By Rachel Burris, NCCER
Move aside, millennials, you’re not the “next generation” anymore.
When it comes to recruiting and retaining workers, is the research behind each age group helpful? It’s easy to wonder if it really changes that much from generation to generation.
Growing up in a technological landscape, experiencing the recession of 2008 as children and seeing major political changes is sure to have shaped Gen Z. So, who are they?
Pew Research identifies those born after 1996 as Gen Z (although the age range is debated). That would be the generation AFTER the Millenials. They currently make up about 24% of the workforce. And, they are commonly described as pragmatic.
When it comes to recruitment, follow these tips to be successful.
- Offer stability and clear paths forward.
This generation has shown to be risk averse; they seek job security and meaningful compensation packages over flashy perks.
Wood, a large global employer of skilled trades and operators, examined how they could differentiate themselves from their peers, which led to an enhancement of their 401K program, healthcare options and stock purchase program. Their 401K program is available on day one, fully matched up to 5% of participating employee’s salary contribution and 100% goes to their employees, with no tiered vesting schedule. Wood also offers a wide range of choice for health benefits and gives one share for every two shares employees’ purchase.
The details of such compensation plans are selling points to future-conscious Gen Z-ers as they provide financial stability and responsibility. But the younger generation is not only looking for benefits packages – well-thought out career paths and guaranteed training are also appealing.
Schaffhouser Electric, a veteran-owned small business based in Tennessee, committed to having every single person within their organization involved in training. Founder, CEO and President, John Schaffhouser shared, “We’ve identified that training is where we are going to separate ourselves from our competition.”
More than ever, Gen Z is intentional with their career goals. This isn’t to say they don’t have dreams, but rather are choosing more profitable, stable employment options adjacent to their interests – think welder for artist or tower crane operator for gamer. In fact a survey from Accenture found that 88% of the 2019 graduating class chose their major with a specific job in mind.
For the construction industry, this provides the opportunity to show young job seekers how they can use their talents in rewarding careers that are in high demand.
- Be authentic and embrace open-mindedness.
Authenticity matters to Gen Z. From knowing what impact their job may have to company-sponsored volunteering opportunities, this age group wants to know how they will affect society. They understand that their particular role may not change the world, but they want to be part of a company who values transparency, giving back and being part of something bigger.
Showing Gen Z that their work will have a positive impact on their community will be a persuasive argument during recruitment. The ways that craft professionals are contributing to our built environment every day are endless – focus on the projects that your company is working on to demonstrate the reach of construction.
Beyond impacting the world, post-millennials are highly invested in diversity and inclusion. An analysis by Pew Research found that 48% of this generation is non-White. Several political and cultural evolutions happened during their formative years – seeing the first Black president elected, gay marriage legalized, and the #MeToo movement – that have shaped their expectations of the workplace.
In a Construction Dive article earlier this year, Peter Davoren, CEO and president of Turner Construction, stated, “When you have a community on the jobsite that’s actively caring for each other, you’re safer.” Turner Construction Co. updated their mission earlier this year to include anti-bias education and inclusive work environment. And then they held themselves accountable by shutting down two Ohio projects after finding discriminatory graffiti in order to conduct training. Because 90% of Turner’s jobsite workforce is subcontractors, it’s key that subcontractors are aware of and on board with the zero-tolerance policy.
When recruiting Gen Z, share what your company is doing, or even where you have room for improvement, and what your plans are for the future. Being transparent with your efforts will be compelling and open the door for an honest dialogue about expectations in the workplace.
- Start building a pipeline of talent early.
While the generational cutoff for Gen Z is still debated, it is agreed that those born in the early 2000’s are included. With the youngest still in secondary education, there is opportunity to raise awareness of careers in construction prior to graduation.
Industry involvement in career and technical education programs can have a significant impact. In addition to donating materials and tools to your local schools, serve on local school advisory boards to help educators learn about what skill sets are needed in the community. This helps schools stay current with programs that they are offering and shows students that you are invested in your community.
Build Your Future (BYF), an initiative by NCCER, encourages partnerships between industry and education to help build a pipeline of talent. In October 2020 BYF is asking construction companies to make a dedicated effort to connect with students during Careers in Construction Month. By pledging their support, companies will receive exclusive resources, including a website scavenger hunt quiz, Tips and Tricks for Connecting with Schools guide, and be entered into a drawing to win one of three $5,000 scholarships to be given to a craft training program of their choice. To participate, visit www.byf.org/CICM.
Finally, and perhaps most importantly, remember that post-millennials are truly digital natives. The study by Dell Technologies found that 91% say the technology offered by a potential employer would be a contributing factor in choosing between similar job offers.
When recruiting Gen Z, focus on the limitless opportunities of our industry – career paths can start with apprenticeship and end at CEO. With construction already narrowing the wage gap with close to equal pay for women, it shows what matters most is the skills you bring to the table. From quickly building hospitals in times of a pandemic to hurricane relief efforts, craft professionals help shape our world – now we just need to show that to the next generation.
About the Author
Rachel Burris is the communications manager at NCCER. She has over seven years’ experience in communications and public relations, including writing and editing content for emails, social media, press releases, blogs and articles. She holds a Bachelor of Arts in English from the University of South Florida and a Master of Business Administration degree from Webster University. For more information, she may be reached at rburris@nccer.org.
