Easy. The vast U.S. logistics business, which delivers 48 million tons of freight (worth about $48bn) daily and already employs roughly 6 million people, operates mostly behind the scenes.

"When you order something from, say, Amazon, you know it arrives on your doorstep in two days, but most people don't think about how," observes George Prest, CEO of logistics trade group Material Handling Industry. He adds that the field gets overlooked by new grads in particular, who think of supply-chain work — if they think of it at all — as "a guy driving a forklift in a dusty old factory."

That outdated image is a huge hurdle for an industry that badly needs new talent in high tech, analytics, robotics and engineering.

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