In April 2016, the White House announced the expansion of federal initiatives to connect students with in-demand jobs through free community college training.1 The America's Promise Job-Driven Training grants program will receive an additional $100 million to promote partnerships between community colleges and other training providers, employers, and public workforce systems to develop tuition-free training for middle-skilled and high-skilled positions in in-demand fields. Another $70 million will go toward the America's College Promise initiative to develop 27 new free community college programs. The success of initiatives such as this depends not only on funding, but also on effective promotional efforts to attract students and cultivate their interest. Here are some steps high school and college administrators and educators can take to help cultivate student interest in in-demand careers.