The Ministry of Housing and Ademe are launching a campaign to encourage recruitment

However, construction today faces a shortage of manpower, not attracting enough young generations in particular. In order to meet the needs of the sector to meet the challenge of ecological transition, by eradicating thermal strainers and allowing effective renovation of the order of 800 housing units per year, ADEME and the Ministry Delegate for Housing are launching a campaign promotion of energy renovation professions, under the aegis of France Rénov', with the aim of facilitating the 000 recruitments necessary for the renovation market by 150.

A campaign that breaks the codes

The campaign, carried out under the impetus of the Ministry Delegate for Housing and designed in consultation with the professional building and training sectors, is financed by "France Relance" in order to accelerate the ecological transition in the building sector.

The operation carries the banner of France Rénov', the brand of the public housing renovation service. France Rénov facilitates private individuals' access to neutral and independent information, advice and support for their energy renovation project.

This campaign aims to mobilize professionals in place and encourage new vocations, in sufficient numbers to meet growing demand, to carry out quality renovation work. The construction sector offers many opportunities for everyone. The campaign aims to deconstruct the clichés, the prejudices associated with the construction sector, through ignorance of the challenges and opportunities offered by its companies today.

This campaign is primarily aimed at:

• to young people, in order to encourage vocations in large numbers. The campaign is part of the dynamic equivalent to the government system “One young person, one solution”.
• building professionals, craftsmen in particular, in order to encourage them to train, to acquire specializations in the energy renovation of buildings.
• people in the process of professional retraining and job seekers.

The France Renov' campaign includes:

• A media campaign with:
  • “Let’s get out of clichés” ads, in the professional press and PQR, which will also be available on social networks
  • Two radio spots
  • A minecraft -video game- activation to show how construction sites work in an educational way on the Twitch platform
  • A Tiktok filter designed for the occasion to allow everyone to live an experience and to be interested in the sector.
• A webseries "The rebuilders" to promote the construction and renovation trades, built in partnership with the CCCA BTP
• Participation in trade fairs related to recruitment and training (Be Positive, Jeunes d'Avenir, Mondial du Bâtiment, etc.)
• Active participation in the Big Tour initiated by BPI France, in order to criss-cross all French territories
• Un Mooc to disentangle clichés about the construction sector, present the different professions and encourage training.

Attracting talent to meet the ecological challenge and the skills challenge

Construction professionals have a key role in the ecological transition: they will participate in the implementation of the national low-carbon strategy, both for new construction and for the renovation of existing buildings. The national framework being fixed, the translation of the level of ambition of energy sobriety envisaged must lead to an unprecedented number of energy renovation works, of the order of 800 renovations per year.

The campaign therefore aims to attract, train and develop newcomers at a rate twice the current rate. Through this campaign, it is also a question of giving a new image and meaning to the construction trades. Indeed, being a professional in the construction industry means guaranteed employability at the service of the environmental challenge by participating in the renovation and green revival effort desired by a majority of citizens.

Key figures

• 1 million MaPrimeRénov' files submitted since 2020
• A labor shortage of around 150 recruitments by 000, and 2023 for the construction sector as a whole
• In 2019, the construction sector saw its recruitment drop by 10% with nearly 252 employees recruited, including 000 newcomers
• Only 32 young people under the age of 000 entered the construction industry as their first job in 25.