Thorn Baker Group: How to Attract The Younger

The Construction industry is the backbone of the UK's infrastructure, shaping our cities, restoring our historical landmarks, and providing essential services. However, it's no secret that the construction sector continues to face a significant challenge… getting young people excited about a career in construction.

At Thorn Baker Construction, we recognise the urgency of this issue and, as a leading recruiter in the sector, we understand our responsibility in promoting the industry's appeal to younger people. But before we can fix the issue, we need to understand what’s causing it.

Why Aren’t Young People Choosing Construction?

There are plenty of myths about construction that put young people off. Many see it as hard, physical labour with little career progression. Others think it’s a male-dominated industry with few opportunities for those who don’t want to work on-site. And, unfortunately, UK schools don’t do much to change that perception and there’s often little exposure to the wide range of careers available in construction.

But the reality is, the sector offers huge opportunities beyond the traditional trades. From project management and engineering to sustainability and cutting-edge tech, there are so many career paths young people can explore. The challenge is making them aware of these options and showing them why construction is a career with real prospects.

Tips to Attract Younger People into Your Workforce to Close the Age Gap

If you’re struggling to bring younger workers into your business, here are six key steps to make your company more appealing to the next generation.

1. Provide Career Development and Mentorship:

Gen Z wants more than just a job - they typically have different expectations compared to previous generations, meaning they are largely driven by value purpose driven work and enjoy seeking opportunities for growth and development. They are also strong believers in prioritising a healthy work-life balance and value looking after their wellbeing, so offering perks like flexible working and funded development programmes will attract them into your business.

At Thorn Baker, we’re big advocates of structured training programmes. Not only do they help younger workers upskill, but they also bridge the gap between experienced professionals and new talent, ensuring knowledge and expertise are passed down.

2. Leverage Technology:

As digital natives, Gen Z expect technology to be a standard part of the workplace. On-site innovations like drones, BIM, virtual reality, and AI help modernise operations and reveal tech-driven career paths. Demonstrating how these tools improve efficiency and safety can also shift the perception of construction from being physically demanding and outdated to a more advanced and dynamic industry.

If your business is using these technologies, shout about it! Show how construction is evolving beyond traditional tools and techniques. Social media is a great way to do this and platforms like TikTok and Instagram are being used by construction companies to showcase modern careers and even offer virtual site tours to engage young audiences.

3. Talk More About Purpose and Impact:

Gen Z cares about making a difference. They want to work for companies that have a positive impact on communities and the environment.

If your projects contribute to sustainable building, infrastructure improvements, or innovative green technologies, make sure potential recruits know about it. Whether it’s using eco-friendly materials, reducing carbon emissions, or improving local communities, these things matter to young workers and can make your business a more attractive option.

4. Provide an Inclusive and Positive Workplace Culture:

A diverse and inclusive workplace culture is a significant draw for younger workers – it’s no longer just “nice-to-have”, its essential.

Companies must go beyond merely hiring diverse candidates; they need to demonstrate that they have inclusive hiring practices and build environments where all employees can thrive. This includes providing team-building activities, fostering social interactions, and ensuring all workers undergo diversity training. And don’t forget to show it! Use your website and social media to highlight your company culture, share employee success stories, and demonstrate what it’s really like to work for you.

5. Engage Early and Build Educational Partnerships:

The Early Birds Building Company (2025) highlights that many young people lack the confidence and skills for a construction career. Building strong ties with schools and universities is key to fostering new talent. We would recommend career fairs, apprenticeships, and hands-on experiences like site visits to educate students, build their skills, spark interest, and boost confidence in the field from an earlier age.

6. Offer Competitive Compensation:

While purpose, inclusion, and technology are significant draws... let’s be real, salary and benefits still matter.

Results from the Chartered Institute of Building found that just under half of students think a good benefits package is a key player when looking for a job. Highlighting the financial rewards and career stability in the construction industry can attract attention. Being upfront about the financial rewards and stability in construction can change perceptions and encourage more young people to consider the industry.

At Thorn Baker Construction, we’re passionate about helping businesses attract the next generation of construction professionals. By focusing on career progression, technology, inclusivity, education, and competitive pay, we can build a workforce that’s ready for the future.

For advice on how we can help you with your recruitment strategy, contact the team at: www.thornbaker.co.uk/disciplines/construction