Effective strategies for skilled trades outreach 

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Imagine a small town where the local high school is hosting its annual career day. Among the booths for doctors, lawyers, and tech professionals, there is a modest setup for skilled trades. John, a seasoned plumber, stands behind the table, ready to share his journey. As students’ approach, he tells them about his early fascination with how things work, leading him to a rewarding career in the trades. He explains how his job not only provides a stable income but also the satisfaction of solving real-world problems every day for people. 

John’s story resonates with students, especially those who had not considered the trades as a viable career path. His enthusiasm and the firsthand demonstrations spark interest and curiosity. This scenario highlights the power of personal stories and direct engagement in attracting new talent to the skilled trades. 

Skilled trades can appeal to a diverse group, including high school students, career changers, and underrepresented communities. Before launching any skilled trades outreach programs, it is crucial to understand the target audiences you are approaching. 

Skilled trades outreach at educational institutions  

When approaching educational institutions for outreach in the skilled trades, it’s important to highlight the value and opportunities these careers offer. It’s best to start by presenting data on the high demand for skilled workers and the competitive salaries associated with these professions and then move into the practical, hands-on training that trade schools provide – leading to a quicker entry into workforce compared to traditional four-year degrees.  

The best targets for educational institutions are school administrators, teachers, and career counselors to discuss how skilled trades can be integrated into their curriculum through programs like apprenticeships and work-based learning. Additionally, you can consider organizing workshops, career fairs, and guest speaker events to give students a firsthand look at the skilled trades. If you provide informational materials, make sure to share success stories to inspire and inform both the students and the educators about the benefits of pursuing a career in the trades.  

Using children’s books as an outreach strategy for skilled trades can be incredibly effective too. These books can introduce young readers to various trades like HVACR, plumbing, and electrical in an engaging and accessible way. By featuring relatable characters and exciting stories, children’s books can spark interest and curiosity about these professions early on. They can help dispel stereotypes and highlight the creativity and problem-solving skills involved in skilled trades. This approach not only educates children but also encourages parents and educators to consider these careers as viable and rewarding options for the future.  

Skilled trades outreach toward the general public 

Many businesses already participate in local fairs, festivals, and community events – why not raise awareness about skilled trades too? You can setup interactive booths where attendees can try out tools and learn techniques. For example, hosting a booth at a county fair where visitors can participate in a nail-driving contest, or a plumbing demonstration can attract interest.  

Partnering with local, non-skilled trades businesses and industry trade associations can also create a network of support. These partnerships can offer job placements, internships, and mentorship programs too. For instance, you could collaborate with a local construction company to offer summer internships for high school students that can provide valuable firsthand experience.  

Another tactic is to consider launching a public awareness campaign that highlights the importance of skilled trades in everyday life. Using testimonials from tradespeople to showcase the rewarding aspects of these careers can help change perceptions. For example, creating a series of video testimonials from tradespeople discussing their career paths and the benefits of their jobs can reach a wide audience.  

Best practices on leveraging technology 

Utilizing social media platforms is an effective way to reach a broader audience. Sharing engaging content such as videos, success stories, and behind-the-scenes looks at various trades can attract interest. For example, starting a weekly “Trade Tuesday” series on Instagram featuring different trades and the people who work in them can be very impactful.  

Or you can develop virtual reality (VR) experiences which allow individuals to explore different trades virtually, which can be a powerful tool in schools and career fairs. Creating a VR simulation of a day in the life of an HVACR professional, for instance, allows users to experience the job firsthand.  

Creating a comprehensive online resource hub with information on different trades, training programs, and career pathways is another effective strategy. Including interactive elements like quizzes and career matching tools can help users find their best fit. For example, developing an online quiz that helps users identify which trade might be the best fit for their skills and interests can guide career decisions.  

How to address misconceptions 

Emphasizing the stability and demand for skilled trades is crucial, as people are unaware of the long-term career prospects and job security these professions offer. Sharing statistics and projections about job growth in the skilled trades sector can help illustrate this point.  

Highlighting the competitive salaries and benefits associated with skilled trades is also important. Providing data and real-life examples can counter the misconception that trades are low-paying jobs. Publishing a comparison chart showing the average salaries of various trades versus other professions can be remarkably effective.  

One area of skilled trades which needs to be addressed is how to engage underrepresented groups. You should consider how to develop programs specifically aimed at encouraging women to enter the trades.   

Partnering with community organizations to reach minority groups is another important strategy. You can do this by providing resources and support to help them overcome barriers to entry. Collaborating with local community centers to offer workshops and information sessions about careers in the trades can make a significant impact.  

Creating initiatives to help veterans transition into skilled trades is also crucial. Their discipline and experience can be a great asset to the industry. Developing a training program specifically for veterans, offering them the skills needed to enter the trades, can be beneficial.  

Conclusion 

Measuring the success of skilled trades outreach efforts is crucial for continuous improvement. Establishing clear metrics can help track the number of program participants, apprenticeship enrollments, and job placements. For example, using a dashboard to monitor key performance indicators (KPIs) such as event attendance and social media engagement can provide valuable insights. A trade school, by tracking these metrics, identified that their social media campaigns significantly increased apprenticeship applications, allowing them to refine their outreach strategies – so can you! 

Collecting feedback from participants is another essential component. Using surveys and focus groups to gather insights can help make necessary adjustments to programs.  

Addressing the challenges in skilled trades outreach requires a multifaceted approach, including changing public perceptions, improving access to education and training, promoting diversity and inclusion, and leveraging technology to enhance learning and outreach efforts. 

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About the author

Ryan Kiscaden is an author (Next Up Trades series), an HVACR and plumbing marketer, and is employed by a major plumbing manufacturer. 

Read Kiscaden’s latest children’s book sponsored by ACCA, “The Air Came to a Stop” now.

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Posted In: Marketing, Opinion, Social Media, Strategic Planning, Workforce