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News Oct. 15, 2019

Campaign seeks to reach Generation Z regarding construction careers

The Build California campaign launched in September and uses marketing, public relations and outreach efforts to inform young people about the lucrative, long-term benefits of careers in California’s construction industry, according to The group’s interactive website was designed to urge high school and college-age Californians—and their parents—to consider an apprenticeship, training or college program.

Spearheaded by the Associated General Contractors of California with support from construction firms such as Skanska and Kiewit, AGC of California Vice President of Workforce & Community Development Erin Volk says the campaign’s mission is to meet young Californians on their terms and sell construction as fun, stable and well-paying.

“We knew that we needed to reach and engage Gen Z where they are and how they like to best receive information, in a way that is technology-forward, interactive and easily accessible on their phones and other mobile devices,” Volk says.

Volk says only 9% of Gen Z is interested in a future in construction.

“We need to demonstrate the careers and training pathways in a way that is modern and ‘cool’ to them—not us as an industry—but also authentic and informative, which aligns with the expectations and values of the generation we are trying to reach,” she says.

The campaign’s website is meant to drive students, parents, teachers and job seekers to actionable information about careers in construction. Visitors can learn about the construction trades; get connected to apprentice programs across the state; identify college pathways; or find a job on the website’s job listing portal. Additionally, family members and educators can access information about the benefits of their students entering the industry and how to engage with the program.


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