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BDO's global survey shares insights from more than 700 respondents around the world. The resulting analysis maps the attractiveness of the construction sector to the next generation, identifies their values, and highlights the beliefs that are shaping Gen Z's perspective on the construction industry. The report interweaves the perspectives of the younger generation with the professional opinion of experts working in the construction sector.
The global talent crisis is on the rise
The survey found that from a global perspective, demand is strongest when it comes to filling engineering, procurement and skilled field labor positions. However, these positions are also increasingly unattractive to next-generation talent. As a result, the construction industry is losing ground in the global war for Gen Z, to industries such as financial services, technology, biotechnology and pharmaceuticals.
- 51% of construction companies surveyed plan to increase headcount in the second half of 2023.
- Yet half (50%) say they are finding it challenging to attract and retain young people. Only one in six (16%) companies in this sector report no difficulties in filling vacancies.
- Generation Z ranks construction as the eighth most popular career option among the 11 industries assessed in BDO's research.
- Only 28% of students said they were "very interested" in a career in construction.
Generation Z, a group of individuals born in the late 1990s and the first decade of the new millennium, is a socially motivated generation that prioritises opportunities for personal development and well-being at work when choosing a job, according to research.
However, these Gen Z motivators are not sufficiently considered by industry leaders, according to BDO research. For example, while Gen Z identifies work-life balance and respect at work as the most important criteria for their future careers, industry executives mistakenly believe that students and young professionals are most motivated by financial rewards. In fact, it is only the fifth most important criterion for young people.
The environmental aspect also influences the workforce in the construction industry
The issue of climate impact is undoubtedly an important determinant for Gen Z when considering their career path, supported by the fact that up to 60% of young people consider it important to develop a career in an industry that has a positive impact on climate change, according to the survey.
In this context, the construction industry is clearly struggling with a lack of green image. Not only do up to a third (32%) of students and young workers believe that the sector has a purely negative climate impact, but the majority (55%) also believe that working in the construction sector can even put their physical or mental health at risk. In fact, compared to other sectors, they believe that the construction sector offers longer working hours, harder work and lower wages.
Construction companies should therefore take every opportunity to correct these misconceptions before the construction industry's potential to attract talent is permanently damaged. The opportunities that the construction industry holds, for example, in going carbon neutral through the construction of new energy efficient buildings and retrofitting of older facilities, are enormous, yet this impact of the sector is currently under-represented.
However, it is also worth highlighting the attitude of the students participating in the BDO survey, who state that a greater focus on promoting new scientific and digital skills in the construction industry and strengthening their role in the energy transition can make a career in the sector much more attractive in the future.