The bulk liquid terminal industry is increasingly recognizing the importance of millennial and Generation Z (Gen Z) employees.
Millennials, those born between 1981 and 1996, represent the largest generation in the U.S. and are now entering the workforce in great numbers. Close on their heels is the next big wave that will change the face of the workforce — Gen Z, which refers to those born between 1997 and 2012.
Managers and human resource departments at International Liquid Terminals Association (ILTA) member companies are looking carefully at recruitment and retention strategies that will allow them to meet the future head-on. As digitalization continues to revolutionize our sector, the race for talent among these "digital natives" will grow more intense in the years to come. Millennial and Gen Z workers are particularly important to the terminal industry since they are tech-savvy and have an abundance of creative solutions to complex problems.
These rising generations crave a sense of meaning in their career choices. As an industry, our challenge is to communicate to these rising segments of the workforce just how much our industry contributes to the overall U.S. economy. We need to share the message that the logistics services our companies offer in support of various supply chains — will continue to be important in the future. We must be ready to share with this audience how important our industry is in terms of keeping supply chains humming, and enabling the production and distribution of products that matter to people’s lives every day.
That is why I am excited that ILTA is working on a special initiative this year to investigate the messages that resonate best with millennials and Gen Zers when we are speaking with new candidates for the terminal industry workforce. We are working with the Center for Generational Kinetics (CGK), a leading research group that provides actionable and missing behavioral insights that leaders need to know to unlock the potential of every generation. Our work with CGK is developing insights and tools that ILTA members will be able to use to convey the tremendous value and opportunities our industry offers, and we look forward to launching the results of this work in early 2024.
There are a number of perks that we realize are attractive to the rising generations, no matter what industry is doing the hiring. Flexible work hours and remote or hybrid work options, where possible, not only increase a younger employee’s satisfaction but also boost productivity. Additionally, ensuring there are pathways for professional development will help keep these emerging leaders within our companies motivated and engaged with their jobs over time.
One approach to help employers attract younger workers is to emphasize the personal growth opportunities within their organizations. This means providing training, seminars, mentorships and job rotations that allow employees to develop their skills and experience in diversified areas of work over months or years. Additionally, employers should also focus on creating a safe culture where employees feel comfortable sharing ideas and collaborating rather than feeling pressured or confined by traditional hierarchies.
Employers should also strive toward creating a culture of trust that would enable the rising generations in the workforce to grow professionally. Finally, employers in the terminal industry need to think beyond traditional methods when recruiting millennials and Gen Z — such as using social media platforms like Instagram instead of relying solely on job boards or classified ads — in order to ensure they reach out directly with messages designed specifically for younger audiences that highlight their current needs and desires in terms of career trajectory.
The terminal industry must focus its efforts on attracting the newest generations of workers if it hopes to remain competitive in the coming years. By emphasizing growth opportunities — combined with flexible work cultures, backed by modern technology and financial rewards — we can help ensure that future generations continue thriving in this timeless industry.
For more information, visit ilta.org.
