5 Strategies for Hiring and Retaining Gen Z Construction Talent

With the labor shortage no end in sight, construction companies need to put considerable thought and effort into hiring and retaining talent—especially from the younger generations.  

According to data from the Associated Builders and Contractors, the construction industry will need an estimated 501,000 additional workers on top of normal hiring in 2024 to meet the demand for labor.  

In light of this, three young professionals from across the industry came together with guest host Megan Ellsworth on a recent Roofers Coffee Shop webinar to discuss how best to attract and retain Gen Z, the youngest generation in the workforce. 

Here are five qualities Gen Z employees look for and value in employers to consider when recruiting and hiring.   

1 | Provide better work-life balance. 

“Gen Z really values work-life balance,” said Ashley Jayko, marketing manager at Jobba Trade Technologies. “We’re focusing on working to live, not living to work. Companies that can give the opportunity to learn and grow also have a leg up.”  

Jayko also emphasized the importance of recognizing that employees are human and personal issues come up that may temporarily impact their work—but that such situations do not make someone a bad employee. 

“It doesn’t work with this generation, the standard corporate mindset of ‘everything counts against you,’” added Audrey McGarrell, project manager at the Cool Roof Rating Council, “and it shouldn’t.” 

Consider benefits that contribute to a better work-life balance, such as work location flexibility and adjustable core working hours, if they are feasible. 

“For companies and roles that it works for, the flexibility to work from anywhere and to (tailor) start and end times … to fit the employee and the business makes a big difference,” said McGarrell. 

2 | Present clear opportunities for growth, learning and career advancement. 

It’s important to pay attention not only to what your company needs but also to what your employees need to feel fulfilled in their professional development and growth.  

“Identify a person’s strengths and interests and do what you can to tailor their position to those,” said McGarrell.”   

Ace Roofing in Bozeman, Montana, reviews staffing quarterly to make sure it has "the right people in the right seats,” said Rachel Hoover, director of marketing and vice president of the Montana Roofing Association. “Finding the right cultural fit and people who fit with the team, and then making sure you’re utilizing them to the best of their abilities is the way to go.”  

She also noted that seeing a clear path as employees hit certain goals, rather than being stuck in a preconceived timeline for career advancement, motivates Gen Z workers to build a career with a company and avoid job hopping.  

 “They want to see that they can have a clear future at a company,” she said. 

3 | Employ transparency and integrity from the beginning.  

Start with the truth from the outset in job listings.  

“Be transparent in your job postings,” said Jayko. “If you’re looking for an entry-level employee but asking for 5 to 7 years’ experience, you need to adjust your posting to reflect that it isn’t truly entry level.” 

“This generation really cares who they are working for,” McGarrell said, “and they want to feel like they’re supporting something they believe in or at least can get behind. Having transparency and integrity in your company is really important to that.” 

4 | Focus on comprehensive benefits—including intangible needs.  

“What the previous generations were promised was, ‘If you work this amount of hours this many days a week, you’ll be able to afford a house and support a family,’” Hoover said, “and that’s just not realistic nowadays. So there needs to be something else.” 

Set your employees up to have a long-term mindset by offering health benefits and retirement accounts, she added. 

Less intangible things, like mental health awareness and a strong company culture, are also valued by Gen Z, said McGarrell. “Regardless of how older generations feel about that, that is the truth, and workplaces need to adapt and prioritize that if they want to attract and retain talent from younger generations.”  

5 | Emphasize construction as a viable career path.  

“There are (Gen Zers) out there who want to work,” said Jayko. “It’s about providing the resources and the programs for learning and training, especially in more underserved communities, and getting it talked about (construction as a career option) in high schools—if not earlier.”  

She noted that the traditional college path is still pushed heavily, and trades are not talked about enough. Finding ways for your company to reach people while they are in high school or younger can help set the industry and your business up for continued success years down the line.