EDITORIAL • IADC CONNECTION
IADC project provides new insights
to enhance oil and gas recruiting
FROM THE PRESIDENT
The new year is a great time to contem-
plate what’s working for us and how we
can amplify the elements of our success.

Equally important is identifying areas of
potential growth and paving the way for
innovative solutions. Within the broader
framework of the drilling industry, we
benefit from commendable strengths —
unyielding commitment to safety, ongoing
collaboration for the collective good and
the privilege of working in a field that
enhances people’s quality of life.

Amidst our accomplishments, room for
improvement remains. It’s imperative to
vocalize our own stories, bridging the gap
between the industry’s true nature and
public perception. There’s also a need to
revitalize our efforts in attracting new tal-
ent to this remarkable industry. To main-
tain a competitive edge, we have to capti-
vate the attention of potential employees,
showcasing the dynamic and rewarding
nature of opportunities within our field.

In response to these sectorwide chal-
lenges, IADC launched the Industry Value
Initiative in 2022. The mission was three-
fold: first, to understand perceptions of our
industry among potential employees; sec-
ond, to identify what today’s job seekers
truly desire in a career; and third, to equip
member companies with the insights
gleaned from this project to aid them in
attracting and securing top talent.

To set the project in motion, IADC con-
tracted Brunswick Group to design and
execute a research plan to help us gain
a baseline understanding of perceptions,
motivations, misconceptions and oppor-
tunities among prospective employees.

Brunswick Group conducted a series of
focus groups and online surveys among
specific audiences in key regions. The
identified audience groups included vet-
erans, vocational students and individuals
currently employed in a relevant industry,
among others. Key regions for this proj-
ect were the United States, the United
Kingdom, Asia Pacific and the European
Union. We learned from the research findings
that higher familiarity with the drilling
industry often correlates to increased
interest. When exposed to tailored mes-
saging, most groups expressed markedly
higher openness to this field. The data also
revealed that awareness of the industry is
modest, indicating significant opportunity
to enhance public understanding. Broad
outreach about the industry’s nature and
purpose is essential to thrive in today’s
labor market. It’s very likely that promis-
ing future employees aren’t considering
drilling careers presently, whether due to
unfamiliarity or misinformation.

To make inroads, messaging must align
with prospective employees’ aspirations.

Those surveyed valued work-life balance,
career growth and professional develop-
ment above all. Job security, workplace
safety and benefits were also viewed as
essential priorities. Attracting talented
candidates will require finding compel-
ling ways to communicate the advantages
of working in this industry.

Additionally, it’s crucial to directly
address prevalent concerns regarding a
career in drilling, such as environmen-
tal impact, job insecurity and workplace
hazards. In surveys, participants selected
“risky” and “polluting” as top descriptors
for the industry, while considering “safe”
and “sustainable” as inapplicable. Many
also felt as though a career in drilling was
“not for them,” whether from disinterest or
perceived lack of credentials. To challenge
these notions, messaging should show-
case our commitment to sustainability and
an inclusive work culture. By highlighting
stewardship initiatives, safety innovations
and diversity in roles, we can convey that
our industry offers dynamic, stable careers
for all types of talent. Reassuring narra-
tives that combat outdated myths and
accurately reflect our values will likely
resonate with prospective recruits.

On that note, we can also utilize messag-
ing around advanced technology to rein-
troduce the industry to people. While tech-
Jason McFarland, IADC President
nology was not the audience’s first associ-
ation with drilling, messaging around how
we use cutting-edge technology can help
drive interest moving forward. By show-
casing complex technical capabilities and
state-of-the-art tools, we can reshape anti-
quated perceptions and set this industry
apart as an exciting career option for the
next generation.

In order to spread any of the above mes-
sages, we must utilize the right channels
and sources. Company websites and social
media platforms are fundamental avenues
to educate potential recruits. Furthermore,
those surveyed indicated that if consider-
ing a drilling career, they would turn first
to family, friends and acquaintances with
a career in the industry as their most trust-
ed sources. This underscores the impor-
tance of empowering current employees to
be passionate and authentic ambassadors
for working in this field.

These data-driven insights synthesize
more than a year of diligent work to guide
our members in today’s recruiting land-
scape, yet they represent just a preview
of the extensive Industry Value Initiative
project findings. IADC invites and encour-
ages all members to fully leverage these
resources to craft targeted outreach efforts.

With compelling, research-based messag-
ing, we can capture the interest of the
future workforce. Our success depends
on conveying what makes this work so
meaningful – both to seasoned employees
and promising newcomers alike. DC
D R I LLI N G CO N T R ACTO R • JAN UARY/FEB RUARY 2024
Scan me to access
the IVI Executive
Summary and research
fi ndings.

bit.ly/4b5CudB 41