Howard Luft, Managing Director of leading insulation and interior building products distributor CCF, discusses the importance of diversity in the workforce for not only meeting the ever-changing expectations of customers but ensuring a strong skill base for the future of the industry.
“It’s no secret that the construction industry’s current talent pool is in need of a shake-up; not only to future-proof its success and to bridge the industry-wide skills gap, but to bring fresh perspectives, ideas, and innovations. I strongly believe that this makes it necessary to complete a makeover of how the industry is presented to prospective candidates.
“Any truly innovative or dynamic business which wants to thrive and grow needs to take more than one set of ideals into account. A diverse workforce should therefore include an extensive mix of genders, ethnicities, and age ranges from different educational and social backgrounds. After all, if you’re only looking at 50% of the demographic, then you’re really limiting the skills and ideas and therefore the potential of your business.
“For CCF and Travis Perkins plc, the change in perspective started with a frank analysis of the potential barriers to entry at every level of the business. The result was an engaged workforce who realised the serious nature of the commitment, agreed KPIs that could be monitored, and raised many interesting questions that positively challenged, and have since changed, the recruitment, management, and training of our staff.
“The first step was to implement a formal ‘Workforce with a Difference’ committee which I spearhead through my position at CCF and across the entire Travis Perkins plc business. Setting a number of objectives and driving success through specific groups such as a ‘Women’s Community’ has been key. This approach has maintained momentum, allowing the viewpoint of existing employees to be continually challenged whilst looking at ways to encourage a greater diversity amongst job applicants.
“The outcome has been a number of valuable changes that are helping to attract and retain employees of all genders, ethnicities, and backgrounds. Simply taking a fresh approach to how job vacancies are advertised and where, changing the interview process, and implementing development opportunities that are of interest and relevant to a wide range of roles has already had an impact.
“Plus, the focussed colleague groups, such as the women’s community, have created further positive change. One of the first steps for instance, was to review staff uniforms and fund a new design that was comfortable and practical for female employees. We’re continuing to look at branches to make sure welfare and hygiene facilities are up to scratch while investing in key pieces of equipment such as forklifts and lifting systems to make previously male-dominated job roles more accessible.
“Empowering branches to offer far greater flexibility has been warmly welcomed. Making it easy for employees to return from maternity and paternity leave not only benefits them but allows us to keep great people in the business for the long-term. This is of course also ideal for the customers who prefer a familiar face at their local branches.
“We’re already seeing some great achievements, even at this early stage. There’s been a rebalance in the gender mix of the business with female job appointments at director level, improving by a fantastic 22 per cent in 2015. As a distribution business, drivers and warehouse staff are invaluable to CCF, so we’re particularly pleased to see a broader mix of people interested in these roles thanks to all of the above mentioned initiatives.
“The Travis Perkins plc apprentice scheme is also playing a key role in attracting a diverse range of skills and applicant types. CCF welcomed nine apprentices in 2015, which is more than ever before. We’re already seeing more women staying with us through this scheme, as well as applicants from all backgrounds that are often coming from different sectors such as retail, looking for a more stable and long-term career path.
“Ultimately, the industry needs to reflect the modern world which has a vast array of different people, with a variety of experiences, views and skills. With a focus on creating positive change and working with the industry to change perceptions and highlight opportunities for all, I believe greater diversity in the construction and merchant sector is not only achievable, but of value to both customers and the service they receive on the trade counter.”
For further information on CCF or to locate your nearest branch visit www.ccfltd.co.uk. Follow CCF on Twitter via @CCF_UK and on LinkedIn at www.linkedin.com/company/ccf.
