Last updated: How to attract and retain young talent in construction and transportation

How to attract and retain young talent in construction and transportation

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Interest in specific professions ebb and flow over the years as trends in the market shift. As a millennial, I remember my parents and teachers preaching to me a four-year-degree from a college was essential, and a “white-collar” job is the way to go. That’s how you make it in this world.

In 2024, that’s not the case. College is unimaginably expensive where student loan debt balance in the U.S. has increased by 66% over the past 10 years. Millennials (those born between 1981 and 1999) and Gen Z (born between 1997 and 2012) are well over $100,000 in debt. And with many companies downsizing, the traditional “white-collar” jobs aren’t as prevalent, making it hard to pay down student debt.

A seismic shift is happening in talent attraction. The need for four-year degrees and white-collar jobs isn’t being hammered into young minds as before. Now, many are looking towards vocational and trade schools and want to take a different route, whether that’s working in construction, railways, shipping, or other industries. What was once perhaps not so glamorous is now very appealing.

As a mother of Gen Alpha children, I’m introducing my kids to options outside a four-year university degree. I want them to be successful and not feel the stress of an unstable job market.

Attracting a new generation of talent

Companies in— for a lack of a better term—“blue-collar” industries need to appeal to the younger generation looking for alternative routes to the traditional, four-year degree.

To attract younger talent, these companies need to market and showcase how they are on trend, even ahead of the curve. Here are five talent attraction techniques construction and transportation companies should consider. They’re also applicable to businesses in many other industries, including manufacturing and hospitality.

  1. Use new technologies including artificial intelligence to make work more efficient and effective. Young digital natives are adept with technology and will expect modern tools on the job. For example, generative AI tools can quickly answer employee questions and recommend actions, streamlining work processes to boost performance.
  2. Implement sustainable businesses practices and adhere to them. Young generations like Gen Z are much more environmentally conscious than previous generations. A Deloitte study showed that 55% of Gen Z workers research a company’s environmental impact and policies before accepting a job offer.
  3. Support work-life balance. The Deloitte study also found that Gen Z workers aren’t willing to sacrifice their well-being for their job. Companies need to prove they believe in and prioritize employees’ health and work-life balance through company-offered benefits such as paid-time off, flexible work hours, full medical coverage, gym memberships, and time off to volunteer.
  4. Demonstrate lifetime benefits. Show how a career in these “blue-collar” industries is stable, providing a foundation for them build a life, family, and home. One way to do this is  with employee spotlight success stories showing someone who’s worked at the company for 10+ years with promotions along the way and a full life outside of work.
  5. Appeal to their drive for purpose. Gen Zers are known for wanting to make a difference in the world. Communicate how their effort each day at work can make a positive impact. For example, in construction, planning and constructing a building in the community provides jobs or housing. And railway work can help boost mass transit to reduce greenhouse gas emissions for better air quality. 

See how AI-enabled solutions can help you attract and hire the next generation’s best talent.

Talent attraction + retention: Modernize on-the-job training 

Once they’ve attracted young workers, companies need to take steps to keep them. Training is core to attracting workers and keeping them happy and safe.

Training the next generation is crucial with the ongoing “silver tsunami” of Baby Boomers heading into retirement. Longtime workers with knowledge and experience are leaving, and those stepping in need to learn a vast amount, quickly.

Companies need to implement streamlined and scalable learning and development processes to ensure successful employee development.

There are several factors to keep in mind when creating onboarding and continuous education programs, including:

  • Cloud-based training tools to support remote employees and those who prefer self-service learning
  • Knowledge checks to ensure comprehension
  • Comprehensive safety training to keep workers safe on the job
  • Content on corporate values and practices to instill sustainable and ethical work practices

Talent attraction: Paving  the way for a new generation

As the career paths Gen X and Millennials were told to take become less and less viable, we need to pave a path for Gen Zers and Alpha kids to find vocations they enjoy and ensure stability and happiness in life.

Construction and transportation industries that take the right steps and leverage new technologies can attract, onboard, and retain this new talent so their businesses flourish for years to come.

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See page 18 to learn how HERE.

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