By Gerraint Oakley, Executive Director for Growth and Development, Platform Housing Group
A secure, affordable home transforms lives. Those in housing see this daily—families finding stability, communities growing stronger, and individuals rediscovering hope. Yet, housing often fails to capture the imagination of young people considering their future careers.
Today’s youth—Gen Z and Gen Alpha—are purpose-driven. They want to tackle climate change, inequality, and social justice. They seek work that makes a difference, where they can see tangible results. Housing offers all of this—and more. Our challenge is to help them see it.
Changing the Perception of Housing
Housing has an image problem. Many still view it as traditional, male-dominated, and focused on buildings rather than people. But we know better. Our sector is dynamic, diverse, and crucial in solving some of society’s biggest challenges.
More than half of housing professionals believe we must reshape this image to attract fresh talent. With an ageing workforce and growing skills gaps, we can’t afford to wait. Now is the time to show housing for what it truly is—a vibrant, meaningful career choice.
Storytelling: The Heart of Inspiration
People connect through stories, not statistics. To inspire young minds, we need to share the real stories of real impact.
Think of the moments that moved you—a family receiving their first keys, a community transformed, or a project that made sustainability a reality. These stories show housing as a place where people, purpose, and place come together.
Let’s highlight the journeys of apprentices, leaders, and changemakers. Initiatives like “Routes to Housing” and “Housing Heroes” showcase diverse paths into the sector. When young people see themselves in these stories, housing becomes exciting—and possible.
Our message must be personal. Ditch the corporate jargon. Speak about why you love your work, how it matters, and how it changes lives. When we speak from the heart, we inspire others.
Meeting Young People Where They Are
To reach Gen Z and Gen Alpha, we must show up in their world—online.
Digital content is essential. TikTok, Instagram, YouTube—these aren’t just for fun, they’re where young people learn and decide. Imagine short videos showing a “day in the life” of a housing officer or reels of a new eco-development guided by a recent graduate.
Social media lets us showcase the sector as it is today—tech-driven, community-focused, and full of opportunity. Campaigns like CIH’s #ChooseHousing prove digital outreach works. Let’s build on that with fresh, authentic content that brings housing careers to life.
Starting Early: Pathways into Housing
By the time many reach university, they’ve already shaped their career ambitions. We need to start earlier.
Partnerships with schools and colleges are vital. Interactive workshops, site visits, and talks from passionate professionals can open eyes. Imagine students designing their dream community or solving housing challenges—learning by doing.
We also need clear pathways—apprenticeships, internships, and graduate schemes. These not only build skills but show that housing invests in young people’s futures.
Let’s make it easy to step into housing—and support them to stay, grow, and lead.
Diversity and Inclusion: A Sector for All
Gen Z and Gen Alpha expect diversity and inclusion. They want workplaces where everyone belongs.
Our sector must reflect this. We need diverse role models, inclusive leadership, and a culture where every young person feels they have a place in housing.
Mentoring underrepresented groups and elevating young voices helps us build a workforce that mirrors the communities we serve. Inclusion isn’t just right—it’s how we attract and retain fresh talent.
Innovation and Sustainability: A Future-Focused Sector
Housing leads on innovation. From net-zero homes to data-driven services, we’re solving tomorrow’s problems today.
Young people care about climate change and technology. Let’s show them housing offers roles in green construction, smart tech, and community energy. This is where passion meets purpose.
By framing housing as a green, future-ready sector, we tap into their desire to build a better world—and give them the tools to do it.
Working Together: A Collective Mission
No one organisation can change housing’s image alone. It takes all of us—housing associations, councils, industry bodies, individuals—to make housing the career of choice.
We’ve seen great collaboration: joint campaigns, shared resources, youth projects. But there’s more to do.
Let’s create a united movement, where every professional becomes an ambassador, every organisation commits to outreach, and every young person sees housing as a place to belong and thrive.
What Can You Do?
You don’t have to be a CEO to make a difference. Here’s how you can help:
Share Your Story: Talk about your work and why it matters—on social media, in blogs, or over coffee with a curious young person.
Mentor and Support: Guide a young colleague, host an intern, or speak at a school.
Be a Champion: Push for youth engagement, diversity, and innovation in your organisation.
Collaborate: Join forces to create new ways to reach young talent. Together, we’re stronger.
The Time Is Now
Housing offers more than jobs—it offers purpose, community, and the chance to change lives. The next generation is ready for that challenge. Are we ready to invite them in?
Let’s make housing a career they choose—and are proud of. Let’s inspire them, engage them, and support them to lead.
The future of housing depends on who we inspire today. Let’s build that future—one young person at a time.
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