Rory Wilkinson, digital editor of Show House, recently caught up with Sally Austin, chief people officer of Barratt Redrow, to find out more about how the skills shortage is impacting the industry, and what can be done to attract more young people into housebuilding.
Tell us a little about yourself and your role at Barratt Redrow
I’m Sally Austin and I’m the chief people officer at Barratt Redrow. I joined what was Barratt back in November 2023, so I’ve been with the business just over two and a half years. Shortly after I joined, the talks with Redrow began, so my role has been quite different to how I first imagined, but it’s a fantastic role to be in. Prior to joining, I spent four years with Wincanton, now GXO, in 3PL Logistics, and then 14 years with Costain in a more infrastructure and construction focused industry.
It’s not exactly been plain sailing for the industry recently. What are some of the biggest challenges currently facing housebuilders?
There are very clear immediate challenges that face us and the wider industry, particularly the current economic pressures that we are all feeling.
From my area of focus, the skills shortage is presenting a real longer-term challenge in terms of entry talent, trade skills and early careers coming into the organisation. It’s certainly become a conversation that we have regularly at the top table, looking at what we are doing, and how we can be more creative about bringing more talent into the business in a way that is sustainable throughout the organisation.
How are the impacts of the skills shortage seen on an operational level in the company?
The country has been struggling to build enough homes for some years now, and homebuilders are finding it particularly challenging at the moment. This impacts our industry but also society and the broader economy. A lot of economic growth starts with the housebuilding sector, so it presents a challenge on a wider scale if our industry can’t create that growth. The shortage is most acutely seen across the trades, such as carpentry or bricklaying, but it is also impacting other disciplines like technical design, quantity surveyors, even land and estate management, and we need all of those skills to be able to deliver our product.
Recent research by Barratt Redrow found that just 9% of young people were prioritising a career in construction. Why do you think that is?
It’s a sobering stat, isn’t it? I think it is in no small part down to perception versus reality, and what options are available for young people in terms of career paths.
There’s a perception that a role in construction means that you’re out on-site building houses, which obviously offers a fantastic and rewarding career, but there is less awareness of the wide range of skills and jobs available in the industry. I also believe that there is a real need to do more about creating role models, so we can demonstrate to young people the career paths that are available to them and the breadth of the opportunities that are out there. We know that the belief that young people have to go to university has shifted and so have young people’s views on life and what’s important to them. This presents housebuilders with an opportunity to bring more people into the industry, but it is something that we need to promote and tap into more.
What does a career in the housebuilding industry offer to young people or those looking for a career change?
There are plenty of benefits to working in the housebuilding sector, whether people are entering the industry as graduates, through trade apprenticeships or higher education apprenticeships. One of the most appealing factors is that people are getting into work much, much quicker, learning and earning in the role and getting valuable experience from an earlier age. This industry also provides people with practical, transferable skills, which are skills for life. One of the points that came from young people in our research was prioritising sustainable skills that they can use going forward in their careers and this industry certainly offers the opportunity to gain those, as well as providing strong job security. There are also fantastic career pathways available. Every single one of the apprenticeship programmes that we run is more than just the two-year programme or the training provided; it’s the avenues to all kinds of other career disciplines they create as well. We have a number of people at Barratt Redrow in senior positions who have come through this route, and they bring with them a different skill set which is really beneficial to the company.
What can be done to attract more young people into careers in construction and spread the word about the benefits of working in the industry?
I think there are definitely a few things that the industry can do, and is already doing, but unfortunately, there isn’t one silver bullet that solves the problem. The connection between the housebuilding industry and education is key and becoming more and more important, and I think we need to start forging that link at an earlier age, such as by working with primary schools. I also think we need to do more to showcase diversity in the industry, which will help challenge stereotypes and remove perceived barriers around the industry for young people. That way, we can provide relatable role models and help people see themselves in the industry. The other challenge is looking at the channels we use to reach people and ensuring that we are communicating the right way with a younger age range. This means looking at more creative ways and different forms of media, and for me, one of the best ways we can do that is by actually working with young people and using their ideas to help shape our approach. If I were to ask my daughter which channel she would look at first to find out about a role, it’s not likely to be a website but instead she would head to a social channel like Instagram or LinkedIn.
Barratt Redrow recently launched its apprenticeship programme for the year, what will the scheme offer for participants?
We’re really fortunate that we are able to offer over 200 apprenticeships at Barratt Redrow, and we always have an influx of applications, which we see as a real privilege. We offer a range of programmes, covering everything from level one and two, to intermediate and advanced apprenticeships, which means we have opportunities for everyone from those just starting out through to higher education leavers. We also cover a plethora of skills, from trade apprenticeships such as bricklaying, site carpentry etc. to construction management, quantity surveying, land and planning, and technical and design.
There is a real emphasis on apprenticeships at Barratt Redrow, more than I’ve ever seen in any other industry, and we take huge pride in the recognition we give to our apprenticeships and the career paths they create.
