How to Change the Conversation About Construction Careers
The home building industry faces a labor shortage partly due to negative perceptions and stereotypes, particularly among parents who influence their children’s career choices. A study by NAHB and the University of Oklahoma highlights the importance of providing accurate information about job security, opportunities for advancement, and work-life balance to reshape these perceptions and attract more young people to construction careers.
According to the NAHB, home building industry faces a chronic labor shortage that negatively impacts housing affordability. One of the biggest challenges that prevent students from exploring a career in construction stems from long-standing stereotypes and negative perceptions, especially among parents concerned about their children and their career plans. As the primary influencers in their children’s career plans, parents play a crucial role in shaping their perceptions of the residential construction industry.
To address this issue, NAHB commissioned a study from the University of Oklahoma to explore parental perceptions of career decision-making and influences on their children. The report includes an analysis of existing empirical research on the subject and data from a survey of more than 1,000 parents of high school-aged students.
Overall, the report found that the best and most powerful agents of change in perceptions are current industry professionals who talk about careers in construction and participate in their community. Parents say that although salary and pay is important, their children are also interested in work-life balance, opportunities for advancement and job security. In addition, parents place a high value on education, so regularly providing information about training opportunities in the industry is critical.
