A Big Step in the Right Direction

Editorial

What’s in a name — or a brand?

Sometimes, very little, especially when it comes to government agencies, state or federal offices, or administrative programs. Changes in names and titles undertaken to eliminate confusion and generate progress rarely succeed in those missions.

We don’t believe that will the case with the state’s decision to rebrand, if you will, its many workforce-oriented agencies under the umbrella name MassHire. For example, the Regional Employment Board of Hampden County is now the MassHire Hampden County Workforce Board; CareerPoint in Holyoke is now the MassHire Holyoke Career Center. Springfield-based FutureWorks is now the MassHire Springfield Career Center; you get the idea.

There are 29 career centers and 16 workforce boards across the state, and they are now all unified under the MassHire brand, replacing what were 45 different names.

It sounds like a simple bureaucratic initiative perhaps designed to save money. But it’s much more than that; it’s an effort to simplify matters for job seekers and employers alike and bring more focus and energy to what is easily this state’s biggest and most vexing ongoing issue when it comes to business and economic development — creating and sustaining a large and effective workforce.

Rebranding to MassHire won’t solve all the problems, but it will make the system that’s been created — and it is a very good system, to be sure — far more user-friendly and reduce a great deal of confusion about where employers, employees, and job seekers should turn for help.

And a good deal of help is needed when it comes to each of those constituencies.

For employers, these are very intriguing times, as we’ve noted on many occasions and in several different ways. The economy is chugging along and doing very well in most respects. Many companies across a number of sectors are in a growth mode, but they are challenged — as in severely challenged — to find talented help that will enable them to achieve that growth.

Rebranding to MassHire won’t solve all the problems, but it will make the system that’s been created — and it is a very good system, to be sure — far more user-friendly and reduce a great deal of confusion about where employers, employees, and job seekers should turn for help.

It’s a numbers game, and it’s reaching a critical stage as unemployment rates continues to fall, even in urban markets such as Springfield and Holyoke, where they have been consistently higher than the state and national averages. In fact, in many states, and in this one, according to most accounts, we’re at what’s known as full employment.

That’s a technical term to describe a situation where, by and large, everyone who needs a job, and is qualified to hold one, has one. Full employment is a good thing, in most respects, but it’s also a dangerous state, because employers are under more duress as they look to fill their ranks.

Meanwhile, this situation is made much worse by the huge numbers of Baby Boomers that are retiring each year.

The phrase you hear most often these days, whether it’s the manufacturing sector (that’s probably where it’s heard most) or healthcare, or even financial services, is that candidates ‘lack the skills’ companies require. The career centers and workforce boards were created to help people acquire those skills and make them workforce-ready.

But because each one had a different name, there was often confusion about just where employers and employees should turn to get the help they needed.

As we said, rebranding to MassHire is not, by itself, going to solve the many workforce challenges facing this state. But it is a big step forward in many respects.

What’s in a name? In this case, plenty.