Beating the competition: How PR can help you recruit more skilled construction labor in 2018

According to a January report by CNBC, the construction industry is set to explode in 2018, and even construction equipment distributors are confident that 2018 will be a strong year for both sales and rentals.

construction public relations Ripley PRWhile this is seen as a boon for most in the industry, skilled labor shortages are still a key area of concern for contractors. In fact, the Associated General Contractors of America (AGC) released a survey showing that 75 percent of construction firms plan to expand their headcount in 2018. But even with the expected increase, 82 percent of construction firms expressed that it remains difficult, or will even become harder, to recruit and hire qualified workers.

Construction companies across the U.S. are trying to address this issue through higher wages, more incentives/bonuses, and increased contributions or improved employee benefits. But it might not be enough.

With more construction work in line for 2018 plus a shortage of skilled labor, construction companies are now in a fierce hiring competition for qualified workers. As construction public relations experts, we understand the importance of hiring qualified workers to help you capitalize on the construction boom. We also understand that since skilled workers now have the pick of the litter, their decision to work for your company is going to come down to your ability to communicate your advantages over the other guys.

If you’re in charge of hiring for your construction company, consider how to the use of public relations can impact potential prospects:

  • Thought leadership – Your ability to share your industry expertise and how you operate with the right audiences can improve your visibility to potential candidates. With the right communications plan in place, you can also help share employee expertise, which in turn will show potential candidates that you value their knowledge.
  • Showcase company culture – You want workers who are like-minded and buy-in to the same values that your company has. By showcasing your company, you can attract not only skilled workers but skilled workers who fit your values (and as such, are more likely to stick around, reducing turnover).
  • Social media engagement – Social media is one of the quickest and most efficient ways to connect with skilled workers. The right social media campaign and connect with and deliver the value your company brings to prospects and provide them the reasons they should join your team.

The labor shortage isn’t going away anytime soon. If you’re looking to recruit more skilled labor and take advantage of growing construction needs in 2018, contact Ripley PR today. We can work with you to craft and implement a communications strategy that will resonate with and help recruit qualified workers.

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JD Sizemore, Account Supervisor

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