Create clear entry points from other sectors:

While ‘fresh-starters’ offer the potential for immediate workforce growth, they are discerning: this audience requires visibility of all roles and career trajectories available within the industry, including a forward view of the workforce’s needs of tomorrow. Water roles are changing with technology adoption. Therefore, make entry more flexible by embracing wider skill sets and focusing more on values; fresh-starters that excel in water are seeking careers with security, stability and community stewardship. 

Establish focused outreach to schools:

Both youth and ‘freedom-seeking’ school leavers described their career selection as starting increasingly early in their school careers, with a perception that subject selection has a bearing on their ability to participate in any given industry. They spoke of a desire to participate within the industry from school, where they might gain real job experience while making a meaningful contribution to the industry itself. Focused outreach into schools offers significant potential to encourage the next-generation workforce into the water industry. After schooling, vocational options become far ‘noisier’ with greater competition for attention and participation. 

Tell real stories of life in the industry:

There is an opportunity to attract longterm employees by matching interest with aptitude through genuine communications that align prospective employees’ personal values and interests with those of the sector. Potential industry entrants are seeking to know first-hand about the kinds of activities that happen within water roles. They want to imagine themselves in roles by communicating with real employees and hearing real-life stories. 

Find a united industry voice:

People outside of the industry presented mixed perceptions of the water services sector, often only able to describe a limited scope of what is truly on offer. There is an opportunity to build sector awareness and cultivate a positive message of technological, social, cultural and environmental change designed to specifically address fundamental issues faced today. The water industry needs to create a united industry voice that clearly articulates its promise to people outside of it. At its core there is unprecedented potential to be part of history in one of the most significant transformations of our time. The next-generation workforce is waiting to hear this message.