The 4 Ps you need to attract the next generation of talent

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By Susan Smith

Special Feature

Millennials and Gen Zers are an elusive mystery to anybody over forty. They’re known for having big ideas, changing the status quo and looking for new, positive life experiences.

They also bring with them a new way of looking at company culture and work life.

The next generations’ idea of good company culture is all about self-improvement, and an empowering, positive way of working. The future of our industry is shifting to a place of working hard and achieving your career goals – now that doesn’t sound so alien does it!?

But how do you, as a company, evolve to meet the new generations’ expectations?

How can you appeal to the younger generation of talent and get them to apply to work for your company?

These two sections of the workforce need more than just a big paycheck to keep them interested and loyal to their employer – but the rewards they bring are worth it.

If you want to unlock the unique strengths that Millennials and Gen Z workers can bring to your business, you’re going to have to dig deep and use the power of the 4Ps:

  1. Purpose
  2. Positioning
  3. Personalization
  4. Partnerships

Let’s take a closer look at each one so you can start attracting the next generation of talent to your business and continue thriving into the future.


Millennials and Gen Zers are very conscious of achieving a purpose in life and they like to work with companies that share their values. They want to feel like they’re making a difference.

When you’re trying to attract more of them to your company, include your company’s values in job descriptions and on your website.

Another great way to show how much your company respects and identifies with their ideals and values is to post about it on social media. If there’s one place that Millennials and Gen Z applicants love to be, it’s on social media. Holding a charity event? Post about it. Have a mission to train 100 new recruits and improve their lives by 2030? Post about it.


When looking for a new place to work, Millennials and Gen Zers want to be in an environment that’s open, supportive and has a positive company culture.

They’re more inclined to choose one workplace over another if it has a more positive work atmosphere. Yes, even if the pay is lower they prefer to work in an environment that’s more modern and forward-thinking.

Positioning your company as an innovative, forward-thinking business is key to attracting these generations – they won’t look twice at a company that doesn’t offer them opportunities to better themselves (and the world around them).


One of the most important things this new generation of talent is looking for is a more personal connection to their job. They’re not looking to just work nine to five; they want to experience something more.

Millennials and Gen Z workers don’t want to be another cog in the machine, they want to be respected as an important part of a team.

When considering companies to work with, they’re looking for work that will provide them with ongoing training so they can enhance their skills. They’re also looking for a mutually beneficial relationship with the company, and an opportunity to have a healthy work-life balance.


Attracting Millennials and Gen Zers is particularly difficult right now, due to the severe shortage of workers entering the industry.

By partnering with schools, colleges, and training centres you can encourage the new generation of talent to start applying for apprenticeships.

You can sign up to join career days or visit youth groups to talk about what working in the construction industry is like. Show them the opportunities available in our industry, then show them your values, your positive company culture, and how much your company cares and respects its employees.

By demonstrating all the benefits your company, and the industry in general, has to offer you can help increase the number of young people interested in working in the construction industry.

By using these four essential points in your hiring campaign, you can attract more young, talented workers to your company.

About the author

Susan Smith is the founder of Just for Contractors – a digital agency that specialises in websites and digital marketing for the construction trades. She’s been in the construction trade since she was a kid – her dad owned a 150+ people tool and die business. Now, Susan and her team help contractors and the skilled trades make the right impression online. They have the know-how needed to create the perfect website and local marketing campaign for your business – and attract the employees you want.



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