It takes a lot to capture the attention of Generation Z — Americans born between the mid-1990s to early-2000s. This group of digital-savvy young people have grown up with social media, streaming video and online shopping.
A new outreach effort aimed at curbing the construction labor shortage takes an “if you can’t beat ‘em, join ‘em” approach with a campaign aimed to sell construction careers via a slick marketing package.
Launched late last month, the Build California campaign utilizes marketing, public relations and outreach efforts to communicate the lucrative, long-term benefits of careers in the state’s construction industry.
