The labor shortage is everywhere in construction. With construction projects on the rise, the need for skilled labor isn’t going away. Builders have to think like marketers and HR professionals to effectively attract new skilled labor to the workforce.
Marketers know they have to define a target audience to deliver a message to them effectively. The next generation of workers are individuals between the age of 12 and 23, approximately, and collectively known as Generation Z. With a target audience in mind, builders need to think like this open-minded and tech-savvy group of individuals. Why should they care about being part of the building and construction industry? What’s in it for them? Now builders need to put their HR hat on to actually attract this workforce. Here are a few HR-style pointers on how to reach this upcoming generation of skilled labor.
Factors Defining Gen Z
Let’s take a closer look at the factors that have defined Generation Z, to get a better understanding of how they operate. Being born sometime in the late 1990s or early 2000s means that this generation would not necessarily remember the political-climate of 9/11, but would remember the 2008 economic recession. These important factors have meant that this generation has grown up with a lot of uncertainty and stress. They’re more likely to be well-educated and more concerned with environmental problems compared to previous generations. They’re also, unfortunately, more depressed and stressed out as a result.
Throughout the life of a Gen Zer the internet has existed and society has been heavily influenced by technology. Constant innovation has meant that these individuals have always had to accept and adapt to rapid technological change. From classrooms to construction sites, for Gen Z the use of new technology has always been everywhere all the time.
Talking to Gen Z with Technology
Aside from offering competitive compensation to help reassure and secure the future of this new generation, technology is a great conversation starter. Pairing the tech-savvy Gen Zers with the tech-starved construction industry is potentially an ideal match.
Young individuals who develop specialized skills around construction technology are likely to be better compensated than those with generalized skills—this in combination with an industry that is slow to adopt new technology, but desperately needs to. With construction technology becoming more widely available, Gen Z could plug into this opportunity and finally bring digitization in a big way to building and construction sites. This advantage would be in addition to simply helping combat a shrinking workforce. As construction leaders, we need to help Gen Z realize this opportunity.
The next step in talking to Gen Z is reaching them. Builders need to also use technology to have a conversation with these individuals where they already are. Social media platforms used for hiring such as LinkedIn are a good place to start as well as third-party workplace review websites such as Glassdoor.
Use technology to have the conversation, including videos explaining how the contractor runs its business and why people want to work for it. The contractor could also leverage technology to host interviews through video conferencing services such as Zoom.
Finally, talk about the technology the company uses and what technical or specialized roles the company is looking for. Contractors should tell potential candidates they’re looking for workers who can apply technology to the job at hand, who have experience using AutoCAD or ProCore. Even better, the contractor should tell them the company will pay for their technology training and development.
Make Your Construction Site an Amazing Place to Work
Once contractors start the hiring conversation with Gen Z, they need to be authentic. This generation is smart and sees right through phony and bogus personal claims about workplaces and culture. So, with that in mind, contractors should do a mental audit of its current company policies and processes. Are employees treated well and compensated fairly? Are they happy in general? If the contractor can’t answer yes to both of those questions, it will have a hard time retaining talent or attracting new talent—especially from Generation Z.
If the contractor did answer yes to both questions, it should promote this people-centric culture. It should ask active employees to post on its LinkedIn business profile or company page—telling their first-hand experience will come across as authentic and believable. Young people entering the workforce want to be a part of a team that loves what they do. Strive to be a part of the best-of-the-best building community, and then shout that at every hiring attempt. It should let new generations of builders know that it has made these lists and that it’s voted a top place to work.
At the end of the day, there are a few workplace perks that span across generations, so the contractor must make sure it offers employees good compensation, work-life balance, opportunities for advancement and a respectful, safe working environment. It doesn’t hurt to have a little fun, too. The impression that the Gen Zers have of a company today will echo with future generations to come.
