27 June 2023

By Dr Katerina Konsta, CEO, World Maritime Academy, kkonsta@seaworks.uk.com

Attracting the new generation into shipping is a challenge that is faced by every single industry. Someone could think that employers need to offer more money. Actually, what employers need to do is to create attractive working environments that appeal to new generations. According to Deloitte’s 2022 Gen Z and Millennial Survey, the reasons Generation Z choose to work in their current position are in priority order: good work and life balance, learning and development opportunities, high salary or other financial benefits, positive workplace culture, opportunities to progress and grow in their career or take the leadership role, to derive the sense of meaning from work; and flexible working model.

Both recruitment and the retention of the young generation, men and women, are crucial but a silent issue of the shipping human resources. Equally importantly, entrepreneurship is not included in the options the young generation although being an option.

If we want to get the new generation excited by the prospect of working in shipping, either onshore or offshore, if we want to assure shipping sustainability, is not enough just to scratch the surface of the work that needs to be done. The maritime industry needs to step up.

The shortage of qualified seafarers reflects the need of qualified employees and managers. Under the fear of the shortage, focused is placed on the acceleration of the training process and on promoting clear-cut career opportunities. What’s up under the fear of sustainability? Why fear motivates actions?

We are not talking any more about Millennials who were born in the 80s and 90s. Focus is placed to Generation Z being born from 1995 to 2009 and Generation Alpha, the children of Generation Y, and often the younger siblings of Generation Z, those born from 2010-2024. Those people that by the end of the 2020’s they have been moving into adulthood, the workforce and household formation. Generation Beta is on the way, with those that will be born from 2025 to 2039.

Create space in the maritime industry for young people, men and women!

The attitude towards attracting the young generation into shipping should be that we create space for the young men and women to enter the maritime industry. A holistic approach should be considered taking under consideration all stakeholders.

Step 1 : What the maritime industry needs today and in the near future?

The maritime industry needs to identify the knowledge and skills that will be required in the future with clarity.

The maritime industry is looking for what every industry is looking for. This is creative problem solvers with an aptitude for technology, toped up with shipping focus. Providing shipping-oriented needs will result better outcomes because it will be crystal clear to the new generation if shipping is the industry for them.

The maritime industry is a dynamic industry that is determined by its derived demand nature. The UN SDGs, (that is the Sustainability Development Goals) reflects the views, attitudes and goals the new generation need to look at in order to be motivated. At an era that ships, ports and other maritime sectors, related equipment and operations are quickly becoming digital and greener, there is a need for the skills of Gen Z and Gen Alpha.

Step 2 : What do we know about the new generation?

The experiences that shape Gen Z and Gen Alpha are different than those shaped the past generation. This newest generation did not use pen and paper but instead, from their earliest years and then schooling, screens are placed in front of them for entertaining and education. This made them quite familiar with technology and screens. Don’t forget that Gen Z began being born in the year the iPad was launched and Instagram was created. Thus, Gen Z learning involves technology, actually advanced and accessible through smartphones and tablets, and with the rise of the internet they have access to information about anything. Many have been involved and committer to extra curriculum traditional engagements as playing volleyball, attending theatre and drama lessons ect. They like purpose and they find the greener approach to life meaningful.

They will stay in education longer and thus, stay at home with their parents later than previous generations. Being for longer educated and advancing their knowledge it shows their adaptability to the new and used to constantly advance their knowledge and skill.

They have brand influence and purchasing power beyond their years and they are the most materially endowed generation and the most technologically savvy generation. This is why they are actively exploring new working models to widen their income. At the same time, with their involvement in the social media they seem to influence and shape them. Thus, they want a different way of interacting.

They are people that want to change the world, their way and have a purpose in their lives, in their working lives.

Young people today are very dynamic, empowered and are genuinely passionate about using their talents to create a positive impact. They will go where they feel valued, respected, and inspired.

Step 3 : Find out what the new generation needs

The new generation needs to be asked at a national and international level. Both levels have similarities and differences. Local culture imposed those differences and should be carefully considered. We need hear the voices of the young people and create space for them because it is about time that they do as they want to choose to do things.

The fact is that improving human sustainability, at any level, will be imperative to help the industry appeal to and retain future talent. Addressing the unattractive aspects of the job is important. It seems that the areas where improvement is needed are:

the need for improved diversity, equality and inclusion;
clarification of the purpose and values in the industry;
creating more flexibility in maritime workplaces;
assuring adequate working conditions;
develop practices of work-family balance;
clearly defining the long-term career prospects.

As the seafaring jobs:

provide free internet access and connectivity as ashore;
shore leave time to see the world;
potential criminalization;
maritime piracy attacks;
practices of work-family balance;
mental health support, medical advisory and physical wellbeing consultation;
revise and offer better salaries;
offer better education and training;
increased paperwork and bureaucracy;
equal opportunities for women and increasing diversity;
upgrade digital training programmes;
the threat of the actualization of the automated ship; and
clear vision of the seafaring profession in the future.

Step 4: Why the young generation does not know the prospect for a career into maritime?

In 2022, UK Government saw that 90% of the population has never considered working in the UK logistics industry and still it employs 2.6 million people. This is similar to shipping. The shipping sectors is either not in the consideration for many or is considered as an alluring sector to young professionals.

The leaders of the future are found today in the kindergarten and shipping is not visible in schools. The majority of schools do not give information at about maritime careers. The importance of shipping is not mentioned at school level. Today’s shipping practitioners reveal that they come into shipping out change or because of their family and friend’s involvement into shipping.

It is important to promote a positive image of the industry. It is a very vibrant, technologically advanced industry and needs not just the schools but the parents and the public also see the great opportunities involved.

Governments in collaboration with market shareholders must show the wide range of opportunities and paths available to young people in joining the market and what they can actually achieve in their careers. From the 80’s till today families were discouraging their children to go on board ships due to fast development of economies in their home countries and the options available on the shore. What made the seafaring job attractive in the past is not valid anymore but the IMO regulations and the developed countries policies allowed for the development of a bigger seafarers’ pool. This can change, if the personality of the young person fits to the requirements of the seafarer’s profession and also, showing the opportunities that are available taking the seafarers from cadet to CEO. The channel to approach the new generation is equally important, this is through social media and social media platforms that young people access and use themselves.

Step 5 : Tell them the truth

We have to be open and transparent as an industry. Shipping is a fascinating industry but has an awful lot wrong with it. This should be considered as opportunity to change things for the better.

Step 6 : Challenge the stereotypes

The maritime industry is a conservative and massively male-dominated. Promoting diversity will help make the industry more appealing to young generations. The non-equal opportunities given and the pay gap is real. According to the Leanin study on Women in the Workplace women are demanding more from work, and they’re leaving their companies in unprecedented numbers to get it. Women leaders are switching jobs at the highest rate we’ve ever seen—and at a higher rate than men in leadership. Men significantly outnumber women at the manager level, and women can never catch up. There are simply too few women to promote into senior leadership positions. Also, women are far less likely than men to work in engineering and technical fields. For a career to be appealing must be paid well and have prospects and potentials.