Rebranding Construction To Attract Young Talent

When most people think about jobs in the construction sector, a familiar image comes to mind: manual labourers in yellow hard hats and rubber boots, toiling under the scorching sun.

This long-standing perception has fuelled a wider narrative - that foreign workers dominate the industry while local youths, particularly the younger generation, shy away from what is often labelled as ‘3D jobs’: dangerous, dirty and difficult.

But is this perception still accurate?

The Master Builders Association Malaysia (MBAM) believes otherwise.

According to its Secretary-General, Datuk Astaman Abdul Aziz, the construction industry is far more diverse and technologically driven than commonly assumed.

“When people look at construction sites, they only see foreign labour and assume local youths are absent. In reality, the industry is not a uniform entity. Young Malaysians are already involved at various levels, especially in project management, drone operations and BIM coordination,” he told Bernama when contacted recently..

A SHIFT TOWARDS HIGH-SKILL ROLES

Astaman explained that the issue is not a lack of interest, but rather a shift in preference among younger generations particularly Gen Z towards technology-oriented roles.

“They are not disinterested in construction. They are simply more drawn to high-skilled segments that involve digital technology,” he noted.

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However, a key challenge lies in the mismatch between education and industry needs.

Malaysia’s Technical and Vocational Education and Training (TVET) system, he said, has yet to fully keep pace with the rapid technological advancements within the sector.

Students are still being trained using outdated tools, while the industry has already embraced artificial intelligence (AI), drones and Building Information Modelling (BIM).

“This gap means graduates are not ‘tech-ready’,” he stressed. “We don’t just need workers; we need technology specialists who can operate modern machinery and digital systems.”

Astaman emphasised that revamping TVET curricula to align with industry demands is crucial, not only to produce job-ready graduates, but also to reposition construction as a future-focused career.

REBRANDING THE INDUSTRY FOR A NEW GENERATION

To attract younger talent, MBAM believes the industry must redefine its image.

“The construction sector must move away from outdated perceptions,” Astaman said. “Gen Z needs to see that this is not just about physical labour; it’s about being part of a modern, technology-driven ecosystem.”

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He highlighted the importance of showcasing high-value activities such as digital surveying and AI-powered project monitoring.

“By rebranding construction as a professional, tech-centric career, we can better align with the aspirations of young people who value innovation and flexibility,” he added.

A GROWING INDUSTRY WITH UNTAPPED POTENTIAL

Despite perception challenges, the construction sector remains a key driver of Malaysia’s economy.

According to the Department of Statistics Malaysia, the sector grew by 12.5 per cent, with the value of work reaching an estimated RM178.6 billion last year, up from RM158.8 billion in 2024 and RM132.1 billion in 2023.

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The industry continues to offer wide-ranging employment opportunities, yet reliance on foreign labour persists.

On the issue of wages, Astaman explained that structural constraints limit the ability to significantly raise pay without affecting overall project costs.

“If wages for site workers are increased drastically to attract locals, it would also require adjustments across the entire salary structure, including engineers and professionals. This is not always practical in the current economic climate,” he said.

EXPOSURE AND AWARENESS: THE MISSING LINK

The Institution of Engineers Malaysia (IEM) attributes the low participation of young people to a combination of factors, including limited early exposure, lack of understanding of the sector, and career perceptions formed during school years.

A shortage of role models and mentors in science and technology fields, IEM noted, has also dampened interest in engineering and construction careers.

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Additionally, many Gen Z individuals are drawn to emerging career paths that promise faster income generation, such as digital platforms and the so-called ‘quick money economy’.

To address this, IEM has offered to collaborate with higher education institutions by providing industry speakers, trainers and advisory panels to better align academic content with real-world applications.

The organisation also suggested practical measures such as industry placements for lecturers and expanded on-site training opportunities for students.

“These steps are essential to ensure graduates gain hands-on experience, rather than relying solely on theoretical learning,” it said in a written reply to Bernama.

BRIDGING THE EDUCATION-INDUSTRY DIVIDE

Former chairman of Universiti Kebangsaan Malaysia’s STEM Enculturation Centre, Prof Dr Mohamad Sattar Rasul, believes the issue goes beyond interest.

Instead, it reflects deeper structural challenges involving education systems, industry collaboration and graduate employability.

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He pointed out that students often lack exposure to real industry practices, despite the rapid advancement of construction technologies.

This disconnect affects both their confidence and readiness to enter the workforce.

“Without strong collaboration between industry and institutions, job opportunities for fresh graduates become harder to secure,” he said when contacted by Bernama recently.

Drawing from China’s ‘industry-in-campus’ model, he highlighted how closer integration between academia and industry can reshape perceptions and career readiness.

“When students clearly understand career pathways and real-world applications, the stigma surrounding 3D jobs begins to fade,” he added.

CONFIDENCE, NOT JUST COMPENSATION

Mohamad Sattar also challenged the notion that low wages are the primary deterrent.

He stressed that earnings in the construction sector are skill-based, with qualified workers earning competitive salaries.

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“In reality, those with certificates or diplomas can earn fair wages, with skilled workers making over RM4,000 per month,” he said.

The bigger issue, he argued, is confidence.

“Many graduates hesitate to enter the industry because they feel unprepared, largely due to insufficient practical training,” he explained.

Strengthening career adaptability and increasing employer involvement in TVET programmes are therefore critical steps forward.

Without coordinated efforts, he warned, the shortage of local talent in the construction sector will persist, with long-term implications for Malaysia’s economic resilience.