It’s no secret that the construction industry is scrambling for workers. In fact, the Houzz Renovation Barometer found that more than nine in 10 construction businesses in the US are experiencing moderate to severe skilled labour shortages in Q4 2021 – that’s 91 percent of pros! Carpenters, labourers, framers and cabinet specialists continue to be in the shortest supply, with cabinet specialists particularly hard to find. As a result, and as you may have already experienced yourself, contractors are struggling to find new talent and meet deadlines, or are being forced to turn down new projects.
How to Attract Skilled Workers
1. Appeal to the younger set.
The ageing labour pool and shifting priorities of today’s younger workers require rethinking how to position your company as an employer. Consider that 61% of young adults say that the ability to improve the world is one of the most important characteristics they look for in a job. So how can you position your business to appeal to the next generation?
First, you can convey how essential quality construction is to people’s daily lives, making a point to write about this on your website and via social media. You can also partner with education programmes to build skills and develop talent. In a Workforce Development Survey released by Associated Builders and Contractors (ABC), nearly 70% of ABC contractors reported partnerships with high schools and colleges, utilising career and technical education internship programmes. Partnerships like these don't just build relationships and goodwill; they increase the number of skilled labourers for hire.
And you can do much more with social media than just tout the importance of construction. An App Annie study reveals that 98% of GenZers spent an average of four hours a day on social apps in 2020. So posting on platforms commonly used by younger audiences, such as Instagram, TikTok and Facebook, can be key to reaching them. And you’d be in good company: Houzz research shows that 1 in 5 construction businesses (21%) leverages social media to spread awareness of job opportunities.
2. Promote inclusivity.
Diversifying your workforce, if you haven’t done so already, is a great way to grow your team. By opening the door to traditionally underrepresented groups, you can not just expand but strengthen the talent pool you’re drawing from to hire.
But inclusivity doesn’t just help with hiring; it can actually improve your business thanks to the addition of new cultural or gender perspectives. A diverse team allows your projects to better reflect the communities in which you build, and helps you better understand and deliver on clients’ needs. And when you can deliver projects that don’t just fit but fully resonate, you pave the way for referrals and repeat clients.
3. Streamline your operations.
Technology is a game changer for construction businesses. Whether your business is large or small, tools from accounting software to estimate generators can simplify project management – a benefit that can appeal to job candidates. Touting your technology especially can attract those who like to work on the go, from job sites, for example.
“I can literally do 90% of my project management from home due to online platforms like Houzz Pro,” Bryan Payne of Many Mansions says. “I only run to site if the clients want to meet up and physically see progress. It allows me to take on more jobs rather than driving all over the city checking on progress, taking photos, transferring plans and payments, etc.”
Anything you can do to show prospective employees how you’re making the job easier and more streamlined for them, with less admin work, will work in your favour while recruiting. If you use Houzz Pro, you can show candidates how easy the software makes sharing information with subcontractors, how it simplifies billing and more. And younger workers in particular are more likely to view a company favourably if it’s up to speed on technology.
How to Retain Skilled Workers
1. Invest in training.
Health risk behaviours are more prevalent among construction workers than the general workforce, according to a study published in the Journal of Occupational and Environmental Medicine. So taking the time to train your employees properly in safety can go a long way toward keeping them happy and healthy on the job.
Offer training in new job skills as well, to show that you care about your employees’ personal development and not just about getting a job done. This can build trust and respect, and make them feel more like partners than subordinates – giving them reason to stick around. Houzz's own research points to the fact that nearly 1 in 3 (29%) construction businesses offers recent hires on-the-job training to attract young workers into the industry.
“When it comes to employee retention, our strategy is to be a leader rather than a boss to the employees,” says Blake Eastwood, CEO of renovation firm Ever Home. “We want to be there for our staff for support all the time. This creates a more comfortable environment for the employee knowing they can count on a company.”
2. Tout the benefits.
Not every employee is looking for the highest salary or to climb the company ladder. Some value flexible work scheduling, a professional and respectful environment, continuing education, or job security more than a bigger pay cheque. “It all boils down to security for employees,” Eastwood says. “So we always want to make sure we are an anchor and an educational facilitator to them – from personal development to business development.”
If your company doesn’t have the bandwidth to provide its own educational programmes, consider offering tuition reimbursement. According to the Worker Learning Index, 76% of workers say they are more likely to stay at a job that offers tuition reimbursement.
If it’s not obvious what benefits matter to your employees or potential hires, don’t hesitate to ask! It will make people feel valued, heard and invested in the company for the long haul.
3. Provide advancement opportunities.
Nurturing high-performing employees to advance their roles helps lead to long-term job satisfaction – and may reduce the need to add employees to the payroll. How can you foster a desire in employees to expand their roles and take on more responsibility?
“Have straight-up conversations with employees and ask direct questions like, ‘What is the most important thing to you in a job?’ and ‘How can I help you do your job better/make it more fun?’ And actually implement the things you tell them,” Payne says. “Keep it simple. Don’t overthink it.”
With the job market as competitive as it is, a personalised approach combined with streamlined systems and an inclusive work environment can help you stand out and attract top talent – and keep them working hard for you.
