Charissa Redfern, Rosefern Communications
It’s no secret that the UK construction industry is facing a significant skills shortage. Research from the Construction Industry Training Board (CITB) estimates that more than 250,000 workers are needed by 2028 to meet demand.
While that sounds daunting, there are some positive signs emerging. The CIOB recently spoke to 2,000 16- to 24-year-olds to understand their perceptions of a career in construction. Just over two thirds (68%) take a positive view, and their parents are right behind them with more than three quarters (79%) supportive of their child entering the sector. So, what can we as an industry do to tip them into action to help fill that skills gap?
Capturing attention where and when it counts
Let’s start by looking at another interesting finding from the CIOB research: almost half (47%) of the young people asked say construction wasn’t covered in careers advice they got while at school, college or university. If we’re not engaging with these audiences through formal channels, then should we be getting a bit more creative and hitting them in the places where they spend their downtime? Yes, we’re talking Instagram and TikTok.
We know the audiences are there. In the UK, 18- to 24-year-olds make up the largest percentage of TikTok users and 56% of 16- to 24-year-olds use Instagram monthly. They’re engaging with influencers who are aligned with their interests, so industry influencers have a key role to play in portraying the benefits of a career in construction on these channels.
Real influencers, real impact
We’re already seeing a community of construction influencers making an impact online. Take people like Fraser Hoehle (@fraserhoehle) who shares his projects through humorous on-site takes, or Steph Leese (@thepinkplasterer) who’s breaking gender stereotypes while racking up views. These creators aren’t just showcasing their work, they’re demonstrating the pride, progression and opportunities that come with a career in construction.
By seeing people who look and sound like them thriving in the industry, young people can begin to picture themselves doing the same. That’s far more powerful than any careers leaflet could ever hope to be.
Onboarding brands
Brands have a big part to play in amplifying this activity and as part of their marketing mix should be considering how to support and collaborate with these digital voices. This could be through site or factory visits or developing campaigns that align with key dates like National Apprenticeship Week.
These partnerships can help brands reach new audiences in ways that feel authentic rather than promotional and they help influencers deliver better content that could help solve an industry issue. The result is a win-win for the sector that brings energy, visibility and credibility.