THE SHIFT TO DIGITAL COMMUNICATION

The younger workforce is already engaged online. Social media platforms like Instagram, TikTok, LinkedIn and YouTube are not just about entertainment—they’re tools for discovering opportunities and networking. Construction companies that use these platforms to showcase their culture, values and projects have a much better chance of appealing to these tech-savvy generations.

Gen Z is more likely to discover new job opportunities through social media than traditional job boards or recruitment fairs, with 84 percent of job seekers using social media to find jobs. Construction companies need to do the same to stay competitive.

1. SHOWCASE COMPANY CULTURE

The next generation wants to work for companies that share their values and have a strong, positive culture. Social media is the perfect platform to showcase your company.

Example: BuildWitt

BuildWitt, a construction and heavy equipment marketing firm, uses its Instagram accountto highlight the culture of their client companies. Through employee interviews, behind-the-scenes project videos and photos of team-building activities, they show what it’s really like to work in the construction industry. This kind of content attracts young workers looking for a workplace where they can thrive.

Takeaway: Share real stories about your employees and how they contribute to your projects. Create content that reflects your company’s values, such as teamwork, innovation and growth opportunities.

2. USE INFLUENCER MARKETING

Young workers trust people more than brands, so using influencers or your own employees as advocates is a great way to build trust. Influencers who have established credibility within their industry or niche can provide authentic insights that resonate with younger audiences.

Example: Dig-It Digital GPS

Eric “EJ” Herron from Dig-It Digital GPS is an earthmoving expert who uses his social media platform to inspire others in the construction industry. His posts combine the use of cutting-edge technology with relatable, everyday construction experiences, making the industry seem approachable and exciting to younger viewers. Herron’s motto, “I believe in technology and how it’s changing the earthmoving industry,” highlights the role of innovation in the field, a key draw for tech-savvy Gen Z workers.

Takeaway: Partner with industry influencers or encourage your employees to share their experiences on social media. This will give potential hires a first-hand look at what it’s like to work in your company from someone they trust.

3. LEVERAGE VIDEO CONTENT

Video content is king on platforms like Instagram, YouTube and TikTok, especially when targeting younger audiences. Short, engaging videos showcasing day-in-the-life experiences, project progress, or equipment in action can capture the attention of potential workers.

Example: Skanska’s YouTube Channel

Skanska, a major construction company, uses YouTube to post project overviews, employee spotlights and safety training videos. Their content is both informative and engaging, offering a glimpse into the dynamic nature of their projects and the people who make them possible.

Takeaway: Invest in video content that highlights not only your projects but also your employees’ daily roles and contributions. Showcasing different career paths through short, authentic videos can help demystify the industry for those unfamiliar with construction work.

4. HIGHLIGHT TECHNOLOGY AND INNOVATION

Construction is no longer just about hard hats and hammers. Today’s projects are tech-driven, with innovations like drone surveys, 3D modeling and autonomous machinery. Gen Z is attracted to industries that use cutting-edge technology. Showcasing the high-tech aspects of your business can help attract young workers who are eager to use their skills in a modern workplace.

Example: Turner Construction

Turner Construction uses its Instagram account to highlight the technology it uses on the job site, such as virtual design tools and autonomous vehicles. By showcasing how technology is integrated into everyday work, they appeal to tech-savvy younger audiences.

Takeaway: Highlight the modern tools and technologies your company uses to stay at the cutting edge of the industry. This will help attract young workers who are interested in using technology in their careers.

5. ENGAGE IN CONVERSATIONS

Attracting the next generation of workers to the construction industry requires companies to meet them where they are—on social media. With a few clicks of the keyboard, you can appeal to young workers who are looking for more than just a paycheck. Start by taking small steps like creating engaging content, sharing employee stories and building an online community. With the right strategy, your company can build a pipeline of talented young workers ready to help shape the future of the construction industry.

Social media is a two-way street. It’s not just about posting content—it’s about engaging with your audience. Responding to comments, answering questions and participating in industry discussions will help build a community and show potential hires that your company is approachable and engaged.

PRO TIP: Don’t just post and forget. Actively engage with your followers. Respond to their comments, ask questions, and create polls to start conversations. This interaction builds relationships and trust, which are key to attracting young talent.