The under-30s get a bad press. Labelled the ‘me, me, me’ generation, millennials are often typecast as individuals who put their own interests first, eschew mundane tasks, and are quick to move to pastures new. Since millennials will make up half the global workforce by 2020, according to financial institution PwC, it is essential that industries get to grips with this generation. But the fresh produce sector might have it harder than most.
In today’s brand-driven, digital age, the UK fresh produce industry is not registering on millennials’ radar, says Andrew Fitzmaurice, recruitment director at MorePeople. The top ten UK produce companies are unlikely to resonate with those outside the sector, he says, and even people within the wider food industry may be oblivious to their existence.
“Something needs to be done in a more a granular way by everybody to make the industry better known,” says Fitzmaurice. “If companies don’t do it now, they won’t have a meaningful reservoir of new talent in five years.”
David Macaulay, managing director of recruiter Eden Search & Select, agrees. “There is fundamentally a lack of talent coming into the sector, particularly in fresh produce, which creates succession and recruitment challenges for our clients,” he says. “Companies need to go out of their way to look at apprenticeships and graduate schemes to access new talent – some are doing that. Plenty talk about it, but don’t set them up.”
Promoting the industry needn’t involve heavy investment, however. Striking up – and maintaining – a dialogue with schools and universities is a good place to start, says Fitzmaurice. “What is important is that future graduates have the sector on their radar, and that the perception is fair,” he explains. “Working in fresh produce can be well paid, sophisticated, rewarding and exciting. It’s not all about working in a warehouse or getting dirt under the fingernails in a field – though there are good jobs doing that too. Food is the biggest manufacturing sector in the UK, but it always seems to be one which is absent from the minds of young people.”
MorePeople regularly “waves the flag” for the produce sector at school and university careers events nationwide, according to Fitzmaurice. Fellow recruitment agency Redfox Executive also heavily promotes the sector at academic institutions, according to company director Ian Reed.
“More businesses need to take responsibility and do their bit,” continues Fitzmaurice. “At the very least I think that employers need to appeal to the tech-savvy younger generation,” he says. “The first thing any prospective new employee is going to do will be to Google the business. If your website isn’t up to scratch, interesting, sexy, engaging, full of fun, have interesting information or video content, then maybe candidates will overlook it.
“I have heard several businesses explain that they don’t need a website since they don’t sell a brand to consumers. But a website does so much more – at the very least it is important for recruiting. Instagram, Twitter or Linkedin probably aren’t going to revolutionise your recruitment and retention, but you don’t want to be conspicuous by your absence on those platforms.”
As well as the recruitment hurdle, the next challenge facing produce firms is how to hold on to this elusive young talent once they’ve got it. Companies are starting to wake up to the fact that they can’t manage debt-ridden millennial graduates in the same way as previous generations, says Macaulay. “The under-30s have less patience than previous generations, are more demanding, and frequently ask a company what it is going to do for them,” he says.
“I think millennials do expect more,” agrees Fitzmaurice. “And I think that there is always going to be a business in one sector or another who will offer more holiday, flexible working, pensions, cycle-to-work schemes, gym membership, better phones and learning incentives etc. Employers have a choice about whether they want to improve their benefits, working conditions or holiday allowances – some of these will come at a cost, but not all. And if it aids retention and recruitment of top talent, maybe extra costs don’t matter.”
MorePeople advises its clients that training and professional development are key when it comes to retaining millennials. Although the under-30s value job security, they will not stay in one position if they aren’t enjoying the overall work experience and are not being challenged, the company believes. Training within a business is also very important to the millennial generation, as they are keen to adopt new skills and ways of working, especially with ever-changing technology.
Steve Buttery, communications director at agricultural recruitment firm Evo Services, agrees that produce firms must adapt to millennials’ expectations, or face a potential hiring crisis.
“As the supply for labour in all aspects of the industry tightens, the often challenging working conditions will need to be offset by better continuity of income, career progression, transferable skills and ultimately, sustainable wages,” he says. “Maintaining the UK’s competitiveness in global food supply with the current changes in labour demographics may well be one of its biggest challenges.”
