Thorn Baker Group: Attracting the Younger

The Construction industry has long been the backbone of the UK's infrastructure, shaping our cities and providing essential services. However, it's no secret that this sector faces a significant challenge: attracting the younger generation. At Thorn Baker Construction, we recognise the urgency of this issue and, as a leading recruiter in the sector, understand our responsibility in promoting the industry's appeal to millennials and Gen Z. Here's how we believe the construction industry can become a more attractive career option for young talent.

Understanding the Barriers

Before addressing the possible solutions, it's crucial to understand the potential barriers that deter young people from considering a career in construction:

Perception Issues: The construction industry often suffers from an outdated image, perceived as labour-intensive, low-tech, and lacking in career progression opportunities.
Awareness: Many young people are simply unaware of the diverse range of roles available within the sector, from project management to environmental engineering.
Skills Gap: There's a growing gap between the skills taught in schools and those required in modern construction, especially with the advent of new technologies.

Career Development and Mentorship

Millennials and Gen Z are driven by opportunities for growth and development. At Thorn Baker Construction, we advocate for creating robust career paths that allow for growth and advancement and its one of the reasons our candidate network is so strong. We know that these initiatives not only help in skill acquisition, but also facilitate knowledge transfer from experienced professionals to new entrants. Structured training programmes can provide younger workers with guidance, support, and a clearer vision of their future within the industry.

Purpose and Impact

More than ever, younger generations seek meaningful work that makes a positive impact. Construction companies should actively promote how their projects contribute to community development and environmental sustainability. By highlighting the societal benefits and positive impacts of construction projects, companies can attract purpose-driven young professionals. Projects that support infrastructure improvements or green building practices resonate well with these values.

Inclusive and Positive Workplace Cultures

A diverse and inclusive workplace culture is a significant draw for younger workers. Companies must go beyond merely hiring diverse candidates; they need to build environments where all employees can thrive. This includes providing team-building activities, fostering social interactions, and ensuring a supportive workplace. Demonstrating this inclusive culture through company websites and social media channels can further attract young talent.

Leverage Technology

The integration of modern technology is crucial to appeal to tech-savvy Millennials and Gen Z. By incorporating advanced technologies such as drones, virtual reality, and AI into construction processes, companies can modernise their operations and attract younger workers interested in tech-driven careers. Demonstrating how these technologies enhance efficiency and safety can also help shift the perception of construction as a physically demanding and outdated industry.

Engage Early and Build Educational Partnerships

Building strong relationships with educational institutions is vital for creating a steady pipeline of young talent. We recommend participating in career fairs, offering internships, and providing hands-on learning experiences through site visits and workshops. These efforts educate students about the diverse career opportunities in construction and build early interest in the field.

Offer Competitive Compensation

While purpose and technology are significant draws, competitive compensation remains essential. Highlighting the financial rewards and career stability in the construction industry can attract attention. Transparent communication about salary ranges, benefits, and growth opportunities is crucial to enhancing the industry's appeal to younger generations.

Rebranding the Industry

To attract younger workers, the construction industry must rebrand itself as a dynamic and innovative sector. Here's how:

Showcasing Technology: Highlighting the role of cutting-edge technology in construction can significantly alter perceptions. From Building Information Modelling (BIM) to drones and 3D printing, demonstrating how technology is transforming construction can attract tech-savvy individuals.
Sustainability Focus: Today's young people are deeply concerned about environmental issues. Emphasising the industry's commitment to sustainable building practices and green construction can resonate with this demographic.
Highlighting Success Stories: Featuring stories of young professionals who have thrived in the construction industry can provide relatable role models and showcase the potential for career growth.

At Thorn Baker Construction, we believe that attracting younger generations to the construction industry requires a multifaceted approach. By focusing on career development, purpose, inclusivity, technology, educational engagement, and competitive compensation, the industry can build a robust and youthful workforce ready to meet future challenges.

For more insights, or for advice on how we can help you with your recruitment strategy, contact the team at Thorn Baker Construction