COVID-19 has placed us in a virtual world and changed the way we communicate, conduct business, and how we educate. We closed training centers and schools, told people to work from home, and created a category of workers defined as essential.

In the past, we have always been told that doctors, nurses, firefighters, EMTs, and other medical personnel were essential, but now truck drivers, technicians, and others have been recognized for the services they provide.

COVID-19 could actually assist with recruiting essential workers into your organization. Schools across the country are currently having classes in one of the following formats: virtual, where everything is remote; hybrid, a mixture of online and scheduled time on campus; and traditional face-to-face teaching.

While many schools are still virtual and some of the schools that are back in session face-to-face do not allow visitors on campus, this is an excellent opportunity to start learning more about schools in your area and across the country, as well as expanding your brand recognition, even if your company is not currently hiring or adding staff.

You know who your company is, what it does, and its commitment to its employees and community, but do others see it in the same light? Or do they see your company as trucks that deliver packages for online companies, bring the groceries to the stores, or carry chips and drinks to convenient stores and others?

Most people recognize a company for one specific product or service, but never consider what went into delivering the product, or the fact that the delivery trucks and trailers require maintenance, fleet management, and other important aspects of what keeps your fleet running. They likely do not consider the number of different jobs and occupations your company hires to make it all work.

Use this time as a virtual opportunity to educate and put a face to your brand. Show and tell students who you are, what your brand truly means, and how it provides services and products. Take the time to invest in ensuring the future workforce knows the complete value of your brand and how one day they may be able to be a part of it.

Let us step back all the way to March when schools closed and students, teachers, parents, and others had to find a way to complete the school year. Many students who were in their last semester were somewhat forgotten. There were no career fairs, interviews, graduation ceremonies, or opportunities to interact with industries. Many students were not given the chance to move into the workplace because open positions were either put on hold or eliminated.

Where did those graduates go? Are they still out there? Are they still interested in our career path? Yes, they are out there, and they are without the resources of their schools’ career services or access to industry advisory committee members.

At the ASE Education Foundation, we have been working with our field managers and partners to find those graduates in areas and locations that match locations that need entry-level technicians. We are also taking advantage of virtual advisory committee meetings to engage people from company to local level to learn more about schools and programs in their area or across the country.

Virtual guest speakers are another excellent way to get your brand, leaders, and information about your company directly to students, administrators, and instructors without leaving your home or office. The more companies use the COVID-19 pandemic to distance engagement of schools and students, the better they will be positioned to recruit and hire in the spring. They would not just be another table at the career fair, they will be the brand students recognize.

The ASE Education Foundation is also working on an Adopt-A-School program for our partners. This approach will provide companies of all sizes and locations information to review and determine not only how to get involved with local schools, but the options and levels of commitment their organization may want to invest.

We are planning a series of articles and information that could assist and guide both industry and education to take advantage of the current and future environment and find ways to engage the future workforce in a virtual world.