Four Ways To Create Meaningful Connections With Next-Generation Hires

By Scott Casabona (Forbes Councils Member) | Originally posted on www.forbes.com

Scott Casabona is the President of Signatory Wall and Ceiling Contractors Alliance.

With baby boomers retiring at an accelerated pace since the pandemic began, many employers are scrambling to find skilled talent. This mass exodus is creating the need for companies to rethink the way they approach recruiting and hiring. But the old ways of recruitment don’t always resonate with younger demographics like Generation Z.

This challenge is especially daunting for industries such as manufacturing and construction. I’ve seen firsthand how the construction industry has been impacted by the record numbers of experienced talent leaving the workforce. In 2021 alone, construction companies will need to hire 430,000 more workers than they employed this past year, according to an analysis of U.S. Bureau of Labor Statistics data by Associated Builders and Contractors. In any year, let alone one where we are still fighting a global pandemic, finding enough skilled construction workers is a challenge. So how can companies in similar positions attract a new breed of worker to join their teams?

It’s critical to tap into the key elements potential Gen Z employees are looking for in a career, especially those looking for well-paying jobs that don’t require a college degree.

1. Focus on corporate social responsibility.

According to a national survey by BBMG and GlobeScan, “By a 5-to-1 margin, Gen Z does not trust business to act in the best interests of society, and nearly one-in-four cannot name a single brand they consider to be purposeful.” Gen Z is also more likely to say businesses should serve their communities and society.

This means they want to align themselves with companies that stand for something, help the communities they serve or take action toward things like climate change and equality. Make sure you emphasize your CSR programs front and center in your digital properties to demonstrate how your employees benefit the broader community through volunteerism and business practices.

2. Bake digital into your recruiting strategy.

Reaching Gen Z requires a digital strategy. These digital natives live online and value experiences over information. It’s critical that companies not only show up on social media but also tell their story on different platforms. Content should answer questions beyond what the company does and what it sells. Gen Z wants to know what it’s like to be a part of your team. They want to know what you stand for and how it feels to play the role you do in the company.

If you can paint the picture with authentic stories through video, images and real-world examples, you’ll be able to reach potential new hires and create meaningful connections before an actual interview.

3. Change outdated industry perceptions.

Technology has changed the game for many industries and helped dispel some of the outdated stereotypes of careers in fields such as construction and manufacturing, which can be seen as physical, dirty and dangerous work. Emphasizing how technologies like artificial intelligence, virtual reality and machine learning are impacting the workplace will resonate with those job seekers for which STEM (science, technology, engineering and math) was a foundation of their education.

I’ve found that these early adopters embrace technology and often teach others how to use it effectively. Couple that with more experienced workers sharing their knowledge and insights, and you’re able to foster trust and create strong team dynamics, which spells meaningful engagement for Gen Z.

4. Emphasize stability.

For years, Gen Z has watched older generations struggle to pay off mountains of student loan debt. Then came 2020, with headline after headline reporting mass layoffs and company closures. Yet construction work continued, as the construction industry was deemed “essential.” From my perspective, this notion of what is considered essential work has created a new vision of career options for those looking to prioritize stability in their chosen career path.

For those concerned that skilled trade work is a limited role, focus on the upward mobility the path has to offer. For example, demonstrate how working on a job site and mastering a set of skills can lead to other career opportunities, such as site supervisor, project manager or even business owners.

As more and more baby boomers leave the workforce, and with millennials and Gen X not making up the difference, it’s time to focus on Gen Z. Demonstrating your company values, opportunities for career growth and stability during times of change can go a long way in attracting this audience, especially if you create meaningful content about who you are and not just what you do.