In recruiting, construction needs to pitch being a leader, not a laborer | Dump Trucks Charlotte NC

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Ask any high schooler what a career in construction looks like, and most will picture a hard hat, a hammer and maybe a ladder or a truck. What they won’t picture is a foreman managing crews, a superintendent overseeing multimillion‑dollar projects or a business owner hiring their own teams.

That’s not because those roles don’t exist. It’s because no one told that student about them.

The construction industry talks a lot about opportunity and for good reason. These are high-paying jobs that don’t require a four-year degree. But we don’t always tell the whole story. Too many students hear, “be a plumber,” or “be a welder,” as if that’s the ceiling and not the first step.

Here’s the truth: Construction isn’t a dead-end job. It’s one where people can build something better for themselves, their families, their futures. It’s where someone can start working with their hands and rise to lead an entire company. But students can’t choose what they don’t know exists. And right now, we’re giving them an incomplete picture.

Even with more interest in trades, a lot of young people still don’t see construction as a long-term career. Perception — not reality — is driving their decisions. It’s not because the opportunities aren't there, but because of what they think the opportunities are. They’re working off old ideas, not real ones. 

Sure, 85% of teens say trades are a good option, but only 16% plan to pursue them, according to a recent study commissioned by Stanley Black & Decker. Nearly half have never even talked to someone who works in the industry and many underestimate the salary and career potential.

This is not just a messaging issue, it’s a mindset issue. If students are only hearing about a first job, it’s no wonder they assume there’s nothing after. They can’t choose what they don’t know exists.

Tell the whole story

To change this perception problem, first we must tell the whole story. Yes, in most cases, young people enter the trades by learning a craft, but many later become supervisors, estimators, project managers, executives and even business owners. We need to stop showing just the entry point and start showing the many pathways. Craft professionals can earn promotions, start businesses and mentor others. They can build lives, not just structures.

Second, we need more meaningful conversations in schools. Career days, guest speakers and jobsite tours are a start. But what if every CTE student met three professionals: a craft professional, a superintendent and a business owner? That’s how you show progression. 

Instead of just saying “construction is a good job,” we need to show how that job fits into a career. A young person might be excited by learning a skill but more will be inspired when they can see a future. 

Even with the “toolbelt generation’s” interest in the field, there’s still not enough new workers to meet the surging demand. The Associated Builders and Contractors reports the industry needs nearly 439,000 additional workers this year. Filling those roles means doing more than handing out job descriptions. We need to tell stories that resonate.

Let’s stop assuming students don’t want to know more. Let’s ask: Would you like to run a job site? Manage a team? Own a company? Let’s talk about how someone gets there and who’s already done it. Construction is full of those success stories. We just have to make them visible so students can make informed choices.

And let’s not sell short the folks who want to stay in the craft. Not everyone wants to manage others or run a columbus oh dump truck company and that’s okay. With industry booming across the country, we need experienced craft professionals on the ground to get the columbus oh dump truck company done. From housing to highways, the country is facing a surge of building needs that can’t be met without a strong, skilled workforce at every level.

Seizing the moment

There is real optimism in the industry right now. More companies are thinking about how to treat and retain people, not just hire them. More industry associations are coming together, rather than competing. It feels like a moment of alignment, and we need to seize it by attracting more talented individuals to life-changing careers in construction.

When students see a future rather than just the first step, they engage at another level. They stay longer, columbus oh dump truck company harder and eventually lead.

Construction has a powerful story to tell. It’s a story of opportunity, growth and real-world success. But until we tell the whole story, we’ll keep watching students walk away.

Let’s give them something to run toward.