As the construction industry faces a growing labour shortage, attracting younger workers – especially Gen Z – has become a critical challenge. With a significant portion of the current workforce set to retire in the next decade, the industry needs innovative ways to engage a new generation of skilled tradespeople.
One strategy is using social media to showcase the diverse career opportunities within construction. Platforms like TikTok, Instagram and YouTube can highlight career growth potential and connect with Gen Z in a format they already consume. BuildForce Canada is tapping into these digital spaces to inspire young people to consider a future in construction.
Formed in 2001 as the Construction Sector Council, BuildForce Canada is a national, industry-led organization focused on assisting the construction industry with workforce development and providing valuable resources to manage its labour needs.
With its mandate to support the labour market development needs of the construction and maintenance industry, the Ottawa-based organization works with key industry stakeholders – including contractors, proponents of construction, labour providers, governments and training providers – to identify both demand and supply trends that will impact labour force capacity in the sector, and support the career searches of job seekers wanting to work in the industry.
“Our core focus is to support the construction industry’s workforce development,” said Shaily Allison, digital content and marketing manager at BuildForce. “We provide labour market data, industry insights and training resources to help ensure Canada has the skilled workforce it needs, now and in the future.”
Labour shortage
The industry’s ongoing labour shortage poses a significant challenge, with approximately 20 per cent of the current workforce set to retire within the next decade.
“This will leave a gap of approximately 100,000 workers across Canada, but this is based on those expected to leave and forecasted demands based on growth and major projects,” said Allison. “This number does not account for the additional workers needed to meet net-zero targets or increased housing starts to meet affordability goals. While we do see a steady flow of young workers entering the industry, it is not keeping pace with retirements, which creates a skills gap. A new apprentice does not have the same level of experience as a veteran worker, and that knowledge gap is something the industry will have to manage.”
Some of the biggest challenges in recruiting young workers – such as Gen Z, born between 1997 and 2012 – into the piling and construction sectors include awareness and perception.
“A lot of young people don’t know about careers in construction or the different opportunities available beyond general labour and traditionally popular trades like becoming a carpenter, plumber or electrician,” said Allison. “Some still perceive construction as physically demanding work with little career progression when, in reality, it offers great pay, stability and room to grow.”
Concerns about work-life balance can also be a deterrent for Gen Z, as younger workers value flexibility and personal time, which can be a challenge in an industry with demanding schedules. Allison says some of the misconceptions about careers in construction that her team is trying to correct through social media content include the following:
- Construction jobs are temporary, or the industry is unstable. Realistically, there is a long-term demand for skilled workers and solid career paths.
- There is no career growth. The reality is that many people start as apprentices and move into high-paying specialized roles, project management or even running their own business.
- It’s all hard labour. While some roles are physically demanding, construction also involves high-tech skills, problem-solving and sustainability innovations.
Marketing strategies and challenges
While BuildForce does not directly recruit or hire workers, the company focuses on making industry data and insights more accessible.
“We have shifted toward engaging, digital-first content that simplifies complex labour market information, helping people see where the demand is, what different trades offer and where to find resources. Our Career Finder tool is part of this, giving people an easier way to explore trade opportunities based on real labour market forecasts,” said Allison.
With its focus primarily on industry promotion rather than direct outreach to job seekers, she says TikTok, Instagram and YouTube have proven to be the best platforms for engaging Gen Z, and even Gen Alpha (those born in 2010 and later).
Changing outdated perceptions about construction takes consistent messaging and real-life stories.
“Short-form video is essential as younger people turn to TikTok and YouTube as search engines. That means the best way to reach them is through authentic, engaging content that answers their questions in a format they already consume,” said Allison.
When it comes to specific campaigns or content formats that have performed particularly well, she says anything that feels real and relatable tends to see higher engagement. One effective format is “Day in the Life” videos that show what a typical workday looks like in different trades, especially if these are recorded by “micro-influencers” who are skilled trades workers themselves. Another high-performing idea is trade salary breakdowns and financial transparency – a big draw for younger workers.
Career pathway stories that highlight real people who’ve built great careers in the trades also do well on social media. Allison says three of the biggest challenges in using social media for skilled trades recruitment include:
- Cutting through the noise: Social media is crowded, and getting people to engage with industry content takes strategy.
- Breaking stereotypes: Changing outdated perceptions about construction takes consistent messaging and real-life stories.
- Algorithm changes: What works on social media today might not work tomorrow, so staying adaptable is key.
However, emerging digital marketing trends help to shape how construction firms attract talent in the future. These include using micro-influencers, or people with a modestly large social media following, with high engagement who post about their regular unfiltered lives every day.
“Creating down-to-earth, relatable, humorous content is also helpful,” said Allison. “I personally really like the Ontario Workplace Safety and Prevention Services Instagram account. They do a great job.”
The use of digital and AI-powered job recommendations with more personalized career path suggestions based on individual skills and interests is also proving to be helpful. “[Virtual reality/augmented reality] experiences allow people to try out trades virtually before committing to training. And interactive content always does well. Things like gamified learning, quizzes and dynamic job applications could help attract younger workers,” said Allison.
Final advice
Allison has a key piece of advice for construction companies looking to strengthen their digital recruitment strategies. “Meet young people where they are. If you are not on TikTok, Instagram and YouTube, you’re missing a huge opportunity. [Using] short-form video as engaging, real-life content works way better than traditional job ads,” she said.
She emphasizes the importance of telling real stories and showcasing actual tradespeople and their experiences to make the industry more relatable.
“Probably the most important strategy is to highlight career growth stability,” she said. “Construction is not just a job; it’s a long-term career with great earning potential and personal fulfillment. The fruits of your labour are a real, physical thing.”