Young people’s perceptions of the wood products industry – a relational view

The purpose of this study was to produce new information of how to improve the relationship between young people and the wood products industry in order to better attract young people with different relational orientation to study and work in the sector. A survey was conducted among students of comprehensive schools and students of wood industry at vocational schools selected by systematic cluster sampling. The study combined the research of relationships and communication in public relations and trust research of several disciplines. It examined the central relational elements in the form of antecedents, relationship state and its consequences. The results indicated poor visibility of the wood industry among young people: unfamiliarity with the industry and unawareness of the opportunities to study in the field. It appeared that instead of increasing one-way communication, e.g. information sharing, interactive communication in different forms is needed. The study also suggests that not only the means of communication but also behaviors of the industry sector advancing perceived trustworthiness are of crucial importance. In addition, the less and highly interested young people were found to assess the relationship partly through different relational elements. Among the highly interested young people the behaviors related to commitment to employ young people, openness of information disclosure and involvement in socially responsible activities seemed to be the most important. Among the less interested young people behaviours advancing the relationship were connected to perceived reliability as an employer, involvement in issues relevant for young people, and investments in young people’s skills. The conclusions of the study provide tools for public relations efforts not only to the wood products industry, but also to its advocates, teachers and student counselors of both comprehensive and vocational schools, authorities and policy makers.