The hardships presented to the construction industry by the skilled labor shortage are not new. A survey conducted as part of the National Association of Home Builders (NAHB) Housing Market Index found cost and availability of labor was the top issue for construction professionals in 2019 and was projected to be the top issue for 2020 as well. Numerous programs and initiatives, from trade associations such as the National Kitchen & Bath Association (NKBA), digital applications such as ToolBelt, and startups such as ConstructReach, have attempted to solve the issues related to awareness and opportunity in the skilled trades. Brek Goin, founder of Hammr and the Builders of Insta account, joined the Tim Faller Show to discuss his effort on focusing efforts on recruiting the next generation of tradespeople through social media.
Using Social Media as a Tool Against the Labor Shortage
Goin’s Builders of Insta account has highlighted “the best builders and the best projects and the best [project] photos" for three years on Instagram, attempting to change the perception of the construction industry. Goin, a son of a builder who grew up working in the industry, said the inspiration he found in project photos on the social media platform helped change his perception of the industry to a more positive one.
“What I started to see was this bigger picture of how [Builders of Insta] built a platform that changed my perception [of the industry] and [how] it can do it for other people,” Goin said on a recent episode of the Tim Faller Show, a Remodelers Advantage podcast dedicated to the production side of remodeling. “Helping change the perception of construction was probably part of our bio for two years. And trying to leverage the people in the industry to make this change.”
The Builders of Insta account has served as a connection for individuals already in the industry and individuals—typically from younger generations—interested in the industry. Goins said oftentimes younger individuals will connect directly with the account, asking for good builders and construction professionals in their area that they can work for.
More recently, Goin founded Hammr, a professional network and labor marketplace for the construction industry. The free mobile application enables people in the industry to connect and share advice and profiles. Profiles created on the application act as digital resumes that highlight work professionals have built, the companies they have worked for, and the skills they have.
“The main benefit of Hammr is we’re really trying to empower the people in the field to build their reputation online so they can get access to get great job opportunities and find the best opportunities in the industry for them.” Goin said. “Right now, it’s more a network/community that enables them to build this profile and connect with people. Over time, our goal is really to evolve the app and the platform into a place where people can experience the industry in a much better way and have better transparency into the careers the industry has to offer.”
To better recruit the younger generations of workers, Goins said, the construction industry needs to do a better job of meeting them where they are: on their phones. Tools like the Hammr app enable younger individuals to engage in the construction industry in the way most familiar to them while also learning about the industry and having the opportunity to expand their network.
“A majority of the industry is filled with brochure marketing that doesn’t truly represent what is going on in the industry,” Goins said. “The phrase I hear a lot is ‘younger people aren’t interested [in the trades].’ I believe it’s a very limiting belief. I think, as an industry, we need to see it as an opportunity to do things different.”
Experience vs. Perception
Goins said the Hammr platform allows users to see what it is like being a construction trade professional on a day-to-day basis, rather than view a filtered experience with a particular marketing message. Such experiences can help change the perception of the construction industry for the younger generations. While the physical experience of skilled labor has not changed much over time, the communication of the experience can go a long way towards generating interest from individuals outside the industry.
“What’s been really cool about us building Hammr is that people don’t feel the stigma on the platform,” Goins aid. “There’s no pressure from society on the platform. When people start thriving on Hammr and they can feel fully engaged in their career, they can fully immerse themselves to a community that fully supports them.”
Workforce as Recruitment Tool
On the Tim Faller Show, Goins addressed the seemingly contradictory ideas of construction businesses wanting to keep their strongest workers while encouraging them to using the Hammr platform to possibly discover other, more attractive jobs. Goins said the phenomena of poaching is not foreign to the construction industry, but oftentimes what workers are looking for is not improved monetary compensation, but stronger culture and treatment within the company. Conversely, Goins said, the construction industry’s greatest recruitment tool is its existing workforce. If workers are treated well, enjoy their work, and enjoy the sense of community at a company, they are less likely to leave and could be a signal for outside workers searching for a change in employment.
“We have this philosophy at Hammr and we believe that empowering the next generation of the workforce will attract the right people to the right businesses,” Goins said. “I understand the fear [of having workers poached], but it’s something where we have to do something different or else we’re going to repeat history. I truly believe that right now the fear in the market exists because everyone is pulling from the same labor pool. But as we start building the industry, the labor pool is going to expand and then these businesses find the right fit rather than taking who’s available.”
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