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The Next Generation: Attracting Young Talent into the Industry
The hunting and shooting sports industry faces the challenge of attracting young talent. Companies like RWS are adopting modern approaches to engage the next generation. Flexible work models, sustainable business practices, and authentic communication are key to attracting young people to exciting careers in this industry. Learn how the industry is evolving and what opportunities await young talent.
How do we get more young people into hunting and shooting sports? This hotly debated topic has been at the forefront of the minds of industry leaders for many years now and thankfully there have been many initiatives to address it. The task of promoting these pastimes to a new generation is well in hand, but what about the other side of the coin? An industry of new shooting enthusiasts isn’t going to get very far without new employees working and forging careers for themselves within the industry. Can our sectors truly say they are future-proofing themselves if they are not addressing the challenge of finding fresh talent to employ? Without new workers in manufacturing, distribution, marketing, retail, and more, the future of hunting, shooting, and outdoor brands looks very difficult indeed.
An ideological disconnect
“The shooting and hunting industry, like many other sectors, faces the challenge of attracting young people to pursue a career,” explains Ute Knauer, Vice President of HR at German ammunition and components expert RWS GmbH. “The changing interests and priorities of younger generations influence this development. However, there is an increasing trend towards destigmatising the industry, as perceptions shift, and the defence industry is seen as a necessary protection mechanism. Topics such as nature conservation, sustainable wildlife management, and responsible resource use are points of connection that can appeal to young people. It is crucial to communicate these topics in a modern and open manner to spark the interest of the next generation.”
This disconnect between younger generations and the perceived image of what the shooting and hunting industries stand for is a widespread problem – it would appear that, in general, young workers don’t associate these sectors with being modern or forward-thinking. Christopher Mijal, General Manager of specialist firearms wholesaler WAIMEX, believes the industry itself is partly to blame for this disconnect.
He explains: “Retailers in the hunting and shooting sports industry do have difficulty attracting new, young talent for employment. The industry may not have invested enough in the promotion of young talent in the past or targeted young people specifically. There is often a lack of modern training opportunities or communication strategies that specifically cater to the interests of the younger generation, be it through digital media or innovative approaches that combine the traditional character of the craft with modern developments.
“We are competing with other industries that may offer more flexible working models, more attractive career paths or a stronger connection to modern technologies. As an industry, we need to take action here to show young talent that we also have exciting, future-proof professions with prospects and passion waiting for them. It is crucial that we work together to modernise the image of our industry and create attractive incentives for young people in order to remain competitive in the long term.
The Job-Center at IWA OutdoorClassics provides a platform for job postings from leading manufacturers. What do young workers want?
The industry has identified this as a potentially existential problem. But that does not mean there are no solutions – far from it. In every challenge arises opportunity. RWS is one of those companies that is aiming to have a positive impact on the future of the shooting industry by running regular open days at its training centre. The company invites young people and their families to come and see for themselves the kind of exciting, rewarding, and long-term careers they could enjoy in this industry. Part of the event involves the young visitors having the opportunity to speak with the current crop of trainees who share inspiring and practical information with them – in turn debunking many of the myths about working in the hunting and shooting industry.
Connecting with young people in practical ways such as this can help companies better understand the requirements and expectations of the next generation as employees. The patterns are familiar no matter which level of the supply chain or what kind of professional role youngsters are interested in: they want a better work-life balance with more flexible working hours, and they want to work for companies with more sustainable business practices. They also want to feel a sense of authenticity and purpose in their work, as well as a clear vision for how their own personal and professional development will play out.
RWS has taken many of these patterns to heart and already implemented them in its internal processes, as Ute Knauer explains: “This has led us to adapt our approach as a company. We offer flexible work models, digital processes, and transparent communication of our values. Additionally, we focus on an open, inclusive corporate culture that offers development opportunities and clear career paths to meet the needs of young talent.
“The future of recruiting in our industry strongly depends on how well we adapt to the values and expectations of new generations. Young talents bring fresh ideas and a strong awareness of modern technologies and sustainability, which are essential for the industry’s development. Through targeted measures to promote diversity, implement innovative technologies, and openly communicate our social responsibility, we can continue to successfully attract talent and positively shape our industry.”
How must we change in the future?
One of the key issues with attracting young people into the workforce in our industries lies in their perceived complexity to the untrained eye. Guns, ammunition, optics, and other tactical gear are precise products that do very specific jobs and require a certain degree of specialist knowledge to understand properly. While this can be a barrier, it can also be attractive – young people are interested in learning about new technology and advancement, of which a lot is currently happening in the shooting industry.
“I think an essential component of being attractive and interesting for young people is the combination of a targeted approach, modern working models and a clear perspective for personal and professional development,” says Christopher Mijal.
“This includes, in particular, the promotion of training and further education programmes that are closely linked to our industry, such as hunting licences, firearms training, master gunsmiths and many others. Young people need the opportunity to develop in a specialised and future-oriented environment that not only imparts sound specialist knowledge but also focuses on practical experience.”
By showcasing that learning is one of the key things young people will do in their new job role in shooting, it is hoped that businesses can tap into that thirst for knowledge and development that the newer generations hold dear. But how do we communicate this to a generation that seeks almost all of its information online? It sounds almost too simple to be true, but we meet them there.
Christopher concludes: “In an increasingly digitalised world, retailers must find innovative ways to appeal to the younger generation. The combination of traditional expertise and modern technology is key here. Young people are digitally connected and are looking for experiences that cater to their interests in new and exciting ways.
“Addressing customers via social media channels is extremely important. Not only can information be shared here, but the passion and expertise behind the products can also be brought to life, and offering events and workshops for beginners can help to build an even more positive image in order to create long-term loyalty. It is important to meet young people where they are and show them that hunting and shooting is not ‘just’ a tradition (of which we can be very proud, by the way), but also involves modern technology and community.”
About RWS GmbH
RWS GmbH is the European market leader for small-caliber ammunition and pyrotechnic elements and components. The company sets new standards in the civilian, military and government sectors. It is also an innovation leader in heavy metal-free ignition elements and special applications.
WAIMEX
Waimex has been an established partner to specialist retailers since it was founded in 2009. As a wholesaler of hunting and sporting firearms, ammunition, reloading equipment, optics and accessories, WAIMEX exclusively serves licensed specialist retailers.
