Attracting and Retaining the Next Generation of Water Industry Professionals: A Young Professional’s Perspective

BY SALLY U. MILLS

Earlier this year I participated in a panel discussion at the 2008 AWWA Annual Conference and Exhibition Workshop, Knowledge Succession: Attracting the Talent You Need, Retaining the Knowledge You Have. In partnership with three young professionals, I conveyed the personal experiences that motivated us to pursue a career in the drinking water industry. In preparing for this discussion, I developed a short questionnaire for new and young water professionals throughout the United States and Canada. I received nearly 40 responses from new and young professionals representing public and private agencies in water operations, engineering, planning, management, laboratory services, systems analysis, customer service, administration, conservation, and manufacturing. The following is a summary of the results.

With a slight turn of the wrist, an entire nation can expect a supply of safe, clean drinking water to flow from the tap. This everyday convenience stems from our nation’s forefathers who understood the importance of water to the health and prosperity of a community. Their ingenuity and good sense led to the construction of intricate piping networks to deliver water from untainted sources to residents of metropolitan areas. What began in the early 1900s as an age of new technology now serves as an example of our nation’s top achievements in engineering and public health. Today, according to the National Research Council Water and Technology Board (2008), nearly 1 million miles of water distribution pipe span the United States, delivering a continuous and dependable supply of safe, clean drinking water to more than 300 million people.

Thousands of skilled men and women are responsible for providing the nation with this vital public service. As water professionals, we understand the importance of providing a dependable supply of safe, clean drinking water for the continued preservation and protection of our nation’s health and well-being. We recognize water as a fundamental component in the development of sustainable practices for the alleviation of poverty and hunger and protection of the natural world. We know that water is essential for life. The question is, does anyone else?

MAKE THE CONNECTION: WATER INDUSTRY AND SOCIALLY MEANINGFUL CAREERS

One of the most difficult hurdles in recruiting new and young professionals to the water industry is education. Considering the nearly 1 million miles of pipe that are buried underground, the water industry is, for the most part, an “out of sight, out of mind” industry. Taken for granted by many, only a small percentage of the population is aware of water’s complexity or the massive amounts of infrastructure and the number of skilled professionals needed to ensure the continuous and proper delivery of tap water.

When asked to describe the circumstances that led to their career in water, nearly one third of the respondents listed employment ads and professional placement agencies. The remaining two-thirds attributed their decision to pursue a career in water to personal conversations and invitations to apply from someone they knew and respected. Specifically mentioned were family and friends currently working in the water industry, high school instructors, career counselors, and college professors. More than half of these respondents also credited the school setting for providing them with the opportunity to learn about the water industry through career fairs, internships, professional presentations, and scholarships.

Highlighting the social effect of working in the water industry is imperative for recruiting new and young professionals. According to Tulgan and Martin (2001), career choices of the younger generation are driven by their quest for opportunities to play meaningful roles in work that helps others. The desire for socially meaningful careers is evident in today’s new and young water industry professional. When asked to explain their motivation for continuing to pursue a career in the water industry, more than 50% of the respondents specifically mentioned personal satisfaction in providing their community with an essential service as an influencing factor in their decision to continue their career in water. Nearly 75% of the respondents mentioned social responsibility in public service, environmental protection, and sustainable development as highly attractive features of the water profession.

ACCENTUATE THE POSITIVES: SECURITY, HEALTH CARE, AND RETIREMENT

When asked to describe the advantages of working for their agency, respondents provided an array of answers ranging from progressive and proactive mission statements to incentives for carpooling. However, the most common advantage,mentioned by 50% of all survey respondents, was health insurance and retirement benefits. Other common advantages, salary and job security, were included by 30% of all respondents. In addition, respondents noted that the health care coverage and retirement benefits commonly associated with working in the water industry served as significant incentives for attracting them to their employers.

According to Koc (2008), the younger generation has a desire for jobs that provide financial security. When asked to rate job attributes in terms of how important they are in selecting a job or employer, more than 19,000 students ranked companies offering job security second and good insurance packages third. Armour (2005) notes that the younger generation’s attraction to financial security stems from witnessing the financial insecurity of previous generations and the dot.com bust. Other influencing factors include outsourcing, rising health care costs, and dwindling social security. The permanence of infrastructure and the nation’s never-ending expectation and need for sufficient quantities of high-quality water provide many new and young professionals with a sense of stability and security, especially during economic downturns.

It is clear that job security, health care insurance, and retirement benefits are attractive to new and young professionals. When advertising open positions, many employers note, “generous benefits package.” If possible, employers should provide more detail. Many new and young professionals entering the workforce might not be aware of what is included in a generous benefits package. If possible, employers should also look into expanding benefits to give employees more options, such as alternative health care and financial planning services. Most important, employers must be committed to protecting current benefits. Sadly, two of the respondents noted current reductions in their health care benefits and attributed these cuts as having a significant influence on their decision to look for a new job, preferably in the water industry.

WORK–LIFE BALANCE: KNOWING WHY IT’S IMPORTANT

Today’s generation places a high priority on personal and family-related goals compared with career goals, and, as such, want jobs that accommodate their families and personal lives. According to Gerkovich (2001), today’s generation is less willing to sacrifice, compromise, and make trade-offs than other generations have been. Growing up with the highest percentage of two working parents and/or divorced-parent families, these latchkey kids have first-hand knowledge of the effects working parents have on childhood.

Today’s generation wants a life that includes work, but they also want a life that includes family, friends, and recreation. When asked what organizations could offer to retain current employees and attract future employees, common suggestions from respondents included flexible work schedules and telecommuting options. Those respondents with children suggested paid maternity leave, the opportunity to work part time or leave the workforce temporarily, job-share options, and child-care benefits. A few respondents noted healthy living programs and even suggested gym memberships and workout facilities for the office.

Common among new and young professionals is the need for a comfortable working environment. Spending at least eight hours of every day in the office, new and young employees place a high value on a friendly working environment. When asked to list advantages of working for their agency, nearly 25% of the respondents noted a high level of satisfaction with their co-workers. Offices that support interoffice activities and encourage employee interaction are appealing to the younger generation.

INVEST IN YOUR EMPLOYEES

Throughout the questionnaire, respondents expressed a desire to find careers that allow them to use their education, apply their experience, hone their skills, continue to learn, and, most important, pursue pro- fessional growth opportunities.

Investing in employees generates security and cultivates loyalty. For example:

• Allowing an employee to work indepen- dently is an indication of trust.
• Offering education and training oppor- tunities suggests grooming for future and/or additional responsibilities.
• Instituting mentoring and outlining advancement potential suggests promotion possibilities.
• Developing cross-training, hands-on training, and rotational programs implies preparation for future opportunities.
• Including new and young professionals in succession planning shares future intentions.
• Invitations to participate in site visits and to work with upper management denote coaching.
• Education reimbursement and career development programs show support for the individual, not only the employee.

Thirty percent of all respondents noted “growing challenges and dynamic nature” as one of the many benefits to working in the water industry. Not surprising when you consider the reputation of today’s generation to constantly improve. Fortunately, the water industry is an industry with endless opportunities for today’s generation to try different things. It is when there is a lack of opportunity to grow and try new things that new and young professionals leave. Though some employers may not consider it worthwhile to invest so wholly in new and young professionals, the lack of investment could lead to an exodus of these individuals. Providing a nurturing work environment will not only attract new and young professionals but also retain them for years to come.

CONCLUSION

Today’s generation wants socially meaningful professions. They want good benefits and a balanced life. They want to grow in their jobs and learn new skills. If an employer cannot provide these job attributes, then employees will seek jobs with better benefits, professional growth opportunities, and personal fulfillment.

Unfortunately, the challenges facing today’s water industry are only outweighed by the challenges of tomorrow. As Baby Boomers begin their exodus into retirement, the next generation of water professionals is faced with the challenge of antiquated infrastructure, growing demands for water, dwindling sources of supply, and rising concerns regarding water quality. If the water industry is to continue providing our nation with a dependable supply of safe, clean drinking water, it must make strides to attract and retain new and young professionals.

Doing so will require educating the youth of the nation on the importance of water and the diversity of the industry.  It will require accentuating the benefits of working in the industry as well as protecting those benefits. It will require a shift in workplace attitudes that are respectful and supportive of family and personal needs. Finally, it will require a leap of faith by employers to unselfishly invest in, educate, train, and groom their new and young professionals. Implementing such workplace practices and attitudes will not only attract new employees but will ensure the protection and expansion of this industry’s greatest recruiting tool—its current employees.

—Sally U. Mills is the water quality program coordinator for the city of Tigard, Ore.  She currently serves on AWWA’s Young Professionals Committee and can be reached at sally@tigard-or.gov.