Sinikka Mynttinen

Enhancing Attractiveness of the Wood Industry Among Young People: a Study from Relational Perspective Sinikka Mynttinen

It has been widely recognized that working in industrial sectors like the wood, metal, and building industries no longer attracts young people. However, the wood products industry is a significant part of the Finnish forest cluster appearing to have a greater growth potential than the paper and board industry. At the same time less than half of the number required qualifies from the educational institutions on a yearly basis. In addition, retiring of the big age group is prone to increase the recruiting need in the wood products industry. In this book the challenge of poor attractiveness of the wood industry among young people as a field to study and work in is faced. In addition to revealing the quality of the relationship it highlights several means of relationship management to enhance it. Thus, it provides tools for public relations efforts not only to the wood products industry itself, but also its advocates, teachers of comprehensive and vocational schools, even authorities and policy makers.