How to Win the War for Talent

The UK construction industry faces significant challenges in both recruitment and retention of skilled workers. With an aging workforce, currently 20% of trades people are over 50, with a further 15% in their 60’s.  Prior to Brexit, according to the CITB, 17% of the workforce were born outside the UK, many of whom have now left.   On-going, technological advancements such as BIM and AI, will likely have an impact on job roles and maybe even numbers employed. This coupled with changing working patterns mean companies must adopt innovative strategies to attract and then retain talent. Here, I suggest some strategies that will go some way to addressing these challenges effectively:

1. Promoting the Construction Industry as a positive career destination

The construction industry now must really focus on enhancing its image to attract new talent.   It is probably fair to say that the construction industry isn’t viewed favourably by young people.  According to a recent poll by YouGov only 3% of 18 -24-year-olds searched for a job in construction.  The old image of construction being dirty, cold, physical, dangerous, and lacking diversity probably still rings true with most parents and teachers. 

Despite this negativity towards the industry much has changed for the better.  There are much-improved levels of diversity with females now making up 15% of the workforce and 37% of all new workers coming into the industry are female.  Great strides have been made in improving the industry safety record, advances in technology and modern methods of construction have created better conditions, but clearly more can and needs to be done, collectively and at an individual business level to promote the industry as a positive career destination. 

How to promote construction:

• Educational Campaigns: Partnering with schools, colleges, and universities to provide information about career opportunities in construction. Companies can offer site visits, career talks.  It can over short-term work placements and apprenticeships to give students first-hand experience.
• Media and Social Media Engagement: Using traditional and social media to highlight the diverse roles within the industry, successful projects, and career success stories. Showcasing the industry’s importance in society can help change perceptions.  I find it surprising that the industry doesn’t enjoy a higher profile and that it certainly doesn’t get the recognition it deserves.  The UK Construction Industry employed 2.69m people in 2022, 9% of the UK working population and contributes 6.4% to UK Gross Domestic Product (Output), making it the 3^rd biggest sector after service and manufacturing, source ONS 2023.  Let’s put it another way, without construction nothing else in the country would work, and we would still be living in caves!

2. Apprenticeships and Training Programs

Providing comprehensive training programs is essential to develop skilled workers:

• Apprenticeships: Offering apprenticeships allows individuals to earn while they learn, gaining valuable on-the-job experience. These programs need to be well-structured and lead to recognised qualifications.
• Continuous Professional Development (CPD): Encouraging and facilitating ongoing training and certification to keep skills current with industry advancements. Providing opportunities for workers to upskill can enhance job satisfaction and career progression.  It is also vital in helping to retain talent.  In my experience if you are not investing in your work force’s personal development, they will most likely go somewhere else that will.  No business can afford to lose its best talent.

3. Competitive Compensation and Benefits

Attracting and retaining workers requires competitive compensation packages, the key word here is competitive:

• Market-Competitive Salaries: Regularly reviewing and adjusting salaries to ensure they remain competitive within the market.
• Benefits Packages: Offering comprehensive benefits, including health insurance, retirement plans, and bonuses. Additionally, non-monetary benefits such as flexible working hours and additional leave are becoming more desirable.

4. Career Progression Opportunities

Clear career progression pathways can motivate employees:

• Internal Promotions: Prioritising internal candidates for new roles and providing clear guidelines on how to advance within the company.
• Mentorship Programs: Establishing mentorship programs where experienced workers guide newer employees, providing career advice and support.  Recruiting external mentors can also help your staff get access to the expertise they need to progress their career.

5. Embracing Technology and Innovation

Modernising the industry can make it more attractive to younger workers:  Children now are born into a digital world; it is the language they speak, and construction need to ensure it reflects this.

• Adopting New Technologies: Implementing Building Information Modelling (BIM), drones, and other construction technologies can streamline processes and appeal to tech-savvy individuals.
• Sustainability Initiatives: Emphasising sustainable construction practices and green building techniques can attract workers passionate about environmental issues.

6. Diverse and Inclusive Work Environment

Promoting diversity and inclusion can widen the talent pool:

• Inclusive Recruitment Practices: Ensuring recruitment processes are free from bias and promoting a culture of inclusion.
• Support for Underrepresented Groups: Providing targeted support and development opportunities for women, ethnic minorities, and other underrepresented groups in the industry.

7. Health and Safety Focus

A strong commitment to health and safety can improve worker satisfaction and retention:

• Robust Safety Protocols: Implementing and enforcing stringent health and safety measures to ensure a safe working environment.
• Mental Health Support: Offering mental health resources and support, recognising the importance of mental well-being in the workplace.  According to the latest CIPD “Health & Wellbeing at Work” Report 59% of employers state that mental health issues are the biggest cause of long-term absence.  Government, Businesses, and Industry bodies need to do more to address Mental Health issues in the construction industry.

8. Employee Engagement and Well-being

Engaged and satisfied employees are more likely to stay:

• Regular Feedback Mechanisms: Conducting regular employee surveys and feedback sessions to understand and address concerns.
• Well-being Programs: Implementing wellness programs that focus on physical and mental health, including fitness programs, counselling services, and stress management workshops.

9. Collaboration with Industry Bodies

Working with industry organisations can enhance recruitment and retention efforts:

• Industry Partnerships: Collaborating with bodies like SELECT and the Construction Industry Training Board (CITB) to access funding, training resources, and best practices.  
• Networking Events: Participating in industry conferences, seminars, and job fairs to connect with potential recruits and stay updated on industry trends.

10. Flexible Work Arrangements

Adapting to modern work preferences can make the industry more attractive:

• Flexible Working Hours: Allowing flexible schedules where feasible, such as staggered start times or compressed work weeks.
• Remote Work Opportunities: For roles that can be performed remotely, offering remote work options to attract talent from a broader geographic area.

11. Building a Strong Employer Brand

A positive employer brand is a great way attract top talent:

• Employer Branding Campaigns: Showcasing the company’s culture, values, and benefits through marketing campaigns. 
• Employee Testimonials: Sharing stories and testimonials from current employees to highlight the positive aspects of working for the company. 
• Referral Schemes:  Introduce a funded referral scheme for current employees to recommend the business to friends and family.

Conclusion

The UK construction industry now must adopt a multifaceted approach to effectively recruit and retain skilled workers. The current challenges the industry faces with recruitment and retention need to be addressed if we are to have a viable industry.  By adopting the above recommendations, companies can create a more attractive and supportive environment for existing and potential employees. These strategies not only help in meeting the immediate staffing needs but also contribute to the long-term sustainability and growth of this vital industry.