Many different actors, including government, academy and industry, are engaged in school- and recruitment-STEM-initiatives. The aim of this study is to shed light on industrial initiatives, what actors are involved and what different repertoires are being used when motivating engagement in STEM-initiatives. The data analysed consist web-material where industrial actors describe their engagement in STEM-initiatives and reasons for their engagement. The method for analysis is discursive psychology. The results show a variety of constellations of industrial actors and that the initiatives draw on a variety of discursive resources. In our analysis we identify the following interpretative repertoires: 1) The securing competent labour repertoire, 2) The developing specific job skills or competences repertoire, 3) The bright future repertoire, and 4) The general increase interest in science repertoire. The results are discussed in a perspective of previous research on cultural selection mechanism and students educational choices.