Like many companies in the construction supply space, Stonefield Building Products, a mid-sized regional distributor, faced a growing workforce challenge: an aging employee base and a shrinking pool of younger workers entering the industry.
To remain competitive and future-ready, leadership knew they needed to refresh their recruitment approach and make the industry more appealing to the next generation. What followed was a focused, practical initiative that helped shift perception, modernize the employee experience, and bring younger talent into key frontline and operations roles.
The Challenge
By 2022, over 60% of Stonefield’s workforce was over the age of 45, with many warehouse, yard, and inside sales roles experiencing high turnover and long vacancies. Despite offering competitive pay and strong benefits, the company struggled to attract applicants under 35. Common roadblocks included:
Limited brand visibility among younger job seekers
Perceptions of the industry as outdated or physically demanding
Lack of digital-first tools and flexible work practices
Minimal presence on platforms favored by younger candidates
Stonefield set out to solve this with a two-part goal:
Modernize their employer brand and recruitment strategy
Create meaningful career pathways that appeal to younger workers
The Strategy
- Rebranding the Employee Experience
The company started by updating its messaging—from job postings to its careers page—shifting the focus from physical labor to purpose-driven work, career growth, and technology adoption in the supply chain.
Rebranded roles with titles like “Materials Flow Coordinator” instead of “Yard Worker”
Highlighted career advancement, ERP training, and leadership tracks
Showcased real employee stories and team culture on social media
- Leveraging the Right Platforms
Stonefield shifted away from traditional job boards and began recruiting on platforms where younger professionals already spend time, including:
LinkedIn and Instagram for employer branding content
Local technical colleges and trade programs through career partnerships
TikTok-style videos demonstrating a “day in the life” at their distribution center
- Upskilling and Digital Tools
Recognizing that younger workers value tech-savvy environments, Stonefield rolled out ERP onboarding and digital inventory systems, giving employees access to tablets and mobile devices for real-time tasks—reducing manual paperwork and improving the daily workflow.
This gave the company a stronger pitch: “We’re a modern supply chain business, not just a warehouse.”
- Creating Entry-Level Career Paths
Rather than hiring for static roles, Stonefield developed tiered growth paths:
Entry-level roles with 3-, 6-, and 12-month development milestones
Internal ERP certification and peer coaching opportunities
Visible promotion pathways to logistics lead, inventory analyst, or customer solutions specialist
Results
Within 12 months, Stonefield saw measurable improvements:
37% increase in applicants under the age of 30
Time-to-fill for yard and warehouse positions reduced by 40%
New hire retention rate for under-35s improved by 25%
Increased engagement on job posts featuring employee growth stories and tech-forward messaging
Beyond the numbers, managers noticed a cultural shift: younger employees brought new ideas, better adoption of digital tools, and a renewed sense of energy in the workplace.
Key Takeaways
Modern messaging matters: Younger workers aren’t avoiding hard work—they’re looking for meaningful roles, tech-friendly environments, and career progression.
Digital tools attract digital natives: Investing in ERP systems and mobile-friendly workflows doesn’t just improve operations—it makes you more attractive to new talent.
Culture is a recruiting asset: Sharing real employee experiences and future opportunities builds trust with candidates.
Think beyond job descriptions: Reframing roles and promoting growth paths turns a “job” into a career story.
Conclusion
The construction supply industry offers stable, rewarding careers—but only if the next generation can see themselves in it. Stonefield’s approach proves that with the right mix of storytelling, technology, and career structure, it’s possible to not just attract younger talent—but help them thrive.
