Reaching New Employer Markets

According to an article that ran earlier this summer in Ad Age, Construction Industry Markets to Build Younger Workforce, the construction industry is trying to market itself as a place to use advanced math, science and technical skills.

2013 survey by the AGC
says 74 percent of construction firms have trouble finding carpenters, electricians, plumbers and welders. So to attract younger workers, several partners are supporting a marketing campaign by the National Center for Construction Education and Research (NCCER), including the Associated General Contractors of America (AGC). The “Build Your Future” campaign shows construction workers with iPads and electronic blueprints.

According to the article, Ken Simonson, AGC economist, said: “Construction work is somewhat different from what it was. There is much more use of laser and GPS-guided equipment, building-information modeling and other things that require computer skills and use of technology that was not common before the recession.”

To get young people thinking about a future in construction, the article says the NCCER hosts career days and assists with training and job placement. Launched in 1997, the national campaign was recently ramped up in 2010 with an increased focus on younger generations. It includes teacher and recruiter resources like posters, bookmarks and trading cards, digital and print ads in trade publications, online video, TV and radio.

The Build Your Future initiative has declared October “Careers in Construction Month,” which will provide an opportunity for industry and schools across the nation to partner with local construction career events and programs. Resources to help participating organizations can be found at, and companies can register their event at, to be profiled as an official part of Careers in Construction Month.

What do you think of the marketing campaign to reach out to the younger workforce? Is your company doing anything to recruit younger workers? Tell us below.