By Jade Neville
The parking sector plays a critical role in urban mobility, yet it remains an industry often misunderstood by the public. Many people only think about parking when they receive a fine or struggle to find a space, creating a perception that can overshadow the broader purpose of the industry. This public perception has far-reaching consequences, influencing not only how the sector is regarded but also its ability to attract and retain skilled professionals.
For many, a career in parking is not an obvious choice. The industry has long struggled with a lack of awareness about its diverse career paths, leading to an overreliance on individuals who enter the sector by chance rather than intention. Changing this narrative is vital if the sector is to remain competitive, innovative, and capable of meeting the evolving demands of urban environments.
My unexpected career path
In 2007, I took what I thought was a temporary job as a parking attendant in the town of Southend-on-Sea in southeastern England. Little did I know, it would turn into a fulfilling career that has lasted 17 years so far. Like many in the sector, I didn't initially see parking as a long-term profession. In fact, when I first told my family, they reacted by joking that they might have to disown me for becoming a "traffic warden." It took some time, and a lot of explaining, to convince them that parking was more than just issuing fines!
In a previous column, I explored how so many of us seemingly stumble into this industry rather than setting out with it in mind (see “Unexpected Journeys: Finding Fulfillment in the Parking Industry,” Parking Today, February 2025, pages 12-13). A poll among members of Women in Parking UK — an advisory group formed by the British Parking Association (BPA) — reinforced this, revealing that 93% of respondents had also entered the industry by chance rather than by design. This highlights a wider issue: Parking careers are rarely promoted as a viable option, meaning many people overlook opportunities they might truly enjoy.
The role of public perception in recruitment
Public perception has a significant effect on who considers a career in parking. The BPA's research on public perceptions of parking highlights widespread misconceptions about the sector. Many still believe that enforcement officers operate under strict ticketing quotas, a myth that can deter job seekers who may perceive the role as confrontational or overly punitive. This misconception fails to acknowledge the broader responsibilities of parking professionals, who play a key role in traffic management, urban planning, and sustainability efforts.
The lack of positive visibility for parking professionals means that many people are unaware of the career opportunities available. From technology development and policymaking to operations and customer service, the sector offers a variety of roles that require a diverse range of skills. However, without a proactive effort to change public perception, the industry risks missing out on talented individuals who might otherwise be interested in a career within parking.
Retention challenges stemming from industry perceptions
Retention is another major challenge influenced by public perception. If employees feel that their work is undervalued or misunderstood, they may be more likely to leave the sector in search of opportunities where their contributions are more widely recognized. Research suggests that a sense of purpose and professional development opportunities are key drivers of job satisfaction. However, when the industry is portrayed negatively, it becomes more difficult for employers to instill pride and commitment among their workforce.
The stigma associated with parking enforcement can also lead to challenges in employee morale. Frontline workers, in particular, may experience hostility from the public, making their roles more stressful and potentially leading to higher turnover rates. Addressing these challenges requires a concerted effort from industry leaders to reshape narratives around parking, highlighting its role in creating safe, efficient, and accessible urban spaces.
Dispelling myths: the changing landscape of parking careers
Despite these challenges, perceptions appear to be shifting. The BPA’s research shows an increase in positive interactions between the public and parking professionals, with more people recognizing the role of parking in broader urban mobility and sustainability initiatives. This shift presents an opportunity for the sector to redefine itself, not just as a necessity but as an integral part of modern urban planning and transport technology.
A key strategy for changing perceptions is education — both for the public and potential recruits. Industry leaders must actively promote the many career opportunities available, showcasing success stories of professionals who have built fulfilling careers in parking. Encouraging engagement through think tanks, forums, and industry events can also help demonstrate the value and complexity of parking management.
The role of technology and innovation in attracting talent
The increasing role of technology in parking is another factor that can help change perceptions and attract new talent. From smart parking systems to AI-driven enforcement and sustainable mobility solutions, the industry is becoming more innovative than ever. As cities move toward more integrated transportation networks, parking professionals are at the forefront of shaping policies and technologies that improve urban mobility.
Highlighting these technological advancements can help shift the narrative away from outdated stereotypes and toward an image of parking as a dynamic and forward-thinking industry. Promoting opportunities in data analytics, software development, and sustainable transport planning can attract professionals with diverse skill sets who may not have previously considered a career in parking.
Embracing diversity of thought in the parking sector
A key factor in the recruitment and retention of talent within the parking sector is the industry’s approach to fostering diversity of thought. Emphasizing the value of different perspectives and cognitive approaches can significantly enhance innovation, problem-solving, and overall decision-making within the sector.
Historically, the parking industry has been perceived as male-dominated, with roles often considered less appealing to a broad range of potential candidates. These perceptions can limit the diversity of thought within the sector, which can, in turn, stifle creative solutions and hinder progress. By embracing a wider range of experiences, backgrounds, and perspectives, the industry can better meet the diverse needs of customers, adapt to technological advancements, and create more effective solutions to urban mobility challenges.
Fostering diversity of thought means bringing together individuals with varied approaches to problem-solving, decision-making, and innovation — qualities that are crucial in a sector increasingly driven by technology and sustainability. This shift encourages teams to think creatively and strategically, leveraging the unique strengths and insights that everyone brings to the table.
By actively prioritizing diversity of thought, the parking sector can attract individuals who approach challenges from unique angles, leading to more innovative solutions, better customer engagement, and improved business outcomes. When teams comprise people with different backgrounds and thought processes, they are more likely to see opportunities that others might miss, ultimately driving growth and improving service delivery across the sector.
The parking sector stands at a pivotal moment, with a unique opportunity to reshape its future by addressing how it is perceived both by the public and potential employees. By continuing efforts to improve public relations, embrace technological advancements, and focus on career development, the sector can enhance its appeal to new recruits and ensure long-term retention of existing talent. Additionally, prioritizing diversity of thought will bring fresh perspectives and innovation, enriching the sector's overall growth. However, without a deliberate focus on creating an inclusive environment that welcomes individuals from a range of backgrounds and thought processes, the sector risks overlooking a valuable pool of talent. This could limit its potential for long-term success and growth.
JADE NEVILLE is the sales operations and marketing manager for Trellint, a co-founder of Women in Parking UK, and a former president of the British Parking Association. She can be reached at jade.neville@trellint.com.
