The Breakup Post: It’s Not Me, It’s You.

Let's be honest, the next generation isn't ignoring construction — they think we’re boring. Our entire public image looks like it stopped evolving when blueprints went digital.

We’re building the skyline, shaping cities and integrating mind-bending technology. But how do we advertise ourselves? With dusty stock photos and 8-page long job descriptions that read like an insurance policy.

The self-imposed red tape and resistance to change is bad enough, but the real crime is the marketing failure. You can't recruit the future if you refuse to meet them where they are. On their platforms, speaking their language and highlighting the truly dynamic, tech-forward careers this business offers.

Construction isn't boring; the way we talk about it is.

It's time to drop the boilerplate language and market ourselves like the powerful, world-changing industry we actually are. If you want talent, then face facts: it’s not them, it’s you.