‘It’s Time for a National Campaign to Highlight Construction Careers’

Key Takeaways

• Two-thirds of 16‑24‑year-olds view construction positively
• Only 30% would consider a construction career now
• 75% of parents would support children entering construction
• 45% say construction absent from career guidance
• CIOB urges national, collaborative recruitment campaign

Pulse Analysis

The construction sector faces a chronic skills shortage that has been amplified by soaring housing demand and a tightening labour market. Recent CIOB research shows that while young people are increasingly open to built‑environment careers, the pathway from curiosity to commitment remains opaque. Parents, who heavily influence career decisions, are largely supportive but often lack clear information about apprenticeships, degree routes, and on‑the‑job training. Addressing this informational gap is a prerequisite for any successful talent‑attraction strategy.

A national, coordinated campaign could serve as the catalyst needed to convert latent interest into enrolments. By showcasing the diversity of roles—from project management and sustainable design to digital modelling and site engineering—the campaign would demystify construction work and highlight its competitive salaries and societal impact. Partnerships between industry bodies, educational institutions, and media outlets can ensure consistent messaging across schools, career fairs, and online platforms, reaching both students and the parents who guide them.

Beyond awareness, the campaign must be backed by tangible opportunities. Employers should align apprenticeship slots, scholarships, and mentorship programmes with the outreach effort, creating a clear, accessible route into the sector. When combined with policy support—such as incentives for training providers and streamlined certification processes—the initiative can help close the skills gap, accelerate the delivery of new homes, and reinforce the construction industry’s role as a driver of economic growth.