On Friday (July 21), the California Community Colleges launched a new campaign the Bay Area Council had advocated for that will boost awareness of the system’s extensive career technical education programs among prospective students from diverse backgrounds. This exciting rebranding, which will be available across traditional and social media, seeks to stoke interest in career pathways to living-wage paying, middle-skills jobs—the same jobs that are burgeoning in the Bay Area region in industries such as global trade and logistics, and that companies report having difficulty in hiring for.

As part of its ongoing relationship with the California Community Colleges and California Forward, the Bay Area Council’s Workforce of the Future Committee and it members advocated for the rebranding effort back in October of last year at our first Occupational Marketplace for the Industrial Maintenance Technician/ Mechanic occupation (hosted in partnership with the Bay Area Community College Consortium), especially in light of employers’ needs for a skilled, diverse, and local workforce. To get involved with the Workforce of the Future Committee efforts, please contact Senior Vice President Linda Bidrossian.