So, how can Dirt World companies solve the workforce problem? By following these three steps to develop the workforce: 1. CHANGE PERCEPTIONS OF THE INDUSTRY Over the past 100 years, the workforce has shifted from manual labor to knowledge labor; you can see that when you look at the top five companies in America. Companies like Standard Oil and Bethlehem Steel have been replaced by Apple and Amazon. The shift toward knowledge work has damaged the Dirt World’s reputation. People have begun to believe myths about the industry, like: • There’s no money in working with your hands. • People only work construction if they’re too dumb for college. • It’s just a bunch of old guys cussing at each other and telling dirty jokes. You know none of those things are true — but young people don’t. All they know is that parents and teachers are pushing them away from the Dirt World because a college degree or knowledge work is “better” than manual labor. Scan the QR code to read more about more myths the next generation believes about the Dirt World. https://www.buildwitt.com/learning-hub/dirtworld/myths-the-next-generation-believesabout-the-dirt-world In reality, those young people’s talents may be best suited to blue-collar work. And the Dirt World offers many opportunities like: • Camaraderie • Financial stability • Career growth and leadership • Outdoor work, often in different places • Immediate gratification of seeing what you made • Community service The first step to workforce development is showcasing the positives to change how the next generation of workers perceives the industry. You can do this by sharing your current employees’ stories on your website and social media. What brought them to this industry? Why do they love it? When people see others living the lifestyle they want, they’re more likely to try the same jobs. 2. ALIGN YOUR BUSINESS WITH HUMAN NATURE You’ve probably seen the pyramid of needs. It starts with our most basic physical needs — food, water, shelter. Then it moves up to safety, belonging, esteem, and self-actualization (which means reaching one’s full potential.) We meet some of those needs through our own efforts, family, and friends. However, people spend many of their waking hours at work. So much of our need-fulfillment comes from our jobs. Workers bring home paychecks so that they can put a roof over their family’s heads. They crave job security so that they can feel safe and not worry about tomorrow. They work hard so that they can feel like they’re accomplishing goals and reaching their potential. Your workers’ concerns will always be to meet their own needs first. That’s human nature. As a leader, you must give people what they need so they can focus on work and help meet your needs in return. Here’s what the pyramid of needs looks like for Dirt World workers: • Pay, benefits, and flexibility. Are you paying them enough to live comfortably? Can they have a good family life alongside this job? Can people enter the industry easily? • Trust and belonging. Do leaders and workers trust each other? Is the culture respectful and communicative? • Recognition and growth. Do you praise people for jobs well-done? Do top performers get to move up? Do you ask people where they want their careers to go? • Purpose and full potential. Have you clearly defined your mission? Do people know how their work benefits society? Do you know your people’s gifts — and do you help them use those gifts? If you answered “no” to any of those questions, consider how you can improve that area. For example, maybe a foreman yells at people or ignores the value of their experience. Your crew’s need for trust and belonging is unmet — and so is the foreman’s. So maybe you train the foreman and crew on leadership to help create the trust they need to work well together. 27
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