recruiting gen z: a solution to the skilled trades shortage?

As older workers retire, the skilled trades face a looming question: where will the next wave of talent come from? The answer might just lie in the hands of Generation Z, set to surpass Baby Boomers in the workforce in 2024. Yet, attracting this tech-savvy and ambitious generation requires a strategic shift in how we perceive and promote these vital roles.

Long told that a four-year-college degree is the path to professional success, Gen Zers may instinctively lean toward higher education. A stigma around working in the trades means these jobs have often been regarded as an option for those who fail school. However, the narrative is changing. With the soaring costs of university education, the skilled trades emerge as a viable and lucrative alternative, offering a different kind of professional fulfillment.

So, how can you communicate this to a generation who grew up in a digital world?

offer apprenticeships and on-the-job training

Gen Zers may not bring years of experience, but they do bring a fresh perspective and the ability to learn quickly. Apprenticeships give young people the opportunity to gain work experience, pick up skills and earn at the same time.

In turn, companies offering such programs often enjoy lower recruitment costs, a more diverse workforce and higher retention rates. And through continuous on-the-job training, these young workers can upskill within your business as their career progresses. It’s a win-win.

promote stand-out company benefits and values

For Gen Z, strong company values and a good work-life balance are an expectation, not a nice-to-have. To distinguish your company from competitors, consider:

implementing flexible work policies

Hybrid and remote options can be tricky in the trades, but offering flexibility around hours, days off and vacation can be a major draw.

championing diversity, equity and inclusion (DEI)

Gen Z expects tangible efforts in DEI, so actively promote your initiatives in recruitment materials and on social media.

harnessing new technology

By incorporating the latest tech and tools, you’ll appeal to a younger cohort. But that’s not all. When older, more experienced workers collaborate with tech-savvy Gen Z employees, it creates a unique learning opportunity. Seasoned workers can learn “new tricks,” embracing contemporary tools and digital platforms they might otherwise have ignored.

connecting with schools

Engaging with local high schools can open avenues for career presentations, innovative competitions and work experience opportunities.

engage on social media

Nine in 10 Gen Z adults actively use social media, and around half spend at least two hours a day on it. Maintaining a strong presence on platforms like YouTube, Instagram and TikTok can be a powerful way of reaching younger talent. Share bite-sized, engaging content — think videos showcasing apprenticeships, company milestones or “day-in-the-life” glimpses.

highlight financial benefits

Counter the myth that success is exclusive to college graduates. Skilled trades offer a debt-free start, job security and resilience against AI disruption. It's a path that not only avoids substantial university debt but also offers the flexibility to pivot careers later, should they choose.