People let out a whistle when they hear about triple-digit hourly fees charged by lawyers, business consultants and sundry white-collar specialists. But observe them closely when the subject comes up. They don't accuse the practitioners of ripping them off. They are more awestruck than disdainful. They don't like paying through the nose for those services, but accept it as the way the world operates.

It's only when trade workers present their bill that blood boils and stinging jokes fly. Blue-collar bias is endemic to our society. We can see it in the different work rules and amenities. Hourly workers get docked for taking personal time off, while salaried staffers typically get cut some slack. Office clerks get free coffee, phone privileges and clean restrooms, while skilled craftsmen make do with vending machines, pay phones and port-o-potties.

Back in the early '90s, the media was filled with teary stories about layoffs of corporate managers amid the restructuring of our economy. Journalists could identify with their pain while never giving a second thought to layoffs as a fact of life among construction and factory workers.

High school counselors everywhere advise students they have a better future as a third-rate paper shuffler than a craftsman. And check out the scholarship offerings. See how many are available for trade education programs versus four-year colleges.

Repercussions

You have a devil of a time attracting talented young people to your trade.

You have a devil of a time getting paid full value for the difficult, dangerous and indispensable work you do. This second problem causes the first in that it depresses the pay scales for skilled craft workers, who would be more willing to put up with blue-collar indignities if they were adequately compensated for it.

Devaluation of the trades has gotten progressively worse over recent decades. When I was growing up, a high school education was a notable intellectual milestone, and less than a third of the work force went to college. Now, more than half the work force has at least some college, although there's been so much dumbing down of admission standards and curricula that many college degrees today don't signify any more intellectual acumen than a high school diploma of yesteryear. Nonetheless, most parents would rather see junior get a sheepskin from a third-rate college than acquire a skilled trade from the best vocational school or apprenticeship program.

What To Do?

1. Sell the glamour of well drilling.

Glamour! Am I nuts?

Beauty is in the eye of the beholder. Fact of the matter is that people cannot live without fresh water, which is becoming increasingly scarce and expensive even in developed countries like our own. Besides, if you ever had a chance to sink a well in a busy downtown area, I bet you'd find plenty of people stopping to watch during lunch hour, just as they kill time watching a construction project taking place.

There's a fascination to the work you do in digging deep for a precious resource, and you get to see the fruit of your labor for decades to come. Every time a thirsty person opens a tap, you can proudly proclaim to your children and grandkids that you're the one who made it possible. How many of you think of doing that?

What's more, the need for your skills will never disappear. Work may ebb and flow with the economic cycles, but people always will be in need of water.

Any marketing person who can't romance these elements ought to look for a different line of work.

2. Recruit college students and graduates.

More and more apprenticeship programs are discovering high schools to be a dead end. Even kids who have an aptitude for trade work tend to be driven away from it by peer pressure, parents and counselors.

Seek them out in junior colleges and universities after they've tasted the academic world and decided whether it's to their liking. You'll find many of them feeling miserable and looking for alternatives. Parents who would have felt like failures a couple of years ago if their child didn't go to college may support an alternative to seeing their money frittered away in failing grades and fraternity hi-jinks.

Even many college graduates may find drilling wells a welcome option compared with the dead-end white-collar jobs that await those who were slacker students. Older, educated workers hold a lot of potential for your firm and the industry as a whole, and well-educated craft-workers are a perfect antidote to blue-collar bias.

3. Stir the entrepreneurial juices.

One of the best, and perhaps most underutilized recruitment pitches is the opportunity available in the trades to own one's own business. Small companies dominate your field, and entry barriers are tiny compared with many other businesses.

Before doing this, though, it would be good to emphasize the need for business training in your field. The last thing the industry needs is more master drillers forsaking what they do best and opening up shop lacking any clue about what it takes to service customers and make a profit.