Talent Fits Here attracting people to find their fit in construction
With the industry labour shortage of 300,000 skilled workers over the next 10 years now amplified by increased competition for talent due to the pandemic, the Canadian Construction Association (CCA) is dialing up its efforts to attract more people to construction.
Cue Talent Fits Here, launched in 2020, to shift perceptions and promote construction as a career of choice.
Important work is being done by associations and employers to address diversity and inclusion within the industry. Companies across Canada are recruiting more from underrepresented groups and developing HR policies and programs focused on organizational change. Associations have put in place programs to introduce students to the trades or help newcomers find good paying jobs in construction.
More work however needs to be done to reach potential new recruits when they are deciding their career path.
Construction will be one of the most important sectors driving Canada’s future economy and we need to build a pipeline of talent to fill many diverse, creative and innovative job opportunities. Talent Fits Here is part of CCA’s plan to build an emotional connection to the work that the industry does – building schools, using new technology. It is a campaign designed to inspire a new generation of construction workers to join the industry and find their fit in a rewarding career.
Since the onset of the campaign, CCA’s strategy has been to reach as many of our target groups as possible, share compelling stories, shift the perception of the industry, and connect our audience to resources. Our numbers show that we have exceeded our goals and succeeded in meeting our target audience where they are – online, including testing out our media strategy on TikTok which generated over 3.3M impressions and 38.2K clicks.
Talent Fits Here by the numbers
Interested in getting involved? Contact Nicole Emmett, Director of Marketing Communications at nemmett@cca-acc.com for more details on how you can help us build the workforce of the future.
Meet our talent. Hear their stories.
Abi Veeramaheswaran, Senior Estimator: Construction gives Abi’s family “a beautiful, wonderful future.”
Ali Torabi, Project Director: “Everyone has something to offer”: Ali’s lifelong love of construction.
Anne-Marie Demers, Vice-President and CEO: “There are so many opportunities for find something you really love” in construction.
Carolyne Filion, Innovation Manager for R&D and Special Projects: “It’s really rewarding”: How Carolyne’s love of technology helped bring construction projects together.
David Aiello, Heavy Equipment Operator: How David “makes a great living” working in construction.
Donna Mathieson, Construction Supervisor: “I wanted them to be successful”: How Donna helped the next generation start their career in construction.
Glenn Carvery, President: “I kept pushing to do better”: How Glenn paved his own path.
Felicia Hanson, Electrician: Working in construction allowed Felicia to “thrive and never settle for less than what she wanted.”
Hammad Chaudhry, Director of Virtual Design & Construction: How “a drive toward putting things together and using technology” allowed Hammad to build his dream career.
Mike Murage, Field Coordinator: For Mike, seeing people benefit from the projects he’s worked on “really makes him proud.”
Pier Yapur, Senior Virtual Construction Services Manager: Pier “gets to see his childhood dream come to life” working in construction.
Shylah Nokusis, Project Coordinator: Working in construction gives Shylah “financial independence and a sense of accomplishment.”