In May of 2023, I attended my first Industry Appreciation Night with the National Association of Women in Construction (NAWIC) Richmond Chapter #141. I’d worked in sales for construction materials for years, so I decided to join the local chapter—but I was a sales rep, not a builder. Did I belong?
Then someone mentioned Camp NAWIC, a weeklong construction camp supported by Henrico County’s Career & Technical Education (CTE) program. Before I could overthink it, I turned to one of the ladies and asked, “How can I help?” I knew I was supposed to say “yes” to this.
That yes began a transformation in my mindset that yes, I did belong in this amazing group of women in construction.
Reaching the next generation
The next generation is different, and the methods of reaching them will be uncomfortable.
Across the tile, stone, flooring, and construction trades, we’ve spent years talking about a “labor shortage.” Installers are retiring. Experienced craftspeople are hard to find.
But when you step into classrooms of any youth trade program, you see something completely different: young people are here, and they are interested. They want meaningful work, financial stability, and mentors.
The workforce problem isn’t the lack of talent—it’s our reach. Today’s youth discover careers through TikTok, YouTube, mentorship, camps, and assignments. They follow their own squirreled-away and swiping-right methods of curiosity. They seek purpose, but they don’t dig deep. They respond to softer authenticity.
The good news is that the non-collegiate path is already paved. But we must show up.
Maximizing opportunities through CTE programs
Every public school district in the U.S. has a Career & Technical Education (CTE) program. These programs teach carpentry, drafting, design, construction trades, nursing, engineering, and more.
CTE programs are required to partner with local businesses, but most don’t have enough participation. They need speakers, tours, internships, advisory board members, hands-on demos, and so much more.
Students are there. They’re curious. They’re exploring.
The infrastructure exists—but visibility will require an army of “yes” people.
Get involved in these programs:
*SkillsUSA: where the next generation is already showing up
SkillsUSA connects more than 400,000 students each year to technical and construction careers. Many states host tile setting competitions, and pathways are expanding quickly. Volunteer as a judge. Sponsor a contest. Host a booth. Invite competitors to shadow your team. (Ed. Note: NTCA has been involved with SkillsUSA in Georgia since 2018.)
*ACE Mentor Program: exposure through experience
The ACE Mentor Program of America introduces high school students to architecture and engineering through weekly mentoring, team-based design challenges, jobsite tours, and learning opportunities with industry leaders. Some of the largest construction companies are already involved. One hour a week can change a career. If your city has an ACE chapter, join it. If not, ACE can help you start one.
*NAWIC chapters and NFSF: scholarships and empowerment
The NAWIC Founders Scholarship Foundation (NFSF) awards scholarships every year to students entering construction-related programs. Combined with other NAWIC initiatives across the country, these programs create some of the most effective engagement pathways for young women entering the trades.
*Industry- and manufacturer-led programs
Tile and stone manufacturers have built robust training programs that support youth and adult learners. The NTCA Training programs, NSI e-learning, fabricator training systems, and training programs from Schluter, ARDEX, and LATICRETE are just a few examples. In addition, CFI offers flooring installation certification.
These programs show what’s possible—but implementation still has challenges.
Don’t accept defeat
The concept behind the Order Maker Summit in Richmond, Va., was to introduce students to careers in sales within our industry. To get this started, I had direct access to the right people and infrastructure, but it was a struggle to build something new like sales training for the trade. Event turnout was lower than expected.
During a priming speaking event, 10 out of 30 ACE students showed curiosity about sales, business, and branding, despite no prior business acumen. Four attended the event. Their feedback? They were bored.
What I realized is that students aren’t disinterested; they’re under-exposed. They hadn’t been taught that a sales career could be a lucrative alternative to college. They didn’t have any exposure to basic business structure or terminology.
I don’t see my first event as a failure; I simply need to change my approach, and I have more to learn.
10 simple ways to get involved with only a “yes”
These all can be implemented within the next 30 days.
- Email your local CTE director. Ask what support their program needs.
- Offer to speak to a class about careers in tile, flooring, stone, or fabrication.
- Host a jobsite or showroom tour for a small group of students.
- Volunteer with SkillsUSA at a state or regional competition.
- Connect with your local NAWIC chapter to plug into existing youth outreach.
- Share scholarship opportunities, such as NFSF and NSI, with local schools.
- Host a hands-on demo day using materials you already have in the shop.
- Join a CTE advisory board to help shape curriculum and industry connections.
- Offer shadow days or internships—even one student makes a difference.
- Partner with a community college or trade school on workshops or facility tours.
The future belongs to those who say “yes”
If we want young people to come to us, we must do more than hope they show up. We must invite them in and show them who we are. And we must keep showing up. The next generation is not missing; they’re waiting for us to show them the open door.
Alison Mullins
Alison Mullins is a construction-industry sales strategist with more than 15 years of experience in surfaces.Through Rep Methods®, she provides sales transformation custom consulting agreements. Mullins also leads ACCM, a marketing agency supporting trade businesses. You can email her at info@repmethods, find her on LinkedIn, or contact her via the Rep Methods® website.
