Bell and CITB changing the perception of a career in construction

Strategic design agency, Bell, has been appointed to the creative agency roster of the Construction Industry Training Board (CITB).

The CITB works with the construction industry to encourage training to build a safe, professional and fully qualified workforce and helps recruit the best talent for the sector. The figures suggest it has much work to do: the sector needs an extra 30,000 management professionals within four years, but CITB research among 14-18 year olds has found that many see construction not as a fulfilling career, but as unglamorous, dirty and dangerous.

Kate Sanderson, Client Services Director at Bell, said:

“Given the extent of the housing crisis currently facing the UK there can be few more important organisations right now.”

“The CITB faces a significant challenge in altering the perception of construction as a career and encouraging young people into a sector that is desperate for an influx of fresh talent.”

Previous collaborations between Bell and CITB indicate that it is possible to tackle this issue. For example, a collaborative multi-channel campaign that launched earlier in 2014 exceeded expectations in terms of awareness, attitude, and application numbers to CITB. In fact, the apprentice aspect of the campaign reached 182% of the target figures initially set in the brief.

The work done to date by Bell and the CITB has yielded a much-coveted Design Business Association Effectiveness award, as well as an initial shift in perceptions. But most importantly it has also begun to change people’s lives. Take Les Owens, now MD of the 50-strong Wirral-based Trustland Group who started his career as an apprentice with CITB. There are many, many more success stories.

Sanderson said:

“The work we have done so far is just the beginning. The CITB has exciting plans for the months and years ahead, and we are looking forward to playing a key part in those plans.”