How to Attract, Train, and Retain Talent in Construction

Read time: 2 minutes

Welcome to the 45th issue of the Punchline Memo, specifically tailored for leaders in construction and the built environment!

The UK construction industry is in a hiring crisis. With 30% of the workforce set to retire in the next decade and fewer young people entering the trade, businesses are struggling to fill critical roles. If your company doesn’t have a plan to attract, train, and retain skilled workers, you’re already falling behind.

Why It Matters

The labour shortage isn’t just an industry-wide problem, it’s a direct threat to your business. Without enough workers, you’ll face:

• Project delays that damage client relationships.

• Higher wages due to demand outpacing supply.

• Reduced capacity, limiting your ability to take on new work and scale.

The firms that invest in workforce development now will be the ones that survive and thrive. The good news? There are practical steps you can take today to make sure you’re not scrambling for talent in the future.

Deeper Dive: 4 Ways to Fix the Labour Shortage in Your Business

1. Make Construction More Attractive to Young Talent

The biggest problem? Young people don’t see construction as a long-term career. Outdated perceptions of the industry, hard work, low pay, no progression - mean they choose other fields. To change this:

• Showcase career growth – Highlight real examples of employees who started as apprentices and moved into leadership roles.

• Offer competitive benefits – Construction jobs should compete with other trades and professions in pay, perks, and career security.

• Leverage social media – If young people don’t see construction careers online, they won’t consider them. Use platforms like TikTok, Instagram, and LinkedIn to share day-in-the-life content, project highlights, and success stories.

Example: A construction firm in Manchester launched a TikTok campaign showing the earning potential of tradespeople, resulting in a 35% increase in apprenticeship applications.

2. Apprenticeships & Training Programmes That Actually Work

Many firms rely on government schemes, but they aren’t enough. To build a strong pipeline of skilled workers, take control of your own training process:

• Partner with local colleges to create a direct talent funnel.

• Offer paid internships or trial periods, not just unpaid work experience.

• Implement on-the-job mentoring, pairing experienced workers with trainees for hands-on learning.

Pro Tip: Apprenticeships shouldn’t be seen as cheap labour. Invest in their training properly, and you’ll have a loyal, skilled worker for years to come.

3. Retention Strategies That Reduce Turnover

The labour shortage isn’t just about hiring, it’s about keeping the workers you already have. If your best people are leaving for competitors, your recruitment efforts are wasted. Here’s how to make them stay:

• Offer clear career progression – Workers need to see a future with your company, whether that’s leadership roles, additional training, or specialisation opportunities.

• Create a positive work culture – Respect, recognition, and fair treatment go a long way in an industry where workers often feel undervalued.

• Flexible work options – Consider shift flexibility where possible. Small changes can have a big impact on job satisfaction.

Example: A London-based contractor introduced quarterly employee feedback sessions, leading to higher job satisfaction and a 20% reduction in staff turnover.

4. Use Technology to Improve Workforce Development

The right digital tools can make hiring, training, and communication easier. Consider implementing:

• Digital onboarding platforms – Reduce paperwork and get new hires up to speed quickly.

• Online training modules – Allow employees to develop new skills at their own pace.

• Workforce management software – Improve scheduling, team communication, and project efficiency.

Example: A company using workforce tracking software reduced labour inefficiencies by 18%, ensuring that skilled workers were deployed where they were needed most.

One Actionable Tip for This Week

Ask your current team: “What’s one thing we could do to make this a better place to work?” The best retention strategy starts with understanding what keeps your workers happy, whether it’s better training, flexible hours, or clearer career progression.

The Bottom Line

The firms that solve the labour shortage now will be the ones still standing in 10 years. Whether it’s attracting young talent, improving training, or retaining skilled workers, the key is to act before it’s too late.

Your next hire is out there, are you making your company the place they want to work?

Whenever you're ready, there are 3 ways I can help you:

1. Promote Your Business: Promote your brand to over 8,000+ industry professionals by sponsoring the next issue of Punchline Memo.

2. Property Build Collective (Free Online Community): a dedicated community for Property & Construction Professionals, focused on growing your business through effective scaling, operational independence, and optimised team structures. Scale with Confidence

3. Partner with us at Gurler Mae to adopt proven growth strategies tailored to your requirements, aiming for exceptional results.

Stay tuned for more insights, updates, and a dash of humour in our upcoming issues. Until then, keep noticing, keep learning, and keep building!