Rockwell Automation


While the word “jobs” will forever be thrown out as an economic barometer, the fact is two million U.S. manufacturing jobs are expected to go unfilled in the next 10 years because there won’t be enough skilled workers to fill them. This challenge is not unique to America. Industrial companies worldwide are struggling to keep positions filled because fewer young people want these jobs, and the work is becoming more complex.


Perhaps no company is better suited to tackle the industrial skills gap than Rockwell Automation. As the world’s largest company dedicated to automation, Rockwell Automation has 110-plus years of experience helping industrial companies be more efficient and use technology to innovate through hard times.


Rockwell Automation wanted to provide guidance that companies could use to solve their most pressing workforce challenges. To do so, the company partnered with Padilla to craft a white paper on the skills gap and promote it as a resource to industry.


Backed by comprehensive research, the white paper was promoted across paid, earned, shared and owned channels, including key media placements, byline articles, a press release defining Rockwell Automation’s strategy, interviews, and a high profile speaking engagement at ASSE Safety conference. Custom graphics and social media posts on Facebook, LinkedIn and Twitter helped spread their position to followers. All content drove readers to the workforce web page on the Rockwell Automation website.


The paper was perhaps the company’s most cohesive thought-leadership piece to date, spanning multiple business units and industries. More importantly, this key communication piece addressing a major pain point for industrial companies has been downloaded hundreds of times and reached more than 842,000 readers via key trade media.