Editor's note: This article first appeared in the 2023 Executive Perspectives Special Report, which published within the November/December 2023 issue of Offshore magazine.
By Peter Denham, Airswift
The offshore oil and gas industry is facing a critical need to recruit and retain the next generation of talent as older workers reach retirement and the priorities of the up-and-coming generation changes. In the face of this challenge, it is essential to adapt recruitment and communication strategies to align with the evolving preferences and priorities of younger professionals.
Generative AI, with appropriate human oversight to protect against bias, can be a powerful tool in this transformation, helping employers tailor their messaging and streamline the recruitment process to ensure that the industry remains attractive to the emerging workforce. By embracing AI-driven solutions, the offshore oil and gas sector can navigate the oncoming wave of retirement more successfully, securing the talent it needs for the future.
A moving target
The renewables sector is a key target for the offshore oil and gas sector to attract candidates with transferrable skills. However, to be successful in persuading renewable professionals to switch industries, oil and gas companies have work to do when it comes to making job roles attractive. Unlike generations that have come before, the latest iteration of the workforce places more value on factors like work-life balance, ESG and opportunities for innovation, rather than remuneration, which has been an historic mainstay of the oil and gas industry.
In fact, 54% of renewable workers under 34 see contributing to society as most important for job satisfaction (in comparison to over 35s at 44%) and above remuneration (36%). This indicates that this generation increasingly values the ability to make a difference over pay.
New solutions to chronic challenges
In light of these challenges, generative AI emerges as a valuable tool for offshore oil and gas employers to adapt their recruitment and communication strategies to better resonate with the younger workforce.
Employers can use generative AI to create job descriptions and advertisements specifically aimed at candidates under 35. This approach ensures that the language and messaging bring the preferences of this demographic to the fore, including the aforementioned work-life balance, ESG and career advancement opportunities. By leveraging generative AI to adapt their communication strategies, offshore oil and gas companies can make their job opportunities more appealing to the next generation of workers.
AI can also play a significant role in identifying potential candidates. AI-powered tools can automate the candidate search process by scouring online databases, making recommendations of past applicants and even reaching out to potential recruits. This approach not only saves time but also ensures a more precise matching of candidates with open positions, in what is already an increasingly difficult pool to recruit from.
Furthermore, AI-based assessments can evaluate candidates' technical competencies and soft skills through online exams. The data collected can then be analyzed by AI, providing a clearer picture of the candidate's competencies. This approach allows recruiters to make more informed hiring decisions, aligning candidates' potential transferable skills and attributes with the specific needs of the offshore oil and gas industry.
With the support of AI solutions, balanced with human oversight, offshore oil and gas employers can be empowered to tackle the chronic challenge of the Great Crew Change with a refreshed approach.
