The construction
business is looking for a few good gamers.
Trying to shake its image as dirty, backbreaking labor and
attract younger workers, the industry—from construction firms and trade groups
to equipment manufacturers and machinery makers—is marketing itself as a place
to use advanced math, science and technical skills.
There's a good reason why the industry, now going into its
busy season, needs to rework its pitch: 74% of construction firms report they
are having trouble finding carpenters, electricians, plumbers and welders,
according to a 2013 survey by industry trade group Associated General
Contractors of America.
"Construction work is somewhat different from what it
was," said Ken Simonson, economist for the group, which is one of several
partners supporting a marketing campaign run by the National Center for
Construction Education and Research. "There is much more use of laser and
GPS-guided equipment, building-information modeling and other things that
require computer skills and use of technology that was not common before the
recession."
Take, for example, the mobile-crane operator, a job well
suited for younger people. "Because they played video games for so long,
their hand-eye coordination is very fast and advanced," said L.J. Zielke,
president of Allied Career Training, an apprenticeship program for
heavy-equipment operators.
In the NCCER's "Build Your Future" campaign,
videos show workers brandishing iPads and electronic blueprints.
The group also hosts career days and assists with training
and job placement to get young people thinking about a future in construction.
"The misconceptions of the construction industry have to be addressed as
early as elementary school," said Jennifer Wilkerson, head of marketing
for the center.
The national campaign, launched in 1997 and ramped up in
2010, has recently increased its focus on younger generations. The push
includes online video, TV, radio, digital and print ads in trade publications,
and teacher and recruiter resources like posters, bookmarks and trading cards.
Launch Media, a videography firm based in Baton Rouge, La., worked on the
videos; the rest of the campaign was done in-house. In addition to trade groups
like the Associated Builders and Contractors, the push is funded by educational
organizations like Pearson and construction partners such as Fluor Corp. Last
year, $260,000 went toward the program, according to the 2013 NCCER annual
report.
A hand from Rowe
Home-improvement retailer Lowe's sponsors Skills USA, a
nonprofit aimed at developing America's skilled workforce. The partnership
helps prepare teachers, high school and college students for careers in
construction and other skilled services through training programs. Lowe's
grants help fund community-outreach programs and TeamWorks, a competition that
challenges students from different disciplines to complete a project together
over three days.
Mike Rowe, from the TV show "Dirty Jobs," has been
beating the drum for skilled trades for years. His foundation, Mike Rowe Works,
offers scholarships to promote hard work and support skilled trades. Mr. Rowe
also worked with Go Build Alabama, an initiative by the Alabama Construction
Recruitment Institute that shows the worker as "hero" and tries to
change the perception of construction as dirty, labor-intensive work. Its
website and videos break down trade careers with information on wages and
skills and connects visitors with training programs in the state.
Digital, social and grassroots efforts have been Go Build's
primary tools for targeting young people. It has redesigned its website to be
more compatible with mobile devices. It's also planning an e-textbook,
responsive ads and behavioral geo-targeting on social media. It may soon
include gamification badges as well. Big Communications, based in Birmingham,
Ala., worked on the campaign.
On the theory that a booming construction business benefits
equipment manufacturers, welding-products manufacturer Miller Electric is
running a campaign portraying construction work as an attractive career option.
Miller's "We Build" social-media push, created by Two Rivers Marketing,
Des Moines, encourages welders to share projects built with Miller equipment
for the chance to win trips to stadiums built by welders, along with a tour of
Miller headquarters in Appleton, Wis.
Getting Women to Embrace Construction Careers - Mentorship
Programs, Outreach Ease Path for Young Employees
Eighteen-year-old Kristen Booker took her first welding
class in high school just to try something new. After additional training in
Alabama, she is poised to start her career at Performance Contractors, a job
she lined up before graduating in May.
The construction industry is eager to tap the labor pool of
women like Ms. Booker, calling on tradeswomen to serve as role models.
"Construction is where it's at right now," said
Lee Cunningham, president of Women Construction Owners and Executives. "We
make good money and work regular hours. It's a profession that people can be
proud to do."
Construction firm Robins & Morton has a mentorship
program that addresses the concerns of female workers. "We talk about
things like financial decision making, what life is like on the road as a
tradeswoman, and what it's like to work in an environment that is dominated by
males," said Mittie Cannon, director-workforce development. Mentoring also
helps women deal with concerns about sexual harassment, she said, although many
men are embracing the changing workplace.
Source: Ad
Age
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