Attracting the Next Generation: How Construction Leaders Can Showcase Tech Savvy Without Losing Their Trade Roots

In the construction industry, the challenge isn't just about tackling today's projects but also about building an enduring business amid a decades-long labor shortage. The rising costs and uncertain job prospects associated with traditional college paths are making the trades a viable alternative to help fill this labor gap.

But to truly attract young people into the trades, we must speak their language: technology.

At the same time, it's critical not to lose sight of what makes the trades uniquely hands-on and visceral in today's digital world. Our goal as leaders is to clearly communicate to those considering the trades: you get the best of both worlds.

That's easier said than done. Despite its $12 trillion valuation, the architecture, engineering, and construction (AEC) sector has been among the slowest to adopt digital technologies. Yet, the urgency to innovate is clear.

The construction industry will need to attract an estimated 501,000 additional workers this year to meet the demand for labor, underscoring the need to make the industry more attractive to the next generation.

The good news is that there's no shortage of ways we can use tech in our daily operations. Exciting technologies like augmented reality and drones are reshaping project visualization and site surveys, enhancing the precision and craftsmanship traditional to our trade. These technologies not only support the existing workforce but also attract tech-savvy newcomers who are looking for dynamic work environments.

For example, Sundt Construction uses augmented reality (AR) and virtual reality (VR) to enhance project planning and safety training. By allowing employees to visualize complex projects in a virtual environment, Sundt not only improves project outcomes but also attracts young talent interested in cutting-edge technology.

But we should also not overlook the impact of simpler, more familiar tech on everyday tasks—tech that younger generations already know and are proficient in. For instance, AI tools like ChatGPT and industry-specific chat tools, like the copilot tool we’re launching at BuildOps, streamline tasks such as accessing project specifications, submittal requirements, and change order statuses, providing instant support and critical information. Additionally, OCR technology simplifies asset data collection with a quick snap of a photo, immediately displaying operation manuals for field technicians.

These innovations not only save time but also significantly reduce the error rate, allowing our craftspeople to concentrate more on their expert skills rather than clerical duties.

Using Technology to Attract New Hires

It’s crucial not only to embrace technology but also to showcase it effectively. Make it easy for candidates to see your company as innovative. Celebrate the tech you use openly on your website and social media. For example, list out the tech stack you use to complete massive projects on time and under budget. Showcasing these technologies not only highlights your company's modern approach but also serves as a testament to your commitment to efficiency and quality.

Skanska USA, for example, effectively uses its social channels and website to highlight its use of drones, AR, and other technologies on job sites. 

Allocate time to speaking at live and virtual events about the impact of tech in the trades. While speaking to those in the industry has value, expanding your reach to regional tech symposiums or broader industry conferences can open doors to "trades-curious" individuals who might not yet see the construction industry as a tech-forward field. This broad exposure helps to challenge outdated perceptions and showcases construction as a cutting-edge sector.

Engaging Your Younger Employees

As more young people opt for vocational training, demonstrating that the construction industry is forward-thinking and committed to innovative practices is essential. We must foster a culture that not only uses technology but also encourages young workers to contribute to its integration. Allow your younger employees to lead teams that evaluate new technologies and have a say in the tech tools the company adopts. This empowerment helps to cultivate a sense of ownership and pride in their work.

Turner Construction Company has established a “Young Professionals Network” where younger employees are mentored and can collaborate to use their unique perspectives to build the future of the organization. 

These younger employees often relate more effectively to their peers, making them ideal representatives to speak about tech in the trades at events. Their involvement not only makes them feel valued but also leverages their unique perspectives to drive innovation.

Walking the Line Between Tech and Tradition

As we look to the future, the success of the construction industry in attracting and retaining talented young workers hinges on our ability to integrate cutting-edge technology with the hands-on aspects of the trades. By demonstrating that construction careers offer a unique blend of modern technological practices and a deep commitment to craftsmanship, we inspire a new generation to join and lead the industry forward.

For this generation, technology is a tool that enhances their work, augmenting the hands-on satisfaction that has always drawn many to the trades, ensuring a future where innovation and tradition thrive together.

Alok Chanani is the Co-founder and CEO of BuildOps and a former US Army Captain.