Government campaign launched to tackle recruitment challenges 

In a speech to business leaders, work and pensions secretary Mel Stride outlined a “huge opportunity” to fill vacancies with unemployed British talent, as tighter visa rules restrict the employment of overseas workers.

The latest annual industry forecast from the Construction Industry Training Board (CITB) has highlighted persistent skills shortages, indicating more than 250,000 extra construction workers will be required by 2028 to meet demand. 

A new report from the Public Accounts Committee has also raised concerns that the UK lacks the skills and capacity to deliver major infrastructure over the next five years. 

Speaking at a Jobcentre in central London, Stride announced a new advertising campaign encouraging employers struggling with staffing shortages to access specialist services and solutions from their local Jobcentre.

Alongside the campaign, the Department for Work and Pensions is leading a new cross-government ministerial group set up to develop new recruitment schemes in industries beset by staffing shortages.

The taskforce will seek to emulate “HGV driver shortage style” initiatives, including targeted skills bootcamps, Jobcentre training schemes and reducing bureaucracy around domestic recruitment.

The group, including Home Office and Treasury ministers, aims to work with employers to unlock the domestic labour supply and boost skills among UK jobseekers, targeting extra help to key sectors including construction.

In his speech, Stride said: “It’s great that many employers are already using our services. And I want more to join them.   

“So, from next week, we’ll be running a significant national marketing campaign that will put Jobcentres centre stage. Reaching over 90% of business and recruitment decision-makers, our campaign will focus squarely on those sectors where recruitment is a challenge, especially from significant reductions in migration. 

“It will bring home all the ways Jobcentres can support employers – whether that’s help with running a recruitment campaign or attending one of the thousands of job fairs we hold across the country.  

“My message is clear: our teams stand by ready to support you and to grow your business.”

As part of the government initiative, an artificial intelligence (AI) tool will be rolled out in Jobcentres across the UK. 

The AI tool will be tasked with trawling thousands of pieces of guidance to equip work coaches with information to better support jobseekers into work. 

Commenting on the announcement, Simon Harris, managing director responsible for the construction and civil engineering team at Randstad UK&I, told CIOB People: "I’d like to think the campaign will make a big difference to the construction industry. But I suspect the challenges the industry is facing when it comes to the skills shortage mean an AI work coach is not a realistic ‘cure’ for the sector’s recruitment ills.  

“At the moment it’s difficult, but not impossible, to recruit. But there are a number of large construction projects slated to begin soon, such as the Lower Thames Crossing, that are set to make recruitment that little bit harder. And I doubt sign-posts to the local Jobcentre will help a great deal.”

In April, Harris warned of “brutal” skills shortages facing the UK’s construction industry and encouraged employers to focus on a “bullet-proof long-term workforce plan”.

Reflecting on the government initiative, Harris added: “Construction employers, who want to be agents of their own destiny — rather than relying on Mel Stride — will need to look at hiring people from different backgrounds and fishing in more diverse talent pools; pay more for skills; and grow more of their own talent. 

“They need to focus on apprenticeships and training new hires, as well as upskilling existing employees. They’re going to have to switch to skills-first recruitment, rather than looking for ‘experience’ above all else.”