How Go Build Tennessee is Rebuilding Construction

Construction is booming, but the labor force isn’t.

If you’ve tried to hire skilled tradespeople recently, you’ve felt the pain. Across the U.S., five tradespeople are retiring for every two entering the field. That’s not just a workforce problem. It’s a pipeline crisis.

But what if the problem isn’t a lack of interest… but a lack of marketing?

That’s the question Nick Lawrence and his team at Go Build Tennessee are answering, by going all-in on awareness campaigns that reach students, parents, and career changers.

Making the Trades a First-Choice Career

The stigma around blue-collar work runs deep. Many students and parents still believe college is the only path to success. That’s a myth and Go Build Tennessee is busting it wide open.

Using a mix of online advertising, hands-on demonstrations, and in-school presentations, they’re making construction careers visible and desirable. In just one year, their campaigns served nearly 11 million ad impressions and connected over 80,000 people to apprenticeship opportunities.

And it’s not just about the dirty jobs. The construction industry is full of high-paying, white-collar roles, from project engineers to estimators to business owners. But until people see those options, they’ll never pursue them.

A Model That Works in Any State

Even if you’re not in Tennessee, this episode has takeaways you can use.

Nick breaks down how contractors, associations, and educators can collaborate to reach the next generation. One of the biggest wins? Partnering with schools and vocational programs early, before students are forced to choose a path.

He also shares why parents are the hidden key to the workforce issue. If you want to change a student’s mind about construction, change the parent’s perception first.

Curious how Go Build Tennessee uses storytelling, digital ads, and in-person outreach to make that happen?

You’ll want to hear Nick’s full breakdown in this episode.

Want to Fix the Labor Shortage? Start Local.

Nick’s advice to every contractor: start in your inner circle. Talk to your neighbors. Visit your local trade school. Speak at a high school. The solution to the trades crisis won’t come from one national campaign. It’ll come from thousands of local voices saying, this is a great career.

And for those with an entrepreneurial spark, construction offers an unbeatable path. Many of today’s millionaires started out on job sites. Learn the trade, then build the business. It’s that simple.

Ready to Attract the Next Generation?

Whether you’re an employer, educator, or industry advocate, this episode will inspire you to take action. The construction industry doesn’t need a hero. It needs a movement.

Listen now to learn how you can be part of it.

Connect With Nick:

Website: https://www.gobuildtennessee.com/

LinkedIn: https://www.linkedin.com/in/nick-lawrence-222882130/

Support Titans of the Trades

If you found this episode insightful, please subscribe, share, and leave a review for Titans of the Trades. Your support goes a long way in helping us bring more impactful discussions your way.