We Need a Bigger Workforce Pipeline
When I speak with people across the forest industry – in all sectors and in all regions – a shared concern is the workforce. In simple terms, we need to recruit more people into the forest products industry today, and that need will only grow in the coming years. The demographics of our industry – and many rural industries – make clear that we currently have more folks close to ending their careers than people starting. If we want a prosperous future for the forest products industry, we need to attract and retain more people in our workforce.
For some work I am currently doing, I ran across a recent report titled Trend Analysis of the Pennsylvania Hardwood Forest Products Industry 2024. It’s a well-researched look at the demographic attributes of our industry – as a whole and by sector – and provides some excellent insight into what untapped opportunities might exist to broaden our industry’s recruitment efforts. Let me say that I don’t think that Pennsylvania is in any way unique in what I am highlighting, but it’s the data that’s readily available that illustrates a point.
In a surprise to absolutely nobody, the forest industry is overwhelmingly white and male. Not a little bit; a lot. The forest industry tends to be located in rural economies. Rural economy populations are 76 percent white in the US (US Census, 2020). In Pennsylvania, rural counties are nearly 90 percent white. However, the trend is that rural counties are becoming increasingly diverse.
Here’s a look at the racial and ethnic diversity in Pennsylvania’s forest products industry – both in the woods and in the mills. In a state where 25% of the population is non-white, the workforce doesn’t reflect the statewide population, though it does reflect the current rural population.
Similarly, we can assume that Pennsylvania’s population is 50% male and 50% female (it’s actually 50.7% female, but that’s more detail than we need). Again, the forest industry workforce doesn’t reflect the population.
There are, of course, all sorts of reasons as to why this is the case. That’s not today’s topic. What sticks out to me is we’re not effectively recruiting from a large part of the population, and if we want a robust industry going forward, we may need to get better at outreach to broader populations – including urban and suburban communities that are not traditionally the source of our workforce.
This likely means how we’ve been recruiting for our industry needs a rethink. Of course, we want the “Carhartt kids,” young people already connected to rural, outdoor work, from the local high school. But that is no longer sufficient – we simply don’t have the working-age population from home-grown talent that stays around. The industry needs to think about where to reach the sort of kids and young adults who would excel in our industry.
- How do we reach individuals from communities and cultures that are different from ours and demonstrate opportunities for careers in the forest industry?
- Are there changes in how we’re structured or operating that could be modified to accommodate others?
- Are the communities where we are located ready to welcome increased diversity, and if not, is this an area where the industry can lead by example?
Reaching Beyond the Familiar
To fill the growing workforce gaps, we need to expand our approach, engaging people from communities and cultures that may not traditionally see themselves in forestry. Here are some key steps we can take to broaden our reach.
1. Develop Outreach Programs in Diverse Communities
- Engage Urban and Suburban Schools
Partner with schools in urban and suburban areas where young people may not be familiar with the forestry industry. Host workshops, career fairs, and presentations to introduce forestry careers and connect with students. Attend events that showcase outdoor activities like hunting and fishing to reach broader audiences. Offering hands-on experiences, such as shadowing days or facility tours, can also help break down barriers and spark early interest in forestry. - Promote Forestry at Cultural Events
Participate in festivals, fairs, and community events that cater to diverse backgrounds. Set up interactive booths and have industry representatives who can share stories of their work. The goal is to spark curiosity in forestry as a viable, exciting career choice.
2. Introduce Flexible Career Pathways
- Expand Apprenticeships and Internships
Offer apprenticeships, internships, and training programs that introduce individuals to the industry. Paid training programs could be especially appealing to those from non-traditional backgrounds who may not have the resources to commit to full-time schooling before entering the workforce. - Partner with Trade Schools and Community Colleges
Partnering with trade schools and community colleges across regions can open doors for people with varied educational and career backgrounds. Working with institutions to develop forestry-focused courses or certifications that meet industry standards could help attract a broader range of candidates.
3. Address Structural and Cultural Barriers
- Offer Language and Cross-Cultural Training
As we reach more diverse populations, consider offering language support or cross-cultural training where needed. This can help team members feel comfortable communicating and working together, especially as more Hispanic workers and others from diverse backgrounds enter the industry.
4. Lead by Example in Community Engagement
- Involve Local Communities in Forestry Education
Host community forums and open house days to introduce locals to the forestry industry. By showcasing the benefits of forestry work, we can help communities understand the economic opportunities it brings and foster a positive perception that welcomes new, diverse hires. - Collaborate with Industry Groups on Diversity Initiatives
Join forces with other companies and associations to attract a new generation of workers. Through group efforts, we can set industry-wide goals and create resources, such as scholarships, mentorships, and bilingual materials.
5. Enhance Marketing and Messaging
- Showcase Diverse Role Models
Featuring individuals working in forestry roles can help encourage people from various backgrounds to see themselves in this industry. Share success stories through social media, company websites, and recruitment materials to demonstrate that forestry welcomes all. - Use Targeted Messaging
Highlight the various roles in forestry – from outdoor hands-on work to science, tech, and business roles – to appeal to a wide range of interests.
The Bottom Line: A Broader Talent Pool Benefits Everyone
While we want forest industries to create family-supporting jobs for our children and our neighbors, that’s no longer enough (and where it has been, that’s probably going to change). If the forest industry is to reach its potential and support rural communities, there are times and places where we need to embrace opportunities to find talent from other communities – and find ways to incorporate them into our workforce and our communities. Diversifying our workforce isn’t just about meeting today’s needs; it’s about building a sustainable industry for the future.
