The Canadian Construction Association (CCA) launched its Talent Fits Here campaign in September, with the aim of changing some of the traditional perceptions around working in construction.

The campaign showcases a collection of stories and experiences from real people working in different roles, on different projects and from different backgrounds—all within the diverse field of construction.

“For the first time in decades, the industry has more projects than people,” says Mary Van Buren, CCA president. “And our industry is not alone – there is competition for talent across sectors due to shifting demographics and baby boomer retirements, and it is fierce.”

Talent Fits Here is a national public awareness campaign designed to shift some of the traditional perceptions around working in construction by showcasing a collection of stories and experiences from real people working in different roles, on different projects and from different backgrounds – all within the diverse field of construction.

“One significant opportunity we have identified is for individuals from traditionally under-represented segments, such as women, youth, Indigenous and new Canadians, to view working in the industry as a career of first choice, including those who graduate from science, technology, engineering and math (STEM) programs,” says Van Buren.

CCA has been building up to its Talent Fits Here campaign for a number of years. Under the leadership of chair Zey Emir in 2018, the association struck a diversity committee that identified three opportunities for the industry to enhance its image. The first of these was a business case for diversity handbook that the association published in 2019. The second was an outreach toolkit that targeted educators and students in later high-school years, again with the aim of showing the depth and breadth of construction career opportunities. The third was the Talent Fits Here campaign.

“Our industry needs to be seen as one that offers exciting and dynamic careers—which it does,” says Van Buren. “Exoskeletons, drones and virtual reality all go hand in hand with the work our members do every day. That’s the reality of construction today.”

Talent Fits Here also aims to show how the people who work in construction contribute to greater purposes in their communities. The schools, hospitals and apartment buildings they build are important contributors to the lives of Canadians everywhere. In addition, the industry is heavily invested in designing and building to the highest standards for sustainability—and pandemic-proofing.

“The Talent Fits Here website shows a cross-section of stories of people from all backgrounds who work in a variety of jobs in our industry,” says Van Buren. “Some people’s views of our industry are limited to what they see going on their neighbourhoods, but that doesn’t tell the story of the behind the scenes work in data analysis, accounting and risk management—among so many other things—that goes into bringing those workers to the neighbourhood site.”

Already, eight stories are posted to the site. They highlight the work of a range of people from a wide range of backgrounds, and who work in a diverse group of careers: a construction supervisor, a field coordinator, a heavy-equipment operator and a director of virtual design and construction. More stories are forthcoming, and can be submitted through the site.

Visit talentfitshere.ca for more information and to view the stories.