Traditionally the heating, plumbing and construction industries have been seen as male dominated that fail to reflect the diversity of the communities they serve.
Now momentum is growing to accelerate change, putting processes in place to inspire and support women to feel comfortable and thrive in the sector. The launch of the Construction Inclusion Coalition (CIC), headed by 11 major organisations across the industry, could be a game changer.
Backed by high profile organisations across the UK, it has an ambition to improve equity, diversity and inclusion (EDI) across the industry.
Maxine Frost, National Sales Director at City Plumbing who sits on the CIC, and also chairs the new Women’s Forum for the Builders Merchant Federation, explains more:
Q: From your perspective can you summarise why change is needed in the industry?
A: “We all know that women are under-represented in this industry – whether that’s in heating, plumbing or construction – and there’s a big desire to address that issue.
“So, the first reason to act is that it’s the right thing to do – for everyone. Having diverse teams is good for business, good for society, good for individuals. This is something we firmly believe right across the Highbourne Group.
“For any businesses which haven’t woken up to that fact, I’d say they need to look at their customer base and see what’s happening around them.
“Not everyone mentions this, but our customers are changing. They are becoming more diverse, and they have different needs.
“Companies which don’t reflect that, or fail to meet those needs, are going to struggle to keep up.
“But let’s be honest, we’re behind other sectors and we cannot continue that way. We shouldn’t be sitting here in 2023 with so few women in the industry and doing nothing about it.”
Q: How do you think supporting diversity will change a business such as City Plumbing?
A: “Our perspective is that diversity will bring different ideas and different perspectives into the business, help us grow and help us move forward together.
“We want everyone in the business to be able to bring their real selves to work and feel welcome and supported. That should be a given.
“Attracting more women at all levels, and supporting all types of diversity, is the only way we can be fit for the future. It’s really important from a moral and a business perspective.”
Q: What are the fastest and most impactful ways to create change? A “I think you need to begin with recruitment. I’m not afraid to say that our industry has been quite closed around recruitment.
A: “When it comes to middle management, for instance, the industry has tended to look at competitors to try and find the right recruits. There’s been a history of saying ‘we need people who already understand the industry and have done it before.’ As a result, we’ve employed people with the same skill set and same attributes as those who went before them.
“Of course, those employees are vital to our business. But there are big advantages for everyone if there is greater diversity, different skill sets, different ways of thinking. We need a much broader talent pool. Our customers are changing, and we must too.”
Q: Is the problem that women see the industry as male-dominated and therefore don’t want to join it?
A: “It’s certainly one of the problems. If you don’t feel an industry is an inclusive place to work in and isn’t welcoming, then that’s a big issue. We need to change that perception – for customers and for colleagues.”
Q: Women are not the only people under represented in the industry. Are you focusing on other groups too?
A: “Absolutely. We need diversity in all its forms, whether that’s supporting LGBTQ+ colleagues or pushing for ethnic and social diversity. That’s hugely important to us.
“But we made a decision when becoming a partner of the CIC to focus first on women in the opening year. It’s a good starting point and it’s an obvious one to anyone looking in from the outside. I can assure you we won’t be ignoring other communities. There’s a real desire to change the way this industry looks and to support all types of diversity.”
Q: You mentioned that your customers are changing, can you expand on that? What are you seeing?
A: “Our online sales are going up; our customers are getting more tech savvy and the type of customer is changing. As more customers move towards retirement age, then we’re going to see different installers, plumbers and electricians move into the market. We’re actively working and engaging with more and more female plumbers on social media. The industry is changing as younger groups move in and more people consider a career in construction.
“We are also seeing more women helping to run subcontracting businesses and more ethnic diversity too.
“If we don’t change and diversify with them then will they relate to us as a business in future? And that goes for the industry as a whole.”
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