Attracting new talent needs to be about more than marketing an industry: Emma Shone

But to secure our future talent pipeline, we must do more than market the industry well. We have to look at how we treat the next generation, ensuring that we give them the same respect that we ask for,

At Moda, we recently welcomed a group of students to our Harrogate HQ as part of our in-house mentoring programme.

Over two days they spoke with colleagues from all avenues of our business – planning, design, development, operations, ESG and more.

Their curiosity was wonderful.

At 18, I’d have been hard pressed to define what an investor was, while these students sat confidently discussing the balance between affordable housing provision and investor returns.

Gen Z are often tarred with a workshy brush by the press, so it was great to see the enthusiasm and drive of these students first hand.

But later over dinner, the conversation turned to less inspiring experiences. Several students spoke of being promised major, even life-changing incentives – full university scholarships, internships, career opportunities – in return for projects or proposals.

They worked late into the night to meet last-minute deadlines, only to find that the “prizes” never materialised and the companies, armed with their fresh ideas, cut off contact.

The students were frustrated but told us they felt powerless to challenge what had happened. They were just starting out, keen not to make enemies before their careers had even begun.

This matters. As professionals we wouldn’t accept that behaviour, so why would we think new entrants should?

Also, as an industry, we cannot afford to dent the enthusiasm of young people before they have even entered the workplace. We need to create strong, fair and inspiring development environments that provide strong foundations for them to build a career on.

So while I believe it’s crucial we as a sector champion the breadth of careers available in the built environment, it’s imperative we treat incoming talent fairly and with respect. If we exploit the ambition of the next generation instead of supporting it, we risk losing it altogether.

Organisations such as Pathways to Property, who we are proud to work with across several projects, are a positive force, proactively educating students about the opportunities and coaching them as they start to embark on their professional journeys.

Proper mentoring, structured work experience, and clear pathways into the sector are the ways to show that hard work pays off. Done well, they build loyalty, diversity and long-term skills that will benefit the industry and the communities it services. Done badly, they risk breeding a cynicism that will follow young professionals throughout their careers. That is a risk we cannot afford to take.

Emma Shone is Head of Communications at Moda Group