Growing the Workforce With Early Engagement, Flexible Experiences, and Continuous Learning Opportunities 

Written by Tammy Amstutz, Director, Workforce Strategies, Calgary Construction Association

Editor’s note: This week we are excited to share an article from Tammy Amstutz, Director, Workforce Strategies, Calgary Construction Association, that was published in our Spring 2024 issue of Western Built. Please read the full issue and ALL other past issues of the magazine at https://westernbuiltmagazine.ca/past-issues/.

The construction industry is currently grappling with a significant labour shortage, a complex issue that has developed over the last 30 plus years. Traditionally, societal and educational trends have emphasized the pursuit of four-year college degrees as the primary route to success, leading to an inadvertent undervaluing of trades and technical education. This cultural shift has resulted in fewer young people entering skilled trades, a challenge that is now compounded by an aging workforce that is at or nearing retirement. 

At the same time, technological advancements and economic growth have led to an increased demand for skilled labour. However, recruitment efforts have not been able to keep pace with the rate of retirements and the growing needs of the industry. The situation is further aggravated by a general lack of awareness among younger generations about the opportunities and rewards that a career in construction can offer. Understanding the history of this shortage is critical as it provides the groundwork for strategic initiatives aimed at rebuilding the workforce and securing the industry’s resilience and growth for the future.

The challenge does not end with attracting talent; retaining it is equally important. The construction sector is in direct competition with various industries, all vying for the same skilled labour pool. The sector must differentiate itself as an attractive option and ensure that the talent it attracts remains engaged and committed.

Early engagement and youth in the trades

A key strategy for building the workforce of tomorrow is to capture the interest of young minds and present the construction industry as a rewarding career path. In the past, the industry’s outreach efforts have often overlooked elementary schools and early learners, a demographic that forms its earliest perceptions of potential careers. While children commonly admire roles such as police officers, doctors, and teachers, trades and construction careers have not been presented with the same level of esteem, leading to a lack of awareness and appreciation for the trade professions from an early age and contributing to the stigma associated with construction careers.

Addressing this requires an expansion of initiatives to include partnerships with schools, apprenticeship programs, and interactive career days, which are essential for shedding light on the wide array of opportunities within the construction industry. Early exposure is crucial for changing perceptions and demonstrating the industry’s innovative nature and its essential role in shaping our world.

A focus on employee experience

To effectively compete for hourly, on-call, and seasonal workers, the construction industry must offer employment experiences that are distinctive and appealing. By adopting strategies from sectors such as healthcare and hospitality, we can emphasize flexibility, competitive compensation, and a strong company culture. These sectors have successfully created work environments that meet the needs of a diverse workforce, providing lessons on how to make construction roles more appealing through recognition, team-building, and clear paths for advancement.

Employment experience tools do not have to be expensive or cumbersome. Simple initiatives, such as creating a Worker Recognition Program, can significantly enhance the employee experience at little to no cost. Additionally, a commitment to open communication channels, ongoing solicitation of feedback, and skill-sharing or mentorship opportunities can transform an employee’s experience and create a more competitive landscape for employment.

Embracing Technology for Attraction and Retention

The construction industry’s appeal to a new generation of workers can be significantly enhanced by embracing technology. Advanced tools and software not only streamline project management and execution but also attract individuals who are seeking dynamic and tech-forward careers. Showcasing the transformation of the industry through technology, from drones used for surveying to virtual reality for design and training, can draw in candidates who are looking for innovative workplaces.

Similarly, basic technological improvements, such as digitizing documentation and minimizing paperwork, can be low-cost yet impactful, improving employee experience, productivity, and risk management. These changes not only streamline a company’s internal processes but also reflect a modern workplace that values accessibility and reliable documentation.

Mentorship and Continuous Learning: Cultivating a Supportive Environment

Mentorship and continuous learning are critical for developing a skilled and dedicated construction workforce. Mentorship programs that pair experienced workers with new hires foster an exchange of expertise that enhances team cohesion and individual competency. This support is vital for helping newcomers gain confidence and a deeper understanding of the industry’s nuances.

Providing access to online courses and certification programs shows a company’s commitment to its employees’ growth and keeps them informed of the latest industry standards and practices. Many of these educational opportunities are available at low or no cost, making them convenient and beneficial for professional development.

Such efforts not only raise the skill level within a company but also signal to prospective employees that the firm values and actively supports career progression. This consideration can be a decisive factor for talent choosing between potential employers, rendering the construction industry more competitive in the broader job market.

Promoting sustainability and social responsibility

Aligning with the values of the modern workforce, the construction industry must also emphasize its role in sustainable development and social responsibility. Projects that focus on green building practices and renewable energy showcase the industry’s commitment to environmental stewardship, attracting individuals who are motivated by the desire to make a positive contribution to society. Highlighting these aspects can attract a workforce that values purpose-driven work.

Diversity and inclusion: Building a welcoming industry

The construction industry significantly benefits from a diverse workforce, as it taps into a range of perspectives that drive innovation and enhance problem-solving. Actively seeking to include a variety of demographics, particularly women and minority groups, enriches the talent pool with fresh ideas and novel approaches to challenges. A varied team composition not only fosters creativity but also mirrors the diverse clientele and communities served by the industry. Companies that prioritize inclusivity often see improved collaboration and a competitive edge in the market. Embracing diversity within the workforce is not merely a gesture towards inclusivity; it is a strategic advantage that propels the industry forward.

Conclusion

The challenge of attracting and retaining a skilled and diverse workforce in the construction industry is complex. By engaging youth early, providing competitive and flexible employment experiences, embracing technology, and fostering an environment of continuous learning and mentorship, the industry can establish itself as a dynamic and appealing career path. Additionally, by emphasizing sustainability, social responsibility, diversity, and the well-being of its workforce, the industry aligns itself with the values of a new generation of workers.

The key to enacting lasting change in the construction industry is through altruistic collaboration – working together selflessly to create a positive impact. It’s the collective effort and commitment to making a difference, not the pursuit of individual gain, that drives the industry forward. This spirit of cooperation and mutual support is essential for overcoming current challenges and ensuring a thriving future for the industry as a preferred employer in an evolving labour landscape.

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