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The home building industry faces a chronic labor shortage that negatively impacts housing affordability. One of the biggest challenges that prevent students from exploring a career in construction stems from long-standing stereotypes and negative perceptions, especially among parents concerned about their children and their career plans. As the primary influencers in their children’s career plans, parents play a crucial role in shaping their perceptions of the residential construction industry.

To address this issue, NAHB commissioned a study from The University of Oklahoma to explore parental perceptions of career decision-making and influences on their children. The report, “Parental Perceptions of Construction Careers: Recommendations for Promotion & Marketing of the Construction Industry” includes an analysis of existing empirical research on the subject and data from a survey of more than 1,000 parents of high school-aged students.

The recommendations from the study and related NAHB resources are provided on this page to help members and HBAs take action and deploy specific messages to help shift perceptions and highlight the benefits of a career in construction.

Share Career Experiences and Stay Engaged

The report found that current industry professionals who talk about their careers are the best persons to change negative perceptions of the trades. Industry professionals should also be active in their communities, like coaching youth sports/activities, not just sponsoring teams. Deliberate outreach within communities is likely to have the most significant impact.

Connect with Schools and Teachers

Engaging with schools and teachers is an effective workforce development outreach strategy and is highly trusted, particularly with hands-on career exploration activities. In addition, businesses and professional organizations must develop relationships with school district leaders, schools and teachers. Activities deemed highly effective are job shadowing, presentations, career fairs, camps, and job site visits through or in conjunction with schools.

Focus on Job Security and Career Pathways

The survey asked parents what they believe their children will value in a career. Survey results showed salary, work-life balance, job security and the opportunity to advance are messages that resonate with their children. Messaging about money is essential but should be a teaser to read more about job security, career paths, and formal education/training. In addition, construction companies and the industry must be able to illustrate career paths and growth opportunities.

Highlight Education and Training Opportunities

Parents place a very high value on education, particularly formal education and/or training for construction careers. It is important to prioritize hiring from and supporting Career and Technical Education (CTE) schools and community colleges. Parents believe that part-time jobs, internships, and opportunities to gain work experience are not just effective, but the best ways to attract students to construction careers.