EDUCATION AND WORKFORCE DEVELOPMENT


AGC CEF Launches Go Build California Comprehensive Workforce Development Strategy Will Address State’s Labor Shortages


By Sophia Taft, Communications Manager


construction worker is nearly 50 years old, and for every five workers who leave the industry, only one replaces them.Without action to attract skilled workers to the construction industry, we face severe problems in any effort to build or maintain our nation’s infrastructure. In California, strengthening the


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state’s labor force has become an even greater priority with the recent passage of a 10-year, $52 billion transportation and infrastructure improvement plan, and the 2017 wildfires that destroyed areas of Northern and Southern California. Recognizing the need for an industry-wide solution, the Associated General Contractors of California Construction Education Foundation (AGC CEF) launched Go Build California, a compre- hensive construction industry image enhancement and recruitment initiative to inform and inspire the next gener- ation of skilled workers.


Full Program Launch January 2018


With support from industry


partners, Go Build California will launch its full program in January 2018. As an industry-driven, rebranding and educational initiative, Go Build deploys its message across a variety of platforms – including TV, print and digital advertising, social media, an engaging website, grassroots outreach and events, and educator tools, such as trade videos, classroom materials and more. “Go Build is the nation’s most


8 January/February 2018


he demand for skilled labor has become a national crisis. Currently, the average age of a


comprehensive and effective workforce development initiative,” AGC of America CEO and Go Build national board member Steve Sandherr said. Other Go Build state efforts in Alabama and Tennessee have helped to impact enrollment in technical education and training programs. Go Build California will employ similar strategies – but with a California- customized approach – maximizing the use of engaging social media outreach, a lively and information-packed website, various advertising elements, grassroots events and other strategic tactics and components. Te aim is to convey a clear message to targeted audiences: opportunity awaits in California’s construction industry. Although construction profes- sionals, educators and associations


have warily eyed these trends for some time, many well-intentioned efforts to recruit young people to replenish the job pool have yielded mixed results. “We created our own playbook – an aggressive, multi-platform, sustained effort with a look and feel that engages young people and inspires them to explore careers in the construction trades,” said Ryan Dwyer, Go Build America executive director.


Measuring the Effectiveness And unlike previous programs,


extensive data analytics and metrics will play a key role in helping Go Build’s program to enhance content or placement as needed, quickly and easily and for leadership to gauge the effec- tiveness of the program’s digital tools and messages. Dwyer said Go Build’s “all


inclusive” approach is a key differ- entiator from other workforce development efforts. Because the message is not limited to a specific industry segment, occupation or training program, “we’re able to present all career pathways, including how easy it is to get training whether it’s from colleges, high schools, contractors and associations – and then get a job and advance through the industry,” he said. Bob Woods, CEO/President of


Go Build, commented, “In developing Go Build, we realized that only a sustained marketing and communica- tions strategy would cause a paradigm shift in the public’s thinking about the skilled trades. Go Build’s unique, multi-faceted approach is unmatched in its scope, strategy and measurable impact. We’re actively engaging and inspiring young people and offering a national rallying cry for our industry to coalesce around: Go Build.”


California Constructor


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