French forest-wood sector launches national recruitment campaign

The French forest-wood sector is launching a major national campaign to address significant recruitment challenges. The #VeryWoodMétiers initiative, scheduled for October 7–9, 2026, will host open house events across France to showcase various professions, ranging from forest management to wood transformation.

Despite the sector supporting approximately 418,300 jobs—an increase of 45,800 over the last eight years—67% of employers report difficulties in hiring. Industry leaders, including the Fédération Nationale du Bois (FNB) and the Union de la Coopération Forestière Française (UCFF), aim to combat the misconception that these roles are purely traditional by highlighting the use of advanced technologies and their role in the ecological transition.

A creative advertising campaign will run through October, utilizing bold slogans and urban displays in cities such as Paris, Lyon, Bordeaux, Nantes, and Strasbourg. The campaign includes digital activations, such as a virtual video of the Arc de Triomphe wrapped in wood, to emphasize the material's importance in daily life and its capacity to absorb CO2.