CITB’s mission to attract talent into construction is being given new life through a large-scale campaign to change perceptions of the industry among young people.
The Future Made campaign was piloted last summer and is being rolled out on social media from February.
The need to change perceptions is clear, with our most recent research showing that seven out of 10 young people find construction unappealing as a career choice.
Future Made is intended to have a big impact by showing positive stories of people making their way in the industry.
However, it is not a stand-alone solution; it is just one strand of CITB’s Careers strategy, which ties together:
- Giving young people the right information and routes to join through Go Construct
- Inspiring potential entrants through the SkillBuild competition
- Research to inform a better provision of work experience, nationally
- Grants to support employers of all sizes to take on apprentices
- Funded activity and pilots to increase the diversity of applicants to construction apprenticeships and tackling areas of need
- Recruiting under-represented groups through initiatives such as Pathways into Construction
Future Made will be launched in a phased way, so that we can continually learn from the campaign and hone it so it has maximum impact among our target audiences.
In addition, a separate, Go Construct-branded campaign will run in February and March to reach young people with information about construction apprenticeships, linking to national careers services, job sites and professional bodies.
Stephen Cole, Head of Careers Strategy at CITB, said:
“We know a big way to secure the future of the industry is to change perceptions of it among young people. It’s an essential step to making sure the best and brightest consider our sector the great career choice we know it to be. This work will take time, but the evidence-based approach we are following, along with a range of different but linked interventions, should make a difference over the next few years.”