A recent report revealed that our sector must do more to showcase its diversity, inclusivity, and wide range of career paths. We take a look at the findings and explore some of the solutions.
Ryan Jones, Managing Director at SLG Agency, explained that before founding Deconstruction – a not-for-profit created to help reposition the construction sector in the eyes of the public – he spent the past decade in marketing roles within the built environment. He said: “What struck me repeatedly was the mismatch between how I saw the industry and the people within it, and
the way the sector is portrayed and discussed by those on the outside. “This isn’t just a communications issue, it’s a strategic risk for the entire sector. In a labour market where every industry is
fighting for skills, construction is starting several paces behind. “To properly test this hypothesis, I commissioned Construction Deconstructed 2024 — a nationally representative public survey of 2,000 respondents, delivered by YouGov. The results were eye-opening. Here are some of the headline stats from the report.”
The disconnect between value and appeal
Just 16% of the public would personally consider a career in construction. Among those aged 18–24 in full-time education – individuals at a critical decision-making stage in their career journey – that number drops even further. Despite this, more than half of respondents (51%) said they would recommend a career in construction to a young person. “People don’t see themselves, or perhaps their children, working in construction. That’s the perception gap we need to close. And we won’t bridge it through tactical recruitment
ads or one-off outreach projects. We need to rethink entirely how the public sees our sector,” said Ryan. Nearly one in five respondents said they’d be more likely to recommend the sector if it felt more welcoming to people of all backgrounds and abilities. Ryan continued: “We know that the interiors sector in particular, has roles that span physical, cognitive, and creative skillsets. But unless we show that diversity – not just demographically, but functionally – we risk missing out on incredible talent that simply doesn’t know it belongs here. “It’s not just about ‘doing the right thing.’ It’s about accessing the full spectrum of capability the market has to offer, and being seen as a sector where everyone can thrive.”
Not just a careers challenge –a brand crisis
The top associations with construction jobs are “dirty” (52%), “strenuous” (69%) and “unsafe” (26%). Just 12% called it “forward-thinking,” and only 10% viewed it as “intellectually stimulating.”
Ryan explained this isn’t just frustrating, it’s dangerous. If all people see are the clichés, then many of the very roles we need to fill will remain invisible, including the ones in digital, design, logistics, client services, sustainability and on, and on. He said: “I can tell you that no amount of salary benchmarking or job board listings can fix a brand problem this deep. We need to make the interiors sector (and construction more broadly) visible, relatable and inspiring again.”
Visibility = Viability
The research also revealed that the public do see construction as important – when prompted to think about outcomes. They want more housing (71%), better schools (56%), improved roads (43%). And they’re ready to recommend the sector to others – especially if it paid better, offered more skilled roles, and was more inclusive. Ryan said: “The challenge isn’t whether our sector matters. It’s whether we can show it in a way that connects. In short: people support the outcomes, but they don’t understand the industry that delivers them. “The healthcare sector, by contrast, benefits from a single, powerful brand in the NHS. Despite being much maligned, this unified brand gives it emotional resonance, national visibility, and a clear route for engagement – whether you’re looking for a job or a purpose. Put it another way, imagine being the Minister forced to argue for its closure… “Construction has no such anchor. The consequence? We’re asking people to
navigate a fragmented, complex industry without a map. Even the most motivated candidates might not know where to start.”
To learn more about Deconstruction and to download your copy of Construction Deconstructed visit: www.thisisdeconstruction.com
Right now, countless organisations are doing great work – from Build UK to individual firms and trade bodies like the FIS and the Home Builders Federation (HBF), as well as running excellent events such as the “50 Careers in a Day” Careers Festival. Here are some of the solutions they recommend and have implemented to tackle the challenges mentioned.
Tackling the challenges
Based on his experience and insights from the report, Ryan believes the challenges can be effectively addressed by: Going broader, not narrower: We need sophisticated mass marketing: clear,
consistent, emotionally resonant storytelling aimed at everyone. Showing the full picture: The public can’t aspire to roles they can’t see. We need to elevate the whole sector – not just the visible, traditional trades. Creating a shared focal point: One entry route. One message. One destination for anyone curious about careers in construction. And from there, let them explore the rich diversity of paths that exist. Ryan concluded by saying: “We have to tell the story better and deconstruction exists to create a platform and give the industry the insight and tools it needs to speak in a unified, credible, and inspiring voice, because if we don’t take control of the narrative now, we’ll lose talent not to other sectors, but to a lack of understanding. In a world where perception drives behaviour, that’s a risk we can’t afford to take. Andy George, Director of Industry and Skills at HBF, explained that the Home Builders Federation (HBF) is taking decisive action to address the growing skills gap by delivering a wide range of skills, training, and talent attraction programmes in collaboration with members, education partners, and industry bodies.
Andy said: “We launched Partner a College, a two-year pilot programme funded by CITB, in response to some of the issues with the talent pipeline, with the goal that the initiative will set a future benchmark for how industry can engage with education providers to support education and training. “Through meaningful engagement with colleges, the programme aims to help tailor
construction courses, embed industry expectations, and give students practical insights into careers in home building. “The pilot builds on established work with skills hubs across the UK, where we continue to invest in upskilling the current workforce. Over 11,000 tradespeople have benefited from our Brickwork and Roofing Masterclasses, delivered in partnership with CITB, NHBC, and
other trade bodies. We are also helping to drive through new qualifications and standards which will help future-proof a competent workforce and supporting workforce wellbeing through free mental health training.”
Andy told us about initiatives like the Women into Home Building programme which is currently supporting over 30 women who are undertaking the spring work experience programme. He said: “With our members, and the STEM Ambassador programme, we are helping to attract new talent, while diversifying and inspiring the next generation.” He concluded by saying: “We encourage
the wider industry to consider how it can contribute to this effort. Programmes like Partner a College and skills hubs will only succeed with widespread participation from across the sector. But industry cannot act alone. “We are calling on the Government to take a more active and coordinated leadership role. Skills policy must be practical, industry-aligned, and easy to navigate – and
early and ongoing industry involvement in policy development is essential to ensuring solutions address the realities faced by employers and training providers alike. “Through sustained collaboration between industry, education, and government, we can build a workforce ready to meet the housing challenge ahead.”
On 20 May, the AluK Design Studio in London hosted the “50 Careers in a Day” Careers Festival. The festival was organised by Building Our Skills, and brought together students and careers professionals. It was designed to promote the wide variety of careers available across the construction industry, highlighting the sector’s diversity, creativity, and opportunities for progression, explained Beena Nana, FIS Head of Skills and Training. Beena said: “It offered an engaging environment where attendees could explore job roles across exhibitors – from design and engineering to façade installation and heritage crafts.” FIS attended the festival to promote the variety of exciting career paths available in the finishes and fit-out sector. Representing a fast-growing part of the
construction industry, she said: “We helped to showcase the value of industry-led training, craftsmanship, and career progression in areas such as drylining, plastering, ceiling installation, and interior systems. We were supported on the day by Locker & Riley, a specialist heritage plastering firm, and Keith Langton, a highly respected heritage plasterer. Together, we delivered an engaging, hands-on activity that introduced students to the intricate art of decorative plasterwork.” She went on to explain the festival created a platform for collaboration and highlighted the critical role of employer engagement in supporting future talent pipelines. With programmes like Skills Bootcamps and apprenticeship pathways gaining traction, the message is clear: young people need exposure, encouragement, and real-world insight to consider construction as a rewarding, creative, and sustainable career option – The “50 Careers in a Day” was a success. She concluded by saying: “We were proud that FIS and its members played a central role in delivering engaging activities, the day demonstrated how industry partnerships can truly inspire the next generation.”
Future careers festivals:
Date: 2 July
Venue: Emirates Old Trafford Cricket Club
Date: 8 July
Venue: St Andrews Stadium, Birmingham
If you would like further information about
either of these festivals, please contact
Beena Nana at beenanana@thefis.org
