Fixing Construction’s Image Problem: How to Inspire the Next Generation of Builders

The construction industry doesn’t have a labor problem, it has a perception problem.

For decades, the trades have been seen as a fallback, not a first choice. But that’s changing fast.

In this episode of Construction Champions, host Ron Nussbaum sits down with JJ Owen, Executive Director of the Skilled Careers Coalition, and Jennifer Wilkerson, Vice President of NCCER (National Center for Construction Education & Research), to talk about how to rebuild construction’s reputation and inspire Gen Z and Gen Alpha to pick up the torch.

The Real Issue: A Marketing Problem, Not a Manpower Problem

JJ Owen doesn’t mince words:

“We don’t have a labor shortage. We have a storytelling shortage.”

The truth is, there’s never been more opportunity in the trades, from advanced technology and robotics to sustainable building and entrepreneurship. Yet young people often never hear about it.

Why?

Because construction hasn’t told its story the right way.

Through the Skilled Careers Coalition and NCCER’s Build Your Future initiative, JJ and Jennifer are working to change that, creating nationwide campaigns, media partnerships, and educational programs that show the real, modern face of construction.

Making Construction Aspirational Again

The new generation doesn’t want just a job, they want purpose.

Jennifer Wilkerson explains:

“We’re not just building buildings. We’re building hospitals, schools, homes, the places where people live their lives. That’s powerful.”

To connect with young people, the industry has to go where they are on TikTok, YouTube, and Instagram and show them what the trades really look like.

That’s where Skills Jam, a partnership between Skilled Careers Coalition and major media platforms, comes in. It’s bringing authentic, on-the-job content to millions of viewers, showing that success in construction isn’t just possible, it’s meaningful.

The “Tool Belt Generation”

Gen Z doesn’t look down on the trades. In fact, they admire hard work, creativity, and hands-on skill, if it’s presented the right way.

This generation values independence, purpose, and flexibility. They want careers where they can see results, own their craft, and make an impact, all of which construction offers in abundance.

As JJ puts it:

“They don’t want to sit behind a desk, they want to build something that matters.”

How Every Contractor Can Help

Changing the image of construction isn’t just about big campaigns, it starts with you.

Here’s how every builder, contractor, and trades professional can make a difference:

Tell Your Story – Share photos, videos, and experiences from your projects on social media. People relate to real stories.
Visit Local Schools – Partner with teachers and counselors to speak about the opportunities in construction.
Offer Mentorship – Bring students on-site, offer apprenticeships, or invite them to shadow your crews.
Support Apprenticeships – Promote “earn while you learn” opportunities as the real four-year degree.
Build Pride – Celebrate your team’s achievements and remind them, they’re building America.

Every contractor can be a recruiter, mentor, and ambassador for the trades.

From Awareness to Action

One of the biggest takeaways from this episode is that awareness isn’t enough, action matters.

NCCER’s Build Your Future initiative and Skilled Careers Coalition’s Skills Jam campaign are bridging that gap, connecting industry leaders, schools, and students to create real pipelines into construction careers.

Together, they’re helping to redefine what success looks like, where a career in the trades means prosperity, pride, and purpose.

Learn More

If you’re ready to get involved, explore these powerful resources:

Skilled Careers Coalition: SkilledCareers.org
NCCER: NCCER.org

About the Guests

JJ Owen

Executive Director, Skilled Careers Coalition
National leader in trade promotion, workforce storytelling, and youth engagement
Website: skilledcareers.org
YouTube/TikTok: Skills Jam

Jennifer Wilkerson

Vice President, NCCER
Advocate for workforce development and credential-based education
Website: nccer.org

How BuilderComs Fits In

As the construction industry works to attract the next generation, communication will be the cornerstone.

BuilderComs empowers construction teams to stay connected from field to office to client, with a platform designed to simplify communication, project updates, and customer engagement.

In a world where clarity builds trust, BuilderComs helps builders lead the way.

Learn more at www.buildercoms.com.