Gen Z and The Fire Service
Who Are They? Where Are They? Why Will They Join?
By Brandon Bjorge
The latest generation, Gen Z, is coming into the fire service. (Well, Kinda.) As a 23-year-old in the fire service, I was born in 2001. Just a few months before 9/11. As the generation currently being recruited into the fire service, I am frequently asked, "Brandon, where is the rest of your generation?" The truth is, I think about this question often and would like to help with the answer. But globally, in public safety and specifically in the fire service, the real question for all of us is, how do we recruit the next generation and help them understand what's needed?
I have been listening to many OGs (Old Goat's like my dad) who constantly talk about the competition to enter the fire service, regardless of whether this was in pursuit of a full-time position or even to be a volunteer. The stories include thousands of applicants for a full-time position or a waiting list to join a volunteer organization. Even within the past 5 years, this was still the case for a full-time spot. The downward trend in new people entering the fire service has been trending down for quite some time now with no signs of improvement soon.
As I graduated from high school in 2020, the pandemic and other barriers continue to make recruiting in and out of high school complex. Additional factors are that high school guidance counselors and others who guide young people toward a career path continue to push the next generation toward obtaining higher education instead of entering the workforce sooner as a trade.
As I look at how we recruit new firefighters, one of the most significant opportunities I see is that we need to get into our schools sooner. But not with the message we traditionally share during fire prevention week. Instead, we need to move towards increasing our presence in junior highs and high schools with the message of choosing a career as a firefighter. We need doctors, lawyers, and scientists. But the blue-collar workforce has been overlooked. Every fire service organization in America has an opportunity to change that now. And we cannot limit our influence to visiting schools. We need to bring our youth programs back through junior programs, too. The sooner we can encourage young people to get involved, the sooner they realize this opportunity as a career path. While still in high school, participants will receive training that will reduce the education needed after graduation and will be ready to enter the workforce. We need to get the ball rolling today by getting into schools sooner and being visible at every opportunity. The other benefit is that we can continue sharing our fire prevention and other essential safety messages. Fire safety is critical, but one should never pass up an attempt to recruit and talk about joining the fire service at every opportunity possible.
My generation is also heavy on using social media. Do you have a social media presence? Platforms like Facebook, YouTube, Instagram, TikTok, and many others are how my generation gets their information. Is your website up to date? Do you have an online application? If you want my generation to apply and I can't do so from my phone, chances are I won't. This last one is important. What is the return on my investment if I join up with you? If I don't understand or can see how what you want me to do is good, chances are I'm not going to. It isn't enough if you expect me to join just because it looks cool. I need to know if there are benefits like training, education, benefits, or other positives I get in return for my time and effort. This also includes any financial incentives or gym memberships because I have to be able to make money to survive.
The last point is that fire service culture is a massive part of helping me feel like I am part of your organization. If you follow previous hazing traditions and other shenanigans that have been part of the fire service for decades, you will turn me away faster than you could get my attention. I want to be a part of something bigger than myself, but only if I can do it with you and be part of the team. If you're better than me, I'll be out the door and go and do something else. I want to be a firefighter with you, not despite you. Even the best recruiting efforts will not make me stay if I don't feel welcome. We will leave just as quickly as we walked in if we don't feel like we belong.
In closing, Gen Z is not a lost cause. We do have our quirks, but we also have a lot to offer today's fire service. It is time to open our minds to new ideas and the opportunities the fire service presents us. Tell us why the fire service is something we should consider, what we can expect if we join up, and what benefits we will receive if we choose to get involved. We will embrace the brotherhood/sisterhood that is the fire service and want to help. But we aren't going to unless you take the time to show us how to do it and why it's a good idea.
The sooner the fire service starts sharing this message with us, the sooner we will start walking into the door to become one of you. I, for one, love the fire service every day. If I can, so can others. We have to show them how and why they should.
