Like many sectors in the skilled trades, the construction supply industry is facing a growing talent gap. As experienced workers retire, businesses are under pressure to bring in the next generation. However, attracting younger talent—especially Millennials and Gen Z—requires a shift in how companies communicate, recruit, and retain.
Here are some of the most common mistakes companies make when trying to engage younger workers—and how to avoid them.
- Relying on Outdated Recruitment Channels
The mistake:
Only posting job openings on traditional job boards or relying solely on word-of-mouth referrals.
The fix:
Younger job seekers are digital natives. Use platforms like LinkedIn, Indeed, and even Instagram or TikTok to highlight your company culture and open positions. Consider showcasing day-in-the-life videos, team spotlights, or behind-the-scenes content to make your company visible and approachable.
- Failing to Promote Career Growth Opportunities
The mistake:
Presenting the job as “just a job,” without emphasizing potential for long-term development.
The fix:
Younger workers are looking for growth. Emphasize career paths in your company—whether it’s moving from warehouse operations to branch management or growing into outside sales. Provide examples of real employees who have advanced within the organization.
- Overlooking Company Culture
The mistake:
Focusing only on technical requirements and job duties, while ignoring the workplace environment.
The fix:
Culture matters. Younger workers want to know they’ll be part of a team, feel valued, and work in a place that aligns with their values. Promote aspects of your culture like mentorship, team outings, community involvement, or sustainability efforts.
- Neglecting Work-Life Balance
The mistake:
Promoting long hours or a “tough-it-out” mindset without recognizing modern expectations around flexibility.
The fix:
While the construction supply industry often requires early hours and physical work, be transparent about schedules and offer flexibility where possible. Simple changes like rotating shifts, providing paid time off, or recognizing performance can go a long way.
- Using Industry Jargon in Job Descriptions
The mistake:
Posting job ads filled with industry-specific terms that may be unfamiliar to someone new to the field.
The fix:
Write job postings in clear, accessible language. Focus on the impact of the work, transferable skills, and why someone with limited industry experience can succeed. Invite those from retail, manufacturing, or logistics backgrounds to apply.
- Ignoring the Power of Training and Onboarding
The mistake:
Assuming younger hires will “figure it out” like older generations may have in the past.
The fix:
Invest in a structured onboarding process. Offer hands-on training, clear job expectations, and a mentor or go-to person for questions. A positive start builds loyalty and boosts confidence from day one.
- Underestimating the Role of Technology
The mistake:
Sticking with outdated systems or manual processes without recognizing their impact on engagement.
The fix:
Younger workers expect a certain level of digital efficiency. From mobile-friendly scheduling apps to inventory systems that minimize paperwork, adopting practical tech can improve not just productivity—but also perception of the workplace.
Final Thought
Attracting younger talent to the construction supply industry doesn’t require a complete overhaul—it just requires awareness, intentional communication, and a willingness to evolve. By avoiding these common mistakes and positioning your company as a place where younger employees can build a future, you not only fill positions—you build the next generation of leaders.
