Marketing Construction Careers to Generation Z

By Karen L. Edwards, RCS Editor.

The goal of the recent Build California campaign is to change perceptions of a career in construction and encourage youth to enter the workforce.

The recently launched Build California campaign was spearheaded by Associated General Contractors of California with support form large construction firms with the goal of selling construction as a stable career with the potential for high earnings. The initiative is targeting Gen Z, those born between the mid-1990s and early 2000s, with a strong online presence and interactive website.

In an interview with Construction Dive, AGC of California Vice President of Workforce & Community Development Erin Volk said, “We knew that we needed to reach and engage Gen Z where they are and how they like and best receive information, in a way that is technology forward, interactive and easily accessible on their phones and other mobile devices.”

Volk said that they “…needed a new way of marketing careers to youth in 2019 or 2020….”  By demonstrating the careers and training in a way that positions construction as a modern and cool industry, they hope to attract the future workforce.

Gen Z grew up with the Internet, smartphones and online video. Build California created a hip 30-second recruiting video in hopes of connecting with today’s youth and encouraging them to consider a career in construction. The campaign’s goal is to “effectively reach and inform audiences on multiple platforms with targeted messaging.” The website provides information on training, career pathways and features available positions.

According to Build California, only 9 percent of Gen Z is interested in a future in construction. The initiative recognizes that it’s up to the people currently working in the trades to change perceptions about what it’s like to work in the industry.  This strikes a very similar chord with what the National Roofing Contractors Association (NRCA) has been working on with its ProCertification™ program that allows roofing workers to earn certifications in the installation of specific roofing systems. NRCA has the same goal of changing perceptions of the industry and raising the appeal of a career in roofing to the younger generations.

The NRCA states that some its goals for NRCA ProCertification™ are to create a career path for industry field workers, elevate the roofing industry to be on par with other trade professions that currently offer national certifications, address the workforce shortage by making the roofing industry more appealing.

If Gen Z is going to consider careers in the trades, we all need to do our part in uplifting the industry and raising the professionalism. RoofersCoffeeShop launched its Roofing Respect campaign and will send you a Roofing Respect window cling for your truck or office window.

Help spread the word and request your window cling here.