On the job: how to break in and move up in the hospitality, pharmaceuticals, and technology industries. (Making Connections).

When Thomas Penny took a job as a dishwasher for the Andrews Air Force Base Holiday Inn to pay his college tuition, he didn't expect to embark on a career in hospitality management.

The business major quickly advanced from dishwasher to front desk clerk to restaurant manager. Today, 10 years later, Penny is the food and beverage director of the Holiday Inn Capitol, located just a block from the National Air and Space Museum in Washington, D.C.

Penny found his success in the hospitality sector, one of three areas--along with technology and pharmaceutical/biotechnology--that BLACK ENTERPRISE is examining for growth and career opportunities, particularly in light of a weak economy and the events of Sept. 11, which contributed to massive layoffs and attrition throughout the job market.

HOSPITALITY INDUSTRY PULSE CHECK

According to the National Restaurant Association, the restaurant/food service segment of the hospitality industry is growing as a result of several factors: a baby boomer generation that likes convenience, an aging population, more working moms, and more time spent commuting. Consumers spend more than 46% of their food dollars on prepared food away from home--an increase of 25% since 1955. Sept. 11 mostly affected high-end restaurants and restaurants located in cities, tourist destinations, and airports. Neighborhood restaurants, however, reported higher sales, says Hudson Riehle, senior vice president of research and information services.

"Many consumers didn't want to venture too far from their home," says Riehle, who calls neighborhood restaurants a "social oasis."

For the hotel and lodging segment of the industry, things are not looking so cheerful. The declining economy in 2001 contributed to a drop in room occupancies and business travelers. "[Even before Sept. 11], a lot of companies had started cutting back on having employees travel," says Tia Gordon, spokesperson for the Washington, D.C.-based American Hotel & Lodging Association.

* Where the industry is headed. The growth areas in the restaurant/food service are casual dining, delivery services, carryout, quick-service or fast food, and the newer hybrid quick-casual, which provides more variety in food choices at the speed of fast-food service. In a 2001 National Restaurant Association survey, 40% of all adults said they'd use a drive-through option at their favorite restaurant; for those ages 18-24, the figure was even higher at 56%.

"This indicates a good market opportunity to meet consumer demand for typical table service offerings delivered in a more convenient way," says Riehle.

The hotel and lodging industry is focusing on promotions such as room and menu discounts and joint promotional ventures with travel-related businesses, including fast-food restaurants and service stations. Gordon says hotels are also targeting family travel, with an expanded definition of what makes up a family.

* Breaking in. The hospitality industry experience is highly valued by most companies looking to hire executives and managers. Professionals working in the hospitality industry must work long hours, nights, weekends, and holidays. "Most executives are use to working the standard 9-to-5. The busiest days for restaurants are weekends, nights, and holidays," says Lance Moresi, senior executive recruiter at Hospitality Recruiters in Fayetteville, Georgia. "Candidates really need to do a gut check to see if the industry is really for them."

Companies prefer to hire people who have a track record and demonstrate commitment to the hospitality industry, says Moresi.

* Moving up. To advance in the industry, Penny says nothing beats getting experience in as many aspects of the industry as possible. Penny stresses that hospitality places more emphasis on performance than educational degrees, making it an ideal career for those who get along well with people and are willing to work hard.

"In my organization, we have general managers who have never been to college. One is from Turkey and started here 18 years ago as a dishwasher and knew no English. Now he's a general manager at a small hotel."

HIGH-TECH INDUSTRY PULSE CHECK

The computer industry is experiencing a downturn, according to WetFeet.com, an independent research company and provider of industry and career information. For manufacturers, demand for computers has slipped, resulting in layoffs and hiring freezes. In 2001 computer hardware sales dropped by 14.3%. Sales are expected to continue at a downward trend in 2002, dropping 1.7%, according to Gartner Dataquest, a San Jose, California-based market researcher that monitors the computer industry.

The Internet has affected all aspects of the software industry. Software sales to consumers look better than sales to companies, say experts. Sales of retail software in 2001 were expected to increase 3% from 2000, according NPD Techworld, a market researcher based in Port Washington, New York.

In contrast, software sales to midsize and large businesses were expected to fall 1% in 2001, according to Gartner Dataquest. As for Internet companies, they are continuing to lay off workers to cut costs and survive. Sales of e-business software makers dropped more than 30% between 2000 and 2001.

* Where the industry is headed. To stand out, computer manufacturers need to provide excellent customer service and support and establish a strong brand identify. In software, those with a background in online marketing and e-commerce can do well. In the Internet and new media, technical and sales employees have a slight advantage over marketers and content managers, reports WetFeet.com.

One growth area is cyber security. Gartner Dataquest reports that corporate purchases of such services are expected to more than double from $1.8 billion in 2001 to $3.9 billion by 2004. Gartner Dataquest also predicts sales of Palm Pilots and pocket computers to grow by 22.2% in 2002.

* Breaking in. This is not the best time for professionals from other industries to break into the high-tech industry, says Lynn Launer, president of High Tech Recruiters, an executive search firm based in Langley, Washington. "There are so many resumes from people with a lot of industry experience right now."

For professionals with industry experience, the growth is in marketing and public relations areas, says Launer. "Positions that get the product out there and bring in revenue are in demand. Companies are not looking to train people, but looking for those who can come in and give them the best return on investment."

To succeed in the industry, a technical background is necessary. Getting technical and computer experience in a non-high-tech company can boost marketability, say experts.

* Moving up, For many, the strategy is survival as opposed to advancement. Launer suggests that you hold onto the position you have. Some companies are keeping employees, but cutting salaries. For a while, says Launer, salaries were overinflated. That's no longer the case. Looking for a new job right now is no less stressful than dealing with cuts in salary.

PHARMACEUTICALS/BIOTECH INDUSTRY PULSE CHECK

Demand for medicine and new therapies continues to grow because people are living longer, according to WetFeet.com. From January 1995 to February 2001, WetFeet reports that drug stocks produced total returns averaging more than 450%. Consolidation and mergers, however, have been rampant for the last 10 years and are expected to continue.

The industry is broken down into two parts: Big Pharma, which are major pharmaceutical, Fortune 500, and biotechnology firms; and younger companies, typically emphasizing research and ranging from fewer than 10 employees to in the thousands.

* Where the industry is headed. Smaller biotechnology companies are forming alliances and partnerships for marketing and distribution purposes. Such partnerships increased from 121 in 1986 to 712 in 1998, reports WetFeet. Industry experts say today there are 40 major players. Predictions indicate that by 2003 there may be 10. Other trends, include drug companies investing in alternative therapies and growth in direct marketing to consumers.

* Breaking in. The best bet for business professionals is large pharmaceutical companies, which "have a full product manufacturing, distribution, and sales," says David G. Jensen, founder and principal consultant for Search Masters International, a biotechnology and pharmaceutical executive search firm headquartered in Downers Grove, Illinois. Biotech areas are primarily focused on research and development, thus most opportunities require backgrounds in science. Opportunities may open for those with backgrounds in managing, staffing, and manufacturing operations as biotechnology firms begin to produce therapies and other products. About 60% of pharmaceutical companies hire professionals without science backgrounds who have excellent communication skills and strong track records in all areas of business, particularly sales and marketing, says Jensen. But as the industry continues to consolidate, competition will stiffen among applicants.

* Moving up. Good communication skills, having multiple skills sets--for example combining science engineering and business--can increase your chances for promotion. It is also important to keep learning, not only taking job-related courses but also courses that "enrich your mind." Show that you are constantly trying to improve, says Jensen. Good teamwork skills are key to moving up in an industry with plenty of scientists and academics used to working alone. Those who know how to motivate and those who work well with others are likely to be promoted.