Image is everything.
Well, perhaps not everything, but it’s pretty important. In the case of construction, it’s having a detrimental impact in our ability to recruit and retain talent, which in turn means we can’t provide the country with the essential homes and infrastructure it needs. It’s time to do something about it.
Let’s start off with a bold prediction. Reading this and work in the construction sector? My guess is that you probably didn’t plan to join the sector and fell into it by chance or referral.
Does this sound about right? I thought so.
It’s a story I hear all the time, a relative worked in the sector or someone just needed a job. We’re not the career path of choice very often.
The truth is that I’m in the same boat. I didn’t even know construction marketing was a thing when I began my career, but it’s become more than just my livelihood. I’m hugely passionate about the sector and the role that marketing can play in it, to such an extent that I can’t imagine doing anything else.
I’ve worked in the sector for more than a decade now, witnessing countless changes in the industry. However, there’s one persistent issue we have failed to address: the daunting skills gap and the lack of participation in the sector.
While some positive efforts are being made, they often remain isolated and fail to bring about a substantial, industry-wide transformation.
A construction site in Oldham from this year’s Build UK week (2023)
An uphill battle?
If you’re reading this, it’s likely that you understand the scale of what we’re facing, but to recap, estimates from the likes of Veriforce CHAS and the CITB see us needing 200,000 to 250,000 new entrants within the next five years.
For those with a slender grasp on maths, that’s roughly 50,000 individuals per year, which sounds a doddle for a sector that employs over 2.5 million people (according to ONS data).
Despite setting this target long ago, however, we are still far from achieving it—and that’s a cause for concern. In fact, the 2016 Farmer report predicted a decline of 20-25% in the available construction workforce in the coming years.
On the subject of concern, the impact of this skills gap isn’t only felt by the industry, it’s also influenced and affected by some scary macro trends. As our population continues to grow, the demand for more housing, schools, hospitals, and road and rail infrastructure escalates. Simultaneously, we face the challenge of an aging population, which means our societal needs are becoming more complex.
It gets worse. We’re also an ageing sector in an ageing population, so the lack of new entrants is compounded by a lack of retention of talent. While Brexit and COVID haven’t helped with skills retention, the problem shows no signs of slowing, with 94% of bricklayers planning early retirement. Equally disturbing data from RICS reveals that the average age of a surveyor is 59, and they, too, anticipate a shortage of new entrants.
Meanwhile, we remain invisible to the public at large (save for negative HS2-related headlines) and the potential new entrants we desperately need are leaving schools and colleges without even considering our sector.
It doesn’t have to be like this. I didn’t choose to work in the sector, and the chances are that you didn’t either, but I love working with construction businesses and I believe this sector can become the first choice for future market entrants.
The UK needs the construction sector to provide the essential projects the nation needs.
Where to start?
The same Farmer Report mentioned earlier told us that the image of the sector was one of the major things holding it back, and that effort was needed to turn this around.
To kick-start this effort, and to understand our starting point, we conducted a survey of 2,000 members of the public, and the results were alarming, if not predictable.
Two-thirds of respondents (67%) stated they would never consider working in the construction sector.
Delving deeper into the data, a clear narrative emerges. Construction consistently ranked at the bottom or second-to-last when respondents were asked to evaluate sectors based on factors such as prestige, potential earnings, and level of educational attainment required. Words like “dirty,” “strenuous,” and “difficult” were associated with the industry.
With respect to all contractors and sub-contractors, what becomes clear is that the only exposure many members of the public have to the sector is Hi-Vis jackets, holes in roads and delays on your daily commute. You and I both know that these things are vital shorthand images for construction, but they only represent a fraction of the total workforce and the opportunities that the sector can offer to young people.
To bridge this gap, we must present a different narrative. We need to identify exciting themes that capture their imagination, explore the skills they possess and the things they enjoy, and directly engage with the young people we want to inspire.
Now, here’s the good news: we have an abundance of incredible aspects to showcase, and many of the beliefs people hold are misconceptions rather than truths.
This is Deconstruction
So, how do we achieve this? We can follow the successful strategies employed by other sectors. We need to communicate directly with our target audience in a way that resonates with them, using a platform that is not tied to any single company.
If you share the same passion for this subject as I do, I invite you to join a new members society called Deconstruction .
Our goal is to unite stakeholders from across the sector, combining our efforts to showcase the industry’s true potential to those who matter most.
Each year, we will repeat the process of surveying the public, gaining insights into their perceptions of the sector, and actively campaigning to dispel any misconceptions. In return, we will provide a platform for you to host apprenticeships, graduate training schemes, and entry-level positions, serving as a vital conduit for these aspiring new entrants.
We want all businesses and stakeholders from across the sector to join us on this; everybody has a part to play if we’re going to turn this thing around and build a sector that is better equipped to deliver the housing and infrastructure that this country desperately needs.
Together, we can redefine the construction industry, reshape its image, and ignite the interest of future generations. Let’s come together under the banner of Deconstruction and pave the way for a vibrant, thriving sector that attracts the talent it truly deserves.
Interested? Visit the LinkedIn page or website (thisisdeconstruction.com), or message me on here and I’d be happy to help.
