Capturing the Attention of the Next Construction Generation

Crew Collaborative uses inventive marketing avenues to position a new generation.

Feb. 21, 2024

4 min read

Since its inception following Conexpo 2020, Crew Collaborative has remained focused on its mission of recruiting the next generation of construction professionals. Eric J. Herron, “E.J.” is one of 15 board members helping to realize that mission.

Crew’s stated goal is to strengthen the blue-collar workforce and change the stigma surrounding careers in construction through education, conversation, events, and advocacy. To achieve this, the nonprofit has spearheaded several initiatives sponsored by Caterpillar, Toro, and Case Construction Equipment.

Initially, Crew invited Herron to become a part of the Ambassador Program. His expertise as a former global marketing consultant for Caterpillar and current regional sales manager at Sitech South made him a worthy candidate for mentoring those interested in the construction industry.

“Within a couple months they had asked me to be on the board of directors,” says Herron, a member of the Under 40 in Construction Equipment Class of 2014. “So, for the past year I was on the board helping with the marketing committee. Now, I’ve taken up the position of committee chair.”

As marketing chair, Herron is emphasizing Crew and its initiatives. The first step, he says, is introducing construction as a viable career path.

Crew Collaborative Initiatives

The Ambassador Program, sponsored by Caterpillar, aims to train thought leaders who can not only spread the Crew message in their spaces, but also mentor incoming workforce as Crew brings new talent in through other programs such as Classroom Talks.
Classroom Talks, sponsored by Toro, is focused on bringing construction professionals directly into middle schools and high schools. Sessions last approximately 40 to 45 minutes and include a Crew introduction, five to six presenters, and a Q&A session. Prior to the Talk, Crew’s board vets and selects a variety of skilled professionals to speak in hopes that each student can see themselves represented in the presenters.
FrameWork, sponsored by Case, is a new initiative geared toward high school students, providing mentorship and resources to help guide them into careers in the trades. The initiative is Crew’s answer to the industry issue of bridging the communication gap between industry businesses and high school administrators in the information readily available to school leaders and parents.

“The first step is getting in front of people,” he says. “Then, when they ask questions about the construction industry as a career, Crew can get involved with classroom talks. When we’ve visited with schools and talked with school counselors, we find that it’s not the same as it used to be generations ago where they talked about different career paths outside of college, so it’s important to put it in front of people.”

One way Crew brings visibility to its mission is through attending industry events, such as Conexpo or this year’s International Builders’ Show, where its board members and ambassadors engage industry leaders and attendees by talking about the ideas driving its initiatives.

“Going into these trade shows is just another way to get in front of people to let them know we’re available to come and speak to them to try and give them a different approach to their careers,” says Herron. “The goal is not to say college is bad, but we’re speaking to the people who may not know why they’re going to college or what they want to do and putting another option in front of them.”

Another important marketing avenue for Crew is its social media channels. Since its start in 2020, the nonprofit has amassed more than 10,000 followers across its LinkedIn, Instagram, and Facebook channels. Daily content promotes current initiatives, includes photos from attended events, and highlights different pathways to success in an industry.

“We have to capture people’s attention, and it's hard because they have so much thrown at them every day,” says Herron. “People are inundated with what to look at, and to grab their attention we have to keep track of trends and appeal to their interests, whether that’s with a unique video or a program they can get into. We always try to have something out there though, so that if people stumble across it, they see it and may want more information.”

Once Crew has made connections at trade shows or received requests for visits through their website, it coordinates with the interested parties to bring the initiatives to them.

“We have the Classroom Talks where we try to get ambassadors to help us so students can hear about the profession of the ambassador presenting in their own words,” says Herron. “With Framework, if someone approaches us and says, ‘I'm interested in becoming a plumber,’ we can connect them with an actual plumber in their area through the program. That connection can be a mentor and help guide them as to the right steps on how to get into that field, whether it's going to a trade school or maybe they join a union, as well as what to look out for to gain employment.”

Herron’s 2024 goals as committee chair include virtual initiatives to reach wider audiences. One way to do that is by launching a webpage where board members and program graduates can share their personal stories to generate interest the trades.

“We want to hit up on some interesting videos that will grab attention,” he says. “Another goal is to showcase the stories of all our members. We have a very diverse group that make up all parts of the trades, not just dirt moving like me. They’re in plumbing, electrical, welding, and so on. We want to have videos of each one of them talking about their background and how they got into the role they're in currently."