Do you drink “pop” or “soda”? Communications expert Laurie Richards recently visited with ABC members and staff, and explained that knowing how to communicate includes using the language that is best understood by your listeners. In the midwest, “pop” can mean a soft drink, where “soda” could mean seltzer water. It’s important to know this, if you want to be sure you receive the beverage you think you ordered! Hiring for work in the construction world carries a similar lesson. When you’re recruiting new workers to the industry, you want to tailor your message to the audience you’re reaching.
Each school year, Elizabeth Roddy, Director of Workforce Development, visits at least 75 different career fairs or job skills events. She’s noticed that younger workers are excited to talk about the money they can make, the opportunity to work outdoors, and the benefits of building a career without college debt. Her materials demonstrate these concepts, and are used to attract younger workers to her table, and ultimately to the apprenticeship program.
She’s fine tuned the message, and has set up resources to help members succeed, too.
Her advice includes:
1- Make it easy for students to understand who you are. Bring a tablecloth with your logo, or a banner, and some interesting photos to demonstrate your work and your company.
2- Have a “hands-on” activity to draw students to your table: Try to find something related to your trade (a screwgun and a piece of lumber for them to drill in a screw, or a wire and an outlet for them to work on are good examples). Alternatively, have a game to build opportunities for interaction. Maybe it’s a Plinko board where they can win something, a trivia game, or recently, I saw a member had a game called “shoot the poop” where you fling poop into a toilet, which then actually helped him start the conversation that plumbing is more than unclogging toilets).
3- Talk to them about the benefits of your company, the things you love most about your work and the projects that you’ve completed. Don’t lead with “hard work” or your “sore back.” Students are dreaming about their futures. They need to see the benefits of a career in construction.
4- Stand in front of your table, and encourage conversations as students walk by. They are often intimidated by the idea that they need to approach you. Show them your friendly face and your excitement for your work!
ABC of Wisconsin has a library of resources available to help members find success at career fairs. You will need to use your member login to access them. Those resources include specific printable flyers about each trade, a powerpoint you can use to share your company’s information, and additional information to help you succeed. You can also request “Build Your Career” brochures and other resources from the ABC of Wisconsin office. The materials are developed to compete with the other flyers and ads you’ll see at a typical career fair.
Using the resources available, and your company’s ingenuity, you’ll be well-prepared to speak the language of the students. And just as “pop” and “soda” can mean different things to different audiences, make sure your language and approach attracts the younger workers you’re trying to reach.
