Circular Online sits down with CIWM President Vicki Hughes to discuss her Think Again campaign, whether the industry has a branding problem, and how the sector can appeal to the next generation of job seekers.
Throughout June, Circular Online is exploring how to make the resources and waste sector more attractive to the next generation of talent.
In a fascinating conversation, we speak to new CIWM President Vicki Hughes about how her Think Again campaign is working to achieve this goal and change the perception that the sector is all about rubbish and bin lorries.
What are the key ways the sector can increase its visibility to job seekers?
The first step is to stop waiting for people to find us and start actively showing up where job seekers are already looking.
Many people have little or no understanding of what our sector actually does or the opportunities it offers. We need to tell more stories about the people who already work in the sector and the variety of careers available. We need to showcase the purpose behind the work, the environmental impact, the innovation and the career progression opportunities.
We also need to reach people where they are. That means moving beyond traditional trade media and conferences and making greater use of social media, short-form video, podcasts, schools, universities, and employer networks.
People cannot choose careers they don’t know exist, so through my campaign I’m asking all employers in the sector to pledge their support, and one of the ways they can do that is to tell the success stories of the people already working for them.
Research released as part of your Presidential Campaign identified that the sector has a branding problem. How should the sector reframe how it presents itself to job seekers?
The research suggested that many people form an opinion about the sector before they’ve learned anything about it. The challenge isn’t necessarily what we do; it’s how people perceive what we do.
For many people, the word ‘waste’ creates an immediate mental picture that doesn’t reflect the reality of our sector today. Yet we are a sector built around sustainability, innovation, resource efficiency, manufacturing, logistics, technology and environmental improvement. We need to talk less about what we collect and more about what we create.
We often lead with the word ‘waste’ when perhaps we should be leading with impact, opportunity and purpose.
We help tackle climate change.
We reduce carbon emissions.
We support the circular economy.
We protect natural resources.
We design infrastructure and services that keep society functioning.
When people understand the bigger picture, their perception changes remarkably quickly. The sector doesn’t need to reinvent itself.
What are some of the biggest mistakes the sector makes when trying to communicate with job seekers?
One of the most interesting findings was that organisations often talk about themselves, while job seekers are thinking about themselves.
Employers tend to lead with information about the organisation, the sector or technical requirements. Job seekers want to know: What will I be doing? Will I enjoy it? Can I progress? Will I make a difference? Can I be myself?
People don’t generally choose careers because of sectors. They choose careers because of purpose, opportunity, personal growth and the chance to have a positive impact. The more we can align our communications with those motivations, the more successful we’ll be.
How can the sector align with what job seekers want?
Today’s workforce is looking for meaningful work, opportunities to learn, strong values and the chance to have a positive impact.
The good news is that our sector already offers these. The challenge is not creating them. The challenge is communicating them.
We need to do a better job of showing career pathways, highlighting role models, celebrating diversity and sharing real stories about the people who work within the sector. The opportunities are already there.
We simply need to make them more visible.
Your research identified that the term ‘waste’ is actively deterring interest in the sector. What alternative terminology could be more effective?
I’m not suggesting we stop using the word waste altogether because it remains an important part of what we do. However, we should balance it with language that better reflects the wider contribution of our sector.
Terms such as circular economy, resource management, sustainability, environmental solutions, net zero, climate action and resource efficiency often generated more positive responses because they immediately connected to outcomes and impact.
However, we also have to be mindful that much of our language within this sector is very ‘sector specific’ and people who have not worked in the sector may not understand it. That’s why the actual real-life stories are going to be so important moving forward.
Ultimately, it is not about replacing one label with another. It’s about helping people understand that this is a sector focused on creating value, solving problems and protecting resources for future generations.
Often, people in the sector say they fell into their roles and ended up loving them. How can resources and waste make itself a sector of choice for job seekers?
Ha ha! I’m one of those people! When I joined the sector more than 20 years ago, I didn’t think I was joining waste and recycling. I saw it as a manufacturing role, as I was heading up a project to manufacture equine bedding from recycled wood.
I see time and time again how many talented people are overlooking this sector simply because they don’t understand what it encompasses. We need to move from being a sector people discover by accident to one they actively consider.
That means engaging much earlier with schools, colleges and universities. It means showcasing careers more effectively. It means highlighting the diversity of opportunities available. And it means giving people a clearer picture of what a modern career in resources, circular economy and sustainability can look like.
My ambition is that future generations choose this sector because they understand the opportunities, not because they happened to stumble across them.
What skills does the sector need to attract in the short, medium and long term?
In the short term, we need operational, engineering and technical skills to support the ongoing development of infrastructure and services.
In the medium term, we need people with expertise in digital technology, data analysis, communications, product design, policy and behavioural change.
In the longer term, I think the most important skill will be adaptability. The sector is evolving rapidly and will continue to do so. We will need innovators, problem-solvers and people who can work across disciplines to help create new approaches to resource management and circularity.
One of the biggest misconceptions is that we only need people with waste and recycling experience. In reality, we need talent from almost every professional background.
How would you encourage someone to join the sector?
The story is simple.
This is a sector that sits at the heart of some of the biggest challenges and opportunities facing society today.
If you want a career where you can see the difference you make, where you can contribute to environmental progress, where you can work on some of society’s biggest challenges and where there are opportunities to grow and develop, then this is a sector worth exploring.
It is a sector that combines purpose with innovation. A sector where you can help tackle environmental challenges, contribute to the circular economy, develop new products and services and make a measurable difference.
It is also a sector full of opportunities. That’s exactly why Think Again exists.
I want people to discover the sector because once they do, their perceptions often change very quickly.
The message I would give any job seeker is this: don’t judge the sector by what you think it is. Take a closer look. You may discover opportunities you never knew existed.