A spring 2007 nationwide survey of U.S. college students commissioned by the ARTBA-TDF found—not surprisingly to talent recruiters in our industry—that working for transportation design or construction firms barely registers as a career choice with today’s young adults.

The fact is, the survey found that college students—including those interested in engineering, computers and math—know very little about our industry or the rewarding career paths it offers in many professional disciplines.

The survey also found that the career and lifestyle goals today’s college students say they are looking for don’t match—in their minds—with what they believe our industry offers. These young adults know what they want—and when asked, they said “you’re not it”! Their perceptions of our industry work against your recruitment efforts. But there is “good news”….

The ARTBA-TDF research shows that many of their perceptions are wrong. And that’s something, working together as an industry, we can change.

More importantly, the research strongly suggests that transportation design and construction firms are actually well-positioned to meet—and often exceed—the career and lifestyle expectations of today’s new college graduates.

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We have much of what they say they want. The challenge is informing them of that.

ARTBA-TDF plans to develop further the workforce development component—called “Recruiting the Next Generation” —into a multi-dimensional, research-grounded communications and marketing program that addresses a singular mission:

“To position transportation design and construction firms as employers of choice for the “best and brightest” graduating from American colleges and universities.”

Tactics

It will include:

• Development and execution of an on-going industry image advertising campaign focused on college students and utilizing on-campus and internet media;
• A web-based “tool kit” for industry firms providing materials that can be customized for use at college job fairs and with potential new hires;
• Research-based outreach to high school and college guidance and career counselors to get the transportation design and construction sector on their “radar screens;” and
• A media relations program to help ensure that transportation design and construction is included in news stories, annual reports and listings of “hot” and desirable job markets.