Construction careers – is it time to change the tune?

Let's face it, the construction industry has a bad habit. For decades, the approach to attracting young talent has been like a scratched record, repeating the same tired message: We need young people - sign up for a tough but rewarding career – blah, blah. This monotonous plea has fallen on deaf ears, leaving the industry facing a significant labour shortage - and it’s not going to get better, any time soon writes John Ridgeway.

The industry keeps lamenting the lack of young recruits, citing the same reasons over and over again. It’s all about the "Greying Workforce." We know that experienced baby boomers are retiring, taking their knowledge and skills with them. This narrative, while true, paints construction as a stagnant field with nothing new to offer – and that is not the case.

The perception of construction as purely manual labour with harsh working conditions still persists, when we all know that this is an outdated image, which fails to showcase the technological advancements and diverse career paths within the industry.

The industry keeps hitting "play" on the same recruitment tactics, expecting different results. Job fairs and generic online postings simply don't resonate with today's generation. Young people crave purpose, flexibility and a clear career path – things the current approach simply does not seem to offer.

A fresh take on recruitment

We at Talk.Build believe it's time to break the record and rewrite the song. Here's how we think construction companies can move beyond the tired script and attract the next generation - so let’s start the discussion.

Instead of focusing on what's missing, let’s start highlighting what's hot. Instead of dwelling on the lack of young workers, showcase the cutting-edge technologies like BIM and 3D printing that are transforming construction. This will pique the interest of tech-savvy young minds who crave innovation. We are not shouting loud enough about these skills.

Diversity is the new black and blue and green. The construction industry has a long way to go in terms of inclusivity. Highlighting initiatives to empower women and minorities demonstrates a commitment to a modern and diverse workplace, which is highly attractive to young talent. It is happening already – but not enough is being done or quickly enough.

The dusty boots and hard hats image also needs a digital makeover. Engaging social media content that highlights the human aspect of construction – the teamwork, the problem-solving and the positive impact on communities – can resonate with a generation that thrives online.

Construction offers a wide range of career options beyond the stereotypical "construction worker." And here are some ways where we believe we can showcase the diversity of opportunities. It is a breeding ground for entrepreneurship. Young people with a business mindset can explore opportunities in project management, subcontracting, or can even start their own construction firms, once they have acquired the necessary skills.

Modern construction projects require innovative solutions. Companies can attract young minds who enjoy a challenge by highlighting the creative aspects of construction, such as sustainable building design or finding solutions for complex engineering problems.

We should also be talking about work-life balance. The perception of construction as a demanding, inflexible career path deters many potential recruits. Companies can offer flexible work arrangements, competitive benefits packages and opportunities for remote work where applicable.

Building bridges

Attracting young people requires a collaborative effort and although much of the following is happening already, we need to change the script. Construction companies need to partner more with schools and universities to develop curriculums that integrate real-world construction projects and exposes students to the modern industry.

Connecting young people with experienced professionals can provide valuable guidance and demystify the path to a successful career in construction. More government policies that incentivise construction careers through scholarships, apprenticeships and loan repayment programmes can make construction a more attractive option for young people.

The construction industry is at a crossroads. We all know that it has the potential to offer fulfilling and lucrative careers. But it needs to move beyond the broken record of repetitive recruitment strategies. By embracing innovation, diversity and a commitment to showcasing the true potential of construction careers, the industry can rewrite its song and attract the next generation of talent.

This will not only address the current labour shortages but also propel the construction industry towards a brighter future – one built by a skilled and diverse workforce with the vision to shape a more sustainable and technologically advanced tomorrow.