Using Digital Technology to Recruit Younger Generations
Digital technology can make trade jobs safer and more appealing to younger generations who grew up with smartphones. Companies who are digitally relevant is critical to recruiting and retaining younger workers trade jobs, Writes Robin Fleming, CEO of Anvl.
It is no secret that skilled trade industries are struggling to find employees. According to a survey by the Manpower Group, for the 6th consecutive year, trade positions are the hardest to fill globally, yet there is a clear need and great opportunity for workers. Younger generations are often pushed to obtain a college degree rather than pursue a career in a skilled trade, and those looking for a different path in skilled trades are asking, “What can you do for me?” rather than, “What can I do for you?” When recruiting a generation where perks and benefits are viewed as important differentiators, how can your company grab the attention of the younger generation and stand out to fill these open positions?
An increasingly important way for companies to stand out is by leveraging digital technology – which younger workers expect with any job. Real-time access to information, communication, and immediate feedback is an expected attribute of everyday life for younger workers. More than 96 percent of younger workers have smartphones that they use for a variety of reasons in their everyday life. These same younger workers have advanced electronics and technology in their homes, are avid video gamers, use sensors, and technologies in their hobbies, and expect real-time access to information and people. Unsurprisingly, they will expect nothing less on the job.
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Here are some types of digital technology solutions that can help companies be more relevant to younger workers:
- Workforce Safety – Workplace health and safety is a major factor when considering a job in skilled trades. The CDC found that workers ages 15-19 had work-related injuries more than two times that of workers 25 and older. Reasons for the higher rate of injuries with younger workers can be attributed to the type of job and also to a lack of experience and safety training. Digital safety technology can help reduce the risk of injury and death to skilled trade workers by delivering safety processes, information, and training when it’s needed on the job at appropriate points. Leveraging mobile technology appropriately for safety is a smart way to engage the younger workforce to identify and document safety risks, hazards, and information as it happens in-the-moment. Rich data and information collected and shared with smart solutions can better inform workers when it matters most and also leaves behind critical information for the next workers. Veteran workers and supervisors can engage with coachable moments, leading to more knowledgeable workers.
Digital safety technology that’s efficient and delivers a real-time experience can give companies in any industry an extra edge with younger workers. Companies who focus more on top-down compliance with trying to catch and correct someone when they do something wrong may find a negative environment where workers believe doing the right thing may actually get you in trouble. For instance, if you are not rewarded for taking the time to document and identify risks, to stop a job when warranted, or to get the proper protective equipment, it sends a clear message to workers. However, there’s a big difference when workers feel they are able to do the right thing to be safe, and that they can give feedback, receive a response, and participate in the safety improvement process. Even OSHA explains the best practices for successful safety programs include worker inclusion and participation, which allows employees to share their thoughts and concerns. This positive motivation drives engagement and a sense of pride which helps promote a positive safety culture and can save lives and dollars. Innovative safety technology solutions can help companies to engage and support workers in real-time and create tighter connections with workers, supervisors and upper management.
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- Productivity Tools – According to a survey by CompTIA, 67 percent of the younger generation take technology into consideration when looking at a job. Basic digital business productivity tools are expected to be in place by the younger worker, vs ad hoc processes, paper forms or crude electronic solutions. A better case would be best of breed digital solutions that make work and task management, collaboration and communication accessible, easy and minimize manual work that doesn’t add value. Companies adopting mobile technology as part of the productivity toolset with bring-your-own-devices or company-issued devices can leverage a wide variety of products to improve productivity.
- Communication – Personal use of social, messaging and mobile applications that provide information and collaboration between individuals and groups have set the bar high for improved communication on the job. You can leverage digital technology to create and improve the connection between workers, as well as between workers and leaders, which is especially helpful with a distributed, remote workforce. Frequent and consistent real-time communication between workers and leaders helps reduce rework, can improve quality, efficiency, reliability and most certainly can improve safety.
- Job Training – Outside of a trade job, access to information on how to build, make or do anything from a web browser or mobile device is pretty amazing. You can expect the younger workforce will be frustrated with the lack of information on the job for a typical business given what they have access to outside of work. With more than 64 percent of the younger generation learning information faster with visuals, delivering relevant training that’s easy to access or better yet, that’s available in the moment when it’s needed can make younger workers more prepared and result in safer and higher quality work. Advanced technology that includes photographs, videos or simulations vs. just written work instructions can be the most valuable and appreciated, especially by the younger workforce who is accustomed to learning by watching videos or reading material with rich, easy to access content from a web browser or inside many different mobile applications.
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When a company leverages digital technology, a side benefit is the collection of important data that can help a company improve things like safety, productivity, and worker engagement. Depending on the frequency and quality of data collected, companies have the ability to use the data in real-time in order to drive continuous improvements.
With such a struggle in finding workers for trade-specific jobs, companies and industries need to continually identify new ways to appeal to this new younger workforce in order to land skilled trades workers. The traditional focus is likely to be on the bottom line – how to be productive and drive business for the company. Companies who truly have worker safety as a core focus and show this by investing in digital solutions that help the worker be safer daily will benefit from a positive safety reputation, which goes a long way. Accolades such as safety awards can draw appeal to those looking for jobs. However, if there are bad reviews on how management handles concerns and safety processes, then say goodbye to potential employees. They take the safety reputation of companies seriously and want to be proud of where they work. The winners will be the companies who demonstrate their on-going commitment with tangible investments in digital innovation for the workforce. They are ahead of the competition and will be in the best position to land and retain the younger workforce.
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