20 MiMfg Magazine September 2017
Member Spotlight
Manufacturing in the 21st century is about more than people on an assembly line . They are skilled workers , innovators and craftsmen . Manufacturers should be treated like rock stars ; instead , they are often unknown even by their own communities . They ’ ve become invisible , despite their impact on every aspect of our lives . It has never been more important for every manufacturer — even those just starting in the industry — to take pride in what they do and work to change manufacturing ’ s public perception .
“ There is a crisis facing today ’ s manufacturer — it ’ s deeper than just a struggle to locate talent — we ’ re losing the craftsmanship that comes from creation ,” says Kelly Victor-Burke , CEO of Burke Architectural Millwork . “ Michigan manufacturing may be as diverse as ever , but for those relying on creating custommade products , the skills we ’ re finding are a mile wide and only an inch deep .” The perception of many industry outsiders is these are careers of last resort . When Kelly and her husband , Barry Burke — company president and a craftsman with more than twenty years ’ experience — founded the company in October 2016 , they made it their mission to change opinions .
“ You used to be able to find great craftsmen — talented men and women who could create incredible , eye-catching , one-of-a-kind products ,” recalls Barry . “ Today , young people aren ’ t learning the skills and most don ’ t even have an interest . We want to bring back what ’ s gone missing .” “ Manufacturing should be turning people away left and right , not struggling to fill every spot or constantly having to answer why someone should want to be a manufacturer — why wouldn ’ t you ,” Kelly asks . “ Where else can you turn a chunk of wood into something for the centerpiece of their home or business . The craftsmen of manufacturing are more than laborers and they are more than talent . They are artists .”
The Burkes regularly scour southeast Michigan in search of training programs that will teach and complement the skills wood manufacturers and other diverse subsectors need . Unfortunately , time after time , they come up empty .
Kelly continues by saying “[ we ] are working to increase awareness about manufacturing careers and woodworking . We ’ ve met with schools across southeast Michigan , gone to tech centers , and toured what they do and how they teach .
Kelly , Barry and Glenn Slonski , Burke ’ s shop manager , look over prints for the backbar renovation for Rocky ’ s of Northville .
The existing efforts don ’ t mesh with what our customers demand and it makes growing the business much harder .”
With her background in education and currently teaching at Eastern Michigan University , Kelly decided to change things up and go where the talent is . Burke is making social media their playground . The company ’ s most tantalizing products and beautiful workspace are now featured across Instagram , Twitter and Facebook .
“ We ’ re a young company and we ’ re trying new things ,” says Kelly , a 10,000-watt smile crossing her face . “ Social media provides incredible new marketing opportunities for manufacturers who struggle to locate proper training programs . You can attract the attention of community leaders , educators , potential clients and , most importantly , young people who have no idea these careers exist .”
Most manufacturers remain hesitant to go too far into social media — the marketing style still new to an industry which often struggles to become younger . The Burke team believes social media is the perfect platform for manufacturers to tell a compelling story , share their products and engage with the next generation .
“ We ’ re on a mission to showcase the “ cool factor ” of manufacturing and it ’ s something every business owner can do ,” says Kelly . “ The more young people see what you do , the more they ’ ll want to do it . We want people with a passion for this work . We want future talent to know when you work in manufacturing — especially when you work at Burke — you ’ re more than a worker , you ’ re a rock star !” 6