New Year, A New Workforce?

Attracting and retaining workers in the building industry has been a challenge in recent years, especially in competitive markets like northwest Tacoma and Seattle. But as companies see a modest slowdown heading into the new year, it might be a good time to double down on attracting the quality workforce you need to knock out upcoming projects.

If you are a building professional wanting to get serious about attracting and retaining a quality workforce, you need to begin the process by evaluating your current brand. Ask yourself: Do I have a brand? Is it strong? If the answer to either of these questions is no, it is time to foster a brand that accurately reflects the values, culture and company mission to attract and retain good workers. 

This could involve partnering with a local marketing agency for construction companies – like Rusty George (We help builders get louder!) –  to create a cohesive visual identity, including a logo and color scheme, and developing a clear messaging strategy. By establishing a powerful brand, companies can differentiate themselves from competitors and attract workers who align with company values.

Another aspect of attracting and retaining workers long-term is visual storytelling. Companies can use visual mediums such as video, infographics, and social media to share their brand story and showcase the impact of their work. Beyond showcasing your skills, visual storytelling can engage potential employees by demonstrating why they should apply to work at your company instead of your competition. 

While visuals can be crucial to attracting workers in the building industry, they also need to be paired with effective brand messaging. Why? Because your business can't grow if you don't clearly communicate your value to clients. The most effective messaging is concise and explains your value proposition to potential employees. It also highlights your mission, values, and company culture, so potential employees can assess whether they would be a good fit.

Beyond developing and communicating how your business operates, creating strong employer branding is vital for growing your workforce. Employer branding refers to the reputation a company has as an employer. Do people enjoy working for you? Are workers leaving jobs with your competitors to join your team? And if so, why? Use your construction website and other digital marketing tactics to showcase the unique benefits and opportunities you offer employees, including training and development programs, flexible work arrangements, and supportive work cultures, to show why you are an employer of choice. 

We get it. It’s the Wild West out there when competing for the top young talent within your field. Offering incentives is another effective strategy for attracting and retaining workers and establishing your employer brand. Consider rewarding and motivating employees by giving them the opportunity to work toward bonuses, profit-sharing, and additional vacation time. Word will spread quickly among laborers that you take care of your people. 

Finally, building companies should make an effort to create inclusive work environments and actively recruit a diverse workforce. This includes implementing diversity, equity, and inclusion (DEI) training programs, offering resources and support for underrepresented groups, and creating opportunities for career advancement for all types of employees. 

Prioritizing DEI will organically create a more welcoming and inclusive work environment and allow you to tap into a more diverse pool of top talent. Building a team of industry experts with different backgrounds, life experiences, and knowledge will make you a stronger company. 

The construction forecast shows a busy year ahead. And as industry growth continues to outpace talent availability, you need to get creative with your recruiting tools to compete in the current labor market. By prioritizing these strategies, building companies in northwest Tacoma and Seattle can effectively attract and retain top talent and build a productive and lasting workforce.

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