APPRENTICESHIP FOCUS: GCS
THIS ISN’T JUST ABOUT RECRUITMENT; IT’S ABOUT
TRANSFORMATION
Michael Parry, GCS Associates md, talks to Will McGill about the work being done to promote the industry and foster a more diverse workforce.
G
CS Associates has been working closely with the Builders Merchants Federation on its “Materially Different” campaign, an initiative designed to reshape perceptions of the Building Materials sector and attract fresh talent.
“We’re investing time and resources into promoting the Building Materials sector because too many people don’t know about the opportunities it offers,” GCS Associates managing director Michael Parry explains. “Through the BMF campaign, we’re attending apprenticeship fairs, engaging with students and job seekers, and providing real career pathways.” GCS is not just raising awareness; they are also taking action. “We collect data from interested individuals and share it with BMF members at no cost, linking talent with potential employers,” he says. “At 17, I didn’t know where my career was heading — no-one told me about this sector. Now, I want to be that guiding voice for today’s youth.” GCS’s outreach efforts have led to real success stories. “Many students initially walk past our stand with no interest, but once we explain the breadth of opportunities available — from marketing to operations to sales — their perspective shifts,” Parry shares. One memorable moment came from a 17-year-old student with an interest in marketing. “She assumed the industry was just for men in construction roles. After we explained the diversity and scale of the sector, she left genuinely excited about the possibilities,” he recalls. “That’s the impact we’re striving for.”
GCS has taken the campaign nationwide, representing the BMF at major apprenticeship events. “We’ve attended events in Manchester, North London, and South London, engaging with over 10,000 attendees. Over the past eight months, we’ve spoken with thousands
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of potential apprentices, distributed thousands of brochures, and collected data from over 1,000 individuals. We’re directly contributing to the campaign’s goal of recruiting 15,000 apprentices by 2030.”
Promoting diversity is a key part of GCS’s mission. “We conduct diversity audits, tailor recruitment strategies, and advise on policies such as maternity pay to help businesses attract and retain talent. With one client, 33% of our placements last year were from minority backgrounds. We are seeing real change.”
Outdated stereotypes One of the biggest challenges is overcoming outdated stereotypes. “Many people still see this as a male-dominated, physically demanding industry with limited career progression. Our job is to change that narrative by highlighting the wide range of roles available, and sharing success stories from diverse backgrounds,” says Parry.
“I’ve personally attended countless career fairs, spoken with thousands of students, and worked with businesses to refine their recruitment strategies,” he continues. “Seeing young people’s perceptions shift in just a few minutes makes this work so rewarding.” Parry’s message to potential recruits is clear: “This is a £50bn industry with opportunities for everyone, whether you have no qualifications or a master’s degree. Careers here have no ceiling,” he says.
For businesses looking to attract the best talent, now is the time to act, he says. “The ‘Materially Different’ campaign is a game- changer. At GCS, we specialise in helping companies become employers of choice. If you’re ready to build a stronger workforce, we’re here to help.”
The Building Materials sector is evolving, and with initiatives like the “Materially Different” campaign change is well underway.
Parry explains that much of the challenge lies in communicating the sector’s relevance to those outside of it. “People don’t consider this industry because they don’t see themselves in it. We’re changing that by putting apprentices and success stories front and centre, showing young people that there’s space for them here regardless of background, education, or gender. The construction supply sector is at the heart of the UK’s economy, yet it’s still overlooked when people think about career choices,” he says.
GCS Associates is also working to ensure that businesses remain competitive in their recruitment efforts. Parry says: “We advise companies on how to position themselves as employers of choice. Many businesses still struggle with outdated hiring practices or lack clear progression pathways, which deters young talent. By refining job marketing strategies, improving working conditions, and aligning with modern employee expectations, we’re helping businesses secure the talent they need for long-term growth.”
One of the standout aspects of the “Materially Different” campaign is its ability to connect employers with fresh talent in a meaningful way. “It’s not just about filling vacancies—it’s about creating careers. We want to make sure people see this industry as a place where they can grow, develop, and build a future. Our involvement in the campaign ensures that we’re not just talking about change; we’re making it happen.” Looking at the long-term impact, Parry is optimistic about the future of the sector. “We need a workforce that reflects the world we live in. By engaging with young people now, we’re laying the foundation for a more diverse and dynamic industry. This isn’t a short-term fix—it’s a long-term commitment to ensuring that the Building Materials sector remains strong, innovative, and inclusive.” BMJ
www.buildersmerchantsjournal.net May 2025
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