BYF
Today
Recognizing the influence that parents, educators, counselors and other stakeholders have in young people’s lives, NCCER’s Build Your Future initiative expanded to include resources for these populations. Based on comprehensive research, including behavioral marketing, social media campaigns, parent survey and videos, our findings are compiled into a new website geared toward influencers and playbook specifically for construction recruitment efforts.
NEW
Discover More Website
Developed to provide parents, educators and counselors with the facts about careers in construction, this website features:
- Overview of the industry and types of construction projects.
- Career success stories from craft professionals.
- Blogs with key industry facts and stats.
- Timeline for students to plan their future careers.
PARENT
Survey
NCCER deployed a survey to parents in Virginia in March 2019, researching perceptions of careers in the construction industry. These results helped shape the messaging of BYF Today and refined perception enhancement opportunities for reaching parents.
Key Results
70%
would be unlikely to advise their child to choose a career in construction, but
71%
would be supportive if their child pursued a career in construction
99%
considered job security and availability important
considered job security and availability important
48%
feel that the industry is unsafe
83%
agree that a college degree is vital to a good career
Survey Details
514 parents
responded
Survey was open
for 3 weeks
67% of respondents
were women
68% were in the
35 – 54 age group
Playbook
NCCER published the innovative “Build Your Outreach: Research & Marketing Resource Guide” as part of its Build Your Future (BYF) recruitment initiative. This resource offers research, analysis and guidance to enable the construction industry to effectively reach out to parents and influencers of students, shift perceptions and highlight the benefits of a career in construction.
