White House campaign advocates new 'pathways' to jobs amid pandemic

A White House campaign released Tuesday is advocating for new “pathways” to jobs as the coronavirus pandemic has left many Americans out of work.

The campaign entitled “Find Something New” encourages Americans who are unemployed or unhappy in their jobs or careers to seek out new opportunities. The American Workforce Policy Advisory Board, co-chaired by Ivanka TrumpIvana (Ivanka) Marie TrumpInvestments in women are investments in US national security Trump and allies grapple with how to target Harris Kanye West meets with Jared Kushner amid White House bid: report MORE and Commerce Secretary Wilbur RossWilbur Louis RossBipartisan senators ask congressional leadership to extend census deadline NOAA hurricane forecast predicts record number of storms in 2020 33K laptops meant for Alabama distance learning are stuck in customs, could be held until October MORE, helped nonprofit Ad Council launch the campaign, according to a release

Apple, IBM and members of the Business Roundtable also assisted in developing the campaign.


The Trump administration has promoted ways outside of two- or four-year college programs to learn job skills, like vocational training, since President TrumpDonald John TrumpUPS, FedEx shut down calls to handle mail-in ballots, warn of 'significant' problems: report Controversial GOP Georgia candidate attempts to distance from QAnon Trump orders TikTok parent company to sell US assets within 90 days MORE took office. Now, the campaign aims to address the millions left without jobs because of the coronavirus pandemic.

The “Find Something New” campaign website provides links to job training and other resources and features a 30-second video where speakers discuss the challenges involved with job and career transitions. 

The website is interactive, allowing people to select education pathways, obtain information about rising careers and go through resources including services for child care, food assistance and internet access. 

“There has never been a more critical time for Americans of all ages and backgrounds to be aware of the multiple pathways to career success and gain the vocational training and skills they need to fill jobs in a changing economy,” Ivanka Trump said in a statement.

The campaign expects to release more ads in the future which will appear in print, TV and digital outlets across the country, according to the release. Its funding came from 20 corporations and organizations, including the Chamber of Commerce. 

IBM Executive Chairman Ginni Rometty said in a statement that the campaign will assist Americans to "discover new pathways to develop these skills and begin 'new collar' careers, which is essential to the U.S. economy as our country recovers from the COVID-19 pandemic."

—Updated at 4:15 p.m.