The construction industry is facing a workforce shortage and companies are increasingly recognizing the need to attract young, skilled workers to fill the gap. The next generation, Gen Z, live and breathe social media. It’s where they connect, learn and share. By leveraging social media effectively, construction companies can not only promote their projects, but create a brand that resonates with potential new hires, building a pipeline of young, skilled workers. Here’s how construction companies can tap into the power of social media to attract the next generation workforce.
The shift to digital communication
The younger workforce is already engaged online. Social media platforms like Instagram, TikTok, LinkedIn and YouTube are not just about entertainment, they’re tools for discovering opportunities and networking. Construction companies that use these platforms to showcase their culture, values and projects, have a much better chance of appealing to the tech-savvy generations.
Gen Z is more likely to discover new job opportunities through social media than traditional job boards or recruitment fairs, with 84 per cent of job seekers using social media to find jobs. Construction companies need to do the same to stay competitive.
The next generation wants to work for companies that share their values and have a strong, positive culture. Social media is the perfect platform to showcase a company.
1. Showcase company culture
The next generation wants to work for companies that share their values and have a strong, positive culture. Social media is the perfect platform to showcase a company.
Example: BuildWitt
BuildWitt, a construction and heavy equipment marketing firm, uses its Instagram account to highlight the culture of their client companies. Through employee interviews, behind-the-scenes project videos and photos of team-building activities, they show what it’s really like to work in the construction industry. This kind of content attracts young workers looking for a workplace where they can thrive.
Takeaway: Share real stories about employees and how they contribute to projects. Create content that reflects the company’s values, such as teamwork, innovation and growth opportunities.
2. Use influencer marketing
Young workers trust people more than brands, so using influencers or current employees as advocates is a great way to build trust. Influencers who have established credibility within their industry or niche can provide authentic insights that resonate with younger audiences.
Example: Dig-It Digital GPS
Eric “EJ” Herron from Dig-It Digital GPS is an earthmoving expert who uses his social media platform to inspire others in the construction industry. His posts combine the use of cutting-edge technology with relatable, everyday construction experiences, making the industry seem approachable and exciting to younger viewers. Herron’s motto, “I believe in technology and how it’s changing the earthmoving industry,” highlights the role of innovation in the field, a key draw for tech-savvy Gen Z workers.
Takeaway: Partner with industry influencers or encourage employees to share their experiences on social media. This will give potential hires a first-hand look at what it’s like to work at a company from someone they trust.
PRO TIP: Don’t just post and forget. Actively engage with followers. Respond to their comments, ask questions and create polls to start conversations. This interaction builds relationships and trust, which are key to attracting young talent.
3. Leverage video content
Video content is king on platforms like Instagram, YouTube and TikTok, especially when targeting younger audiences. Short, engaging videos showcasing day-in-the-life experiences, project progress or equipment in action can capture the attention of potential workers.
Example: Skanska’s YouTube Channel
Skanska, a major construction company, uses YouTube to post project overviews, employee spotlights and safety training videos. Their content is informative and engaging, offering a glimpse into the dynamic nature of their projects and the people who make them possible.
Takeaway: Invest in video content that highlights projects, and employees’ daily roles and contributions. Showcasing different career paths through short, authentic videos can help demystify the industry for those unfamiliar with construction work.
4. Highlight technology and innovation
Construction is no longer just about hard hats and hammers. Today’s projects are tech-driven, with innovations like drone surveys, 3D modelling and autonomous machinery. Gen Z is attracted to industries that use cutting-edge technology. Showcasing the high-tech aspects of a business can help attract young workers who are eager to use their skills in a modern workplace.
Example: Turner Construction
Turner Construction uses its Instagram account to highlight the technology it uses on the job site, such as virtual design tools and autonomous vehicles. By showcasing how technology is integrated into everyday work, they appeal to tech-savvy younger audiences.
Takeaway: Highlight the modern tools and technologies the company uses to stay at the cutting-edge of the industry. This will help attract young workers who are interested in using technology in their careers.
5. Engage in conversations
Attracting the next generation of workers to the construction industry requires companies to meet them where they are, on social media. With a few clicks of the mouse, companies can appeal to young workers who are looking for more than just a paycheque. Start by taking small steps such as creating engaging content, sharing employee stories and building an online community. With the right strategy a company can build a pipeline of talented young workers ready to help shape the future of the construction industry.
Social media is a two-way street. It’s not just about posting content, it’s about engaging with the audience. Responding to comments, answering questions and participating in industry discussions will help build a community, and show potential hires that a company is approachable and engaged.
This article was originally published on conexpoconagg.com. The next show is March 3–7, 2026, in Las Vegas.