Attracting The Next Generation

“Workforce development” is the new euphemism that many are using to describe the need for employee recruitment, development, and retention. It’s all about how to attract and keep talent.

The why is that, as much as technology companies would like everyone to believe that technology will enable improved production and help reduce the need for people, people is why customers do business with most companies (and all companies in our industry as we’re not Amazon!)

With so many retiring, as well as natural attrition and people leave the industry, recruiting “new blood” into the industry is critical. Remember, the industry is a $150 billion industry employing untold thousands (consider distributors, reps and manufacturers) powering the industry. (Of note, the electrical materials industry’s revenues, regardless of the channel sold through, exceeds $230 BILLION!)

GRN Coastal, a leading recruitment firm focused on the construction and industrial trades and a historical background in the electrical industry, recently shared an article with its clients that is very apropos to this issue:

Attracting the Next Generation: How to Make Distribution a Career of Choice

The wholesale distribution industry is the backbone of the economy, ensuring that essential products—electrical components, industrial automation equipment, lighting and utility equipment, and more—get where they need to be, when they need to be there. Yet, despite its critical role, the electrical distribution channel often flies under the radar for early-career professionals. College graduates and young talent simply aren’t considering it as a career path.

As a recruiter specializing in wholesale distribution, we see this challenge firsthand. Many companies in the industry struggle to attract younger talent, even as they offer lucrative career paths, advancement opportunities, and a stable industry. So, how do we change the narrative and make distribution appealing to the next generation? Here’s how we turn a ‘not sexy’ industry into ‘undeniably attractive.’

1. Show the Industry’s Impact

Young professionals today want purpose in their work. The electrical distribution industry might not be flashy, but it’s mission-critical. Every commercial building, manufacturing plant, and infrastructure project relies on the channel to supply the materials that keep operations running efficiently. That means careers in the channel offer the chance to play a vital role in industries that power, light, and automate the modern world. Without distribution, supply chains collapse—it’s that important.

To make this clearer to young professionals, distributors should highlight real-world examples of their impact. Showcase case studies of how essential components are supplied to build smart cities, power industrial automation, or maintain HVAC systems for hospitals. When young professionals see the real-life effects of the industry, they will be more likely to consider it a fulfilling career path.

2. Emphasize Career Growth and Stability

Many young professionals feel overwhelmed by the instability of some job markets. Wholesale distribution, especially in the electrical sector, offers long-term stability with consistent demand. Companies that invest in management training programs and mentorship create a clear career trajectory, moving employees from entry-level to leadership roles in a matter of years. Highlighting these pathways makes distribution an attractive alternative to industries with more unpredictable career ladders.

Additionally, early-career professionals want to know that their work is valued and that they have upward mobility. Employers should be proactive in communicating career growth opportunities through structured training programs, leadership development initiatives, and clear promotion paths. By offering mentorship programs and connecting new hires with experienced industry leaders, distributors can foster an environment where younger employees feel supported and motivated to stay long-term.

3. Leverage Technology and Innovation

Younger professionals are drawn to innovation, and the electrical sector is undergoing a digital transformation. From AI-powered inventory management to IoT-driven smart buildings and automated warehouse solutions, technology is reshaping how companies operate. Companies that embrace and market their use of cutting-edge tech will naturally appeal to a generation that grew up in a digital-first world. And this does not include the advancements being made on the product side that are based upon wireless, or renewables, or IoT, or grid modernization, or within the automation space. Opportunities abound.

Beyond adopting technology, companies should actively showcase how they are innovating. Whether it’s through energy-efficient HVAC systems, predictive maintenance for industrial automation, or e-commerce platforms for electrical supply procurement, distributors should highlight the exciting changes happening in the industry. Hosting webinars, publishing content on LinkedIn, and sharing behind-the-scenes insights on how technology is revolutionizing distribution can position the industry as forward-thinking and attractive to young talent.

4. Offer Competitive Compensation and Perks

While passion and purpose are important, salary and benefits still matter. The good news? Roles in the electrical industry often offer strong earning potential, with many entry-level sales and management positions leading to six-figure salaries. Add in benefits like tuition reimbursement, mentorship programs, and leadership development, and the industry, especially distribution, becomes an even more attractive career choice.

However, compensation isn’t just about salary—it’s also about the full package. Many younger workers prioritize work-life balance, flexible work arrangements, and professional development opportunities. Companies that promote a culture of continuous learning, wellness initiatives, and hybrid work models (where feasible) will be more successful in attracting the next generation of workers.

5. Build a Strong, Local, Employer Brand

Young talent is drawn to companies that prioritize company culture, diversity, and social responsibility. Electrical distributors and manufacturer reps that invest in workplace culture, showcase employee success stories, and highlight their community impact will stand out in a competitive job market. Use social media, industry events, and recruitment marketing to tell your company’s story in a way that resonates with younger professionals.

An employer’s brand extends beyond its marketing—it needs to be reflected in the company’s actions. Investing in diversity, equity, and inclusion (DEI) initiatives, engaging in corporate social responsibility (CSR) efforts, and fostering an inclusive workplace will make distribution companies more attractive to younger job seekers who value these commitments.

6. Meet Them Where They Are

Finally, attracting young professionals means engaging with them in the right places. Partnering with colleges, attending career fairs, offering internships, and leveraging LinkedIn and other social platforms can help electrical distributors, manufacturer reps / lighting agents, and manufacturers build awareness among emerging talent. When students and recent grads see the electrical / lighting industry as a viable and rewarding career, they’re more likely to explore it.

Beyond traditional recruitment methods, companies should invest in digital engagement. Posting employee testimonials on TikTok, hosting live Q&A sessions on Instagram, and building relationships with university career centers can help wholesale distribution reach young job seekers in a relatable way. Encouraging current employees to act as brand ambassadors can also strengthen the industry’s appeal.

Final Thoughts

Electrical distribution might not have the built-in allure of Silicon Valley startups or Fortune 500 giants, but it offers something just as valuable: meaningful work, career growth, stability, and strong earning potential. As recruiters and industry leaders, it’s on us to showcase the opportunities in this sector and change the perception of what a career in distribution can be.

The future of the industry depends on attracting and retaining the next generation of talent. Let’s make sure they see the electrical distribution industry for what it truly is: an essential, dynamic, and rewarding career path.”

Comments

• Aside from helping its clients recruit new talent to help them drive their future, GRN Coastal also works with manufacturers, reps, distributors and technology companies focused on the construction and industrial channels find experienced talent.
  • GRN Coastal is conducting its annual State of Talent Acquisition in the Construction Industries. If you do any hiring … as a branch manager, a sales manager, are in management or forward this to your HR department, I encourage you to take the survey. Respondents will receive a free report and will be invited to a webinar.
• It’s interesting how the electrical industry gets played as “basic” or “boring.” Years ago, one of my first clients was Bob Snyder from Carol Cable. His mission was “making wire and cable ‘sexy'”. Now “sexy” may be a stretch, but the electrical industry has been in the news much due to environmental (climate control), EV, grid modernization, data centers, renewables, industrial automation and more. Further, without electricity, it would be near impossible for the economy to run … no banking system (credit cards, ATMs?), no fuel from gas stations, no Internet (no YouTube!?), no lights at home let alone heat and more. We’d be back to Neanderthal times. The electrical industry is indispensable. Perhaps marketing the industry as “join an industry that is indispensable” and then why you are “the right company” and highlight growth, and opportunities, could have some legs.
• Each association has their own initiative, and they should to help their members, but, if the industry wants to make an impact, especially at the college-level, and perhaps in high schools, perhaps a collective effort with major company financial support, to reach guidance / career offices (but then again, what is in it for the major companies who are already calling on these companies … why help the industry / their competitors?

But, to GRN Coastal’s point, differentiating yourself depends upon your people. Creating the environment and recruiting effectively is the key to ongoing success. How would you rate your company?

Speaking of rating … stay tuned for a new service coming from Channel Marketing Group to solicit employee feedback.