in 2018, AGC of California and the AGC Construction Education Foundation identified the need for an effective, comprehensive, statewide workforce development initiative – setting in motion the exhaustive effort that led to the Fall 2019 launch of Build California. Te program exemplifies AGC’s continued commitment to foster a healthy and diverse construction workforce that will continue to build California’s future.


BuildCalifornia.com – The New Workforce Destination


Build California’s eye-catching website is one of the distinct elements that


sets the initiative apart from the rest. Focusing on best practices in brand devel- opment, design, and website functionality, BuildCalifornia.com isn’t just visually appealing; it’s home to a training database, information on construction trades, job board, and more. Coming soon will be a fully interactive on-demand center for educators. This


portal will allow teachers who aren’t currently involved in the in-school pilot program to use Build California materials in their classroom. Visit www.BuildCalifornia.com to check out the full capabilities of the site and watch as more information continues to be added.


The Differentiator What sets Build California apart


from other programs? Build California is defined by its


ability to authentically showcase the diverse career and training pathways of today’s construction industry; to effectively reach and inform audiences on multiple platforms; and to present a perspective on the industry that is actually “cool” to young people and other target audiences. At its heart, Build California has


three primary goals:  Shape positive perceptions about


Build California's


Vision To create a steady, motivated and skilled workforce pipeline for California’s construction industry.


www.AGC-CA.org


the construction industry and careers.


 Increase the number of motivated and skilled construction professionals.


 Increase construction career infor- mation and access in disadvantaged communities, providing economic advancement opportunities.


The Target Audience WHO is Build California trying to


reach?


Building up California’s


construction workforce in the long-term is all about reaching the right audiences today and tomorrow, understanding their unique interests and demographics. Build California believes Gen Alpha (those born between 2010-2025), Gen Z (individuals born between 1995-2010), and underrepresented populations including women, minorities and


Continued on page 10 Associated General Contractors of California 9


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