05
Proactively altering Gen Z’s perceptions Addressing the construction industry’s image problem
01 Construction
Navigating the talent crisis 02 Employment growth
The construction sector is bouncing back following difficult years and heavy impact on profits 03 Gen Z Understanding what motivates the workforce of tomorrow 04 Closing the gap Aligning the construction industry with Gen Z’s aspirations Proactively altering Gen Z’s perceptions Addressing the construction industry’s image problem 06 Refreshing the industry’s
To counter the misalignments highlighted through BDO’s research, executives in the construction industry need to work hard to dispel the myths that dominate Gen Z’s thinking about the industry. Our research suggests that there are three main areas in which construction industry decision- makers need to focus. First, challenging tired stereotypes about construction that linger in the minds of Gen Z. Second, expanding Gen Z’s view about the roles available within the construction sector. Third, exploring the positive impact that the sector can have in the race towards net zero carbon.
Given that Gen Z strongly prioritise the importance of health and well-being at work, employers in the construction sector need to demonstrate that they care about the well- being of their employees. While some roles in the sector undoubtedly involve a degree of physical labour, this is an over-simplified stereotype about working in the sector that does not reflect the broad range of roles on offer to graduates.
Risk of injury and/or mental health hazards
55%
Potential for hard physical and manual work
40%
Working six or more days a week
32%
Low wages compared to many other industries and/or the risk of delays in paying salaries
28%
approach to recruitment, retention and diversity
Having to relocate to a construction site in a new region or country every few years
25%
07 Conclusion
BDO’s message to Gen Z Practical lessons for construction executives 08 Countries in focus
Negative environmental impact
23%
DISPELLING STEREOTYPES ABOUT CONSTRUCTION
Australia Belgium Brazil Canada Latin America The Netherlands New Zealand Norway South Africa USA 09 About BDO’s research 10 How BDO can help
Potential occurrence of discrimination, harassments, bullying, or unfair treatment
15%
Students tell us they are put off by a career in construction due to perceptions that it represents hazardous and hard physical working conditions. Over half (55%) of Gen Z surveyed by BDO said they believe a major drawback to working in construction is the risk of injury and/or mental health hazards – see Figure 6. Across all markets in BDO’s research, the top two drawbacks consistently cited by students were the risk of injury and/or mental health hazards, and potential for hard physical and manual work.
Less diversity and inclusion
12%
Bad reputation, negative press and media coverage
11%
Poor link between sustainability and construction methods/materials
11%
Students
11
Figure 6: In your opinion, what are some of the biggest drawbacks to working in the construction sector? Figure 6: In your opinion, what are some of the biggest drawbacks to working in the construction sector?
Made with FlippingBook Annual report maker