Contractor Evolution 255. Why Contractors Are Losing the War for Talent - Aaron Witt
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Jan 14, 2026 
Aaron Witt, founder of BuildWit and host of the Dirt Talk podcast, dives into the pressing skilled labor shortage in construction. He boldly claims the industry plays a significant role in the outreach failure, highlighting poor jobsite culture and appearance as major barriers. Witt stresses the importance of authentic storytelling in employer branding and shares how best-in-class contractors bridge generational gaps. He encourages older workers to mentor the youth, fostering resilience and pride in craftsmanship to attract the next generation.
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How BuildWit Began
- Aaron Witt started BuildWit after watching a drainage project and asking the company for a job out of curiosity.
- He used storytelling and social media to grow his personal brand before launching BuildWit in 2018.
Brand Now Drives Workforce Wins
- Brand matters now because procurement and hiring rely more on reputation than low-bid models.
- Public-bid contractors must still build brand to attract scarce workforce talent.
The Industry Must Own The Problem
- Contractors preach how great trades are but jobsite reality often contradicts that pitch.
- Aaron argues the industry must look in the mirror and own that its practices repel the next generation.