Build a Better Future
Ad Campaign to Attract Recruits, Restore Image

“Among young people, the job of ‘construction worker’ has plummeted from a number three ranking in 1969, to 248th out of 250 occupations in 1999.” —Frank Greer, GMMB&A

IMI has lost no time in addressing a major concern, not only to the masonry industry, but to all organized construction—recruiting enough members to alleviate the shortage of skilled craftworkers. To help motivate and appeal to younger, potential recruits, IMI is developing a targeted advertising campaign for radio, television, and print called “Build a Better Future.” The campaign’s core message will stress free training through IMI, college credit options, a stable career path, good pay and benefits, and portable skills one can be proud of. Some of the ads are being produced in Spanish. The campaign is expected to soon be launched in selected media markets.

“Bringing new people into the trade is as old as the trade itself. What has changed, and changed dramatically over the past 25 years, are the employment preferences of new workers entering job markets in the U.S. and Canada,” says BAC Secretary-Treasurer Jim Boland.

“Among young people, the job of ‘construction worker’ has plummeted from a number three ranking in 1969, to 248th out of 250 occupations in 1999,” reported Frank Greer, a principal of the communications firm GMMB&A, to BAC’s Executive Council at the unveiling of the campaign.

In recent years, Internet start-ups and high-tech firms proved to be a huge draw to younger workers. But, for far longer, the image of construction work has taken a bruising in the media through negative portrayals of craftworkers. Unfortunately, that negativity is recycled every time a parent, a teacher, or a guidance counselor steers a youngster away from the skilled trades in favor of another career path.

The BAC Apprenticeship and Training Task Force spent the better part of a year delving into issues such as the barriers to recruitment. In its formal report, the Task Force concluded that the shortage of BAC craftworkers posed a serious threat to the Union and to our market share. Recognizing that “recruiting is marketing,” the Task Force Report recommended that IMI “market the industry externally to new entrants, their parents and school counselors, and all others who influence a new recruit’s decisions.”

If you’d like more information about IMI’s recruitment campaign, contact Cris Morse at 410-280-1301.