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Crescent Electric, ABB: Electrification Offers Purpose-Driven Career Opportunities

We talked to Nick Rhomberg, North Pacific area vice president for Crescent Electric Supply Company, and Kaytee Howarth, North Central Region regional sales manager for ABB Inc. about their thoughts on the opportunities electrification offers.

Why is electrification important to you?

Rhomberg: “Electrification is one of the most important campaigns to reduce CO2 emissions to reduce our reliance on fossil fuels and meet commitments our country committed to in the Paris Agreement. This is a monumental strategy that, when successful, will better protect future generations from the negative effects of global warming. Electrification also has the potential to reduce the total energy demand overall due to the higher efficiencies of many electric technologies (Ex, Electric Pumps or Motors vs. fossil fuel-based). Previous generations laid a strong foundation of infrastructure across America. It’s time for the next generation to upgrade and optimize it.”

Howarth: “Electrification matters to me because it is what is going to power the ever-increasing digital world. Everything is becoming electrified, automated, and enhanced by exponentially improving technologies, like artificial intelligence. In the US, our utility grid supporting the growing demand for power, especially with the adoption of EV’s powered by the grid, we have not kept up pace with the amount of upgrades our electrical infrastructure, buildings, and wider communities. This will eventually lead to a larger impact this industry will play on our lives and will continue to be a stable and steadfast growth opportunity for the next few decades.”

Do you believe electrification can be a recruiting tool for future workers in our supply chain?

Rhomberg: “Absolutely. As prospective workers research various industries to start or shift their careers into, the first thing they will see is the tremendous growth opportunities for all channel partners in the Electrical and subsequent supply chain companies. While some may be familiar with the industry at large, it has not often been associated as the “attractive” career choice. The ongoing development of opportunities in expansion of the grid, renewables energy, and carbon capture/reduction diversify an already vibrant industry and create a more attractive offering to prospective workers.”

Howarth: “Absolutely! Anyone who is seeking purpose-driven work for a valuable component of our country’s infrastructure would find ABB a valuable place to work. With the need for electrification only to grow in the future, it would be a fantastic and exciting career path for anyone regardless of field of study; we need all kinds of career talents to make this industry a success.”

What are your thoughts on electrification opportunities right now?

Rhomberg: “Electrification has brought the Electrical Industry into the limelight. The volume of opportunities that have opened up have brought the national media into the mix, creating a somewhat uncommon situation for the Electrical Industry. The ability to close new and expanded business opportunities, attract new talent to the industry, and better align the channel for growth long-term are the most exciting opportunities at hand. I personally think there couldn’t be a more exciting time to be in our industry.”

Howarth: “The opportunities in electrification are endless. From improving our access to power to increasing our awareness and understanding of how big data will eventually change our whole approach to the world, everything starts with access to electrical power in a safe and sustainable way. Today, with the explosion of EV and other renewable resources, requirement for data and algorithms in order to maintain pace with competition in every industry, increasing adoption of the internet and continuous progression toward the internet of things (IoT), that is why those of us in the electrical industry are uniquely situated to capture expansive growth in the coming decades.”

What do you see as future opportunities?

Rhomberg: “While there are many future opportunities for Electrification, I think the new perspectives, automation tools, and overall innovation that this path will bring forth is the most exciting. Change can be concerning, but it’s a matter of perspective. Staying open-minded and interested in newer ways to build, upgrade, and perform has me excited about the future.”

Howarth: “I see a couple of opportunities in the electrical industry. First, there is and continues to be a focus and excitement around Smart Grids, which Integrate various aspects of a connected grid, like renewables, storage, and demand management, to enable efficient power distribution down to the community. Second, there is a huge opportunity to invest and upgrade our transportation infrastructure from EV-enabled power stations to connected cities, to increased implementation and availability of internet connection to water, wastewater to upgrading our roads and bridges. All of these things are impacted and enhanced by electrification and will require innovation to keep up with the changing trends, marketplace, and needs of the communities they serve. Finally, there is a huge interest in generative artificial intelligence or generative AI. The increase of AI adoption in every process, company, and industry will have untold wide impacts on how we power our society.”

How are you working with your company and partners to continue this success?

Rhomberg: “Our industry partners are the cornerstone to both our past and future success. Overhauling the country’s energy offering will take an “All hands-on deck” mentality from all channel partners. We’re working to closely align with our partners to ensure we have the proper offering, support, and collaboration needed to perform at a high level for every player in the channel.”

Howarth: “ABB is poised to really make an impact by piecing together some truly great businesses that work together each day with our partners, including our distribution, suppliers, industry stakeholders, shareholders, customers and communities. Our teams are great, and collectively, we’ve been working together to support our customers with quality products that resonate with their needs and goals while also providing value.”

Does working on electrification projects make you proud of what you do every day?

Rhomberg: “It certainly does. Electrification is forcing the Electrical Industry to look farther ahead and accelerating innovation and adoption of more sustainable infrastructure. The industry is currently adopting mass digitalization, increasing efficiency and providing a more agile approach to construction. Additionally, we are currently working on a unique Carbon Capture prototype project that could be replicated at scale if successful. Who wouldn’t want to be a part of these efforts?”

Howarth: “I feel fortunate to have found my way into the electrical industry, which not only provides important value to our society but also has staying power with the growing demand that power will provide secure and sustainable power supply to our communities.”

How do you think electrification will impact business over the next decade?

Rhomberg: “There will be many major impacts, but all of them will accelerate growth and extension in existing verticals as well as new ones. The explosion of renewables over the past decade will only continue to snowball over the coming decade. Expansion of nuclear power, wind, solar, Battery Energy Storage Systems (BESS), hydrogen fuel, and hydroelectric, would greatly allow for large-scale grid expansion to handle the increased loads caused by increased electrification. Morgan Stanley research estimates an additional $50 Billion could be spent within the Electrical Industry by 2040 in order to achieve the established goals set forth by policymakers.” (Source: https://www.morganstanley.com/ideas/electrification-grid-energy-transition-opportunities).

What kinds of work are you doing now as a result of electrification opportunities that maybe you would not have the opportunity to do a few years ago?

Rhomberg: “Increased involvement in Utility and municipal opportunities have increased over the past couple of years. Many Co-Ops and local municipalities are eager to stay in the “leading-edge” of the Electrification movement to capitalize on grant opportunities and other incentives to expand their current offering for their clients. Of course EV Chargers were not on many distributor’s radar 5 years ago and now are commonly stocked items. A lot has certainly changed, but as stated prior, with change comes opportunity!”

Howarth: “Networking within the industry is key to creating value for you, your customers, your team and your firm. Within the various industry organizations, like NAED, NEMRA and NECA, I have been introduced to many people from across the country and industry, making the electrification industry specifically feel like one connected team of incredible individuals. From training, to mentoring, to customer engagement, this industry offers many ways to get involved, make a difference and most importantly, have fun!

Do you understand the massive amount of commitment it will take to re-electrify this country, and are you taking pride in the work you are doing every day?

Rhomberg: “Without a doubt. The Industrial Revolution altered the way the world lived and opened unprecedented opportunities. The Electrification of America will do the same, except it will happen in a fraction of the time. Just as the Industrial Revolution changed from hand-created goods to machine-creation, we’re currently in the midst of this with the adoption of AI. The speed and efficiency of our world continues to accelerate! There will be plenty of hard work ahead, but the payoff will far exceed the effort exerted.”

Howarth: “Absolutely! Electrifying an entire country requires dedication. As an engaged and motivated employee, I love waking up every morning to help drive our strategy and work with my team to overcome the obstacles and capture the opportunities in the marketplace.”