A lost generation or untapped potential? This is how Generation Z is entering the construction industry

Participants in the closing round-table discussion at the ÉVOSZ Marketing Conference highlighted the need for honest communication and guidance for young people. The event, held in Bük with media support from Magyar Építők,

• Johanna Szekeres, President of the Student Council of the Faculty of Civil Engineering at the Budapest University of Technology and Economics;
• Izabella Varga, Marketing and Communications Officer at Szabadics Zrt.;
• as well as Dr Péter Szász, HR Manager at Market Építő Zrt.

took his seat at a table during the forum entitled „Competing for Talent – What Do Students Expect from the Construction Industry?”.

If they get the right support, they’ll see it through to the end, come what may

Péter Szász, a professional who works actively with Generation Z, used the analogy of an overinflated balloon to express his view that the problems attributed to Generation Z are exaggerated. „Fundamentally, I think the difficulty stems from the fact that many generations work together in the same workplace. Generation Z has many positive qualities; what makes it difficult to work with them is that their communication style differs from ours to an astonishing degree.”

Izabella Varga, a marketer who knows Generation Z from the inside and observes the construction industry on a daily basis, acknowledged that, compared to previous generations, they are less independent when it comes to tackling work tasks. However, this can partly be attributed to a lack of experience. „However, if they receive the necessary help and guidance, and are able to embark on a career path that genuinely interests them, then come hell or high water, they will see it through to the end.”

Honest and straightforward communication is worth more than all the frills

Johanna Szekeres pointed out that when the sector deliberately attempts to frame its key messages in the language of young people, this does not necessarily achieve its intended purpose. She pointed out, by way of example, that the frequently repeated slogan that the construction industry is „sexy” tends to have a counterproductive effect among young people. “We don’t see it as a matter of making the construction industry sexier. Instead, we believe it would be worth considering how the sector could be transformed, to some extent, into a Generation Z-friendly environment.”

Izabella Varga expressed a similar view: „It is honest and straightforward communication that resonates most with young people. We don’t need any fancy embellishments. What we need, rather, is to be told exactly what is expected of us and, in return, how they can support us.”

He added that, based on the positive feedback, they are most proud of the fact that the open discussions organised at the Summer BridgeCamp academy organised by Szabadics, students were able to connect with experienced construction industry professionals in a relaxed setting. „In our experience, they were much more willing to ask questions here than at a job fair or an open day. At the same time, we also learnt a great deal from them about what they expect from the sector.”

One of their greatest virtues: they dare to ask questions

On the subject of communication, Péter Szász also shared valuable insights during the round-table discussion, gained through the Market group’s career-building internship programme. „Last February, the biggest problem for the first cohort was that the mentor and the student were not on the same wavelength at all. On the positive side, however, the young people were willing to admit that they needed information and were actually looking forward to receiving help.”

He emphasised that a generation ago, people simply didn’t dare admit it if they didn’t know something. „We had it in our heads that if someone left university, they had to know everything, or if not, they had to be able to figure it out.” He added that, based on their experience, they had admitted fewer students for the following year so that they could provide more targeted support within the available resources.

A friendly manner is worth more than expertise

During the discussion, it was also noted that members of Generation Z are more likely to ask for help from colleagues closer to their own age, even if older colleagues have more knowledge at their disposal. „We see that experience is secondary for them; what matters to them is how you convey it,” confirmed Péter Szász. „It became clear during our internship programmes that the most successful mentor was not the one with the most professional knowledge, but the one who was able to build the most direct rapport with the young people.”

To conclude the round-table discussion, all three participants were asked to identify the factor that most needs to be changed in order to effectively engage young people in the sector. All three unanimously identified communication: Izabella Varga suggested increasing the number of communication channels; Johanna Szekeres emphasised the need for persistent efforts in communication, whilst Péter Szász focused on the importance of finding a common channel.