It’s no secret that the construction industry is facing a labor shortage, with longtime construction businesses concerned over the lack of new entries into the workforce.
In the wake of this issue, contractors are looking for ways to encourage millennials and generation Z to consider construction as a career path. Luckily, there are surprisingly simple ways to appeal to younger generations, and spark an interest in the field. Read on for marketing tips and small changes to the workplace that will inspire young people to pursue a career in construction.
Market on the Platforms They Use
One of the key ways to reach new generations of workers is to meet them on the marketing platforms that they’re already using. For millennials and generation Z, this means social media! It’s relatively simple to establish your business across the top social media platforms (beyond Facebook!).
If you’re not on Instagram or TikTok, consider working with an outside company to get set up on these younger platforms and start organic and paid marketing on these platforms. You don’t need to only post job listings — you’ll want to highlight your workplace, from showcasing workers’ journeys to sharing successful new projects. These social media profiles will often be the first place a young person will look to assess your company, so you’ll want it to represent your brand in the best light.
Highlight the Benefit of Avoiding Student Debt
A broader, but still crucial, benefit of entering the construction industry at a young age is the chance to avoid taking on student debt by enrolling in a traditional four-year university. For many, it can be extremely valuable to learn a set of skills that will serve them for a lifetime.
Many companies offer apprenticeships or internships, and this should absolutely be highlighted through your marketing when recruiting new hires. Many young people can find the college application process intimidating, and aren’t even aware of alternative paths. See if your company is able to attend high school job fairs or community college events to share information about training programs you may offer.
Prioritize Work/Life Balance
These days, younger generations are prioritizing flexibility and work/life balance in their careers. What does this mean? They want their company to offer competitive paid vacation days, as well as hybrid work options when possible. The COVID-19 pandemic led many young people to prioritize time at home, and to carve out time for their personal wellness.
On top of this, young generations also seek opportunities for growth within their career track. The ability to travel to conferences and trade shows, or take courses to learn new skills within their trade, are all benefits that appeal to young workers. Be sure to highlight these types of offerings, as you’ll stand out amongst the competition!
Take Advantage of Technological Advances
Younger generations want to work with companies that engage with cutting-edge technological advances (or, at the very least, aren’t still relying on decades-old technology and equipment).
To stay competitive, attend conferences and trade shows to ensure you’re up to speed with the latest technological advances. These types of investments will not only make you more attractive to a new generation of employees, but help draw new clients for years to come. Before you know it, your fresh hires will be teaching the old hands new tricks!