A career in the housing profession does not appear to be as attractive an option to younger generations as it may have been in the past. If this trend continues it will lead to increasing competition amongst housing associations to attract and retain the best staff. This will drive up salary levels and increase the overall cost of recruitment at a time when housing associations are expected to deliver cost efficiencies.

In addition prospective employees are much more likely to be attracted to organisations that can offer new challenges and opportunities for career progression and development. This is one of the benefits that ASRA Midlands can derive from joining the Sanctuary Housing Group, together with the opportunity to exploit advances in new technology to find new and creative ways of responding to labour market pressures.