apprenticeship Engineering / Architecture Michigan Neighboring (OH/IN) New Auto (TN/GA) Tech / Mobility (CA/TX)
21% 25% 51% 57% 60% 18% 35% 52% 66% 58% 11% 35% 62% 62% 65% 17% 32% 65% 60% 72% Finance / Money Management Marketing / Advertising / Communications Computers / Systems / IT Trade School / Apprenticeship Engineering / Architecture
64% 15% 20% 58% 21% 22% 63% 18% 18% 57% 24% 20% High school diploma / trade certification Associates / 2-year degree Bachelor's degree or higher 64% 15% 20% 58% 21% 22% 63% 18% 18% 57% 24% 20% High school diploma / trade certification Associates / 2-year degree Bachelor's degree or higher Youth: Education Needed Influencers: Education Needed
Moving for Career
▪ 1 out of 4 of those with influence in the lives of youth frequently recommend moving to another state to pursue a certain career path. More than a third (37%) “rarely” or “never” recommend a young person move.
▪ The story is similar across states except for tech/mobility (CA/TX): residents are more likely to frequently recommend youth move to another state for career reasons (32% vs. 22%).
How often do you recommend that a young person consider…
ADULT INFLUENCERS MOVING TO ANOTHER STATE TO PURSUE A CERTAIN CAREER PATH?
Frequently 24% Sometimes 39% Rarely/Never 37%
▪ However, nearly half of youth are “very” or “definitely” willing to move out of state to pursue a career, across all states surveyed.
▪ For both youth and adult influencers, the top factor is cost of living when considering or recommending a move (cited by 6 out of 10).
▪ For youth, housing costs (40%) are in second place, while for adult influencers, it is career opportunities in high demand fields (45%), followed closely by housing costs (38%).
▪ New auto state (TN/GA) adult influencers consider crime rates (46%) more often than influencers in any other state (23%+).
How willing are you to…
YOUTH MOVE OUT OF YOUR CURRENT STATE TO PURSUE A CAREER?
Very/Definitely 47%
Somewhat 34% Not Willing 18%
EXECUTIVE REPORT
EXECUTIVE REPORT
Opportunity
Top 5 states youth believe jobs are located: California (60%), New York (40%), Florida (36%), Texas (23%), & Michigan (22%).
1 out of 4 youth from Michigan say it is a top place for jobs.
1. NEW YORK
CALIFORNIA
Top metro areas for attractive career opportunities:
Youth: Los Angeles (41%) & San Francisco (27%)
Adult Influencers: Los Angeles (26%) & Silicon Valley (21%)
2.
Top five states adult influencers believe jobs are located: California (51%), New York (33%), Florida (32%), Michigan (32%), & Texas (29%). Nearly half (44%) of adult influencers from Michigan say it is a top place for jobs.
3.
Top metro areas for attractive career opportunities:
Youth: New York City (40%)
Adult Influencers: New York City (33%)
FLORIDA
Top metro areas for attractive career opportunities:
Youth: Orlando (21%)
The top 5 metro areas outside of the states above youth say have attractive career opportunities for young people entering the workforce: Chicago, IL (34%), Seattle, WA (21%), Atlanta, GA (21%), Nashville, TN (19%), & Washington, DC (19%).
4.
The top 5 metro areas outside of the states above adult influencers say have attractive career opportunities for young people entering the workforce: Chicago, IL (24%), Nashville, TN (24%), Atlanta, GA (20%), Denver, CO (19%), & Seattle, WA (19%).
5.
Adult Influencers: Orlando (21%)
MICHIGAN
Top metro areas for attractive career opportunities:
Youth: Ann Arbor (25%) & Detroit (24%)
Adult Influencers: Ann Arbor (27%) & Detroit (21%)
TEXAS
Top metro areas for attractive career opportunities:
Youth: Austin (22%) & Dallas-Fort Worth (14%)
Adult Influencers: Austin (25%) & Dallas-Fort Worth (26%)
Youth % Highly Consider Automotive / Mobility Career…
Impact of Career Location
Michigan, California, and Texas show the highest percentages of youth who would highly consider a career in the Automotive / Mobility industry if located in these states. Other states show youth more likely to highly consider these careers in their states, but retention is not as high.
▪ Michigan youth are far less likely to highly consider a career in the industry outside of the state.
▪ TN/GA youth are just as likely to highly consider an industry career in California or a country outside of the U.S. vs. Georgia or Tennessee.
▪ 1 out of 4 CA/TX and OH/IN youth would highly consider a career in the industry located in Michigan.
Adult Influencers % Highly Recommend Automotive / Mobility Career…
7 out of 10 Michigan and Texas adult influencers would highly recommend a career in the Automotive / Mobility industry in these states. Other states show adult influencers more likely to highly recommend careers in this industry in their states, but the retention is not as high.
▪ Michigan adult influencers are far less likely to highly recommend a career in the industry outside of the state.
▪ A third or more of adult influencers from other states would highly recommend a career in the industry based in Michigan.
EXECUTIVE
46% 11% 11% 17% 13% 17% 21% 15% 23% 34% 33% 12% 16% 15% 21% 7% 18% 12% 9% 28% 32% 21% 30% 25% 26% 12% 14% 18% 28% 42% 53% 25% Michigan Ohio Indiana Tennessee Georgia Texas California A country outside of the U.S. Michigan Neighboring (OH/IN) New Auto (TN/GA) Tech / Mobility (CA/TX)
REPORT
71% 25% 21% 30% 25% 31% 23% 16% 37% 34% 38% 31% 30% 34% 30% 15% 30% 11% 13% 39% 49% 27% 21% 15% 40% 26% 26% 25% 31% 68% 49% 22% Michigan Ohio Indiana Tennessee Georgia Texas California A country outside of the U.S. Michigan Neighboring (OH/IN) New Auto (TN/GA) Tech / Mobility (CA/TX)
EXECUTIVE REPORT
Electric Vehicles
Tesla is by far the most named brand of electric vehicles by both youth and adult influencers across states. Michigan/Detroit is notably behind California as the perceived leader in developing electric vehicles among youth but jumps ahead of California slightly among adult influencers.
▪ More than half (56%) of adult influencers see Michigan as leading the race to develop electric vehicles; far fewer youth agree (39%).
▪ Adult influencers more often than youth agree Detroit is where one can help create global solutions to automotive / mobility problems (71% vs. 56%)
▪ However, adult influencers and youth overall share similar agreement levels on Detroit being an attractive place to start a career in EVs (58% vs. 51%) and that EVs are the future of the automotive / mobility industry (64% vs. 68%).
▪ Michigan adult influencers are the most positive about Detroit and Michigan overall compared to other states.
▪ While less likely to perceive Michigan as the current leader in EVs, youth are very likely to agree EVs are the future of the industry.
40% 54% 61% 66% 38% 39% 45% 79% 45% 41% 39% 61% 32% 43% 36% 75%
Michigan is leading in the race to develop electric vehicles.
Detroit is an attractive location to start a career in the development / production of electric vehicles.
Detroit is a place where you can help create global solutions to automotive / mobility problems.
Electric vehicles are the future of the automotive / mobility industry.
60% 64% 78% 65% 53% 52% 62% 69% 44% 38% 51% 57% 53% 51% 70% 61%
Michigan Neighboring (OH/IN) New Auto (TN/GA) Tech / Mobility (CA/TX) Youth % Agree
Michigan is leading in the race to develop electric vehicles.
Detroit is an attractive location to start a career in the development / production of electric vehicles.
Detroit is a place where you can help create global solutions to automotive / mobility problems.
Electric vehicles are the future of the automotive / mobility industry.
Michigan Neighboring (OH/IN) New Auto (TN/GA) Tech / Mobility (CA/TX)
Adult Influencers % Agree
Electric Vehicles – Brands & Locations
EXECUTIVE REPORT YOUTH SURVEY ADULT INFLUENCERS SURVEY 778 305 147 92 89 78 73 66 56 51 EV Brand Mentions 431 231 132 125 89 59 45 41 28 28 EV Brand Mentions 71 161 230 Texas California Michigan Adult Influencer: Top 3 EV Locations 85 245 390 Texas Michigan California Youth: Top 3 EV Locations
EV Development / Production
Most youth agree the development / production of EVs is high-tech, leads to some of the most advanced consumer products in the world, provides global opportunities for work, and is growing in career and advancement opportunities. However,
▪ Roughly half do not agree it is a culturally diverse workforce; 40% do not agree it is an attractive career field for young adults.
▪ Michigan and CA/TX youth feel most strongly it is high-tech.
▪ Michigan youth are more likely to say it provides global opportunities and is culturally diverse workforce than those in other states.
▪ TN/GA youth are least positive about it growing in career and advancement opportunities.
Adult influencers feel more positively about EVs than youth.
▪ 3 out of 4 agree it is an attractive career field for young adults entering the workforce and leads to some of the most advanced consumer products in the world.
▪ 8 out of 10 agree it is high-tech, provides global opportunities for work, and is growing in career and advancement opportunities.
▪ Nearly 2 out of 3 agree it is a culturally diverse workforce.
▪ TN/GA adult influencers are far less enthusiastic about EVs across nearly all aspects except that they are high-tech and a growth industry.
Youth % Agree: The Development / Production of EVs…
EXECUTIVE REPORT 62% 80% 68% 67% 52% 73% 58% 72% 70% 57% 45% 70% 57% 71% 67% 61% 45% 59% 54% 79% 68% 56% 44% 72% Is an attractive career field for young adults entering the workforce Is high tech Leads to some of the most advanced consumer products in the world Provides global opportunities for work Is a culturally diverse workforce Is growing in career and advancement opportunities
Michigan Neighboring (OH/IN) New Auto (TN/GA) Tech / Mobility (CA/TX)
74% 85% 72% 78% 63% 78% 81% 86% 82% 80% 66% 86% 62% 82% 66% 69% 47% 77% 75% 89% 84% 83% 67% 85% Is an attractive career field for young adults entering the workforce Is high tech Leads to some of the most advanced consumer products in the world Provides global opportunities for work Is a culturally diverse workforce Is growing in career and advancement opportunities
of EVs…
Adult Influencers % Agree: The Development / Production
Information Sources
For youth, the top two sources of info about Michigan are social media (58%) and online search (45%). Youth from Michigan and neighbor states (OH/IN) are more likely to cite social media, parents / family, and friends / peers compared to other states. For adult influencers, social media and TV / radio commercials (49%) are tied in first place, followed by friends / peers (47%), online search (44%), and news (44%).
▪ The top 2 sources of career information among both youth and adult influencers across states are online search (48% & 44%) and social media (45% & 42%).
▪ The top 2 career/ employment sites used among both youth and adult influencers across states are Indeed (72% & 73%) and LinkedIn (60% & 62%).
▪ Adult influencers favor Facebook (79% vs. 53%) and LinkedIn (53% vs. 29%) compared to youth for career information. Youth favor Instagram (59% vs. 45%) and TikTok (59% vs. 32%).
YouTube (56% & 55%) and Twitter (32% vs. 29%) share similar rates of use.
Youth: Top Michigan Information Sources Influencers: Top Michigan Information Sources
Social Media
EXECUTIVE
14% 20% 11% 32% 41% 21% 24% 12% 34% 42% 32% 26% 27% 30% 55% 46% 47% 51% 50% 62% Friends / peers TV / radio commercials Parents / family Online (general search) Social media Michigan Neighboring (OH/IN) New Auto (TN/GA) Tech / Mobility (CA/TX)
REPORT
29% 32% 53% 56% 59% 59% 53% 29% 79% 55% 45% 32% LinkedIn Twitter Facebook YouTube Instagram TikTok Youth Adult Influencers 32% 32% 13% 32% 31% 18% 24% 21% 30% 30% 44% 38% 21% 32% 41% 57% 60% 47% 53% 60% Friends / peers TV / radio commercials Parents / family Online (general search) Social media Youth & Adult Influencer
Thank You
This project is part of a partnership to support MICHauto’s High-Tech Talent Strategy to strengthen Michigan’s global competitiveness in the automotive, mobility, and technology industries. The broader initiative is being funded by a grant through the State of Michigan’s Mobility Futures Initiative with a goal of growing high-tech talent in Michigan and bringing to life the Michigan Office of Future Mobility and Electrification’s MI Future Mobility Plan.
