On April 9, Tesla’s Cyber Rodeo event for the opening of its Texas Gigafactory was a star-studded event.This event is both aMarketing activitiesbut also to showcase the company’s grandeur to those the company desperately needs to recruit.
Tesla says Texas Gigafactory needs to beHiring 20,000 workers, including a variety of manufacturing talent, mechanical and software engineers, etc. Recruiting so many people in Central Texas is no easy task, as local businesses continue to expand, coupled with a surge in move-ins, unemployment is below 3%, and skilled labor is in short supply.
Yael Lawson, chief operating officer of Workforce Solutions Capital Area, an Austin-based human resources firm, saw Tesla’s event as “Useful recruiting tools” She said Tesla’s arrival has brought more attention to manufacturing and has also helped her showcase the company’s scholarship and training programs.
Of course, recruiting isn’t the focus of the Cyber Rodeo campaign. Live music, a petting zoo and a roller skater in a cowboy hat turn the Texas Gigafactory into a carnival scene.
The majority of the party isTesla employee, many of whom brought friends and family to the event. Also present were employees of SpaceX and The Boring Company, who wore branded hats and shirts.
At least nine representatives from Austin Community College also attended the event. The Academy has been working with Tesla since 2020. The two parties are working together to develop “advanced training programmes to prepare students for employment in the fastest growing manufacturing industry in the region”, the spokesman said.
The local school district Del Valle ISD board members, superintendents, and workforce development team attended the event.
“We have a lot of options for students in different majors at our school, and Tesla has added another,” said Christopher Weddle, director of communications at Del Valle ISD. “For the benefit of our students, we are constantly striving to build partnerships with a wide range of local industries.”
Local Texas engineering students weaved through the crowd at the Cyber Rodeo event, wowed by Model Y cutaways and new 4680 batteries. Most notably, Tesla’s largest die-casting machine, the Giga Press, uses two solid pieces of metal to create the frame of an electric SUV.
There are various food trucks selling drinks, tacos and barbecues at the event. Visitors can pet baby goats, admire art installations and giant Tesla coils, and win some plush toys from various games. Lots of people were lining up to buy event merchandise such as Tesla hoodies, Cyber Rodeo event t-shirts or trucker hats.
A stage was set up above the factory’s main entrance, where local stars sang and danced. Tesla’s assembly robot swayed back and forth to the music, repeating the movements it made when building electric cars in the factory.
The pomp of the Cyber Rodeo event made it easy to overlook Tesla’s history of handling factory harassment and allegations of racial discrimination. In October, a former employee at Tesla’s Fremont, Calif., factory filed a discrimination lawsuit against the company, resulting in a $137 million fine for Tesla. Tesla has asked for a lighter penalty, which a judge said in January was “very high.”
CEO Elon Musk, who attended the event, was more focused on the future. He said he believed the Texas Gigafactory could produce 1 million electric vehicles a year, and speculated that Tesla would one day capture about 20 percent of the global auto market. Musk also set a lot of expectations for the company’s yet-to-be-fulfilled self-driving cars and humanoid robots, which he said could one day be Tesla’s “most important product.”
The threshold for these technologies is high, and Musk needs to recruit many employees to achieve. But after an overall charm offensive at the Cyber Rodeo event, Musk may have persuaded more locals to join him.
Ed Latson, executive director of the Austin Area Manufacturers Association, said the event “exemplifies the energy and enthusiasm that Tesla has both locally and globally. They’ve leveraged both marketing and talent acquisition.” With this heat,Critical to business success. “
After walking back and forth among the raucous crowd for more than half an hour, Musk introduced Tesla’s history and future goals, before saying, “At Tesla, we believe in great parties.”
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