ADP Research found in May 2020 workers aged 20-24 represented 19.4 percent of blue collar workers, but this share had fallen to 18.4 percent in April 2024.
For construction organizations, the importance of recruiting and retaining young workers is difficult to overstate. As new high school and college graduates flood the labor market looking to start their careers, now is a great time for construction businesses to capitalize on this influx of talent to shore up their talent pipelines.
To do this, one key strategy previously discussed is to meet graduates where they are.
Now, let’s discuss a second strategy: reaching the gatekeepers or the parents of graduates.
A career in construction can be an excellent opportunity. Older workers are retiring and demand for new talent to replace this exodus is high. Couple this with an abundance of construction jobs across the country and it’s an industry that can offer a stable, secure career.
On top of job security, a career in construction can also be very lucrative as the industry is consistently one of the highest paying.
These primary job attributes should be highlighted when recruiting graduates. But when it comes to recruiting graduates, showcasing the benefits of a career in construction must also extend to their parents and guardians, the gatekeepers.
There is sometimes a misperception about what a career in construction can offer and if it’s held by the parents or guardians of a graduate, it can eliminate the possibility of even reaching the labor market’s newest entrants.
To help mitigate this, construction companies that place on emphasis on reaching the gatekeepers might be able to boost their recruitment of graduates from the Class of 2025.
One way to do this is by increasing your construction organization’s presence at job fairs, especially at the high-school level as these are more likely to be attended by parents and guardians.
These job fairs can be an excellent way to get in front of the gatekeepers with the benefits of a career in construction, including pay and job security, but also career growth opportunities.
For example, according to ADP Research’s recent report on skills development included in Today at Work 2025 Issue 1, the construction industry had the fifth highest percentage of workers (25 percent) who believe they have the skills needed to advance to the next job level in the next three years. For reference, 19 industries were analyzed.
Additionally, ADP Research found the construction industry had the fifth highest percentage of fully engaged workers (20 percent) out of 19 industries.
A career in construction can provide a multitude of opportunities and lead to engagement and happiness at work. This message needs to be received by the gatekeepers who can then see construction as a viable option for their children.
Look to maximize your organization’s presence at local high-school job fairs while more generally increasing your construction business’ presence in the community by doing things like sponsoring local sporting or parade events.
Another way to reach the gatekeepers is by enhancing your organization’s digital content approach and showing up on social media platforms like Facebook and LinkedIn that are well trafficked by this audience. Use these platforms to showcase the multitude of benefits of a career in construction. Highlight some of the work done in your local community from a new office building to a new infrastructure to emphasize the impactful work that can be done with a job in construction.
Finally, are there opportunities to provide short-term internship opportunities to high school or college students before they even graduate so they can experience the perks of the job without having to commit to something full-time and long-term? If positively received, this experiencecan be discussed with their parents or guardians and it becomes a top-of-mind career option.
A career in construction is often promising, rewarding and stable. Making sure this is known not just by graduates but also their gatekeepers can go a long way toward successful recruiting of the newest members of the workforce.
