The Builders Merchants Federation has formally introduced its Sector Awareness Programme with the launch of the new bmcareers.com website at its Annual Members Conference on 19 September.
The BMF’s Sector Awareness programme is a long-term initiative to raise the public’s knowledge and understanding of the building materials industry, positioning it as a “vital, varied, vibrant sector with a wide range of attractive career opportunities.” The website launch is the first stage of the initiative and follows independent research which confirms the need for the sector to take action to build its profile and address the recognised issues in terms of recruitment.
The research was carried out by YouGov during August 2024 across over 2,000 adults and whilst nearly half (48%) of UK adults recognise the term “Building Materials,” almost 9 out of 10 people could not identify the types of businesses that make up the building materials sector. Worryingly, more than 2 out of 3 people (67%) would not consider a career in building materials.
While there were some positives, including familiarity of the term “building materials”, the lack of understanding about the composition of the building materials sector is clearly a major factor in its current lack attractiveness as a career choice.
The programme, which has been developed by brand specialists CMDi alongside a working group of BMF members and the BMF executive, will “help members attract, retain and grow talent by building pride in what we do.”
“So many industries are in the market for the new talent. If we want to compete with them, it is vital to speak with one united voice and raise the visibility and attractiveness of the sector that we all know and love.”
John Newcomb, BMF CEO
Speaking at the conference, BMF Chairman, Richard Hill, said: “We are a people industry, and to attract the next generation of new, diverse talent we need to shine a spotlight on our sector. We know Building Materials is a vital, vibrant sector with incredible career opportunities, but there are a great many people who don’t know this.
“Our Sector Awareness Programme is designed to educate and inform those who have little or no understanding of what we do. To inspire them with stories from our existing talented people, to show them the role we have in our society, and how working in the Building Materials sector really is “materially different” to other sectors and industries.”
Since announcing the Sector Awareness programme to BMF members in the Spring, over 200 companies have appointed their own Campaign Owner, or champion, to manage the programme within their business. Around 120 of these companies have already added their Employer Profile to bmcareers.com, the website at the heart of the programme, and a further 100 entries are in progress. Many have also created selfie videos of colleagues speaking about their roles in the business and added other news content showcasing innovation within our sector.
However, it is vital for every member to get involved, as John Newcomb, BMF CEO explained: “Independent research confirms the importance of this programme. So many industries are in the market for the new talent. If we want to compete with them, it is vital to speak with one united voice and raise the visibility and attractiveness of the sector that we all know and love, but 2 out of 3 people currently do not want to work in.
“The website looks fantastic, and I thank the companies that have already uploaded details and content and links to take visitors to their own websites to check employment opportunities. One of the best features for those actively seeking work is the interactive map of potential employers in our sector, which covers the whole of the UK and Ireland.”
John added: “I urge everyone to take a good look at the site in the next few days, and make sure to add their content before the public campaign ramps up in the new year.”
The YouGov research confirmed the importance of dedicated career websites for those looking for career information, with two thirds (63%) saying they would visit a building materials or a construction career website to find out more. The bmcareers.com site will, therefore, be a vital resource for everyone seeking information on our sector.
“I urge everyone to take a good look at the site in the next few days, and make sure to add their content before the public campaign ramps up in the new year.”
John Newcomb, BMF CEO
With the website now live to the public, brand specialists CMDi has turned its attention to maximising exposure, with work starting on SEO (search engine optimisation) and website promotion to give greater visibility to the site leading up to a full-scale national consumer launch in spring 2025.
Consumer facing activity will ramp up between February and May, starting with a digital marketing burst, social media campaign, and national and regional PR coinciding with the BMF Parliamentary Reception and lead up to National Apprenticeship Week in February and National Careers Week in March.
The BMF adds that the “immediate priority for BMF members is to find out how to make bmcareers.com work for them” and a helpful User Guide has been put together that explains “everything they need to do.” Email jeremy.harris@bmf.org.uk for your copy now!
