Asphalt workers remain in high demand, wages continue to rise, and competition for skilled labor is strong, particularly for experienced journeymen workers. While these workforce challenges present obstacles for employers, they also create opportunities.
Generation Z, the newest generation entering the workforce, brings different expectations and priorities than previous generations. For asphalt contractors and construction companies looking to attract new talent, understanding what motivates this emerging workforce is key.
To help employers adapt to these changes, two experts from the National Asphalt Pavement Association (NAPA), J. Richard Willis, Ph.D. and Ester C. Magorka, MBA, CAE, shared insights on how asphalt businesses can attract the next generation of workers.
1. Fulfill Their Aspirations for a Career
Generation Z often approaches work differently than previous workforce generations. While earlier generations may have emphasized company loyalty and climbing the corporate ladder, many younger workers prioritize flexibility and a career that supports the lifestyle they want outside of work.
According to a 2019 YouGov survey, workers ages 17-25 identified three key factors that influence their job selection:
- Contributing to a greater good
- Work-life balance
- Compensation
Having work that aligns with their values is especially important to this generation. In fact, 40% of respondents said they would rather be unemployed than remain in a job they do not love.
For employers, this means demonstrating not only the financial benefits of an asphalt career but also the meaningful impact the work has on communities and infrastructure.
2. Target Young Women Workers
One of the fastest-growing segments of the construction workforce over the past several years has been women ages 18-24 with no college experience.
This presents an opportunity that many asphalt businesses have historically overlooked, likely because women have not traditionally been a primary recruitment focus within the construction industry. However, as workforce trends shift, employers have an opportunity to attract motivated workers from a growing talent pool.
By making a concerted effort to recruit and retain women for construction crews, asphalt companies can expand their workforce and help address ongoing labor shortages while building strong, capable teams.
3. Showcase Lack of Debt and Growth Opportunities
Many young workers are choosing alternatives to traditional four-year college pathways, opting instead for careers that offer immediate earning potential and opportunities for advancement.
The next generation often places a different value on higher education than previous generations, which creates an opportunity for trade industries looking to fill entry-level positions that require little to no prior experience. These careers allow workers to begin earning competitive wages right away while avoiding the significant debt often associated with college attendance.
In addition to highlighting earning potential, employers should clearly communicate opportunities for advancement. Generation Z workers want to feel appreciated and see a future within the organization. Career growth opportunities are one way employers can demonstrate that commitment.
It's also important to remember that, for Generation Z, growth extends beyond professional advancement. Personal fulfillment and purpose matter as well. Help workers understand how their efforts contribute to something larger than themselves. Whether it's building safer roads, improving transportation infrastructure, or resurfacing a playground so children have a better place to play, asphalt workers make a visible difference in their communities.
For many younger workers, success is about more than a paycheck. The opportunity to contribute to the greater good can be a powerful motivator.
4. Get Involved in the Education System
Many high schools across the United States now offer trade-focused programs, including coursework in metalworking, equipment operation, equipment maintenance, and other skilled trades.
These programs provide valuable recruiting opportunities for construction and asphalt businesses. Students participating in these courses often already have an interest in the industry and may be actively seeking full-time career opportunities after graduation. Just as importantly, many of these students are already developing foundational skills that can help them succeed in the workforce.
By becoming more visible within local school systems and building relationships with educators, companies can increase their access to young, qualified talent. These partnerships also help employers stay informed about emerging workforce trends and better understand the priorities of future generations.
About the Experts
J. Richard Willis, Ph.D., serves as Vice President of Engineering, Research & Technology for the National Asphalt Pavement Association (NAPA). Richard is passionate about teaching and regularly travels throughout the country to educate industry professionals on NAPA's initiatives and priorities.
Ester C. Magorka, MBA, CAE, serves as Senior Vice President of Industry Promotion & Membership for the National Asphalt Pavement Association (NAPA). She works to advance the use of asphalt pavements by developing research-based resources and outreach initiatives through the Asphalt Pavement Alliance.
About World of Asphalt
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