Minnesota is facing a critical workforce crossroads. With shifting demographics, evolving skills demands, and persistent labor shortages, the state is taking action. One of the most notable responses? The “Drive for 5” campaign — a targeted effort to strengthen Minnesota’s talent pipeline in five essential, high-demand industries.
For employers, this isn’t just a public initiative to watch from the sidelines. It’s a signal — and an opportunity — to reevaluate how you attract, grow, and retain talent in a fast-changing market.
What Is Drive for 5?
Launched by the Minnesota Department of Employment and Economic Development (DEED) in 2023, the Drive for 5 campaign is focused on aligning workforce development efforts around five occupational fields that:
- Offer sustainable wages,
- Are experiencing talent shortages, and
- Are projected to grow well into the future.
The five priority sectors are:
- Technology
- Trades
- Healthcare
- Education
- Manufacturing
These industries are not only vital to Minnesota’s economy — they’re also increasingly difficult to staff. Drive for 5 aims to close those gaps through increased awareness, training programs, and partnerships between employers, educators, and job seekers.
What It Means for Employers
- The Competition for Talent Is Getting More Focused
By spotlighting these five sectors, the state is investing energy and resources into developing pipelines — but that also means competition for top talent will intensify. Job seekers and career changers may be more likely to enter these fields, but employers will still need compelling strategies to stand out.
- Skill-Based Hiring Is Gaining Momentum
As Drive for 5 encourages training programs and nontraditional career pathways, employers need to adapt by prioritizing skills over credentials. Rigid job descriptions that rely heavily on degree requirements or years of experience may limit access to a growing pool of qualified candidates.
This is the time to rethink your hiring criteria and focus on the capabilities that actually drive success in the role.
- Partnerships Will Be a Strategic Advantage
Workforce boards, technical schools, and apprenticeship programs are already ramping up to support Drive for 5. Employers that build relationships with these organizations now can shape the talent pipeline to better fit their future needs — while gaining early access to up-and-coming candidates.
Consider how your organization could get involved in curriculum development, internship programs, or mentorship opportunities.
- Retention Must Be Part of the Strategy
Attracting new workers is only part of the equation. In fields like healthcare, education, and manufacturing, burnout and attrition remain top concerns. Companies that invest in career development, upskilling, and inclusive workplace culture will be better positioned to keep the talent they’ve worked hard to find.=
How Employers Can Respond
Here are a few actions to consider as Drive for 5 gains momentum:
- Conduct a job posting audit: Are there outdated requirements that may deter qualified applicants?
- Lean into skills-based hiring: Focus on what a candidate can do, not just their credentials.
- Partner with local training providers: Apprenticeships, bootcamps, and certificate programs are powerful recruiting channels.
- Build internal mobility: Offer learning pathways and leadership development for existing employees.
- Elevate your employer brand: Highlight your mission, flexibility, and commitment to development — especially to attract younger and more diverse talent.
Minnesota’s Drive for 5 campaign is a bold step toward building a more resilient, responsive workforce. But its success doesn’t rest solely on state agencies or educators. Employers play a critical role — not just in hiring talent, but in shaping the systems that develop it. By aligning your talent strategy with this statewide initiative, you’ll not only help close the workforce gap — you’ll strengthen your competitive edge in the process. If you’re looking for help reshaping your talent strategy let us know below!
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