Technology, social media are attracting young professionals to the oil and gas industry
By Katerina Jones, Fleet Advantage
The oil and gas industry has long been a cornerstone of the global economy, providing the energy needed to power everything from homes to businesses. However, like many traditional industries, it faces the challenge of attracting younger workers, especially in the face of increased competition from renewable energy sectors.
Historically, careers in oil and gas have been perceived as hazardous, labor intensive and environmentally contentious. But advancements in technology and the rise of social media influencers are changing the industry’s image and appeal to younger generations.
Addressing labor shortages in oil and gas
The demand for skilled workers in the oil and gas industry has reached critical levels, with an increasing number of experienced workers retiring. This has created a skills gap that threatens the industry’s long-term sustainability. In addition, only a small fraction of workers entering the industry are under the age of 30, compounding the challenge of finding and retaining new talent.
The image problem of the oil and gas industry is partly to blame. The industry is often seen as dangerous, with limited opportunities for career growth outside of manual labor. However, social media is beginning to reshape that perception, showcasing the sophisticated technology and engineering challenges that come with oil exploration, production and distribution.
Role of new media in attracting younger talent
Social media, digital media and the age of influencers are playing an active role in possibly reversing these industry issues, especially in many companies’ pursuit of attracting a younger workforce—for jobs at all levels, whether that’s as an engineer, distributor, safety inspector, etc.
Platforms like Instagram and Facebook have turned into powerful tools in reshaping perceptions while influencing career choices among younger generations. Today a growing number of influencers have established large followings by showcasing their experiences and expertise in all areas of oil and gas. These influencers offer a glimpse into the day-to-day life of working in the industry, and this has helped others view these jobs as interesting and even desirable.
These influencers' stories may be one reason why the number of students enrolled in vocational-focused community colleges rose 16% last year to its highest level since the US National Student Clearinghouse began tracking such data in 2018.
The hashtag #bluecollar drew 500,000 posts on TikTok in the first four months of this year, up 64% over the same period in 2023. Posts hashtagged #electrician increased 77% over the same time, with #constructionworker and #mechanic posting similar increases.
Companies are also leveraging social media platforms like LinkedIn and Facebook to spotlight employees, showcasing awards, accomplishments, accolades, accreditations, articles they’ve written and company achievements. The use of social media to spotlight these accomplishments goes a long way toward reinforcing company culture and solidifying camaraderie, and employees have a chance to repost and engage with that content.
Building a podcast, growing a following
Podcasts have established themselves as a mainstream media platform, attracting an ever-growing and highly engaged audience. In fact, according to Edison Research, 67% of the 12-plus age population has listened to a podcast; and 47% of the 12-plus age population are monthly podcast listeners while 34% are weekly listeners.
Reaching a newer and a more diverse audience is important today, which is a leading reason why Fleet Advantage launched its own educational transportation fleet podcast series earlier this year. The podcast series offers an opportunity to engage listeners on a more direct level, providing education on specific issues that are important to followers of varying professional age groups. The platform allows for educational long-form content that can dive deep into topics, tell stories, and create a sense of connection and community for dedicated followers, while also being more personable.
For oil and gas companies with transportation fleets, this represents a great chance to provide specific information in a format that resonates with younger and more diverse audiences. In fact, Fleet Advantage has seen on average a 600% growth rate in podcast views/listens this year.
Conclusion
Ultimately, there will remain challenges in finding the right skilled talent for all levels of the oil and gas industry. However, these challenges are now being met with innovative solutions driven by new media. The integration of digital media, social media and influencers are now making traditionally blue-collar industries more appealing to younger generations.
As the oil and gas industry continues to evolve, it has the potential to attract and retain a new generation of workers who are not only technologically savvy but also eager to contribute to the future of the global economy. By embracing these trends and investing in the development of their workforce, oil and gas companies can secure their place and once again compete as leaders of the industry.
