During his address earlier this year at the annual convention of NAHAD-the Assn. for Hose and Accessories Distribution, President Joe Lark made a comment that resonated throughout the audience. Joe said, and I'm paraphrasing here, that “it is a pleasure to stand in front of 1,000 other 'hosers' and not have to explain what you do for a living.”

Joe was bemoaning the fact that distribution is the world's best kept secret.

In fact, you've probably tried to explain this “secret” to your friends and neighbors. You're at a cocktail event, neighborhood party or other gathering and someone asks you what you do for a living. As you answer, you can see the questioner's eyes glaze over as you explain that you sell gears, motors, janitorial supplies, cutting tools, etc.

Being a distributor of MRO/OEM supplies isn't glamorous. Yet it's vital to our nation's economy and keeps our nation's factories up and running. You would think that it would be an enticing career opportunity for many young college graduates. It isn't—at least not yet. But there are encouraging signs.

Having just returned from a highly successful Industrial Supply Assn. convention, I was pleased to see many younger people attending their first meeting. It was also gratifying to see and meet many of the students enrolled at some of the more prestigious industrial distribution programs. These students were smart, gracious and exuded confidence in themselves and their abilities. Clearly, the universities serving distribution are doing something right.

These students are part of the “millenial” generation, defined as those born between 1981 and 1999. Bob Wendover, of the Center for Generational Studies and a speaker at the ISA meeting, points out that when this age group enters business it will be the first time that four generations will be in the workforce together.

It will be an interesting mix: the Matures who grew up in the shadows of World War II, the Baby Boomers, the Generation X'ers and the Millenials.

These millenials have a lot to offer employers, particularly in their ability to use technology to provide solutions. It's an opportunity for these new workers to be mentored by the Baby Boomers who have distribution experience, but may lack technological expertise. Both groups can learn from one another.

Have you thought about how you will attract this new generation of workers to your company? If you haven't, maybe it's time you did.

jkeough@reedbusiness.com