Messaging and Marketing Residential Construction Careers
The home building industry faces a chronic labor shortage that negatively impacts housing affordability. One of the biggest challenges that prevent students from exploring a career in construction stems from long-standing stereotypes and negative perceptions, especially among parents concerned about their children and their career plans. As the primary influencers in their children’s career plans, parents play a crucial role in shaping their perceptions of the residential construction industry.
To address this issue, NAHB commissioned a study from The University of Oklahoma to explore parental perceptions of career decision-making and influences on their children. The report, “Parental Perceptions of Construction Careers: Recommendations for Promotion & Marketing of the Construction Industry” includes an analysis of existing empirical research on the subject and data from a survey of more than 1,000 parents of high school-aged students.
The recommendations from the study and related NAHB resources are provided on this page to help members and HBAs take action and deploy specific messages to help shift perceptions and highlight the benefits of a career in construction.
Share Career Experiences and Stay Engaged
The report found that current industry professionals who talk about their careers are the best persons to change negative perceptions of the trades. Industry professionals should also be active in their communities, like coaching youth sports/activities, not just sponsoring teams. Deliberate outreach within communities is likely to have the most significant impact.
- Utilize NAHB’s Workforce Development Committee and Strategic Plan Guide to establish a workforce development committee at your association and determine how to allocate resources (time and talent) for outreach in your community.
- Get involved with NAHB’s Student Competitions to share your knowledge, experience and expertise to help inspire confidence in students who want to pursue a career in residential construction.
- Learn how to identify and prioritize sources of talent in your community with NAHB’s Building the Talent Pipeline guide or explore ideas to be an NAHB Workforce Development Champion.
Connect with Schools and Teachers
Engaging with schools and teachers is an effective workforce development outreach strategy and is highly trusted, particularly with hands-on career exploration activities. In addition, businesses and professional organizations must develop relationships with school district leaders, schools and teachers. Activities deemed highly effective are job shadowing, presentations, career fairs, camps, and job site visits through or in conjunction with schools.
- Follow Ford NGL’s An Employers Guide to Career and Technical Education Partnerships to learn how your business can connect with local schools to create a pipeline of job-ready individuals to contribute to your business’s growth and innovation.
- Apply for a Career Connections grant from the National Housing Endowment to secure funding for career exploration events and explore NAHB’s vast library of build guides, lesson plans and activities for students from kindergarten to12th grade.
- Start an NAHB Student Chapter to enrich students’ educational experiences and exposure to the home building industry. NAHB has a step-by-guide for starting a chapter, student recruitment materials, and best practices available.
Focus on Job Security and Career Pathways
The survey asked parents what they believe their children will value in a career. Survey results showed salary, work-life balance, job security and the opportunity to advance are messages that resonate with their children. Messaging about money is essential but should be a teaser to read more about job security, career paths, and formal education/training. In addition, construction companies and the industry must be able to illustrate career paths and growth opportunities.
- Set up a Boys & Girls Club partnership with your local association for opportunities to discuss construction careers with students. HBAs can apply for funding from NAHB to launch a local collaboration and have access to a step-by-step partnership toolkit and best practices guide.
- Download and share NAHB videos highlighting career pathways for the trades or print and distribute eye-catching posters and informative brochures about the industry.
- Promote nahb.org/trades to share information about nine of the most popular residential construction trades with your community including wage data, videos, and information for job seekers.
Highlight Education and Training Opportunities
Parents place a very high value on education, particularly formal education and/or training for construction careers. It is important to prioritize hiring from and supporting Career and Technical Education (CTE) schools and community colleges. Parents believe that part-time jobs, internships, and opportunities to gain work experience are not just effective, but the best ways to attract students to construction careers.
- Connect with a local SkillsUSA chapter to help encourage the curiosity of students who want to pursue a residential construction career.
- Review the Student Internship Resources for NAHB members guide for information on how home builders can engage with three different talent resources to meet these needs: high school students in CTE education programs, community college students, and university students.
- Share information about the Home Builders Institute’s training programs.
