Industry for Education with Norm Nielsen

When Norm Nielsen and his friend Mark Powers noticed gaps in education to workforce, they reached out find ways that industry could partner with schools to help.  Together they created a new non-profit Industry for Education, and authored the novel Flip the Script.  Join me as I speak with Norm about the ways his organization has already been able to affect 3,000 students and where he plans to go next!

Transcript

SPEAKER_00 0:00

Welcome to Answer E, Edupreneurs, Bridging Education and Workforce. I'm your host, Kelly Gordon. Today I have with me Norm Nielsen. He's Director of Business Development at Chico Electric. And Norm, you're also the founder of a brand new 501 called Industry for Education. So thank you for joining me today. It's going to be fun to walk through kind of our journey that we've had together as you've formed this new nonprofit and some of the work that you're very passionate about doing. Before we get started, what else should listeners know about you, Norm? We know your titles, but we're starting a conversation about a topic you're very passionate about. Who is Norm?

SPEAKER_01 0:38

Well, I'm a grandfather.

SPEAKER_00 0:40

Okay.

SPEAKER_01 0:40

But first, um I just want to thank you, Kelly, for uh the work that you've done and the the willingness to to join our board of directors for a new nonprofit and the contributions that you've made, not only to the board and our mission, but uh generally for Paradise and the students that uh come to your high school. So thank you.

SPEAKER_00 1:06

Thank you so much.

SPEAKER_01 1:08

But uh who is Norm Neelson? I'm a complicated Gemini. Okay. But um uh I uh I wasn't the greatest student, um, but uh I had a strong foundation and uh uh uh went through the s the school systems uh locally in Chico and View College and transferred to a four-year uh college and San Diego and after that uh experience, which was a very good experience, I grew up and decided to join my dad, who was the founder of Chico Electric. And uh uh I I always had an entrepreneurial spirit and uh I brought to the company a uh a solar deal dealership way back in the 70s. Oh wow which was uh kind of unheard of at that point. So we were one of the early uh businesses that uh you know uh designed and installed solar systems um back in the early uh late 70s, early 80s. Oh wow, I didn't know that. And the company uh electro were an electrical contractor, so it it was the it was very complimentary having solar and contracting and electrical contracting. So it um evolved and um uh I I uh took over the business uh in the mid-80s. I was only about 30 years old and um my dad retired and uh uh he uh had always been very supportive even in retirement of what we were doing. But um the purpose for me was to to uh grow a uh a foundational strong company that uh my dad had uh created. And I wanted to make it bigger, I wanted to provide more for a lot of people. And it grew to about 80 uh folks uh today and uh we've been up to a hundred and uh we're proud that we provide that uh service to the community but also to the families that are uh that we're responsible for uh for creating a living for them. So um several years ago uh we well it was actually during the pandemic um we we were uh filled with uh contractual agreements to fulfill and um we we were classified as essential, so we had to get these jobs completed. And uh with the with the uh pandemic, the the workforce, a lot of our workforce stayed at home, voluntarily stayed at home. And so we had to make do with uh a limited uh workforce to get X amount of contracts done. And um we we hired uh we tried to hire 60 people uh uh that the year of the pandemic, and uh we did we got 40. But the problem was 40 turned over as well, so we had really had a net zero increase in our employment. And um as a result we got our jobs done, but we had to pay a lot of overtime that we had not budgeted for. But what we learned uh is those that came into our door, high school graduates, we we really draw from a three-county area and uh and uh my friend Mark and I started looking at those 20 high schools in that area that we draw from, and um uh came to the realization that these people just aren't prepared. Right. The students aren't prepared to go into the workforce. And uh in our trade, uh electrical, um it is to even enter into a training program, which we provide training, uh you should know just the basics, uh reading, writing, arithmetic. And it just uh I think they became overwhelmed early on and they just dropped out. So one thing led to another. We started talking to uh Kelly, you yourself, and uh other uh principals and uh administrators and uh uh career technical education teachers. Um we started presenting uh uh uh a curriculum, we developed a curriculum where we could go into the classroom. Um my friend Mark Powers, who uh is the co-author of the book Flip the Script that we just started, uh we just published. Um he and I uh formed a uh what we call a career conversation, which is a part of our um curriculum where we can really kind of assess where the students are and uh uh uh and we're tabulating and recording that. It really it really kind of corresponds with the state standard test scores as kind of follows along that same path, what we're seeing so far. Uh but I guess the bottom line is we we in our heart we wanted to uh help the students and help the educators not dictate. We want to be collaborators uh to uh help them as industry people in the classroom make the students aware that of the opportunities and and what they can do after graduation. Um not necessarily versus college but other options.

SPEAKER_00 7:16

Yeah, absolutely.

SPEAKER_01 7:17

And uh so uh with the book and with our our curriculum and what we've done to date, uh we we've uh uh reached out to about 3,000 students in the North Valley, and uh we're we think we have a lot of momentum thanks to uh you, Kelly, and others that are upset on our board. Uh with their help, uh we're just launching a kind of a scaling program where we can get more businesses involved and um yeah, that's kind of where we are.

SPEAKER_00 7:52

It's such an amazing story. I really appreciate that even in our initial conversations when you and I first connected, it was all in that solution-minded, you know, solution-oriented mindset where I'm seeing this skill gap in my industry sector, I'm going to reach out to education to see how we can help and how we can bridge. And I think that for so long there had been a lens of you know career technical education programs that are in schools and some specific ones bridging with workforce, but as an overall view, it's not the way things have operated yet. And having that hand extended from industry to partner with is just so beautiful. So I'm curious when you started those conversations, um, who did you bring around the table? You spoke about your co-author, but tell us a little bit more about who specifically and what role were different voices playing within that conversation.

SPEAKER_01 8:50

Well, uh we s we thought as a company it's a necessity for us uh to even though it's a long-term project, but we we we need to start letting the high schools know that uh we we want to help them bring prepared people into our work into our employment. And uh so we reached out to people like you uh in other high schools and and started developing relationships uh with the principals, uh with uh with the county uh uh education uh what's that? The Office of Education, yeah. Um and uh and others, and and now we're reaching out to associations, business trade associations, or uh like uh for instance, uh we have we belong to an association called Western Electrical Contractors Association, group of uh electrical contractors that we're gonna partner with. Uh there's another one called California Solar and Storage Association that we're gonna we're partnering with. Um the Valley Contractors Exchange. So these these networks will help us spread the word and scale to get other businesses excited about this where they can do what we're doing in their respective communities and uh uh and go from there. It's uh uh so far it's it's going good, but but we're just beginning the the the business, actual business outreach at this point. So that's now that we have the book we can uh we can start sharing that. Um the the book also something Kelly want to talk to you about. We we already have we have a sponsorship program where a business can sponsor a classroom for uh just uh three hundred dollars basically or less to uh to provide a book to your student in the classroom. So we've already done that in Chico and talked to you about that as well. And uh I think those kind of methods and stri strategies will help us spread the word. And um there's a lot of programs out there that are uh developing training for students and and or graduates, technical training. Um in my view that's very good, but it's not the fundamental issue here. The fundamental issue is um you know the kids understanding the importance of learning the basics.

SPEAKER_00 11:36

Right, right.

SPEAKER_01 11:37

And and thereby the opportunities that they'll have out there.

SPEAKER_00 11:40

Yeah. So well, and you look generationally, and that is what you hear from Gen Z. They want to know why, right? Why is this important? Why do I need to learn this? And so coming directly from industry, it gives them that why. And I think you spoke so well to the importance of connections and relationships, because that network is where we can really get deep work done, right? And get the momentum going like you have. Um, tell me more about the video that you created.

SPEAKER_01 12:10

Well, the video, uh uh we have what we call three all-stars that are in our training program, and they're the three Gen Z. Uh in fact, one of them just uh took the exam and now is a journeyman electrician. Wow. Oh, that's exciting. Yeah. Um anyway, uh a very cohesive threesome and uh one male, two females, they're both they all work out in the field. And they uh the video was done professionally uh of you know about them and how they got to where they are and what they do, and it's we use that as an introduction uh into our classroom presentations as well. But it's it's a good video for anybody to see, and and and it's inspiring. I think it could it can be expiring for young folks to see the video and get them started thinking about uh what they can do.

SPEAKER_00 13:10

I think it gets people thinking about electrical occupation specifically, but also globally about how they want to enter the workforce, which is so powerful. Um is there somewhere that if listeners wanted to view the video, is it publicly published somewhere?

SPEAKER_01 13:28

Okay, they can go on our website, uh industryforeducation.org. Okay. And and it's just you'll see that uh the video, you click on the video on the website.

SPEAKER_00 13:40

Awesome. I recommend it. It's it's a fantastic video. I noticed when you showed it in our classrooms, the students were very engaged. Yeah, they were really paying attention and listening, and um it's a fantastic resource. And then as far as other resources, you also have tell us a little more about Flip the Script. What is the content in this book, or maybe not all the content, but what's the teaser? Who who should I have read this book and what are they going to discover?

SPEAKER_01 14:06

Well, I think uh the middle school uh age and high school age uh brackets are uh that's who we're tar targeting uh you know those students. Um I think the parents uh may get a uh a lot from it if if they would read it. Uh but basically uh it's targeted towards students and maybe their parents and uh getting uh the the teachers excited about it and willing to share when Chico achieved, uh they're gonna use it as a a textbook uh next uh year. So they uh bought enough books for two classes. Okay. So or actually we donated through our um our sponsorship for you.

SPEAKER_00 14:59

Awesome, a business sponsored for those books to go. Oh, I just love that. I love that you mentioned parents because I know you know, with my generation, um, it was always you go to college to be successful, and that's still so hard, I think, for some people to get out of their mindset. I was literally having a conversation with family in the last week where somebody was deciding that four-year university might not be the right path for them. And the reaction of some of the other adults was, whoa, whoa, whoa, but but you have to complete your degree. And the Gen Zer was like, Well, I I think maybe I want to earn while I'm learning and get some hands-on experience. So um I think reading the book from a parent lens could show them some of the shifts that have been made in industry, especially in the last 10 to 20 years. And like you were speaking post-COVID. I mean, we know that everything changed post-COVID. So I I like that you mentioned that because I think it would be beneficial for parents to read as well.

SPEAKER_01 16:00

Well, we were Mark and I were trying to figure out how we can present this, you know, to the students that well they would be interested. So we uh we thought a novel would be the best way to, or a fable. It's really a story about two high school students. Uh uh one was driven to go to college and the other one didn't know what he wanted to do. And uh and so it's it's about their uh journey through high school and how they navigated through high school, the trials and tribulations, dealing with their parents, and right uh going to career fairs and and meeting uh the three characters I spoke of earlier. You know, we turned them into characters in the book, and and uh so it's it's it's a book that's uh I think it's a page trainer. Yeah. And uh and there's also uh uh lessons at the end of each chapter that would help the the uh the teacher to yeah, it is very engaging and an easy read.

SPEAKER_00 17:10

I remember being very entertained and I could almost picture certain students as I was reading the book, like, oh that reminds me of you know so and so and um it's a fantastic read. I I do absolutely recommend it. Where could people get a copy of Flip the Script?

SPEAKER_01 17:26

Well, it's uh being sold by Amazon, um and uh it's uh but you can go onto our website again and there's a place there where you can buy the book as well. Okay it's it's very uh for the paperback is $12.99. So it's not a very affordable, so it's not too big of a bit.

SPEAKER_00 17:48

Yeah. Well, anything else that you would like to share with listeners, any thoughts that you have just looking forward for industry for education? Do you have any hopes and dreams?

SPEAKER_01 17:59

Well, Mark and I uh are resolved that this is a long-term project. Um we feel that there's uh a couple of generations that are uh you know are challenged now in today's world, unfortunately, and uh to enter the workforce. Um so that that's where our passion is. We we just want to make sure that at least the word gets out to the educators in a collaborative way, right? Uh that where we can help, where industry can actually help communicate the all the benefits that we have and and all the you know and try to create a vision for these students that they may be missing right now.

SPEAKER_00 18:51

Yeah, absolutely.

SPEAKER_01 18:53

So I I think you know this is this this problem will not go away. Right. And we're gonna continue working at it, and it's uh so we feel very good about that.

SPEAKER_00 19:03

Yeah, well your passion is infectious, and it makes me wonder if listeners are from other industry sectors and they were looking to do something similar. Are you open to collaboration and how would they contact you?

SPEAKER_01 19:15

Again, through the website. Perfect uh or uh you know um you could just look me up in Chico or Chico Electric and I uh you can find my phone number.

SPEAKER_00 19:29

Awesome.

SPEAKER_01 19:30

Yeah.

SPEAKER_00 19:31

Well, great. Thank you so much again for any listeners. That um website is industryforeducation.org. You can access the video, you can access the book, you could contact Norm to talk about maybe how you can help in helping bridge education and workforce development. So thank you, Norm, for chatting with me today and for bringing me a copy of the book. I greatly appreciate it.

SPEAKER_01 19:53

Thank you, Kelly. Yeah, our pleasure.