IMPACT OF INDUSTRY IMAGE ON SHORTAGE OF SKILLED WORKERS: A SOUTH AFRICAN CONSTRUCTION INDUSTRY's PERSPECTIVES

Abstract Construction plays a vital role in South Africa's economic sustainability. However, there is a drastic need to attract skilled workers in order to sustain the increasing demands of its product and service. The image of the construction industry “not impressive or attractive” seems to be a major contributing factor causing shortage of skilled workers in the industry. The purpose of this study is to assess the impact of the image of the construction industry towards attracting young and skilled workers in South Africa. This study adopted a quantitative research method, in which a questionnaire survey was distributed among the members of GMBA (Gauteng Master Builders Association). Thus, a systematic sampling was used with a population size of 300 companies (from GMBA), sample size and questionnaires distributed were 150 respectively. The total number of respondents and analysed questionnaires were 54 – totalling a response rate of 18%. The study findings indicated that factors such exposure to harsh and unsafe working conditions; low salaries and wages for workers, lack of vital information to prospective learners, and lack of support and sponsorship by organisations toward the learners are some of the critical issues considered as poor image of construction industry that are contributing to shortfall of skilled worker in industry. The study concluded that the shortage of skills in the construction industry can be attributed to factors such as the prospective learners regarding a career in the construction industry as a second choice.