CITB launches youth recruitment

The Construction Industry Training Board (CITB) has unveiled a new recruitment campaign aimed at reaching up to 12 million young people. The campaign, which includes national print, poster and online advertising, as well as innovative cinema postcards, is targeting 14-19 year olds as part of the CITB’s ongoing drive to close the construction industry’s skills gap.

This latest drive is in direct response to extensive independent youth research commissioned by the CITB. The adverts feature aspects of construction that appeal to young people including sport, music, money, socialising and travel. The ‘champions’ in the adverts feature a balance of males, females and ethnic minorities to reinforce that construction offers opportunities for all young people regardless of gender or ethnicity.

Fiona Kane, head of corporate communications at the CITB, said, ‘The industry knows that construction can offer exciting and rewarding career opportunities for all young people, regardless of sex or race and our latest campaign illustrates this in a way that young people can understand.’

The CITB will also target young people through youth and lifestyle websites and are reaching them indirectly by providing careers information and posters to schools, colleges, parents and employers.

The advertisements will appear in magazines such as Maxim, More and Empire and in ethnic titles such as The Voice. Websites featuring the ads include Kiss FM, MTV, UCAS and Student UK. The campaign will also be supported by postcard promotions in cinemas and branded coasters distributed throughout pub chains such as Beefeater.

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