The image of the construction industry and its employment attractiveness

Abstract

As the construction industry does not seem to enjoy a positive image, it is not necessarily the career of choice when compared with other industries. This study examines the image of the industry in order to establish what the perception of the industry is, the effects of that perception, and how the image of the sector could be improved. A mixed approach is used that involves a questionnaire survey of a purposive sample of high-school students, employers and employees in the Greater Durban area of KwaZulu-Natal province as well as a focus group of employers. The findings of the study are important if the image of the construction industry is to be improved so that it can become the career of choice for larger numbers of high-school students and other potential new entrants. The study is confined to the KwaZulu-Natal province and high schools in the western suburbs of Durban.

Keywords: Image; career choice, school leavers, employers