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July 2007
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See what's available in Digital FORUM! » July 2007 Signature Story: The Next Chapter Featuring American Library Association "Perhaps no place in any community is so totally democratic than the town library. The only entrance requirement is interest." Lady Bird Johnson A lot has changed at the town library and in the world since Johnson was first lady. "The Ed Sullivan Show" has given way to "American Idol," we've done a lot more in space than orbit the moon, and the Cold War is long dead. At the library, the card catalog has disappeared, CDs and DVDs now perch on the shelves, and you're as likely to see 50 people sitting at computers as you are to see 50 people reading books. But the societal importance of libraries has prevailed, if not expanded. Libraries provide access to information and ideas, leveling the playing field for citizens across the United States. And the lack of cost is a factor; after all, "libraries are probably the only remaining place you can consult for free with someone with an advanced degree," says Keith Michael Fiels, executive director of the American Library Association. Yet, having enough qualified librarians in place for the next millennium is hardly guaranteed. Based on U.S. Census data, more than one-quarter of all librarians with master's degrees will reach age 65 before 2009. With one of the highest median ages of any occupation (47), a younger generation is being courted. And there's an increased call for librarians of diverse races and ethnicities in order to best serve the communities in which they work. In other words: a huge challenge with significant implications. But preserving access to information for all is a core part of ALA's reason for being and a challenge it is taking head-on. The association has revamped its recruitment campaign and is working hard to inspire a new generation of information professionals. Libraries in the Information Age You might think libraries are going the way of the dinosaur, but in fact the opposite is true. Despite the advent of the Internet and the availability of countless online search engines, databases and even books, libraries are flourishing. Library use is up nationwide among all types of library users a decade-long trend, according to the ALA's 2006 State of America's Libraries report. The report also found that investment in e-books at academic and research libraries rose 68 percent from 2002 to 2004 (the most recent year for which federal data is available). Public libraries remain on the forefront of delivering new programs to their customers while still providing "nuts and bolts" services. "The more information you create, the more you need to get help in how to navigate it," says Larry Neal, library director for the Clinton-Macomb Public Library in Clinton Township, Mich. "Yes, you can find things on Google. But 1) Is it true? and 2) Do you have time to wade through 30,000 entries? (Librarians) are busier than ever. There's a never-ending need for our services." The Looming Shortage To some degree, recruitment always is important in the library field since many enter it as a second career, naturally increasing the average age. Yet the realization that a large number of working citizens the baby boomers would be reaching retirement age caused additional reason for concern in the library community. In 2001, then-ALA President John Berry made recruitment his presidential initiative. His goal was to raise awareness of the recruitment issue and mobilize ALA and its members to start recruiting on a higher level. "We really kicked (the recruitment issue) into high gear," says Berry, who also is executive director of the Network of Illinois Learning Resources in Community Colleges. Berry's one-year term increased awareness of the issue both inside and outside the industry. A town hall meeting in the form of a national teleconference got members motivated to step up their own recruitment efforts. Public relations outreach resulted in a significant amount of consumer press. Berry also reinvigorated the Recruitment Assembly, a volunteer sub-committee whose role was adjusted somewhat to become an umbrella group that connects ALA 's many units on recruitment activities and facilitates communication. "John Berry's efforts set the mark for ALA's recruitment campaign and allowed us to focus on recruitment in an institutional manner," says Julie Brewer, current chair of ALA's Recruitment Assembly and coordinator, personnel and staff development, for the University of Delaware Library. "Prior to that, there were lots of things going on but everything was fragmented. Finally we had a place to start pulling energies and ideas together." As it turns out, librarians are retiring more slowly than was first anticipated, and the greatest wave of retirement is now projected for 2010-2020, according to a 2004 study from the ALA Office of Research & Statistics. That study benefited from updated U.S. Census numbers; another reason for the delay is that baby boomers appear to be working longer. But the inevitability remains. "I used to describe this as the librarian Y2K problem," Fiels says. "It's certainly still significant, but it just didn't end up being as cataclysmic as we thought." As this was becoming more apparent, the focus shifted from just having enough people to fill jobs to making sure every community and library has a qualified librarian. According to Fiels, "one of our core goals at ALA is to improve the quality of service that librarians provide." That root objective would provide the seeds for the recruitment campaign to come. "We need bodies but we're not just looking for anybody," Neal says. "We need people who like working with people of all different backgrounds and who are passionate and bring enthusiasm to the job." People skills are crucial; bookworms don't necessarily fit the bill. New Faces, New Ideas Close your eyes for a moment and picture a librarian. Is this person female? White? Older than 50? Is she looking down on a 10-year-old through horn-rimmed glasses while admonishing you to be quiet? "Librarians do labor under stereotypes," Fiels says. "The first thing people think of when they think of a librarian is someone coming after them because of an overdue book. There generally is a public perception that is out of step with reality." That can create obstacles when trying to attract people to the field, particularly young people. Breaking the stereotype and giving a public face to librarians of different ages and backgrounds ones who actually are positive about their jobs became a major goal. Given the amount of technology now involved with a librarian's job, attracting people who are on the cutting edge of technological advances also is important. That doesn't necessarily mean young people, but it's probably more likely. "The high number of second-career people greatly enriches our field," Brewer says. "But we would love to balance that with people who are skilled in social and other technologies." In addition, the new recruitment efforts include a renewed push to attract librarians who are ethnically and racially reflective of the communities in which they serve. As the country diversifies, many librarians are citing problems serving patrons with limited English skills and that's not just in urban areas where it might be more expected. The ALA already has a strong history of working toward diversity and equality for all. Its first diversity recruitment campaign, "Each One Reach One," was used in the 1970s and 1980s. In the 1950s and 1960s, the association would not hold meetings in Southern cities that were not fully desegregated. "Librarians are generally very socially and civic minded," says Lorelle Swader, director of the ALA's Office for Human Resource Development and Recruitment. "(Radical) militant librarians' might seem like an oxymoron, but many members proudly wear this label. Social responsibility is a piece of the profession that goes back and is a very significant part of who they are." While the recruitment of minority librarians has increased 4 percent from 1990 to 2000, according to the last U.S. Census ALA's leadership is not satisfied. By contrast, racial and ethnic minorities grew by a whopping 152 percent during that same time, according to the Census. Getting to Work In July 2002, immediately following Berry's presidential year, the ALA and its re-energized Recruitment Assembly were ready to go to work. Its goals were to pull together the efforts of many regional and/or specialty groups, create more materials that speak directly to the public, and educate people on the many opportunities available in the library field. The assembly's core consisted of 11 people selected by Berry for his recruitment task force during the previous year. In addition, ALA put out a call to every unit within the association to appoint a representative, in order to enhance exposure and get input from a broad spectrum of librarians. First up was a review of all of its existing efforts and marketing material. The association used a group of business students from the University of Notre Dame who volunteered to do the review for free. Swader says the feedback was a bit of "shock treatment." Among the most significant comments were that the materials were obviously not written for people outside the library field and that they did not portray the field as appealing to young people. ALA also investigated the recruitment efforts for professions with similar demographics to librarians. "Pink collar" groups such as Nurses for a Healthier Tomorrow and the National Teacher Recruitment Clearinghouse both had successful Web sites that were useful in brainstorming ideas for content and style. As part of its research, the assembly realized that a major recruitment component was missing a national Web site that the public could access to learn more about library careers. Obviously an online presence would be key to reaching younger generations, but it also applied to anyone researching career options. "We wanted this to be a low-key site, a starting point to the conversation," says Neal, a member of the Recruitment Assembly. "It needed to be professional but a little warmth needed to come through." And perhaps most important, no jargon. "Librarians tend to be verbose and a little bogged down in detail," he says. Brewer helped secure funding for a site; funding for the development of a slogan, logo and branding concept had already been allocated to the HRDR Office. She also kept the ALA board of directors apprised of the assembly's research, ideas and programs through quarterly reports. Working through the committee, Neal was largely the architect of the Web site. As is often the case at ALA, programs such as these are largely member-driven, with one member taking the lead to articulate vision and develop concepts for staff to execute. In this case, the HRDR office worked with ALA's design team to bring the site to life and was a conduit between Neal and the committee. "It was a very interactive process with a lot of back and forth," remembers Swader. And it was actually through the Web site development process that the overall branding, logo and slogan for the recruitment campaign were developed. "Make a Living Making a Difference" became the slogan that stuck. "It says it all," Neal says. "Younger people are a little idealistic they want to make a difference through their work." All of the components were vetted by the different representatives on the assembly. For good measure, the NextGen group an independent external group of Gen X and Millennial librarians with a listserv that addresses topics for the next generation of librarians was also solicited to review the work. Everything appeared to be on target. After more than a year in development, librarycareers.org a brand-new site dedicated solely to educating the public on library careers officially debuted in March 2006. It includes information about different types of jobs, what type of education may be required, how to choose a library school and financial assistance, as well as important characteristics of librarians and librarianship's core values. The site also allows visitors to search by type of library, geographic area, culture/ethnicity, etc. and find someone within that category who could provide more information to them. To help drive traffic to the site, Swader's office created several collateral items that promote the "Make a Living" slogan and the librarycareers.org site. These items including bookmarks, pens and highlighters can be distributed at career fairs, recruitment events or to any individuals who might be interested in a library career, a departure from past recruitment collateral that was written for those already in the profession. A traveling display and retractable banner with the slogan and Web site also are available for members' use in recruitment events. And two separate fliers for elementary-age children and teenagers were created. So far, librarycareers.org has generated 400,000 hits and it ranks No. 1 for library careers on Google. Since the initial launch, a new online job center JobList was created and is a popular link on the site. As for the marketing collateral available to members at no cost more than 25,000 bookmarks have been distributed, along with 2,000 pens. "We still need to get out there and get more people to the site," Brewer says. A comprehensive marketing plan for the site is in the works, but a definite goal is to get ALA's individual state chapters and specialty groups that have their own Web sites to include a link to librarycareers.org. Gustavo Soto, a Latino student pursuing his master's of science in information studies at the University of Texas at Austin, sees great potential for the site. "It helps if other organizations like REFORMA (the National Association to Promote Library and Information Services to Latinos and the Spanish speaking) are invited to help promote it. There's also a Web site for Dia de los Ninos Children's Day/Book Day, an annual event that emphasizes the importance of literacy for children of all linguistic and cultural backgrounds, which could be a perfect link." Also in the works is a streaming video that can be posted on librarycareers.org, as well as sites such as YouTube, MySpace or Facebook. Brewer says the assembly also would like to partner with other library associations not affiliated with ALA, such as the Music Library Association, to get them to promote librarycareers.org as well. Working with a Wiki A large part of the revamped recruitment efforts so far have focused on marketing tools and resources such as the Web site. However, ALA has held two stand-alone events for members in recent years: a national Career Day Workshop attended by library recruiters around the country in 2003 and a Recruitment Forum, which was more of an opportunity to discuss larger recruiting and generational issues, in 2005. "The thinking has been that once we have the (marketing) pieces in place, then we can go back to these people," Swader says. "There are so many people in the industry who are dedicated to this issue. They are ready and willing to go." In fact, a grassroots mentality seems to emerge in many librarians' discussions about recruiting. "Many people are drawn to the profession because of a positive interaction with a librarian," says Leslie Burger, director of the Princeton (N.J.) Public Library and current ALA president. In fact, ALA's New Jersey chapter took advantage of this phenomenon by starting a campaign in which librarians wore buttons that said "Ask Me Why I Love My Job." There's also something to be said for encouraging the professional development of those already working in the library field. Some individual libraries have had success in encouraging people working in support or administrative roles to pursue a master's degree so they can qualify for more senior positions. Some efforts are formalized, such as at the University of Delaware library and the California State Library, where scholarship or grant programs are offered to employees. With so many people working on recruitment either through ALA's state or specialty divisions or simply in their own library systems, the Recruitment Assembly saw a need to develop an online point of reference for the librarian community. A wiki format was selected so that best practices, ideas or programs could easily be accessed and shared. A wiki was not a major undertaking to ALA; the association maintains more than 20, including one for each national and midwinter conference and major projects like "Every Child Ready to Read." The Recruitment Clearinghouse wiki with links from both ala.org and librarycareers.org debuted just a few months ago with information on recruitment initiatives, ideas for targeting specific populations, details on marketing materials available from ALA, and more. "It's not the nicest looking one," Brewer says, "but what we have on there is really good. It was a starting point and will round itself out in a year or so." Meanwhile, issues relating to diversity are intertwined into many ALA efforts, and the association has an Office of Diversity that serves as a key resource and link to other departments and committees. The office administers the Spectrum program, which awards scholarships to qualified students of minority ethnicities and races who are interested in obtaining a master's in library science. The program, begun in 1997, continues to grow with a record 75 recipients this year, thanks to a federal grant in addition to endowment funds. The office also compiles important demographic data, such as the recent "Diversity Counts" report that quantifies the need for a more diverse librarian workforce. Looking to the Future Certainly a recruitment program doesn't get created overnight nor are the results immediately obvious. But how does ALA characterize its progress on recruitment? Both Berry president in 2001-2002 and current president Burger have the exact same answer: "Slow but steady." There have been many achievements, but there are many more challenges to overcome. The association's size plays a role. Besides its 65,000 members, there are about 1,000 committees and 5,500 committee members. Volunteers and staff tend to agree that ALA is more member-driven than perhaps other associations and there is a healthy spirit of collaboration. However, that democracy can sometimes come at the cost of speed. On the other hand, Fiels says the member component is key to ALA 's success: " ALA is a very hands-on organization. We're very interested in giving members opportunities to get involved so that they're not just passive consumers they're active participants. And that's the beauty of it. The size is what it is." "We've made really good progress," Burger says. "We've reached out to those not traditionally interested in library careers, people who are diverse, people who are younger. That's good. The thing that gives me a moment of pause is when I and my fellow baby boomers decide to retire, there's going to be a big hole. We've got to make sure a younger generation is in place to have the skills to enthusiastically step up and take the reigns of their institutions and the association." The ALA launched Burger's brainchild the Emerging Leaders Initiative earlier this year. The goal is to teach leadership skills to not necessarily the youngest or newest people in the profession, but those who will be in a position to advance to the highest levels of their institutions when the baby boomers leave. Fiels says recruitment will be an ongoing issue for the association, especially as the country grows more diverse and competition increases for attracting the best and brightest people for jobs. In fact, expanding outreach to children in high school and younger may be the association's next major push. "When I was a child in Austin, Texas, my career goals were being a firefighter, a cowboy or a scientist," remembers Soto. Hopefully with the efforts of ALA, his two young daughters and their friends and schoolmates will be among a new wave of children dreaming of being librarians. Rachel Crippin Clark may be reached at (847) 832-0699 or rcclark@wideopenwest.com . SIDEBARS: ALA Mission The American Library Association's mission is to provide leadership for the development, promotion and improvement of library and information services and the profession of librarianship in order to enhance learning and ensure access to information for all. More than Checking Out Books The ALA says the public is largely unaware of the different jobs available in libraries. These include: Pages or those who shelve books (usually a part-time job with no specific education requirement); Library assistants who perform clerical duties such as checking out books (part- or full-time positions with minimal education requirements varying by library); Librarians who may assist with research questions, decide what holdings to purchase or discard, maintain online databases or more (salaried positions typically requiring a master's of library science); Library managers or directors who are responsible for bigger picture issues involved with running a library (more education may be required). The August 2007 signature story features the Metals Service Center Institute and its highly-demanded Metals Activity Report, a cutting-edge, comprehensive market indicator used by its more than 350 metals distributor members, as well as manufacturers and fabricators of metal and the federal government. This unique resource produced by MSCI each month provides the most accurate and timely shipment, inventory and benchmarking data available on U.S. industrial metals and metals service center activities. MSCI is comprised of eight staff members and a budget of $5 to $10 million, serving the largest group of metals purchasers in North America. For more information, please visit www.msci.org . |
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