Have you ever tried walking up on a down escalator? As the treads drop beneath your feet, your best strategy for reaching the top is quick-shifting steps combined with a determination to rise more rapidly than you’re being drawn down. Robert Frederick, Director of Career Services at the University of Northern Iowa, finds that this metaphor from Thomas Friedman’s book Thank You For Being Late is the perfect way to describe the change in the career landscape today. “When you think about a high school or college graduate today, their career is like walking up a down escalator, as opposed to their grandparents, who might have walked up a career staircase,” Frederick says. “They could walk up to a certain step, stand on that tread for 30 years, and retire.”
That is no longer the world of work we live in. Everyone must find a way to adapt to these conditions because what once worked no longer guarantees success. “If you’re not a lifelong learner, if you’re not continuously learning, adapting, and developing new knowledge skills and abilities, you’re going to actually go backward,” says Frederick. The next generation will need to reskill and transform their career often in order to keep advancing.
This metaphor can help local employers in the Cedar Valley as they rethink how to attract and retain the next generation of workers. The pace of change in the world of work is accelerating, and businesses need to foster an environment where continuous learning and adaptability are not just encouraged but essential.
The Workforce of Tomorrow
The workforce world is arriving at a pivotal moment, and the Cedar Valley region needs to be prepared for rapid change. According to Frederick, one of the most critical realities for employers to embrace is that “somewhere between 40% and 50% of the jobs students will apply for when they graduate don’t even exist yet.” As industries evolve, so do the skills that workers need, and businesses must respond in kind.
To stay competitive, Frederick believes that employers should focus less on specific degrees or job titles and more on the traits that will help the next generation thrive. “It’s not just about what you major in anymore,” Frederick explains. “What I really care about is what you’re doing developmentally along the way so that when you pivot from one role to another, you’re ready to say, ‘Yeah, I can do that.’”
What Employers Can Do Now: A Practical Guide
So how can Cedar Valley employers prepare for this generational shift? Frederick offers several practical strategies:
1. Onboarding Redefined: “Over the past 20 years, I’ve seen onboarding programs actually decline,” Frederick notes. He emphasizes the need for companies to invest in comprehensive onboarding processes that go beyond job training and help new hires understand how their roles fit into the larger organization. “A rotational program, where new employees experience different areas of the company, helps them see how all the parts work together.”
2. Flexibility is Key: Younger workers prioritize life balance, not just work-life balance. Frederick explains, “They don’t see work and life as being equal. The scale isn’t work-life, it’s just life.” Offering flexible work schedules, such as four-day workweeks or remote options, can help businesses attract and retain talent by supporting employees’ broader life goals.
3. Learning to Learn: In a world where skill sets need to be refreshed every five years, lifelong learning is non-negotiable. “The most important thing we can teach young people is how to learn and how to think,” Frederick says. Employers can cultivate a learning culture that goes beyond technical training and focuses on developing essential skills like leadership, creativity, collaboration, empathy, and adaptability
4. Address Real-World Concerns: Frederick also highlights the importance of helping employees with their immediate life challenges. “When you offer programs that help with student loan repayment, you’re showing that you care about their life balance. That can go a long way in building loyalty,” he says. Tackling real-world concerns, such as student debt or affordable daycare, can help businesses retain employees long-term
5. Mentorship and Peer Learning: Intergenerational mentorship is a powerful tool for fostering collaboration and learning within an organization. “It’s not just about older employees teaching younger ones,” Frederick stresses. “Younger employees bring fresh perspectives, particularly with technology, and companies need to embrace that knowledge exchange.”
The Shift from “Earning a Living” to “Learning a Living”
Frederick emphasizes that, for the next generation, the focus is shifting from simply earning a paycheck to continuous learning. “Their whole career is going to be about learning a living, not earning a living,” he says. Employers who tap into this mindset will be better positioned to thrive in the future. By encouraging learning and development, companies can build a workforce that is adaptable, innovative, and ready for the rapid transformations that lie ahead.
Looking Ahead
For Cedar Valley employers, the future of work isn’t just about filling job vacancies—it’s about creating workplaces where employees feel valued and engaged. As Frederick points out, “The goal is not to make you like a robot, but to enhance the fact that you’re human. It’s creativity, empathy, and adaptability that will have the greatest value moving forward.”
As businesses in Cedar Valley look to the next 5, 10, or 20 years, it’s crucial to create environments that foster these traits. Employers who offer flexibility, purpose, and continuous learning opportunities will unlock the potential of the next generation, ensuring that Cedar Valley remains a thriving hub for talent and innovation.
The next generation of the workforce is being asked to find a way up on a downward escalator. But with the right combination of adaptability, collaboration, and commitment, the Cedar Valley can help shape these lifelong learners and rise with them in their journey to the top.
