How to Change the Conversation About Construction Careers
The home building industry faces a chronic labor shortage that negatively impacts housing affordability. One of the biggest challenges that prevent students from exploring a career in construction stems from long-standing stereotypes and negative perceptions, especially among parents concerned about their children and their career plans. As the primary influencers in their children’s career plans, parents play a crucial role in shaping their perceptions of the residential construction industry.
To address this issue, NAHB commissioned a study from the University of Oklahoma to explore parental perceptions of career decision-making and influences on their children. The report includes an analysis of existing empirical research on the subject and data from a survey of more than 1,000 parents of high school-aged students.
Overall, the report found that the best and most powerful agents of change in perceptions are current industry professionals who talk about careers in construction and participate in their community. Parents say that although salary and pay is important, their children are also interested in work-life balance, opportunities for advancement and job security. In addition, parents place a high value on education, so regularly providing information about training opportunities in the industry is critical.
Careers in Construction Month in October is the perfect time to consider providing a job shadowing opportunity, participating in a career day event or giving a guest lecture at a local school. NAHB has more than 150 workforce development resources, including activity guides, lesson plans and how-to guides for setting up an NAHB Student Chapter or partnership with your local Boys & Girls Club or SkillsUSA chapter.
For a complete list of Careers in Construction Month activities, including promotional information for Young Professionals Week (Oct. 21-25) and Careers in Construction Day (Oct. 25), visit the Careers in Construction Month toolkit.
Latest from NAHBNow
Housing Finance
Apr 07, 2026
Trump Seeks Nearly $11 Billion Cut to HUD ProgramsPresident Trump has proposed a budget that would cut non-defense discretionary spending by $73 billion for fiscal year 2027, which runs from Oct. 1, 2026, through Sept. 30, 2027. The spending reductions include a $10.7 billion cut — about 13% — for the U.S. Department of Housing and Urban Development (HUD).
Sustainability and Green Building
Apr 06, 2026
Emerging Green Building Professional Spotlights Innovative Takeaways from IBSThe NAHB IBS Sustainability and Green Building Scholarship aims to provide emerging green builders exposure to the world of high-performance homes and help them jump-start their professional journey by attending the International Builders’ Show (IBS). This year’s winner is Grace Weger, a green builder making a meaningful impact in the world of affordable housing.
Latest Economic News
Economics
Apr 07, 2026
Rising Rates Weigh on Mortgage ActivityMortgage application activity decreased month-over-month as the 30-year fixed mortgage rate rose. The Mortgage Bankers Association’s (MBA) Market Composite Index, a measure of total mortgage application volume, declined 4.3% from February on a seasonally adjusted basis but remained 30.8% higher than a year earlier.
Economics
Apr 06, 2026
Which States and Construction Trades Depend the Most on Immigrant Workers?Immigrants’ share of the construction workforce reached a record high in 2024, with foreign-born workers accounting for more than a quarter of the industry’s labor force (26.3%). The share is even higher among construction trades, for which one in three craftsmen is foreign-born.
Economics
Apr 03, 2026
Job Growth Rebounds in MarchThe U.S. labor market showed signs of a modest rebound in March following a weak February, as payroll employment increased and the unemployment rate edged down to 4.3%. Job growth was led by healthcare, construction, and transportation and warehousing.