Several years ago, I participated in a conference on rural poverty that was hosted by a federal agency. It was a good meeting, filled with substantive discussions on the societal, cultural and educational inputs that can affect community wellbeing. Significant conversation was devoted to overcoming the stigma students might experience when they are tracked into “shop” instead of college-oriented classes. Seemingly as challenging was the task of illuminating that jobs in the skilled trades pay well, offer sound career paths, and are demanding increasing fluency with technology (for a larger discussion, please see this Smart Rural Community paper on evolving job markets).
Last week, NTCA hosted a web consultation session aimed at eliciting best practices undertaken by our members as they work with local schools. The program was an outgrowth of BOLD: Broadband Opportunities and Leadership Development, a toolkit created by NTCA in partnership with the National Rural Education Association (NREA) that aims to increase awareness among K-12 students of careers in the broadband and tech industry. NREA Executive Director Allen Pratt introduced the session by urging participants to “avoid not knocking on the door.” Pratt then highlighted the need to “let kids know that there are livable wages in their communities.”
In virtual breakout rooms, Smart Rural Community providers shared strategies and programs. These included:
- Internship programs coordinated with local high schools in which students are dismissed at 2 p.m. to go to paid positions at local businesses. At the local internet service provider (ISP), these include office work and shadows to technicians. Students match these opportunities to career and technical education offerings at school, and several have asked to return during school breaks and for full-time employment following graduation.
- High school career academies supported by corporate sponsors, including an IT academy that is paired with on-the-job training.
- Career days at the ISP office, including mock interviews, meeting with department heads, teaching students about cable splicing and video production, and assistance creating resumes. The company has invited students to participate in Shark Tank-type and Jeopardy-like programs to build awareness of local jobs in a fun and participatory manner.
- A ”round up” option on bills has collected about $800,000 over the past 10 years, with proceeds supporting internship programs developed with other local industries and workforce development offices across a 28-county region. Opportunities include “run a town for a day” exercises and “life skills” budgeting programs.
Overall, the approaches reflect several core strategies that can be invoked by rural broadband providers across the country:
- Students are often aware of opportunities in careers to which they have been exposed. These may commonly include doctors, nurses, public safety officials, teachers, plumbers, and builders. Sharing more about what occurs “behind the scenes” at an ISP can be an eye-opening experience as students learn more about the depth and variety of jobs that support the tools they use every day.
- Local schools and workforce development offices can be valuable partners to develop internship programs that align to schoolwork and may be eligible for government support. Additionally, schools, workforce and industry professionals can combine their respective expertise to develop programming that meets the unique needs of the telecom sector.
- A rising tide lifts all boats: While work within the rural telecom industry is critical to the development of best practices for our efforts, inter-industry work at home can help develop a strong, comprehensive suite of programs to promote all types of job opportunities in rural communities. A rural ISP might compete with a local bank to attract the career interest of a young student, but the student who gravitates to that local bank remains a member of the community and presents greater promise to remain at home for the long term.
Current broadband funding opportunities are increasing demand for industry workers at all levels and can be expected to result in long-term demand for skilled workers to manage networks, oversee cybersecurity, and assist a growing customer base. Increased workforce demands will present challenges. But in this race, rural telecom has a head start.