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Attracting Gen Z to construction: What works in 2025?

Posted on 30/01/2025 at 11:16 AM by in Blog

The construction industry has been facing a significant skills shortage for a number of years now, and attracting the next generation of professionals – Gen Z – is crucial for securing its future.

Born between 1997 and 2012, Gen Z often has different expectations and priorities that previous generations. They’re digital natives, value purpose-driven work, and seek opportunities for growth and development.

But what strategies are effective for attracting Gen Z to a career in construction in 2025? Are traditional apprenticeships evolving enough to meet their needs, or do we need a completely new approach?

In this article, we explore the challenges and opportunities in attracting Gen Z to the UK construction industry, and examine some of the innovative approaches that are proving successful.


Understanding Gen Z

Gen Z has grown up in a time of rapid changes in technology, economic uncertainty, and social awareness. They are highly connected, digitally savvy, and value authenticity and transparency.

You’ll find that Gen Z are also more likely to prioritise a healthy work-life balance and their mental wellbeing, especially when compared to previous generations.

When considering a career path, Gen Z looks for purpose, impact, and opportunities for growth both personally and professionally. They want to work for companies that align with their values, and make a positive contribution to society.

The first step in attracting Gen Z talent to the construction industry is to understand these values.


Leveraging technology to attract Gen Z

As previously mentioned, Gen Z have grown up in an ever-evolving digital age. They’ve grown up with smartphones, social media, and instant access to information at the press of a button (or more like a touchscreen).

In order to attract and engage this generation, the construction industry needs to leverage technology. This includes:

  • Online recruitment: Using social media platforms like TikTok, Instagram, and LinkedIn to showcase the diverse career opportunities in construction. Think engaging video content, virtual site tours, and interactive Q&A sessions.
  • Gamification: Developing online games and simulations that allow young people to experience different aspects of construction in a fun and interactive way.
  • Virtual Reality (VR) and Augmented Reality (AR): Using VR and AR to create immersive experiences that showcase the technology and innovation within the construction industry. Imagine virtual site visits or using AR to design and plan a building.
  • Online learning platforms: Offering online courses and training programmes that are accessible and engaging for Gen Z learners.

Showcasing the diverse opportunities available in construction

The traditional image of construction as a purely manual and physically demanding job is completely outdated in 2025. The industry now offers a wide range of exciting and rewarding careers, from project management and engineering to design and sustainability.

In order to pique the interest of Gen Z, it’s crucial to showcase this diversity and highlight the many different opportunities for innovation and creativity. This can be done through:

  • Career fairs and school visits: Organising interactive events that allow young people to learn about the different career paths in construction and meet professionals working in the industry.
  • Industry partnerships: Collaborating with schools and universities to offer work experience placements and apprenticeships that give students a taste of what it’s like to work in construction.
  • Storytelling: Sharing the stories of young professionals working in construction to inspire and motivate the next generation. Focus on their career journeys, challenges, and successes.

Making training relevant and engaging

If we want to secure a future for construction, traditional apprenticeship models need to evolve to meet the needs of the next generation. Some of the ways to achieve this can be:

  • Flexible learning: Offering apprenticeships that combine on-the-job training with online learning and flexible schedules.
  • Technology integration: Incorporating the latest technologies into apprenticeship programmes, such as BIM (Building Information Modelling), drones, and robotics.
  • Mentorship programmes: Pairing apprentices with experienced professionals who can provide guidance and support.
  • Skills development: Focusing on developing the skills that are in demand in the modern construction industry, such as digital literacy, problem-solving, and teamwork.

Aligning with Gen Z’s values

Gen Z is a vocal bunch, and some of the areas they are most passionate about is sustainability and social responsibility.

The industry has made some fantastic steps in the right direction, but it needs to continue to demonstrate this commitment to building a sustainable future to attract newcomers to construction. It can prove this commitment through:

  • Green building practices: Adopting sustainable building practices and using eco-friendly materials.
  • Reducing carbon emissions: Minimising the environmental impact of construction projects.
  • Social value: Creating projects that benefit local communities and contribute to social good.

Offering mentorship and early engagement

Early engagement with young people is essential for attracting them to the construction industry. This can be done through:

  • STEM programmes: Supporting science, technology, engineering, and mathematics (STEM) programmes in schools.
  • Careers advice: Providing young people with accurate and up-to-date information about career opportunities in construction.
  • Mentorship schemes: Connecting young people with mentors working in the construction industry.

Creating a culture of inclusion and diversity

Gen Z values diversity and inclusion, and will look for that in any jobs they apply for.

The construction industry needs to continue to work on ensuring a welcoming and inclusive environment for all, regardless of background, gender, or ethnicity. This can be achieved through:

  • Diversity training: Providing training to employees on diversity and inclusion.
  • Inclusive hiring practices: Adopting inclusive hiring practices that attract a diverse range of candidates.
  • Mentorship programmes: Creating mentorship programmes that support women and minorities in construction.

Tracking recruitment and retention

In order to know that we’re going in the right direction, it’s important to track the effectiveness of recruitment and retention strategies. This can be done through:

  • Applicant tracking: Monitoring the number of applications received from Gen Z candidates.
  • Retention rates: Tracking the retention rates of Gen Z employees.
  • Employee surveys: Conducting employee surveys to gather feedback on workplace culture and opportunities for development.

Conclusion

Attracting and retaining Gen Z talent is essential for the future of the UK construction industry. By understanding their values, leveraging technology, and creating a welcoming and inclusive environment, the industry can build a workforce that is diverse, skilled, and passionate about building a better future.

The challenge lies in adapting to the needs and expectations of this generation and showcasing the exciting and rewarding career opportunities that construction has to offer. The industry must embrace change and innovation to secure its future workforce and ensure its continued success.

But what are your thoughts? If you’d like to get involved in the conversation, please share this article on social media and tag our company LinkedIn page.

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