Al Sultan, Sulaiman (2025) Exploring the US construction workforce: The future of the frontline supervisor role and digital marketing to increase undergraduate enrollment. PhD thesis, Arizona State University, USA.
Abstract
The U.S. construction industry contributes approximately 8% of GDP and is projected to grow due to infrastructure repair and rising electricity and data demands. However, the industry continues to face a persistent talent shortage, especially among craft labor. This highlights the urgent need to prepare frontline supervisors (FLS)—defined by CII's RT-414 as "a person that is competent in their trade and leads a team of craft personnel and directs in their day-to-day activities"—for future jobsites shaped by advancing technology and shifting workforce demographics.This dissertation explores how the construction workforce can prepare the next generation of FLS through three studies. The first study uses semi-structured interviews with subject matter experts to envision how construction sites may evolve by 2040, focusing on workforce changes and technological integration. Using Rogers' Innovation Adoption Curve, the study assesses the likelihood of these changes and presents three scenarios aligned to low, medium, and high levels of technological adoption.The second study identifies the skills required for FLS success in 2025 and 2040 by analyzing literature, job postings, and focus group data. Twenty-two work skills were identified, and their applicability assessed across future scenarios. Results show that while eight skills vary depending on the level of technological integration, many core skills have remained important since the 1980s. Only one skill—multilingual communication—was found to become less relevant over time. Overall, the findings suggest an increasing demand for broader skill mastery over time.The third study evaluates the impact of a regionally targeted digital marketing campaign designed to generate interest in Arizona State University's undergraduate construction management program. Targeting parents in Orange County, CA, and Maricopa County, AZ, the campaign emphasized workforce and technology themes from the first study and used multiple ads, platforms, and messaging strategies to assess which approaches were most effective at generating awareness. Metrics such as website visits and requests for information suggest strong engagement.Together, these studies offer insights into who will enter the construction industry, what skills future frontline supervisors (FLS) will need, and how to strengthen the talent pipeline for supervisory/management roles.
| Item Type: | Thesis (Doctoral) |
|---|---|
| Thesis advisor: | Parrish, Kristen |
| Index terms: | undergraduate, marketing, construction industry, dissertation, demographics, supervisor, pipeline, innovation adoption, enrolment, platform, integration, program, repair, personnel, interview, focus group, strategy, construction site, face |
| Subjects: | curriculum development, psychology, practitioner, innovation studies, research dissemination and communication, demography, digital design, maintenance engineering, work location, business, data collection methods, infrastructure and transport systems, industry analysis, organizational analysis, recruitment and enrolment, software systems, management |
| Topics: | Engineering Principles, Education, Roles and Professions, Business Strategy, Research Practice, Site Management, Organizational Design, Urban Studies, Digital Applications, Human Resources |
| Descriptive scope: | 4 PCTE |
N.B. Descriptive scope is a count of how many of the five facets of empirical research are indicated by the words used in title, abstract and keywords. It is not intended as a judgement on the research; merely a count of the kind of word we would expect to indicate Phenomenon, Concepts, Theoretical framing, Empirical techniques, Analytical techniques. If all five are present, then a code of “5 PCTEA” will indicate this. If you feel the coding for this record is questionable, we welcome discussion around the terms we matched or the way we categorized them. The facet you would expect may not be coded, or a facet may be coded inappropriately. This can also bear on a larger question, of which facets should be treated as defining in construction management research. Please get in touch, and we will look at it. More details here