The construction industry skills gap
There is so much debate at the moment about the skills gap the industry is finding itself in. Of course part of the problem is that the UK economy is just beginning to pull itself out of the biggest black hole most of us have ever seen. Many people left the industry through this time, whether through choice or necessity and its unlikely they will be attracted back.
So now the focus is on how to make careers in the sector attractive to school kids and how to shift the perception of a career in construction from being one of labouring to one of aspirational achievement. Of course, many a successful career in construction was started on the tools, but trades are considered to be something only boys who didn’t try harder at school end up doing, rather than the highly-skilled occupation they really are.
The point is that the impact and purpose of the industry isn’t understood by people responsible for careers advice (including parents); its myriad benefits, including forming the backbone of the economy, improving communities and creating jobs. The industry is also one of the places you will definitely see the most awe-inspiring courage and ingenuity on a daily basis. I have often wondered why this isn’t more widely understood, appreciated and communicated.
Leveraging marketing to provide a solution
My proposal to the industry is for it to leverage some of the fantastic marketing and communications talent it has to tell the construction story. Not just once, but over and over and over, using a variety of appropriate channels and media including activities, writing, images and video and to a wide spectrum of non-industry stakeholders.
The role of social media
The built environment is such a visual industry that it is ideal for social media. I saw a fantastic time-lapse camera shared on LinkedIn by Clancy Consulting today . Time lapses aren’t new in themselves, they’ve been around for ages, but this was the first time I had ever seen one shared through social media channels. You can see the film here. I love this kind of thing and wish it was more accessible. It’s also rare to see photos or case studies of projects, unless you specifically know where to look. Why isn’t this sort of collateral more widely shared?
There are two key challenges to my idea. Firstly budget. I know the industry isn’t awash with money at the moment, but let’s find inexpensive solutions, particularly as most people are lucky enough to own smart phones these days. Share progress photos and videos via Twitter and LinkedIn. Share collateral wherever you can. Connect with local schools and start dialogues.
The second is the role and perception of marketing. It’s time to integrate the discipline properly into the sector and into projects. Let us help and support you to communicate and tell the story. Doing this will ensure more stakeholders understand the role and value of construction, and it will be more attractive to people considering their career options.