Any legitimate job offering $80,000-plus as a starting salary should be an easy sell to students in these troubled economic times, right? Wrong.

“Even in Alberta there is a poor connection in the K-12 education system to find balanced information about the oil and gas industry,” says Cheryl Knight, executive director and chief executive of the Petroleum HR Council of Canada. “The environmental messaging is much more attractive and probably easier to make interesting for students everywhere. It is a key problem that our industry faces, even just outside my door.”

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