As the drilling industry changes, so does the way we need to talk about it. That’s why we’re dusting off our old “Ask Brock” video segments and giving them a fresh update.

Even though those clips were recorded years ago, the questions people asked— in this case, about hiring the right people, defining a successful career, and motivating new workers—are still just as important today.

In fact, they might be more important than ever. With nearly half of our experienced drillers set to retire within the next five years, the need to bring in new talent is urgent. But we don’t just need warm bodies—we need passionate people who can keep this essential work moving forward. Drilling provides clean water, supports geothermal energy, and helps us explore and protect the environment. That’s a mission worth recruiting for.

So how do we attract the right people, help them grow, and set them up for long-term success? 

Let’s break it down.

Here’s the original question asked on September 14th, 2023: 

“Brock, we need help re-writing our job descriptions to find better new hires - help!”

Here’s how we can rethink recruitment, inspire new professionals, and create a culture where the next generation of drillers can thrive…

Traditional job postings often lack the impact needed to attract today’s workforce. They say things like: “Join a rewarding company. Great benefits. Be part of the family.” While well-intentioned, that kind of language doesn’t reflect the real-world grit or purpose of drilling.

Brock offered a better approach:

“We play in the mud every day – and if you enjoy that, come work on a drill rig.”

Or even:

“Civilization doesn’t progress without drilling. At _____ Drilling Company, we provide water and life to rural communities.”

This messaging taps into curiosity and meaning. When recruiting, be bold. Talk about the tech, the terrain, the long-term purpose. Show recruits not just what the job is—but why it matters.

Promoting the Industry's Image

Now, let’s ask a hard question: How is our industry perceived? 

If we’re honest, there’s work to be done. Prejudging candidates or clinging to outdated stereotypes keeps good people away and limits our potential.

The solution is to reframe the industry’s image. Drilling is vital, technical, and environmentally conscious work. A sample pitch might read:

“Come work for _____ Drilling, where you’ll advance the industries of water, geothermal, geotechnical, and environmental exploration. Investigate the Earth without damaging Mother Nature. Build a career with a family-sustaining wage—and a future worth working for.” - as Brock said in this episode.

When the public sees drilling as a profession, not just a job, we’ll start seeing real traction in recruitment and respect. Once we hire someone, the real work begins.

That means moving beyond the outdated idea of “breaking in” new hires like horses. The goal isn’t to test how much they can endure—it’s to teach them how to succeed.

Here’s how we can do that:

• Set expectations early: What should they learn in their first 6 months? What will success look like in a year?

• Support them with mentors: Give them a go-to person who checks in, answers questions, and helps build confidence.

• Involve them: Let them see how their work contributes to the bigger picture—from jobsite to customer to community.

As Brock once said:

“Have I taken the time to inspire one new person to be in the industry in some capacity to help better the future of the industry?”

That’s the real measure of success.

In today’s workforce, retention depends on preparation. A successful driller needs more than a hard hat and a pair of gloves—they need real tools for success:

• Modern technical training on safety, equipment, and environmental standards.

• Opportunities for growth through certifications, leadership tracks, or cross-discipline experience.

• A positive, professional culture that rewards initiative, values input, and builds people up—not burns them out.

Ask new hires what they want to accomplish, and help them scale up quickly with support, not skepticism.

The drilling industry isn’t just about turning wrenches and hitting depths. It’s about infrastructure, sustainability, and community. It’s about mentoring, growing, and building something that lasts.

By modernizing how we recruit, treat, and develop our team members—starting with the wisdom from “Ask Brock” and carrying it forward—we ensure that drilling remains a proud and progressive profession for decades to come.

Stuck on hiring headaches or wondering how to make mud sound meaningful? Ask Brock! He’s our resident drilling guru—part myth, part mentor, all about helping you get it right. Slide into the comments or reach out on social with your questions. If it drills, Brock’s got thoughts. #AskBrock