Establish a roadmap.
01. Actively engage young people (and their parents).
Traditionally, the construction industry’s approach to recruitment has over-focused on those already in the workforce and is often failed to embrace the technologies, culture, and contexts used by young people today. By, first, creating a dedicated initiative focused on engaging younger generations, and, then, developing content and messaging designed to connect with them on their terms, ACG’s Build California can begin building relevancy, trust, and, ultimately, consideration with this audience.
02. Flipping the narrative on white-collar vs. blue-collar jobs.
Recent years have seen white-collar jobs lose a bit of their shine. With stagnating salaries, fewer benefits, and fewer advancement opportunities combined with longer hours and full days stuck behind a computer, there’s an opportunity to highlight the tangible, satisfying work produced by those in construction.
03. Challenging the stigmas.
Studies show numerous benefits overlooked due to the many misconceptions of the industry. With high earning potential in the skilled trades, numerous opportunities to build and advance your career, and high job satisfaction from those currently working in construction, not to mention fewer requirements for time-consuming and costly advanced degrees, the positives for choosing construction careers often far outweigh the negative.