How to Attract the Next Generation of Workers
The construction labor shortage continues to challenge productivity, scheduling, and profitability across the industry. As skilled workers retire and fewer young people enter the trades, companies are re-evaluating how they recruit, train, and retain their workforce.
Among the most effective long-term strategies is building stronger pathways for Millennials and Gen Z. These workers are entering the labor market with different expectations, communication styles, and motivations. Learn how to meet them where they are, show what construction has to offer, and how these strategies can play a critical role in resolving workforce shortages and building resilient project teams.
What Young Workers Expect and Why It Matters
For younger workers, construction is often not top of mind. Many have had limited exposure to the trades, and outdated perceptions continue to shape their view of the industry. To address this, companies need to present construction careers in a way that reflects modern jobsite realities and aligns with the goals of new entrants.
Understanding what matters to this cohort is a first step toward changing that trajectory. The following table outlines some of the core values and how they translate into workplace expectations:
What Younger Workers Value | What They Expect on the Jobsite |
Purpose and impact | Visibility into how projects support communities or sustainability goals |
Career growth | Quick wins, structured learning, and regular feedback |
Team connection | Fair, respectful environments with open communication |
Technology integration | Tools that are mobile, digital, and intuitive |
Flexibility and balance | Predictable hours and some autonomy in how work is approached |
These trends are foundational factors in how the workforce makes decisions today.
Rebranding Construction as a Forward-Looking Career
One of the most important construction labor shortage solutions is reframing how the industry presents itself. Many young people view construction as physically demanding, unpredictable, and lacking in career growth. Yet for those working in the field, the reality is far more dynamic.
Modern construction offers:
- Access to smart technologies like wireless concrete sensors, AI-driven mix optimization tools, and digital collaboration platforms
- Opportunities for skill development and advancement across trades, project management, and technical roles
- A growing connection to sustainability and community development through green infrastructure projects
Programs like Concrete Quest by Rocket Start, a gamified platform for high school students, are helping shift these perceptions early by introducing foundational concepts and career pathways before graduation.
Turn Jobs into Careers with Transparent Growth Paths
Younger workers respond to clarity. They want to know what their future could look like within a company, not just what the first 90 days involve. Unfortunately, many employers struggle to communicate career paths in a way that feels accessible and actionable.
Establishing a clear development framework can address this. Employee journey mapping, which involves visualizing the key milestones from recruitment to retention, can help organizations spot friction points and create more supportive environments.
Key stages in the employee experience:
Stage | Considerations |
Recruitment | Are job postings inclusive? Do they communicate long-term growth potential? |
Onboarding | Are new hires paired with mentors or trained at a manageable pace? |
Daily work | Is the jobsite equipped, safe, and responsive to worker feedback? |
Development | Are there defined opportunities for certification and role progression? |
Retention efforts | Are there structured check-ins to identify concerns before they escalate? |
Exit interviews | Is feedback captured and applied to improve future onboarding or management? |
These checkpoints give leaders clearer insight into what is working and where improvement is needed to reduce turnover.
Integrating Technology as a Competitive Advantage
Digital tools not only support productivity but also signal to younger workers that a company is investing in innovation. Gen Z, in particular, expects access to smart tools that help them do their work more efficiently and accurately.
For example, SmartRock® sensors allow teams to monitor concrete temperature and strength in real time, eliminating the need for manual break tests. This technology can streamline scheduling, reduce errors, and improve safety. Likewise, Giatec SmartMix™, an AI-driven platform for optimizing concrete mix designs, helps teams improve performance while reducing environmental impact.
Investing in these kinds of tools improves operations and aligns the jobsite with the expectations of a digital-first workforce.
Apprenticeships That Reflect Real Jobsite Needs
To reach new talent, companies need to work directly with educators, trade schools, and workforce development programs. Apprenticeships remain one of the most effective training models because they combine structured learning with on-the-job applications.
What makes apprenticeship programs stand out is their focus on jobsite relevance. Training must reflect the tools and workflows workers will use in their day-to-day activities. This includes digital literacy, safety protocols, and teamwork as core competencies.
By staying involved with local schools and shaping program content, companies can ensure they are cultivating the talent they need while helping learners see a clear future in the trades.
Map the Full Employee Experience to Reduce Turnover
While recruitment is important, retention is often the most powerful construction labor shortage solution. Losing workers, especially those in the first 6 to 12 months, drains productivity and increases costs.
Regular communication, mentorship, and recognition all contribute to longer employee tenure. Construction firms that adopt early check-ins, such as 30-, 60-, and 90-day conversations, often uncover issues that can be resolved quickly. Career discussions should not be reserved for annual reviews. They should be built into team routines to maintain clarity and motivation.
Small but consistent acts of appreciation—such as public recognition, regular feedback, or support for skill development—can go a long way in keeping teams engaged and reducing avoidable turnover.
Create Digital Touchpoints That Reflect Your Workplace Culture
Candidates are researching companies on social media, watching video content, and looking for signs that a workplace aligns with their values.
Content that showcases what the work looks like, whether that is a team using innovative technology, apprentices sharing what they are learning, or field leads explaining day-to-day wins, helps build trust and spark interest. Recruiting through platforms like TikTok, Instagram, and YouTube is becoming more effective as new candidates explore careers in non-traditional ways.
The Bottom Line
Addressing the construction labor shortage is about building a workplace that people want to be part of. That means investing in relevant technology, meaningful development, and a culture that supports learning, safety, and growth.
By aligning hiring practices, onboarding processes, and jobsite tools with the needs and values of the modern-day workforce, construction companies can create durable solutions that strengthen both retention and performance over time.
Jump to the section
- How to Attract the Next Generation of Workers
- What Young Workers Expect and Why It Matters
- Rebranding Construction as a Forward-Looking Career
- Turn Jobs into Careers with Transparent Growth Paths
- Integrating Technology as a Competitive Advantage
- Apprenticeships That Reflect Real Jobsite Needs
- Map the Full Employee Experience to Reduce Turnover
- Create Digital Touchpoints That Reflect Your Workplace Culture
- The Bottom Line
