To nobody’s surprise, a survey of dealers has highlighted the problems in recruiting skilled engineers. A communiqué from LE-TEC describes the situation as a ‘ticking time-bomb’ caused by ‘not recruiting enough people 10 years ago’.

Yet you have to remember that was the exact issue being addressed in 2003 which resulted in the creation of the Careers Project launched very publicly by Princess Anne at the Smithfield Show. That had a careers website and all the supporting materials which had been largely funded by dealers putting their hands in their pocket to the tune of £80,000 odd. But for some reason that momentum was not maintained.

It is clear that there is a massive amount of work going on in committee rooms to address issues surrounding recruitment and the profile of the industry, BUT....

How can we hope to grab anyone’s attention when we use synonyms such as LE-TEC, LTA and even a phrase like land-based engineering. Who? What? Unless we can communicate our message clearly and succinctly then we are going to struggle.

For me, there are two over-riding requirements.

First that those formulating plans and policies must communicate their vision and strategy for an industry campaign that will have 'legs'. 

OK, all the building blocks may not be in place yet, but before we try to sell ourselves outside - the whole industry, dealers and suppliers must 'buy-in' to the vision. Understand its objectives and relate it to their own businesses.

Second, the F-word. Funding.

An effective promotional campaign on behalf of the industry, selling the industry, answering questions, using social media, building a video library, using case studies, advertising and building a profile will require substantial funding. 

Without finding a way to financially underpin an effective, on-going ‘window on our world ‘ – we are going to be left with a small portfolio of initiatives that may scratch the surface, but have little long-term impact.

Nor should it rely on one or two ‘believers’. Without ideas and proposals on how a sustainable industry-wide campaign can be funded over many years - then all the good ideas in the world will flounder for lack of funds.  

It is right that the three key industry bodies, are combining at present to look at the issues. But that can lead to fragmentation for each will have different agendas.

We need a single recognisable body to speak for the industry and implement 'the vision' - and it should have an Industry figurehead to front up the whole shebang. Someone to get the message out there, clearly and forcibly, speaking with one voice on behalf of the industry as a whole.

As an example, take a peek at the GROW website for the horticultural sector which has much in common with many branches of our industry. Launched in 2006, it will have gone through 'growing pains' (ouch!), but they have come up with a succinct and catchy name – and it has a roll-call of almost 50 key supporting organisations.

www.growcareers.info