Reaching the Millennials | Attracting the right people is in how the story is told

By Tammy Schuster 

Reaching the Millennials - Attracting the right people is how the story is toldWith businesses adjusting to the era of the happy workplace, concepts such as social responsibility, company culture, and employee engagement are common buzz words used around the open-concept, flexible, shared workspace. They are used more so as companies shift their recruiting focus toward the millennials, the largest generation in the workforce today. 

While having these elements present within an organization is considered progressive, businesses may still be going about it in the wrong way.

“There is no secret when it comes to attracting and retaining talent,” says Eric Termuende, founder of The DRYVER Group. “But the major block is in the way companies are attempting to do it. Rather than focusing on speaking directly to a certain generation, companies should instead be revising the story they are telling.”

The DRYVER Group, an organization that focuses on intergenerational management, specializes in implementing how to tap into the new generation of the workforce where traditional HR practices no longer work. 

The idea behind the storytelling concept isn’t necessarily about being a millennial whisperer. Termuende says there should be more of an understanding of the life someone is able to live through the job he or she is doing, and not just a job description with a checklist of skills and requirements. 

“We are seeing employee shortages in agriculture, forestry, mining, transportation, construction, automotive, and so on,” says Termuende. “Many of these positions are entrepreneurial, creative, innovative, lucrative, fulfilling, and tangible but we are not telling the stories of these careers like we should be. We need to use people as case studies to help bring these jobs to life.”

He says that traditionally, professions such as doctors, lawyers, and engineers are typically the most successful professions because they have the best titles and salary, and have the most education and accumulated material. 

“Rather than trying to attract the next generation — or the millennials, so to speak — we’re trying to attract people who are looking for a certain experience,” he says. “We need to focus on who is working in construction, find out what they love about their jobs and tell that story to the people who are wanting a similar experience.” he says. 

Termuende says the focus should be on the values, views, and expectations of potential employees and not just the year they were born. By telling the story about what a particular job in construction will give someone, employers will attract a certain value set.

“Many organizations are looking to speak or think like a millennial, and in my opinion, it’s a waste of time because we are trying to generalize 7.5 million Canadians.”

Dryver Group


Termuende and his colleagues at DRYVER began looking at organizations that were trying to tackle what he calls a perceived millennial problem. “When we started to dive into this, I thought this could be bigger than what we originally thought the problem to be, and as a result we found a universal message that seems to be applicable through many industries and sectors.”

Typically, millennials are known to switch jobs on an average of every two to three years and most employers know all too well the massive cost of recruiting, training, and turnover, and there’s also a massive cost with having an unhappy work place. 

“That’s not to say the work we do has a direct line between profit and happiness,” says Termuende. “But it shows that there is a commitment within all industries to invest in human capital, and happiness in the workplace then translates into a stronger bottom line.” 

For more information on the DRYVER Group, visit their website at

This article first appeared in the Spring 2017 issue of SICA's Construction Review Magazine. To read the entire magazine click here.



December 12, 2018

Winter Safety Tips

Working during winter feels more like survival of the fittest than an everyday challenge. The risks are much greater for employees who have to work and drive outdoors.
Read More
September 13, 2018

8th Annual Chair Dinner & Awards Celebrates Industry Leaders

SICA held our annual Chair Dinner and Award Night where we celebrate member anniversaries, board volunteers, Gold Seal recipients, and scholarship recipients. In addition, this year we had the honor of awarding both a Consultant Award and the Innovation Award.
Read More
June 28, 2018

2018 Kamloops Trap & Skeet

Every year the Kamloops Trap & Skeet is one of the most anticipated events we host! With over 100 attendees, BBQ steaks, and some tough competition it is safe to say that a blast was had by all.
Read More
June 27, 2018

2018 SICA Golf Tournament

On June 21st, 2018 144 golfers converged on Sunset Ranch Golf Course for the annual SICA Golf Tournament. Despite lightening in the valley causing a brief course closure and pouring down rain in the afternoon the event was a huge success!
Read More
May 30, 2018

2nd Annual Family Fishing Derby

The beautiful Roche Lake Resort was again the site for our now 2nd annual Family Fishing Derby. This event, hosted through a joint partnership between the Southern Interior Construction Association and CapriCMW Insurance, is quickly becoming a must attend for all SICA members.
Read More
April 30, 2018

Celebrating our Own - Terry Brown Receives CCA's Person of the Year Award

The CCA Person of the Year Award recognizes individuals who demonstrate the qualities of a leader and who apply the highest standards and principles of the construction industry and business community. To those who have had the opportunity of working alongside Terry Brown, he is the living embodiment of this description.
Read More
April 24, 2018

10th Anniversary of Heavy Metal Rocks in Kamloops

2018 marked the 10th year of the Heavy Metal Rocks event in Kamloops. This project provides opportunities for Grade 11 and 12 students from the School District No. 73 to explore career opportunities in the heavy equipment operator field.
Read More
April 19, 2018

Construction Industry Celebrates BC Construction Month at Okanagan College

The Kelowna building community was proud to celebrate BC’s Construction & Skilled Trades Month with a breakfast held at Okanagan College on Thursday. In the newly built Trades Building contractors, apprentices, foundation program students and industry support organizations gathered to recognize the impact the construction industry has on the BC and specifically the Okanagan economy.
Read More
March 07, 2018

Member Spotlight: TKI Construction

TKI recently completed construction on the flagship Mr. Lube store in Kelowna, where they went beyond your standard oil change facility and built a truly stunning building. Brandon had the opportunity to work with the Mr. Lube franchise owner to design a tower and architectural details that make the store more visually appealing than it would otherwise be.
Read More
BCCA Employee Benefits logo.JPG
February 07, 2018

Unsung Benefits

The BCCA Employee Benefits’ plans offer other services beyond dental and extended health care.
Read More
January 24, 2018

Message Delivered, Message Received

Successful buildings have always been the result of collaboration between the client, designers, and contractors. A strong team, clear expectations, and concise information will typically result in a project which all involved parties will consider successful. Through recent decades the delivery of projects has changed with increased complexity, decreased timeframes, and changing delivery methods. Now more than ever it is critical that the collaboration between the team occurs to ensure the desired outcome.
Read More
December 20, 2017

TAX ALERT – Government Simplifies Measures to Rein in Income Sprinkling

On December 13, the federal government released legislation to simplify restrictions on income sprinkling, proposed to go into effect January 1, 2018. These revisions indicate they’ve listened to feedback during the consultation period, by providing more certainty to taxpayers through the introduction of “bright-line” tests to automatically exclude some family members, and allow income sprinkling for those members who make sufficient contributions to the business.
Read More
8F - 2006 Mack Dump Truck.jpg
December 13, 2017

Member Spotlight: Ok Excavating

Adaptability, initiative, and customer service are the keys to longevity for a local commercial and residential excavation business in Kelowna. OK Excavating is celebrating 50 years of business in 2017 and, in those years, has undergone many evolutions.
Read More
November 29, 2017

Construction and Cyber Risk: An Overview

A hazard such as a fire has protocols and procedures that are designed to mitigate risks – inspections, suppression systems, and risk management practices. Cyber protection of a business should also employ a rigorous process to develop both a risk prevention and incident response plan. Most cyber insurance applications serve as a catalyst in moving towards this process.
Read More
November 15, 2017

Could Tax Issues Throw Your Business Off Track?

To stay on track, real estate and construction companies should develop a better understanding of where tax issues are likely to complicate or disrupt their business — and develop a plan to mitigate those risks well in advance.
Read More
November 08, 2017

Top Five Reasons for Having an Employee Benefits Plan

One of the biggest investments employers can make is in their employees. And it makes sense to want productive, healthy, and engaged employees. Employees with poor health cannot exert the effort required to be highly productive, and you need engaged employees in order to create innovative solutions.
Read More
August 30, 2017

Obligation of Good Faith in Contracting

The Supreme Court of Canada changed the legal landscape for contracts in the decision of Bhasin v. Hrynew, [2014] SCC 71. This decision created a new common law obligation of good faith that applies to all commercial contracts.
Read More
August 23, 2017

Embracing the Purpose Era

Regardless of the size of your business or the sector you operate in, the purpose movement is shaking up the rules of business and ringing in a new era where business is an active participant in making the world a better place.
Read More
April 05, 2017

Reaching the Millennials | Attracting the right people is in how the story is told

With businesses adjusting to the era of the happy workplace, concepts such as social responsibility, company culture, and employee engagement are common buzz words used around the open-concept, flexible, shared workspace. They are used more so as companies shift their recruiting focus toward the millennials, the largest generation in the workforce today.
Read More