The construction industry is experiencing a shortage of skilled labor due in large part to an aging workforce and high retirement rate. At the same time, fewer young people are entering the skilled trades for a variety of reasons. The industry is in great need of an influx of younger workers to meet the current and future hiring needs of companies throughout the United States.
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Attracting Gen Z individuals to the skilled trades and construction industry requires a strategic approach that resonates with their values, interests, and career aspirations. This article highlights some effective strategies that can help construction companies recruit, hire, and retain younger employees in a tight labor market. Successfully employing these strategies requires an understanding of the people collectively referred to as Gen Z.
Gen Z Characteristics
Generation Z (Gen Z) refers to the next demographic cohort after the Millennials. While exact dates vary slightly depending on the source, Gen Z is generally defined as individuals born between 1997 and 2012. Often called “digital natives,” theirs is the first generation to have been born into a world where the internet, smartphones, and social media are ubiquitous. They are highly proficient with technology and expect seamless digital experiences. Social media platforms like TikTok, Instagram, Snapchat, and YouTube are integral to their social interactions and information consumption.
- In the United States, Gen Z is the most ethnically and racially diverse generation to date. They value inclusivity and are more open to different cultures, lifestyles, and viewpoints. Issues like LGBTQ+ rights, gender equality, and racial justice are important to them.
- Gen Z is highly engaged in social and environmental issues. Climate change, sustainability, and social justice movements resonate strongly with them. They prefer brands and employers that demonstrate corporate social responsibility and align with their values.
- Growing up during or after the 2008 financial crisis and witnessing its aftermath, they tend to be more pragmatic about finances than Millennials. They value job security and are interested in careers that offer financial stability and clear advancement opportunities.
- Gen Z is more open to non-traditional forms of education, such as online courses, vocational training, and apprenticeships. Many value independence and flexibility and aspire to start their own businesses or pursue side gigs.
- They prefer visual communication—videos, images, and memes—over text-heavy formats. Attention spans are shorter, so they gravitate toward concise, engaging content.
- They prioritize a healthy balance between work and personal life, valuing flexible schedules and wellness programs.
- Accustomed to rapid technological and societal changes, Gen Zers are adaptable and quick learners. They tend to be resourceful, often finding innovative solutions to challenges.
- They prefer to work for companies whose values align with their own, especially regarding social and environmental issues.
- They seek opportunities for professional development and skill advancement.
Understanding Generation Z is crucial for organizations aiming to attract and engage this emerging workforce segment.
Gen Z Recruitment, Hiring, and Retention Strategies
Here are a dozen ideas for making any construction company more attractive to Gen Z and creating an organizational culture that provides what they seek in an employer.
Strategy 1: Image Makeover
The traditional image of the construction industry can be off-putting to Gen Z. When communicating with the public, whether in job postings or press releases about projects and accomplishments, showcase how the construction company uses advanced technologies like drones, robotics, virtual reality (VR), augmented reality (AR), and Building Information Modeling (BIM). This can appeal to Gen Z’s affinity for tech. And present the skilled trades as fields that require creativity, critical thinking, and innovation. Highlight projects that involve unique design challenges or sustainable building practices.
Strategy 2: Utilize Digital Platforms and Social Media
Use social media channels to reach Gen Z where they spend their time. Create engaging content such as day-in-the-life videos, project showcases, and behind-the-scenes looks at construction sites.
Strategy 3: Provide Clear Career Pathways
In job postings and during interviews, provide clear information about how individuals can advance in their careers, including opportunities for leadership roles and specialization. Highlight success stories from employees who have built rewarding careers in the skilled trades, emphasizing job satisfaction and financial stability. Many trade schools have job placement programs and other career development opportunities available. Partnering with these schools can enable your company to connect with future job seekers before they complete their education.
Strategy 4: Offer Education and Training Opportunities
Provide ongoing training opportunities to help employees advance their skills and stay current with industry trends. Assist with the costs and time associated with obtaining necessary certifications and licenses. Implement educational programs that combine on-the-job training with classroom learning. Using VR and AR technologies and incorporating game-like elements into training programs makes learning more engaging for Gen Zers.
Strategy 5: Employ Inclusive Recruitment Practices
Actively recruit from underrepresented groups to create a more diverse workforce. This can involve outreach programs in diverse communities and schools. Ensure marketing materials and company culture reflect diversity, making all individuals feel welcome.
Strategy 6: Emphasize Social Impact and Sustainability
Communicate how careers in construction contribute to building and improving communities. Highlight the company’s commitment to environmentally friendly practices, which aligns with Gen Z’s concern for sustainability.
Strategy 7: Provide Competitive Compensation and Benefits
Clearly communicate the financial package offered by the company, including competitive wages, benefits, and opportunities for overtime or bonuses. Offer benefits that appeal to Gen Z, such as mental health support, flexible schedules, and professional development opportunities.
Strategy 8: Enhance Work-Life Balance
When feasible, offer nontraditional work arrangements, such as flex-time or compressed work weeks, to accommodate personal commitments and promote a healthy work-life balance. Implement wellness programs such as fitness memberships or counseling services that support physical and mental well-being.
Strategy 9: Create Mentorship Opportunities
Pair young employees with experienced workers who can provide guidance, support, and career advice.
Offering a mentorship program not only helps Gen Zers with skills development but also gives mentors leadership experience.
Strategy 10: Engage in Community Outreach and Education
To expand the local talent pool, participate in career days, and offer workshops at schools to introduce students to the skilled trades. Provide opportunities for students to visit job sites or participate in small projects to spark interest.
Strategy 11: Create Ambassadors
Use recent Gen Z (or younger Millennial) hires as ambassadors to share their positive experiences and relate to potential recruits on a peer level. Create a network that keeps former employees engaged, which can lead to referrals and a positive reputation.
Strategy 12: Address Safety and Health Concerns
Prioritize safety by providing thorough training and promoting a culture that values employee well-being. Offer programs that support physical health, such as ergonomic equipment and regular health screenings.
Final Thoughts
By aligning recruitment, hiring, and retention strategies with Gen Z’s characteristics and values, construction companies can attract a new generation of talent. It’s important to present careers in the skilled construction trades as not only viable but also rewarding options that offer both personal and professional fulfillment.
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