Construction needs people. With almost 239,000 additional workers needed by 2030, attracting the next generation of talent is one of the industry’s biggest challenges
But there is a problem. People are being asked to choose a career in an industry they may have already ruled out based on outdated perceptions.
Unfortunately, public perception can still be shaped by an image from another century.
Hard hats. Muddy building sites. Manual trades. An ‘Alpha’ male workforce.
Modern construction is far broader.
What are the main changes happening in construction?
Construction today encompasses engineering, digital technology and operations, sustainability, smart buildings, data, design and project management. It offers apprenticeships, graduate opportunities and alternative routes into rewarding careers, with competitive earning potential and progression into highly skilled, technical and leadership positions.
The working environment has changed too.
Construction has made significant improvements. Health, safety and wellbeing have become fundamental priorities. Employers are investing in training and development.
Technology is transforming how buildings are designed, built, and operated.
Construction has changed for the better. But there is still more to do.
The industry needs to continue that progress, but it also needs to make sure the general public knows it is happening.
At a time when construction urgently needs new talent, the gap between perception and reality could become one of the biggest barriers to building the workforce it needs.
Are we telling the construction story well enough?
Those who work within construction see the reality of the industry every day: successful careers, apprentices progressing into senior roles, innovation creating new areas of expertise and businesses investing in their people and their future.
But how much of that is visible outside the industry?
If a young person is to consider construction as a career, they need compelling reasons to do so.
That means talking about the breadth of careers and earning potential, the different routes into the industry, and the technology and digital innovation transforming how buildings and infrastructure are designed, connected and operated.
It also means demonstrating that construction can offer a modern, supportive and increasingly inclusive working environment.
The industry cannot assume people already know this. It has to show them.
Reaching a much wider talent pool
Women still represent only around 15% of the construction workforce. At a time when the industry urgently needs more people, that represents an enormous pool of talent construction needs to reach.
Construction needs to attract more women and make it an aspirational career choice for girls. That means changing perceptions of what it is like to work in the industry, demonstrating that old male-dominated stereotypes no longer define construction, and continuing to create workplaces where women feel welcomed, respected and able to build successful careers.
It also means taking collective responsibility for the standards the industry represents. Male allyship has an important role to play – supporting female colleagues but also calling out outdated attitudes or behaviours when they arise.
Attracting more women and girls should not, however, be at the expense of young men. Construction also plays an important role in providing rewarding career pathways and positive male role models. With growing concern about the toxic influences young men often encounter online, there is a need for the industry to lead by example and demonstrate what strong, successful male leadership looks like. Through visible male allyship, respect for colleagues and a willingness to challenge unacceptable behaviour, men working within construction can help demonstrate the values the industry wants the next generation to carry forward – at work and beyond it.
Whilst the industry can be proud of its progress, it needs to remain ambitious about how much further it needs to go.
Why we’re walking
This combination of industry pride and ambition for its future drives the Hard Hats & Open Minds 10km charity walk through Central London on 15 September.
Led by LMG, the walk will bring together people and major organisations from across construction to unite behind a common purpose: attracting the workforce of the future and strengthening construction for generations to come.
LMG has been involved in construction for 40 years, helping to shape the evolution of digital buildings and the technology that underpins them. Passionate about the industry and its future, LMG believes those across construction have both an opportunity and a responsibility to champion its progress and help lead positive change.
The walk aims to change outdated perceptions of construction across society, attract more women into the industry and inspire more girls to see construction as an aspirational career choice.
It will champion strong male allyship and visible leadership, while highlighting positive role models and rewarding career pathways for young men.
As one of the UK’s largest traditionally male-dominated industries, construction also has the scale and influence to champion positive values that reach beyond the workplace.
Mike Hook, executive director at LMG, explained: “Construction has come a long way, but perceptions of our industry haven’t necessarily kept pace. At a time when we urgently need new talent, we have to get much better at showing people what a career in construction looks like today – the opportunities, the technology, the earning potential and the many different routes to a successful career.
“There is a great deal to be proud of, but there is also more to do. Hard Hats & Open Minds is about bringing our industry together to build on that progress – inspiring more women and girls to see a future in construction, championing positive pathways and role models for young men, and helping to shape an industry the next generation wants to be part of.”
Positive role models matter
The purpose of the walk also extends beyond recruitment. Positive role models can influence expectations of leadership, behaviour and how people treat one another.
Hard Hats & Open Minds is raising funds for Killed Women and supporting its work raising awareness and contributing to the wider effort to end violence against women and girls.
Violence against women and girls is a societal issue, and construction cannot solve it alone. LMG’s ambition is for Hard Hats & Open Minds to go further – to become a blueprint for other male-dominated industries, demonstrating how positive leadership, role models and respectful behaviours can help lead change and contribute to the wider societal effort to address violence against women and girls.
From one walk to wider action
Changing perceptions starts with telling a different story – its people, careers, opportunities and innovation.
From digital buildings and smart technology to new approaches to sustainability, design and digital construction, innovation is making construction not only a rewarding career choice, but an exciting one.
Construction has changed.
Now the industry needs to make sure people know it – while continuing to drive the positive changes that will make construction an even stronger and more attractive industry for the next generation.
On 15 September, people from across construction will walk together because there is much to be proud of – but also more people to reach, perceptions to change and progress to make.
If you are in construction, join the Hard Hats and Open Minds Walk on 15 September here.
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