The construction labor market is facing unprecedented challenges. With a shrinking workforce, competition from other industries, and shifting priorities among job seekers, construction leaders must rethink their hiring strategies. This article distills key insights from an in-depth discussion between Eric Anderton and Chip Aldridge, a recruitment expert, highlighting actionable approaches to attract and retain skilled labor in today’s tight labor market.

Whether you’re a general contractor, a mission-critical industry leader, or a decision-maker managing large-scale projects, these strategies will help you compete effectively for top talent.

The Recruitment Crisis in Construction

To understand the challenges in construction recruitment, consider this: since 2019, the size of the US workforce has grown by just 0.4%, while construction job openings have surged by 26%. At the same time, industries like warehouse operations have grown their hourly workforce by 45%, pulling potential hires away from traditional blue-collar industries like construction.

The competition isn’t just with other construction companies anymore. Industries like retail, hospitality, and the gig economy are offering comparable wages with less intensive working conditions, flexible schedules, and dependable pay. Think about it - why would someone endure physically demanding construction work when they can earn a similar paycheck working at Chipotle or driving for Uber?

This dynamic requires a mindset shift. Construction companies must stop relying on outdated hiring practices and instead view recruitment as a marketing and sales effort where candidates are treated like customers.

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Rethinking Recruitment: The Marketing-Sales Approach

1. Market Your Company Like a Product

The days of candidates lining up for construction jobs are over. Successful companies now market themselves to job seekers just as they market their services to customers. This involves crafting a strong value proposition that highlights why someone would want to work for your company.

Key steps to market your company include:

• Leverage social media: Platforms like Facebook and Instagram are ideal for reaching potential hires. Post short, engaging videos that showcase your company’s culture, workers in the field, and testimonials from satisfied employees.
• Appeal to job seekers’ lifestyles: Emphasize unique aspects of construction work, such as staying physically active, working outdoors, and contributing to tangible, impactful projects.

2. Eliminate Friction in the Hiring Process

Friction points in the application process can deter potential candidates. Here’s how to streamline your approach:

• Simplify applications: Avoid lengthy forms and login requirements. Stick to a few essential fields, such as name, contact information, and availability.
• Respond quickly: Contact candidates within an hour of receiving their application. Prompt communication demonstrates your interest and prevents them from being scooped up by competitors.
• Remove unnecessary barriers: Replace outdated practices like requiring printed PDF applications with mobile-friendly online forms or direct phone calls with recruiters.

3. Understand Your Workforce’s Motivations

Recruitment isn’t just about filling vacancies; it’s about attracting the right people. Invest time in understanding your best employees:

• Conduct interviews with top-performing workers to discover what motivates them.
• Use their feedback to shape your recruitment messaging. Are they driven by job stability, opportunities for advancement, or the satisfaction of building something tangible? Highlight these aspects in your job ads.

Flexibility and Retention: Balancing Costs with Worker Needs

Construction companies often worry that offering higher wages or flexible schedules will increase overhead and make projects less competitive. However, the alternative - unfilled positions and missed deadlines - can cost even more.

Instead of focusing solely on the immediate costs of offering flexibility, consider these retention-friendly strategies:

• Guarantee steady paychecks: Minimize rain-day pay uncertainties by offering more predictable income.
• Offer modest perks: Small gestures, like providing meals on-site, can make workers feel valued without significantly increasing costs.
• Focus on retention bonuses: Reward employees for longevity with bonuses tied to milestones like six months or one year of service.

Remember, retaining employees is often more cost-effective than constantly recruiting to replace them.

Creative Recruitment Strategies: What Top Construction Companies Are Doing

The most successful construction companies are embracing creativity in their recruitment efforts. Here are three standout strategies:

1. Leverage Employee Referrals

Your current workforce can be your greatest recruitment asset:

• Incentivize referrals by offering bonuses (e.g., $500 upfront and another $500 after six months of employment for the referred worker).
• Employees who recommend candidates are likely to bring in people who fit well with company culture, decreasing turnover.

2. Advertise in Spanish

The Hispanic workforce constitutes a significant portion of the construction industry. To engage this demographic:

• Create job ads in Spanish to make potential candidates feel welcomed and valued.
• Consider hiring bilingual recruiters or providing translation services to further reduce communication barriers.

3. Showcase Your Team

People trust peers more than managers. Feature your employees in recruitment videos:

• Highlight why they enjoy working for your company, using their authentic language and perspectives.
• Post these videos on social platforms to attract candidates who identify with your team’s values and experiences.

Metrics Matter: Calculating the Cost of Recruitment

Recruitment costs vary widely based on location, job type, and market competitiveness. In highly competitive markets, hiring a skilled construction worker can cost over $1,000 in advertising alone. For general labor, costs typically range from $100 to $500 per hire.

To manage costs effectively:

• Set a target cost-per-hire based on industry benchmarks.
• Monitor job ad performance to ensure your budget is delivering results.
• Continuously optimize your approach by testing different ad formats, platforms, and messaging.

Key Takeaways

• Think Like a Marketer: Treat recruitment as a sales and marketing effort. Use social media, employee testimonials, and direct outreach to attract candidates.
• Streamline Applications: Simplify the process with short, mobile-friendly forms and respond to applicants quickly.
• Understand Worker Needs: Identify what motivates your best employees and use those insights to craft targeted recruitment messages.
• Promote Flexibility: Offer steady pay and small perks to make your company more competitive.
• Leverage Referrals: Incentivize current employees to recruit on your behalf with referral bonuses.
• Engage the Hispanic Workforce: Translate job ads into Spanish and hire bilingual recruiters to reach a broader audience.
• Measure Recruitment Costs: Use benchmarks to track expenses and refine your strategy to maximize ROI.

Conclusion

Recruiting in today’s labor market requires a shift in perspective. By embracing marketing principles, streamlining workflows, and understanding what workers truly value, construction companies can gain a competitive edge. Implement these strategies, and you’ll not only attract the right talent but also build a workforce that’s engaged, motivated, and ready to drive your projects forward.

Source: "The Best Ways To Find And Recruit Labor Talent In A Tight Market With Chip Aldridge" - Construction Genius Podcast, Eric Anderton, YouTube, Dec 24, 2025 - https://www.youtube.com/watch?v=1wOmP0VGhOM

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