The construction industry faces a dire need to attract a new workforce with many employees nearing retirement and a lack of available workers. This missing labor force in the skilled trades is more than just an ongoing issue; it is a core problem that endangers the entire construction industry. New estimates suggest that the industry will be short-staffed by at least 650,000 workers by 2026, presenting a problem but also an opportunity for more visionary contractors. The missing labor force is more than an ongoing issue; it is a problem at the core of the construction industry.
So, what’s the answer? Start targeting Gen Z and younger millennials to build careers in construction. This article examines what contractors can do to ensure that Gen Z is actively interested in working in the industry and that it is alive and healthy for years to come.
Updating Existing Programs for Submission
Apprenticeship programs are one of the most effective ways to ensure that young people pursue skilled trades, and it acts as the most effective gateway into construction-based jobs. Construction projects can use these gentler entry routes for Gen Z by altering the traditional methods of getting into skilled work.
Blending On-The-Job Training and Classroom Instruction
Modern apprenticeship practices have been the most successful by combining theoretical knowledge with practical experience, which is particularly preferred by younger learners.
“Where we saw the most effective programs is where there was an overlap between classroom training and actual application at the job sites,” explains Maria Rodriguez, Director of Workforce Development at National Contractors Alliance. “Training taught to Z generations needs to showcase the practical applications of what is being taught."
Wisconsin’s Youth Apprenticeship (YA) program is one such example that enables paid work practice in construction trades while earning high school credits. Participants organize their activities between academic classes and on-site training, which results in improved educational outcomes in knowledge and skills.
The critical advantages arising from integrated training include the following:
Less expensive educational costs compared to formal attendance in colleges
Application of skills in practice immediately after learning
Earning a higher salary at an earlier age due to training and employment
Certification as a trainee in the industry upon completion of the training program
Mentorship as a Retention Strategy
Mentorship programs significantly improve both recruitment and retention rates among younger workers. According to a 2023 industry survey, apprentices paired with dedicated mentors were 72% more likely to complete their programs and remain in the industry.
Effective mentorship in skilled trades involves:
- Pairing apprentices with experienced tradespeople who can provide guidance
- Creating structured check-ins and skill development plans
- Providing opportunities for apprentices to gradually take on more responsibility
- Establishing clear paths for career advancement through the mentorship relationship
Associated Builders and Contractors (ABC) found that contractors implementing formal mentorship programs reported 45% higher retention rates among young workers compared to those without such programs.
Modernizing Recruitment Tactics
Traditional recruitment methods fall short when targeting Gen Z. Contractors must adapt their approaches to reach this digitally native generation where they spend their time.
Leveraging Social Media and Digital Platforms
Generation Z spends an average of 3 hours daily on social media platforms. Contractors who establish a compelling presence on these channels gain a significant advantage in recruitment.
Effective digital recruitment strategies include:
- Creating engaging video content showcasing day-in-the-life experiences
- Highlighting young employees who have found success in skilled trades
- Using platforms like TikTok and Instagram to demonstrate projects and skills
- Implementing targeted advertising campaigns focused on career opportunities
Emphasizing Financial and Career Benefits
Young people often hold misconceptions about the financial prospects in skilled trades. Contractors must clearly communicate the compelling economic advantages of these careers.
Competitive Salaries and Job Security
The financial reality of skilled trades often surprises young people considering their career options:
Apprenticeships earned while students learned put them at a better starting point than many college graduates starting their careers, with student loans amounting on average to $37,574. Overall, starting off at debt puts one at a greater financial position.
In addition, skilled trades have outstanding job stability, as construction and skilled trades are not fully automatable or outsourced, guaranteeing enduring economically resistant careers.
For Gen Z, valuing autonomy in the entrepreneurial aspects of skilled trades makes a strong case.
As Jason Martinez, the owner of Martinez Electric, stated, “I began working as an apprentice electrician at age 18. When I turned 29, I started my own company contracting electrical work with a team of six. No other career path would have given me the opportunity at that pace.”
These are important considerations for Contractors:
- The entry costs for starting a trade business are cheaper than in most other industries.
- The ability to focus on specific niches related to growing interests.
- The potential as a single practitioner to grow into a business owner.
- Successful tradespeople who created exceptional businesses.
Embedding Technology In Learning
Gen Z has grown up with smartphones and digitization surrounding them. Contractors that include smart technologies in their training programs enjoy an edge in recruitment.
Virtual and Augmented Reality in Professional Skills Development and Instruction
Skilled trade training and education is changing with the integration of virtual and augmented reality, delivering new and safer ways to learn. Such as:
- VR welding simulators that enable students to learn techniques without using up actual materials.
- AR programs that provide instructions during training on actual pieces of equipment.
- Digital replicas of building projects for planning and visualization.
- AR glasses that facilitate supervision of a student from another location.
Suffolk Construction uses VR-enabled lessons in their "Smart Lab" so that students in training can learn how to perform intricate operations on an apprentice level with no added risk. This technique has decreased the time spent training by 40% while simultaneously increasing the amount of information stored in memory.
Demonstrating the Use of Technology in the Industry
After the training, contractors should explain how technology improves day-to-day operations in trades.
Today’s construction environment includes:
- Drone cameras for surveying or site inspection
- Building Information Modeling (BIM) for virtual representations of the projects
- Robotics for dangerous or monotonous work
- Communication tools for project management
Highlighting these aspects of technology use will help contractors attract younger generations who are uninterested in construction fields.
Work Culture Improvements and Inclusivity
Unlike previous generations, Gen Z cares deeply about work-life balance and inclusivity. Contractors who offer these features are more likely to stand out in the recruitment snipe.
Work Flexibility and Supporting Programs
Traditionally, the construction industry has had strict work hours, but forward-thinking contractors are changing this trend:
- Three-day work weeks, with four 10-hour shifts
- Start time flexibility depending on the nature of the project
- Flexible paid leave policies
- Provision of mental health support and wellness activities
Hensel Phelps Construction’s new policies include a wellness program comprising mental health support, exercise encouragement, and flexible working hours. The company reported a 28% increase in applications from candidates under 25 following these changes.
New Strategies for Promoting Diversity and Inclusion
Like many other industries, the construction business does not have a particularly good track record of representing diversity. However, progressive contractors are changing this.
- Developing mentoring opportunities for specific groups within the community
- Collaborating with Women in Construction (WIC) and the National Association of Minority Contractors
- Implementing strict anti-discrimination measures
- Including success stories from different ethnic backgrounds in recruitment advertisements
With McCarthy Building Companies’s partnership with communities and schools in diverse areas, the recruitment campaign named “Build McCarthy” is aimed at women and minorities. The program has boosted the company’s diversity by 37 percent over the past five years.
Addressing the Gap in Understanding or Challenging a Perceived Idea
With the stereotype that surrounds working in the skilled trades, recruiting a younger demographic is arguably the most difficult barrier to overcome.
Understanding and Supporting the Value of Skilled Trades
The misconception that skilled trades are a ’fallback career’ has to be corrected and contractors must do more to protect the general reputation of the trades.
- The construction expertise and knowledge needed in contemporary society
- The reasoning and ingenuity involved in skilled trades
- The pleasure that comes from building tangible structures
- The admiration of the community for skilled construction workers.
Campaigns like "Craft Professional of the Year" highlight outstanding achievers in different skilled crafts and portray the level of success that one can reach in these professions.
Government and Policy Support
It is suggested that contractors proactively promote policies that fully support education in skilled trades, such as:
- The Infrastructure Investment and Jobs Act workforce development funding.
- State-level grants for apprenticeship programs.
- Tax incentives for businesses that employ apprentices.
- Scholarships for training in skilled trades.
The contractors have an excellent opportunity to scale their training programs with Government funding through the National Apprenticeship Act, which has been expanded lately to support training. Up to one million new apprentices with an additional 3.5 billion dollars of funding provided.
Conclusion: Building the Future Workforce
Today’s contractors face a gap in skilled trades employees but at the same time a great opportunity to increase their business. Construction firms can focus on younger workers and build a strategy to attract them not only for the long term health of their business but also to provide substantial and rewarding careers to the younger generation.
Compelling opportunities to work in skilled trades will be created from a combination of approaches that contractors will take: modernization of apprenticeship programs, embracing new technologies, communicating paying off and diverse work environments.
The future of construction depends on the industry's ability to tell a new story about skilled trades—one that accurately reflects the technological sophistication, financial opportunity, and personal fulfillment these careers offer. By taking proactive steps today, contractors can build not just structures but a thriving workforce for decades to come.
FAQ
1. What are the benefits of skilled trades for young workers?
Skilled trades offer numerous advantages for young workers, including: debt-free education through paid apprenticeships, competitive salaries often exceeding $60,000 annually after certification, exceptional job security due to the inability to outsource these positions, clear pathways to business ownership, and the satisfaction of creating tangible results. Additionally, skilled trades provide geographic flexibility, allowing qualified workers to find employment virtually anywhere in the country.
2. How can contractors effectively engage with Gen Z for recruitment?
Contractors can effectively engage Gen Z by maintaining an authentic social media presence on platforms like TikTok and Instagram, creating video content showing real job experiences, highlighting young successful employees as relatable examples, partnering with high schools and community colleges for early exposure, emphasizing technology integration in daily work, and demonstrating clear career advancement pathways. Gen Z values transparency, so being upfront about challenges while showcasing opportunities is essential.
3. What role does technology play in attracting young workers to skilled trades?
Technology serves as a major draw for tech-savvy young workers by transforming traditional trades into high-tech careers. Modern construction sites utilize drones, augmented reality, building information modeling (BIM), robotics, and sophisticated digital tools. Additionally, VR/AR training systems make learning trades more engaging and efficient. By highlighting these technological aspects, contractors can counter outdated perceptions of construction as low-tech work and appeal to digitally native generations who seek careers with technological relevance.
4. How can mentorship programs improve retention in skilled trades?
Mentorship programs significantly improve retention by providing personalized guidance that helps young workers navigate challenges, creating stronger workplace connections that increase job satisfaction, accelerating skill development through one-on-one instruction, establishing clear advancement pathways with visible examples of success, and fostering a sense of belonging in the industry. Research shows that apprentices with dedicated mentors are 72% more likely to complete their programs and remain in the industry long-term.
5. What misconceptions about skilled trades should be addressed?
Key misconceptions to address include the belief that trades are "fallback careers" for those who can't attend college (when in reality, trades require significant technical knowledge and problem-solving skills), the perception that construction offers limited earning potential (when many tradespeople earn six-figure incomes), assumptions about limited career advancement (when trades offer clear paths to management and business ownership), outdated views of trades as low-tech (when modern construction incorporates advanced technology), and stereotypes about who belongs in trades (when the industry is actively becoming more diverse and inclusive).
