Just one year back, the future of skilled trades was looking bleak. Applications from younger generations for technical careers drastically dropped, and most experienced workers were nearing retirement age. Recruiting difficulties seemed to multiply each day.
The tides may be turning for employers. Against all expectations, Gen Z is progressively choosing vocational school over the traditional college path. As of May 2024, the National Student Clearinghouse reports an enrollment increase of 14.5% for construction trade schools and 12.4% for mechanic and repair technician programs—both outpacing growth for all four-year degrees.
So, how can your company attract the newly dubbed “toolbelt generation” as graduates enter the workforce? Learn how to speak to the needs and motivations of Generation Z.
What’s Driving Gen Z to Trade School?
There’s a lot of appeal to skilled trade jobs in the current economy. High layoff rates are heavily impacting office jobs—especially those in professional and business services and arts, entertainment, and recreation. Artificial intelligence is expected to spark continued workforce shrinkage over the next five years. The trades aren’t immune to job cuts, but they offer greater long-term security as skills gaps (and therefore, wages) continue to grow.
Gen Z is also growing wary of the value of college. In the 2021-2022 school year, the average four-year degree cost $79,200. In comparison, trade school certificates cost $15,070—less than half of the average student loan debt carried by bachelor’s degree recipients upon graduation. Vocational school has become an attractive low-risk, high-reward path.
3 Trade Recruiting Strategies to Attract Gen Z Graduates
With financial concerns emerging as a core motivator for the shift to trade school, competitive wages and benefits may be key to attracting Gen Z graduates. However, hiring teams further increase their recruiting success by leveraging these three strategies, which speak to the career needs of younger generations.
1. Leverage Social Media to Change Perceptions
Younger generations widely believe trade jobs are dirty and dangerous, and more than one in five high school students believe they’re technologically outdated. While trade school students may be more attuned to the current state of the industry, these misconceptions may still influence where graduates choose to work. Challenging them is essential for successful trade recruiting.
Social media—including TikTok and Instagram, which Gen Z spends over two hours on per day—offers a great platform for showcasing life on the job. Highlight your company’s cutting-edge technologies, such as robotics and IoT sensors, and how they make trade jobs less physically taxing. Additionally, help graduates visualize what they can accomplish—for example, how an electrician’s work contributed to a completed building.
Social media also allows you to effectively:
- Engage, direct message, and build rapport with potential candidates
- Share new job listings where young job seekers are paying attention
- Showcase your company culture to Gen Z, which prioritizes values alignment in their job searches
2. Collaborate with Trade Schools
Building a great online reputation is essential to attract younger generations, but in the age of content overload, your offline presence matters just as much. Directly engaging with trade school students before they graduate can help you position your company as a local employer of choice. Consider partnering with trade schools to offer:
- Hands-on workshops
- Apprenticeships
- Speaking engagements
- Job shadowing opportunities
All these programs and events provide valuable, memorable experiences for students, elevating your company’s reputation. At the same time, it allows your company to identify and build relationships with top talent well before your competitors establish their first touchpoint.
3. Partner with a Skilled Trades Staffing Firm
Even with more students entering trade school, hiring amid a labor shortage will remain difficult for years to come. However, an experienced skill trades staffing firm can provide access to a large network of vetted workers in your area—including recent graduates and more senior employees—helping you fill skills gaps faster.
At Skinner, our ongoing recruitment efforts, which include engagement with younger generations, allow us to match you with workers who perfectly match your needs and your company culture. Our industry expertise further enables us to help you navigate classifications and construction labor laws, reducing risks connected to hiring temps and permanent employees.
Accelerate your trade recruiting. Connect with Skinner to access our network of over 10,000 qualified workers in North Texas.
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