Mémoire-projet

Abstract

The construction sector in Belgium is facing a serious labour shortage. In early 2025, more than 16,000 positions were unfilled, making construction the sector with the highest vacancy rate in the country. Yet the sector offers competitive salaries, job security, and real career opportunities. The problem is not the working conditions. It is the image.

This research asks one question: to what extent do multichannel communication campaigns influence the perception and attractiveness of construction jobs in Belgium?

To answer this question, ten semi-structured interviews were conducted with young people currently training in construction trades in French-speaking Belgium, along with one complementary interview with a small business owner in the sector. The interviews were analysed using a thematic grid based on the method of Giannelloni and Vernette.

The results show that no young person chose their trade because of a communication campaign or social media content. The two main triggers were family influence and direct practical experience. Social media did not trigger any orientation, but it did reinforce motivation once the choice was already made. Most respondents also perceived a clear gap between the image shown in campaigns and the reality of the job on the ground.

At the same time, the results reveal untapped potential. Young people value the aesthetic and symbolic dimensions of their trade. They appreciate the beauty of what they build and the pride of creating something real. These elements are rarely present in institutional communication.

Based on these findings, three recommendations are made for Constructiv: invest in authentic content produced by real workers, target the family environment of young people rather than the young people themselves, and reduce the gap between the image communicated and the reality lived on the ground.