Construction needs a fresh look to appeal to kids
The construction industry in Scotland needs thousands more recruits each year in order to meet project demands. A recent report by the Construction Industry Training Board (CITB) estimates that £8 billion will be spent on building projects this year alone, requiring around 247,000 workers.
With an ageing population and not enough young people entering the construction sector, the workforce is shrinking and we are in the midst of a well-publicised skills shortage. We certainly have very talented people within our industry, we just need to attract more of them.
Now, more than ever, we must showcase the built environment as innovative, exciting and rewarding, and shake off the misconceptions that it is largely male, muddy and manual, not to mention poorly paid and non-academic.
Research into perceptions of the industry makes for sobering reading. Findings from our own research of 2,000 parents, teachers and careers advisers showed there is a distinct lack of careers advice available to secondary school children, with many receiving as little as a single, one-hour session. This is nowhere near enough time for pupils to understand the opportunities available to them, let alone consider work experience as a first step.
The perception of working in construction is a world apart from the reality. The industry offers a wealth of opportunities for those interested in making a real impact on the landscape of tomorrow. As a sector, it is incredibly diverse and offers a breadth of career paths: from quantity surveying to project management and HR, with a huge variety of entry routes and opportunities to grow and progress.
It’s so important to encourage young people to take a fresh look at our industry. That’s why, at Kier, we have pledged 1 per cent of our workforce – including current and previous apprentices – to act as Kier Career Ambassadors, working with schools and colleges to engage with 10,000 students over the next 12 months.
Kier in Scotland employs more than 200 people within its construction arm, so we are well placed to demonstrate the diverse range of projects and careers available to young people. In the last year alone we’ve spent 500 hours engaging with nearly 6,000 Scottish school pupils.
Our 1 per cent pledge is part of our Shap - ing Your World campaign designed to inspire Generation Z (11 – 15 year olds) to consider a role within the built environment.
With fun and engaging content, including the ability to create unique avatars, interact with augmented reality and engage with Virtual World Plaques at sites across the country, such as the Aberdeen Music Hall, and, when work begins on site, the Burrell Museum and Citizens Theatre in Glasgow.
These plaques explain the history of the site or building, the work being undertaken, the people behind it and the benefits it brings. Of course, it provides an informative window to the various career pathways into construction, whether that is as a profession or a trade.
The message seems to be hitting home, with the campaign’s dedicated website attracting upwards of 10,000 visitors each month. We have also been implementing a social media campaign to spread the message further.
The built environment has so much to offer – it provides people, from whatever background, with the opportunity to start a career in an exciting environment that shapes the world we all live in.
As an industry, we all have a responsibility to promote our important sector and to implement new initiatives, like Shaping Your World, to further engage and inform young people to consider a career in construction. The landscape of this sector has transformed from its outdated stereotype and can offer a solid foundation to build a rewarding career. ● Brian Mcquade is managing director for Kier Construction Scotland.
The perception
of working in construction is a world apart from
the reality