If you’re a builder or manufacturer looking to add staff at this point in the mid 2020s, your largest potential pool of workers is Generation Z.
Born between the mid-1990s and early 2010s, Gen Z is the first generation of digital natives. They’ve grown up with smartphones, social media and a world of information just a click away. They value authenticity, crave transparency and have a keen sense of social responsibility. They’re looking for career growth, meaningful work and a chance to make a difference.
Their values and attitudes can seem worlds apart from the traditional construction scene. So, how can you bridge the gap and provide them with an appealing career path? I would like to offer some ideas.
A good start would be to make full use of social media — platforms like Instagram, TikTok, or YouTube — to showcase excitement and innovation within your company, as well as in the wider industry. Regularly post short, engaging videos of awe-inspiring projects, behind-the-scenes looks at construction sites and day-in-the-life stories of young industry professionals.
You might also want to partner with influencers in the industry. These are people who can authentically promote the benefits and opportunities offered by a career in construction, and who can talk about cutting-edge technologies, like drones, Building Information Modeling and 3D printing. They will help young people see that construction is more than hard hats and hammers; it’s about innovation and technology.
Because Gen Z cares about sustainability and community impact, make it a point to share stories about your company’s green building practices and to talk about how your projects contribute to the community.
Consider modernizing your recruitment process. Make your job applications mobile-friendly and straightforward. Offer virtual reality (VR) tours to give potential hires a feel of your workplaces. The most compelling job descriptions will include interactive videos and engaging content.
Invest in employee growth. Continuous learning opportunities and clear career progression paths can help keep Gen Z workers engaged and motivated. For instance, paid internships and apprenticeships can be a significant draw for this generation, while giving them hands-on experience. And a mentorship program that pairs young workers with experienced mentors can provide guidance and support.
Foster a supportive workplace culture. Recognition and rewards for hard work and innovation go a long way. Implement health and wellness programs that focus on both mental and physical well-being.
Emphasize work-life balance. Flexible working hours and, where possible, remote work options are highly valued by Gen Z. Also consider part-time roles that allow workers to balance work with other commitments.
The construction industry has a bright future, but that future will require skilled, motivated workers. Attracting the next generation of talent requires a fresh approach. By leveraging technology, embracing social media and highlighting the innovative and impactful nature of construction, current management can make this industry irresistible to Gen Z.
It’s about understanding their values, speaking their language and showing them that a career in construction is not only rewarding, but also a chance to build a better world.
