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John Waters is the president of Waters Business Consulting Group in Scottsdale, Arizona. The opinions are the author’s own.
The construction industry is facing a crisis. More and more workers are reaching retirement age and few are stepping up to take their place. Younger generations were raised in a digital age that promoted college and tech-based fields over trades. Now, we are looking at labor gap in the construction sector.
The National Center for Construction Education and Research reported that 41% of the current The construction workforce will retire in 2031. while Generation Z is slowly entering construction industry, still make up only about 14 percent of the workforce, according to the National Association of Home Builders.
This is not enough to replace retiring baby boomers. Companies have an obligation to meet Gen Z wherever they are and to attract and retain young talent before the industry runs out of workers.
Hire young workers
With the rise of artificial intelligence and a saturated market, people are graduating from college and struggling to find high-paying jobs. Also, the demand for workers makes trades more lucrative. This provides the perfect opportunity to recruit young talent.
Several of these new college graduates are desperate for work and ready to steer their careers. To help them do this, builders should offer more formal apprenticeship programs. Employer-sponsored training is critical to hiring those looking to change careers. Make it clear that their commitment to learning a new skill will lead to a more lucrative outcome.
Recruitment is not just about having a job opportunity. It’s also about showing cultural alignment and focus for younger workers. Gen Z doesn’t like to jump in and out of a job. They are concerned about the big picture. They want to know who they serve and why the work is important.
When hiring, identify the purpose of your vision. Your job postings shouldn’t just say “looking for workers.” You need the right message to communicate who your workers will serve and why. For example, if your company has done municipal work, make sure recruits know how important that is by telling them they’ll be building future infrastructure to keep the community moving forward. The more you can emphasize how the industry helps serve the greater good, the more likely you are to impress this cohort.
Benefits are another great way to hire. Gen Z values flexibility and mental health advocacy. Provide paid leave for school events and family obligations. Even if they don’t have children, this implies that the company is willing to be flexible. Offering a couple of mental health days is also important. Make sure they know that even though there is work to be done, you value them as a person, not just as a worker.
Invest in social networks
To attract Gen Z, you need to reach them where they are. This means hiring someone with social media experience to get your message across. Once you do, do them with the advantages of entering this industry.
Reach out to these platforms and explain that if they’ve earned a degree but can’t find a well-paying job, a business can provide the revenue to pay for many of the items and experiences held on social media.
Videos on TikTok and Instagram that show them how they can afford the lifestyle they want if they make a trade can be a powerful tactic. This is also a great opportunity to promote your company’s culture and projects, giving potential employees an insight into what your company does and if it aligns with your values.
Raise the culture of the company
Gen Z was raised in a short-form digital age. Everything is fast and with the touch of your fingers. So if they don’t like where they are, they leave quickly, which makes retention difficult.
Young people enjoy encouraging and positive spaces. You have to be intentional about creating company culture. Workplace leaders and administrators should make an effort to be outgoing. Ask new hires about their personal lives. If they share that a pet or roommate is having problems, ask them how the next day is going.
Team events and happy hours are also great ways to build teamwork and collaboration, and build culture. This fosters community and helps employees get to know each other. The more comfortable employees are with each other, the more enjoyable the workday will be.
The more you invest in these young people, the more you retain them. Provide them with a clear career path and advancement opportunities to help them succeed. Many do not enter construction because they mistakenly believe there are no opportunities for growth. Tell them about your opportunities, such as superintendent, project manager, or higher salaries in more specialized trades. Offer certificate opportunities to help them achieve these goals.
The labor shortage in the construction sector is more than an obstacle; it’s a clock To prevent your business from being left in the dust, you need to stop viewing Gen Z as a “difficult” demographic and start viewing them as the architects of your company’s longevity.
By changing your messaging, developing young talent and fostering a purpose-driven culture, your company can help close this gap. Invest in its growth now, so we as an industry can benefit later.
