Based on research collected from students, industry members and counselors, Build Your Future (BYF) recently launched a new website with enhanced resources. With a shifted focus on Generation Z, the updated website puts additional emphasis on authenticity while continuing to showcase construction as an industry of choice.
With Gen Z expected to make up 27% of the global workforce by 2025, it is critical that the industry is able to gain the attention of this generation while encouraging them to take action to enter the construction field. For a deeper understanding of this key demographic, BYF conducted research on two important audiences: Gen Z students and school guidance counselors.
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Gen Z requires authenticity and diversity in advertising and educational materials, highlighting the importance of spotlighting real craft professionals. With this in mind, BYF developed a new poster series featuring men and women who work in the trades. Now optimized for a Gen Z audience, the website is a resource that industry and counselors can share with students for independent career exploration.
As the world’s first technology natives, Gen Z students expect technologically advanced and innovative industries. To appeal to this growing part of the workforce, it is important to demonstrate that construction is an industry that will put employees at the forefront of cutting-edge technology. An added bonus of the industry that will help drive young workers to the field is the clear opportunity for career advancement and financial security.
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With the launch of the new website, BYF has an increased focus on connecting with counselors and educators. These key groups actively have conversations with students about careers and influence career decisions. To assist counselors and educators, BYF created classroom materials, a career plan template and a landing page with unique resources to meet their specific needs.
Coming this fall, BYF will release recruitment toolkits, which will help industry members and educators encourage students to explore careers in construction. These toolkits will include instructions for outreach, tips and tricks for engagement, printed resources and swag for students.
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