17 Mar Top 7 Ideas to Attract Talent in the Construction Industry
Posted at 14:46h
in Insights
Top 7 Ideas to Attract Talent in the Construction Industry
Labor shortages in construction aren’t new—but they’re getting harder to ignore. For years, the industry has faced a steady decline in skilled labor, and the gap between open jobs and available workers keeps widening. According to the U.S. Bureau of Labor Statistics, more than 20% of construction workers are over the age of 55, and many are nearing retirement. At the same time, younger talent isn’t entering the trades fast enough to replace them.
In fact, a recent study from Associated Builders and Contractors (ABC) found that the construction industry will need to attract over 500,000 additional workers beyond normal hiring to meet demand in 2025 alone. That’s not just a labor shortage—that’s a labor crisis.
Most companies are responding the same way: post job listings, offer sign-on bonuses, and hope for the best. But in today’s competitive market, that’s not enough. To attract and retain talent, construction companies need to think like marketers—because branding isn’t just about landing clients anymore. It’s about winning over workers.
Here are the top branding and marketing strategies that can help construction companies not only attract skilled workers but also keep them around for the long haul.
1. Build a Strong Employer Brand
Most construction companies have a logo, maybe a website—but few have a clear employer brand, which is how potential employees perceive your company as a place to work. This goes beyond pay. What’s your culture like? How do you treat your team? Do workers feel safe, valued, and supported?
Why it matters: In a competitive labor market, workers have options. If your competitors present a clearer, more attractive work environment, you lose.
How to do it: Define 3–5 key values that reflect your job site culture (e.g., safety, teamwork, career growth). Then infuse those into your website, social media, job postings, and internal materials. Consistency builds trust.
2. Upgrade Your Careers Page
Too many “Careers” pages are just bullet points and a contact form. This is prime real estate to sell your company to potential hires.
Why it matters: Workers—especially younger ones—research employers before applying. If your careers page looks slapped together or outdated, it’s a red flag.
How to do it:
- Feature employee testimonials and “day in the life” content.
- Use photos and videos of real crew members (not stock images).
- Offer a clear path to apply, with mobile-friendly forms and fast follow-up.
- Highlight benefits beyond pay: training, stability, team culture, advancement.
3. Use Social Media for Recruitment
Construction firms often use social media to show off projects—but miss the chance to show off their people.
Why it matters: Social is where younger workers hang out. If you’re active and engaging, you’ll be top of mind when they look for work.
How to do it:
- Post crew spotlights, celebrate promotions, birthdays, or wins.
- Share open roles and behind-the-scenes stories.
- Run targeted ads in your region for job openings.
- Respond to comments and DMs quickly—engagement shows you care.
Pro Tip: Instagram and Facebook work well for visuals; LinkedIn can help with skilled trade networks and referrals.
4. Highlight Career Growth
A lot of workers leave because they don’t see a future beyond the current job. Showing that your company invests in its people can boost both attraction and retention.
Why it matters: Younger talent wants to build a career, not just fill a role. If they can see themselves growing with you, they’ll be more likely to sign on—and stay.
How to do it:
- Feature employee progression stories (e.g., from apprentice to foreman).
- Promote training programs, certifications, and leadership tracks.
- Use messaging like “We don’t just build projects—we build careers.”
5. Tell Your Visual Story
Construction is a hands-on, visual industry—your brand should reflect that. High-quality images and video don’t just showcase your work—they tell the story of your team, your culture, and what it’s like to work with you. For potential hires, that visual storytelling can be the difference between scrolling past and applying.
Why it matters: People want to see the job site, the crew, and the vibe before they commit. Stock images and generic content won’t inspire trust—or interest.
How to do it:
- Capture real job sites and team moments—your crew in action, team meetings, project milestones, celebrations.
- Use visuals consistently across your website, social media, and recruiting materials to create a recognizable, authentic brand presence.
- Don’t overthink it—while polished content is great for your website, short, impromptu videos of daily life on the job are perfect for social channels and build connection with potential hires.
Hire a partner like us to help you create on-brand photography and video assets that showcase your company in the best light—literally. We make it easy to build a library of visuals that do the heavy lifting for your brand.
6. Get Involved with Local High Schools and Trade Programs
One of the biggest reasons younger talent isn’t entering construction? They’re not being exposed to it early enough. Many high schools have phased out trade programs, but some still offer vocational training, shop classes, or construction academies—and they’re often looking for industry partners.
Why it matters: Getting involved positions your company as a leader in the community and a brand that’s invested in developing the next generation of skilled workers. It also builds brand loyalty early—students are more likely to apply to a company they’ve interacted with and trust.
How to do it:
- Partner with local trade schools or high schools to speak at events, offer job site tours, or provide internships.
- Sponsor competitions, scholarships, or tool drives—small gestures that make a big impact.
- Collaborate with school programs to create a pipeline of apprentices and entry-level workers.
- Share your involvement on your website and social media—it not only helps attract younger talent but also enhances your brand’s reputation with clients.
Pro Tip: Create a simple “Future Builders” program under your brand name to organize and promote your community outreach—it gives structure and helps with marketing.
7. Promote Employee Recognition Publically
People want to feel valued—and that’s free marketing for your company culture.
Why it matters: Recognizing your team boosts morale and shows prospective employees that you appreciate your crew. Word-of-mouth and social proof matter.
How to do it:
- Post employee spotlights regularly.
- Celebrate milestones, safety records, and promotions publicly.
- Give shoutouts at team meetings and share them online.
Bonus: This also helps build retention, not just attraction. When people feel seen, they stay.
In a time when skilled labor is hard to find, construction companies need to stand out—not just to clients, but to workers. Branding isn’t a luxury; it’s a tool to fill your crews, reduce turnover, and grow your business.