Talent Training in the Cannabis Industry: The 'Build or Buy' Debate in Learning and Development

From outside the cannabis industry, a common misconception is that professionals looking to advance in the field should have a penchant for consuming cannabis. However, from startup executives to chief people officers at multi-state operators (MSOs), cannabis industry professionals told HR Dive that frequent THC or CBD product use is not a factor considered by most employers. Scott Kenyon, CEO of cannabis HR firm Würk, said, "We used to ask if you were a consumer; now we never ask that question."

Beyond that, the talent challenges in this field are extremely nuanced—a heated debate has ignited around the details of cultivating cannabis-related skills. Similar to many HR departments in recent times, learning and development (L&D) has come to the forefront. Employers feeling the pressure of talent shortages are facing the"build or buy" dilemma: whether to hire employees with potential and prioritize upskilling, or wait for the perfect candidate to appear?

As the head of a human capital management (HCM) company, Kenyon said that the largest multi-state operators in the industry are investing in upskilling and career development. He said, "I think if companies aren't investing in L&D now, they're already a year or two behind." In his experience operating the HCM platform, he has observed a 300% increase in L&D spending over the past 12 months. He added, "I expect this growth to continue in the coming years."

The demand for L&D is growing because the industry itself is expanding its roots.Leafly's 2022 Employment Reportshows that the number of cannabis industry jobs increased by 33% year-over-year. During the five years this multi-state operator tracked cannabis employment, the industry consistently added new jobs at a rate of 27% or higher each year. Researchers stated inan accompanying press releasethat "for comparison, employment in business and financial occupations is projected to grow only 8% over the entire decade."

Leafly, as a multi-state operator and thought leader in the field, counted 428,059 jobs created in 2021. These include dispensary retail assistants and managers (i.e., "budtenders"); cannabis cultivators are indispensable; chemists are also needed; laboratories need technicians and managers; THC and CBD products need testers, marketers, packaging specialists, and supply chain support personnel.

Brands always need chief operating officers and chief financial officers—the latter role bringsits unique compensation challenges. Legal counsel will assist with these matters. Of course, companies need HR—the people team—to fill open positions and act as the glue that keeps everything running.

In the hiring process, not only is cannabis use not a consideration, but cannabis knowledge is also not the primary trait every HR manager seeks on a resume.

"You don't need to have any cannabis knowledge," confirmed Tyneeha Rivers, chief people officer at Curaleaf, a prominent multi-state operator. If a potential candidate applies for a position as a geneticist or cultivator, their science-based plant knowledge is naturally an asset. "But for the vast majority of our positions, having cannabis experience is not a requirement."

She emphasized to HR Dive that most skills acquired in other industries are transferable. "It's those fundamental competencies," she added, that lay the foundation for a strong candidate.

In addition to being a team player, the ideal candidate also needs to understand that Curaleaf is "growing quickly," she explained: "You have to be agile, willing to roll up your sleeves and get the job done. That's what we're looking for." Therefore, besides being 21 years or older, the main criterion to meet is technical capability—or at least a willingness to learn. With an influx of fresh blood, the debate about the future of L&D in the cannabis industry has been reignited.

"This is a point of contention within my company," Kenyon said. "Part of our new employee onboarding, regardless of your role, has always been: 'Here are five hours of training on this wonderful plant.'" However, some professionals in the field believe the industry has evolved to a point where it's no longer necessary to teach all employees specific cultivar botany and cannabinoid chemistry.

"'The new accountant doesn't need to know about terpenes, or about sativa, indica, and THC percentages.' 'But this is the foundation of the industry. How can you not know?' Kenyon said, explaining the conflict. In practice, Würk employees' L&D includes both traditional training and field trips to cultivation facilities and dispensaries across the United States.

Rivers mentioned that new Curaleaf employees undergo onboarding that includes 30-day, 60-day, and 90-day plans. "Beyond that, my goal is for every team member to have a career path and a learning path. We want you to see an upward trajectory within the company," she added. "This is a place where you will develop. This is something I'm truly passionate about—continuing to help our employees grow and invest in them."