The Challenges and Opportunities of Early Talent Recruitment in the UK Housebuilding Industry

The UK housebuilding industry is undergoing a transformative period, driven by a complex mix of market conditions, changing government policies, and shifting expectations from candidates. Early talent recruitment, which plays a pivotal role in shaping the future workforce, faces both significant challenges and emerging opportunities. Below, we explore some of the most pressing recruitment trends, along with strategies to navigate this dynamic landscape.

1. Difficulty in Increasing Diversity Despite Strong Intent

A major challenge for many employers this year has been increasing diversity within their early talent pipelines, despite a clear commitment to building more inclusive teams. The housebuilding sector, like much of the broader construction industry, has historically struggled with diversity, and these barriers persist. While efforts to build inclusive workforces are evident, true progress requires overcoming deeply ingrained obstacles such as unconscious bias, limited applicant pools, and the competitive nature of attracting diverse talent.

For example, among our housebuilding clients this year, the gender breakdown in early career hires remains skewed:

• Graduates: 69% male / 29% female
• Apprentices: 81% male / 19% female

These figures underscore the ongoing gender disparity in the sector. While efforts are being made, they are often constrained by long-standing industry perceptions and limited access to diverse talent pools.

Furthermore, despite efforts like STEM initiatives and specific campaigns to attract underrepresented groups, only 4% of trainee site managers are women, and women make up just 16% of the overall construction workforce. Campaigns such as “Women into Home Building” are critical, but more needs to be done at an organisational level to ensure diversity is visible and encouraged.

Practical Steps for Enhancing Diversity

1. Transparency and Authenticity: Candidates respond positively to honesty. If your current workforce doesn’t reflect your diversity goals, be open about this, and clearly outline your plans to improve. This can build trust and engagement from underrepresented groups.
2. Balanced Panels and Training: Ensuring your assessment centres reflect diversity and are regularly trained in unconscious bias and early careers trends is vital. This not only enhances the candidate experience but also reduces the risk of biased decision-making.
3. Targeted Outreach: It’s crucial to reach audiences that may not naturally gravitate towards the housebuilding industry. Consider visiting a broader range of schools, including girls’ schools and those in socio-economically deprived areas. Engaging with a wider variety of universities beyond the traditional “Red Bricks” can help to access a broader spectrum of talent.
4. Incorporate Real-Life Exposure: Invite potential candidates to experience a ‘day in the life’ by visiting your offices or sites. This helps demystify the industry and provides real insight into what a career in housebuilding could offer.

Attraction is only one part of the equation. Employers must also ensure they have strong support systems in place—mentoring, communication, and access to resources—that cater to diverse groups, particularly those for whom construction may be unfamiliar.

2. The Rising Volume of Applications: A Double-Edged Sword

One trend impacting early talent recruitment across sectors is the sharp rise in application volumes, thanks in part to the ease of online applications and AI-driven tools. While more applications can be a positive sign of interest, it can also overwhelm recruitment teams, making it harder to identify top candidates quickly.

In the housebuilding sector, we haven’t seen a dramatic rise in applications across the board. However, one client’s graduate scheme did experience a 27% increase in applications compared to last year. In contrast, another client’s degree apprenticeship applications decreased by 1%, and another degree apprenticeship program saw a significant 44% decrease.

Managing Volume Effectively

To manage rising application volumes while ensuring the identification of top talent:

1. Streamline the Recruitment Process: Review and optimise your application screening processes by leveraging AI tools that focus on the quality of applications, not just volume.
2. Maintain Human Connection: Despite automation, personal touchpoints—regular check-ins, personalised feedback, and timely updates—are essential for keeping candidates engaged throughout the process.

3. Fewer Early Career Roles Due to Reduced Housebuilding Activity

The slowdown in housebuilding activity has had a direct impact on the availability of early career roles. With fewer positions available, competition has increased, creating challenges for both candidates and employers.

Many of our housebuilding clients reduced their graduate and apprenticeship targets for 2024 compared to previous years. The reduction of targets not only reflects current market conditions but also increases the pressure on candidates, who now have fewer entry-level opportunities to pursue. Addressing this issue requires efforts to create more opportunities and support emerging talent.

A Future of Optimism?

However, there is cautious optimism. Industry experts suggest that changes in government policy, particularly around planning and approvals, could lead to a rise in construction activity. Proposed solutions such as “grey belts” and easing planning restrictions to tackle the UK’s housing crisis may create more opportunities in the coming years, allowing housebuilders to ramp up recruitment once more.

4. Reluctance to Relocate: A Shift in Early Career Aspirations

Graduates today are increasingly less willing to relocate for work, preferring to stay in their university towns or return home. Rising living costs, a desire for work-life balance, and the increasing availability of remote work options are driving this trend. For housebuilding, which often requires roles in rural areas or across multiple sites, this poses a significant challenge.

Addressing the Reluctance to Relocate

1. Provide Clarity on Roles: Clearly outline the locations and any potential site rotations during the recruitment process. This transparency helps candidates plan and reduces uncertainty.
2. Offer Support for Relocation: To make the relocation process more appealing, consider offering relocation support—company cars, driving lessons, free breakdown cover or even relocation expenses—especially for roles that require mobility between multiple sites. Be sure to detail this support in your adverts and other attraction initiatives.

5. The Rising Trend of Reneging on Job Offers

A concerning trend is the increasing number of candidates accepting offers but then reneging close to the start date or even failing to show up on day one. This can be attributed to candidates receiving better offers, being reluctant to relocate, or changes in personal circumstances. For employers, this results in wasted time and resources.

Combating Reneging

1. Reassess the Length and Timings of the Recruitment Process: Lengthy or drawn-out recruitment processes can lead to candidate disengagement. Review the duration and key touchpoints of your hiring timeline to ensure candidates remain engaged and are not tempted by competing offers during long waiting periods.
2. Streamline the Onboarding Process: Ensure a smooth and engaging onboarding process that builds excitement about joining the company. Personalised communication, rather than relying solely on automated tools, can make a significant difference.
3. Engagement is Key: Regularly engage with new hires between the job offer and the start date. Personal invitations to company events like summer parties or AGMs can help them feel connected and committed to your organisation.

In conclusion, early talent recruitment in the UK housebuilding industry is at a critical juncture. While challenges such as diversity, high application volumes, and candidate commitment persist, there are clear opportunities for employers willing to adapt their strategies. With the right combination of targeted outreach, transparent communication, and supportive onboarding, housebuilders can successfully navigate this complex landscape and secure the diverse, skilled talent needed to shape the future of the industry.

If you would like to understand more about Cohesion’s outsourced services, and how we can support you in building an innovative and results-orientated solution (or even hear first-hand from our clients as to why they selected Cohesion as their preferred partner), please don’t hesitate to get in touch. debbie.edmondson@cohesionrecruitment.com