From the Great Recession of 2008 to the Great Resignation during the COVID-19 pandemic, national and global forces have combined with an aging workforce and a general lack of understanding of the construction industry to contribute to a persistent and severe labor shortage in every sector of the industry. Taken together, all of these factors can lead many in the up-and-coming labor force to have a misleading perception of careers in construction as unstable, unsafe, behind-the-times, or low-paying.

Of course, those who work in construction know the truth: Careers in construction are personally, professionally, and financially rewarding, and the industry is constantly evolving to stay on the cutting edge of technology and meet the ever-changing needs of communities. And fortunately, the public perception of the industry has undergone a makeover in recent years: Gen Z is even being called “the toolbelt generation” by publications like the Wall Street Journal and NPR, as they begin to reassess traditional wisdom about the unmatched value of a four-year degree.

But there’s still work to be done. In order to continue the growing trend of young people entering the trades in larger numbers, companies should understand two things: What does the new generation of workers need to know about careers in construction, and what’s the best way to reach them?

What the New Workforce Needs to Know:

• Despite positive shifts in favor of technical and trade education, there is still a heavy cultural emphasis on the importance of a four-year college degree, so many high school students aren’t aware of all their options after graduation. Luckily, from career fairs to TikTok, the reality of the modern economy is spreading: the average cost of college has more than doubled in the last 20 years, and a four-year degree no longer guarantees a middle-class income. Compare the cost of a four-year degree with a two-year technical or trade school program, or even direct entry into the workforce — and really pay attention to the return on investment. Even if a four-year degree is something a student is passionate about pursuing, there are many degree tracks that lead to high-paying and in-demand construction careers.
• Despite the perception of construction as an economically risky industry, the Bureau of Labor Statistics tells a much different story. Across sectors and geographic regions, construction is one of the fastest-growing and highest-paying industries in the United States. And with recent national and international multibillion-dollar investments in long-term construction projects, the industry is showing no signs of slowing down.
• Historically, construction has been seen as a high-risk, low-tech, and potentially environmentally damaging field. But all of that has changed in recent years. An industry-wide shift toward safety education and accident prevention has drastically reduced the number of on-site safety incidents. In addition, technological advancements have created entirely new construction careers that can keep any tech-savvy designer, programmer, or operator happy. And finally, the rise in sustainable and environmentally friendly construction products and processes has made construction a much more appealing industry to those who want to have a positive impact on the environment.
• According to the Bureau of Labor Statistics, the average income for full-time workers in the United States in the second quarter of 2024 was about $28.58 per hour. In the construction industry specifically, that number jumps to $38.15 per hour — a $10 per hour increase! In addition to competitive salaries, many construction companies offer a wide range of benefits, from bonus and incentive plans to commissions, gym memberships, gas cards and auto allowances, health and wellness programs, child care, and more. Even entry-level positions in construction can provide a living wage and sufficient perks to support an individual employee and their family.
• Whether a new hire is coming straight out of high school or entering the construction workforce with a four-year or advanced degree, the construction industry offers a broad range of training and professional development opportunities. Many companies provide opportunities for continuous learning and skill development, for new and experienced employees alike. This helps new employees get up to speed quickly, and keeps more experienced employees sharp. Some companies also provide education reimbursement plans for employees who want to continue their education. In addition, there are many career advancement opportunities to help employees move from entry level to executive level throughout their careers.

How to Reach the New Workforce:

• Go digital: Advertise your company where the new generations are looking. Utilize social media platforms, from Instagram and Facebook to TikTok; post on online job boards; and create digital ad campaigns.
• Build relationships with local high schools and colleges. Consider offering paid internships or co-op programs for high school or college credits. Create opportunities for interested students to do site visits or job-shadow certain workers (when it can be done safely).
• Hold a public job fair at your company and invite community members in for a first-hand visit and experience. This can bring in not just students, but their families — and having family support for a career path is important to many soon-to-be graduates.
• Attend industry conferences, networking events, and other professional gatherings, including Young Professionals organizations in your community. Make sure you represent the industry even at events you might immediately connect with construction, like tech and humanities conferences if your company offers BIM, VDC, or technical writing roles.
• Create a referral program to incentivize your current employees to refer candidates. Many of your current employees probably have family, friends, or a social network connection to potential employees. Offering bonuses, extra time off, or other rewards for referrals can be a low-cost strategy that can help you tap into a new network of potential hires.

Above all, changing perceptions about the construction industry and recruiting rising workers starts with building relationships. Find ways to connect with the youth in your area and speak to them openly and honestly about the rewards and opportunities that come with a career in construction.