It’s no secret that skilled trades like plumbing, welding, carpentry, and automotive repair need more workers as Baby Boomers retire. While demand for work has only increased over the years, the skilled labor workforce has considerably shrunk with the number of full-time skilled tradespeople down 16% from 2007 to 2022. In fact, if this trend continues, 2.1 million trade jobs could go unfilled by 2030.
A potential solution for overcoming these labor shortages? Attracting Gen Z candidates, or those born between 1995 and 2009, to pursue skilled trades. As the youngest cohort to enter today’s workforce, Gen Z is expected to become the largest generation in the labor market in the next 10 years. Not to mention, many are already interested in pursuing these types of careers with the number of students enrolled in vocational-focused community colleges up 16% last year, the highest level since tracking began in 2018.
Below, we’ll provide guidance to help employers engage with and better attract this young generation to skilled trades professions.
Be Transparent About Pay
They may be young, but Gen Z has big aspirations when it comes to making money. According to a survey conducted by The Harris Poll, Gen Z is looking to make an average salary of $171,633 in order to feel financially healthy, the highest income compared to older generations. It’s no surprise, then, that when it comes to finding their first job, the majority (59%) of new graduates consider pay to be most important, according to Monster’s recent State of the Graduate report.
While traditional thinking may point Gen Z towards a four-year business degree in order to reach their salary goals, it may not yield the high return on investment this generation is looking to make. Skilled trades, on the other hand, often enable workers to start earning more money a lot faster with less or no student loan debt. For instance, pay for new construction hires is now better than it is for new hires in professional services like accounting.
“The rising demand for skilled trade workers, due to a shortage in many sectors, drives up wages, often surpassing those of entry-level white collar jobs,” says Bill Townsend, founder and CEO of College Rover. “Employers can attract Gen Z by transparently marketing the competitive salaries of trade jobs on platforms where this generation spends time, such as social media and career-focused websites.” In addition to including a salary range or hourly rate in job descriptions, employers hiring should also consider mentioning benefits packages and any opportunities for overtime pay or raises.
Promote Work-Life Balance
Unlike their older counterparts, Gen Z has different ideas when it comes to when and where they work. According to Monster’s State of the Graduate report, the majority of new grads think working from nine to five is just as outdated as dial-up Internet — same with working full-time in an office. Instead, they crave flexibility and value time to spend with family and friends and pursue passion projects. In fact, 1 in 2 graduates say work-life balance is the most important aspect of any job.
That’s where trade jobs can provide Gen Z with the flexibility and work-life balance they are looking to achieve. Aside from the unexpected pipe burst in the middle of the night or an electrical outage on a holiday weekend, Geno Caccia, CEO of Caccia Plumbing, says one of the best parts about working a trade job is that you can often set your own hours and build a schedule that works for you. For instance, at Caccia Plumbing, he says, “We’ve implemented rotating shifts and on-call systems that allow our technicians to have more control over their time. I think for Gen Z, it goes beyond the paycheck. It’s about life outside of the office. Plumbing is one of those trades that provides the flexibility and opportunity to take control.” Promoting this kind of work-life balance will certainly appeal to Gen Z and help in attracting more workers to trades professions.
Provide Pathways for Career Growth
With news of mass layoffs in headlines, job security is undoubtedly one of the biggest concerns for Gen Z. So when it comes to looking for work, stability and opportunities to learn and grow are at the top of their list. In fact, many recent grads are specifically looking for practical/on-the-job training, ongoing certificate/training courses relevant to their industry, and even job shadowing programs when they apply to jobs.
“Employers should focus on opportunities for development, specialization, and even entrepreneurship,” Caccia says. “Given the trend of tech industry layoffs, the vulnerability of tech jobs has become rather clear. Here, the crafts provide a clear benefit: work stability.”
One way he says companies can provide the type of learning and development Gen Z is looking for is by hosting workshops that provide them with a one-day, hands-on experience in the trades, allowing them to explore the field firsthand. Additionally, employers can connect with Gen Z by promoting their paid internships and apprenticeship programs, which are already commonplace in many trades professions.
Create a Social Media Presence
As the first digitally native generation, Gen Z grew up with social media and continue to enjoy connecting with their friends, family, and favorite brands as well as sharing their own stories on social media. In fact, many Gen Z tradespeople have begun documenting their work on social media — in the first four months of 2024, half a million TikTok posts included the hashtag #bluecollar, a 64% increase year over year.
When it comes to reaching and engaging with Gen Z candidates, employers need to be where the candidates are, and that starts with creating a social media presence. “Blue collar employers can leverage platforms like Instagram, TikTok, and YouTube to showcase the day-to-day work of tradespeople through engaging content, like video tutorials, day-in-the-life features, and employee spotlights” Townsend says. “Highlighting company culture and community involvement can also resonate well with Gen Z values.”
Make Meaningful Work Part of Your Employer Brand
When it comes to social responsibility and doing good in the world, Gen Z wants to make a difference. That can happen in many different ways — from repairing an HVAC unit for an elderly couple on a bitter cold day to fixing a car for a family stranded on the side of the road. It’s no wonder 22% of all tradespeople report the meaning and value of their work as the chief source of their happiness.
“In a trade job, you often see immediate gratification from a job well done — a smiling customer who is thrilled their problem has been solved,” says Carolyn Illman, an interview coach and owner of Hire Possibilities. “At a desk job, it can take quite a while to see the positive outcome of the work you’re putting in every day, and you’re often so far removed from the customer, you may never get that satisfying feeling of helping someone.”
Companies can showcase the meaningful work and services they provide through employer branding materials, like an employer value proposition, career site, job ads, and social media. They can use these touchpoints as opportunities to communicate what their company stands for and how the work they do benefits the community through success stories and testimonials from both young tradespeople and customers.
Partner With Schools
In addition to social media, school is another place where employers can find and engage with Gen Z talent. Employers should consider participating in career fairs at high schools and community colleges, where they can educate students on the many benefits of pursuing a skilled trade, including competitive pay, work-life balance, and the meaningful impact of the work. Additionally, employers can partner with schools to help address the skills gap by helping students develop the necessary skills required for a trade job while earning their degree.
Connect With More Gen Z Candidates
To overcome today’s labor shortage challenges, it will be imperative for employers to engage with Gen Z talent. To better understand this younger generation and what they want from their employers, download Monster’s ebook, Strategies to Attract and Engage Gen Z Talent today.