Pub. 3 2020-2021 Issue 3

29 Perceptions changed after they learned more about road construction. For the general public: • The familiarity and net favorability increased 15%, from 58% to 73%. • The likelihood of recommending the industry increased 20%, from 40% to 60%. • The likelihood of personally considering a job increased 17%, from 26% to 43%. continued on page 30 For educators: • Net favorability increased 14%, from 68% to 82%. • The likelihood of recommending the industry for jobs increased 19%, from 51% to 70%. The truth is that building roads requires skilled work, specialized knowledge and expertise. In addition to road construction workers, there are opportunities to operate equipment and maintain roads. The industry provides jobs for accountants, engineers, IT professionals, managers, sales and marketing professionals, and others. People are treated fairly and paid well. Salary and benefits are good enough to build a good life and save for the future. The road construction industry is closer to achieving equal pay for men and women than most. Crews often develop strong, positive social ties with each other. Can the work be difficult and physically demanding? Yes, but that is true in many other industries that don’t struggle to fill jobs. New equipment and techniques have done a great deal to make the work easier than it used to be. Safety is as important in this industry as it is in any other, and companies that have successfully created and maintained a safe working environment for their employees are proud of their accomplishments, as they should be. In short, the benefits of working to build roads are a well-kept secret. It’s time to end that. Road construction companies can improve their ability to attract and retain employees if they can get the message out about the reality of working in the industry. Educators can play a much larger role in teaching students about the opportunities available to them. Companies should make a point of doing what colleges do and start visiting high schools two or three times a year. If the only message students get is that they ought to go to college, it’s a no-brainer what they are likely to do after getting their high school diploma. Infrastructure jobs, like road construction, ought to be a compelling alternative to a four-year degree that has a fat price tag attached. Is a college education important? Yes, absolutely. But everyone’s situation is different, and a college education does not always pass the test when you consider the return on investment. What else can companies do to educate people about road construction opportunities? Look at television, online news sites and social media. Target the most likely media to reach people; for example, if you want to reach a younger audience, such as Generation Z (1997-2012), look at Instagram, Snapchat, and TikTok. What are some ways you can keep employees committed to their work? • Skilled workers are hard to find, so value the employees you already have. Do what you can to ensure they are happy in their jobs. Road Construction Perceptions General Public (%) Educators (%) Employers prioritize worker safety and well-being. 24 25 Employers provide on-the-job skills training. 32 39 It employs thousands of people. 44 53 It encourages physical fitness in an active environment. 32 37 It enhances my local community 33 44 It has many job opportunities. 28 36 It incorporates new technologies. 25 30 It is dangerous. 42 48 It is dirty or labor-intensive work. 47 55 It makes my life more convenient. 27 40 It pays enough to make me financially independent. 26 32 The culture is diverse and inclusive. 20 23 The industry is environmentally friendly. 10 9 The industry relies on old technologies and practices. 15 14 The work is seasonal and inconsistent. 30 30 There are long-term growth opportunities. 18 22 Wages and benefits are competitive for men and women. 25 26 One survey asked respondents about their familiarity with six industries with the same general labor profile: manufacturing, construction, transportation, agriculture, road construction, and mining. The respondents were divided into two categories, members of the general public and educators. Road construction was in fifth place compared to the others. Results for road construction are outlined in the following table.