Ontario Construction News staff writer
Follow your passion. Find your skilled trade. That’s the theme of the federal government’s new advertising campaign promoting skilled trades as “a strong first-choice career path” for youth and young adults.
There’s also a new website, Canada.ca/skilled-trades, designed as a one-stop national repository for information about the skilled trades to help young Canadians learn about the more than 300 skilled trades in Canada and the Red Seal trade designation.
The site highlights in-demand trades in each region of the country and available financial support offered by the Government of Canada.
“As Canada experiences more shortages in the skilled trades, it is more important than ever to reach young Canadians from all backgrounds and show them how the trades offer rewarding and high-paying careers,” said Matt Wayland, executive assistant to the International Vice-President and Canadian director of government relations for the International Brotherhood of Electrical Workers.
“Whether it is building a new hospital or school in your community, to the greenest skyscrapers or clean renewable power plants that will help Canada meet our climate change goals, the skilled trades will be front and centre in tackling the country’s greatest challenges and building a greener, more resilient future. There has never been a more exciting time to explore a career in the skilled trades.”
The campaign is expected to reach youth and young adults through popular social media platforms, websites, campus billboards, public transit and national broadcast media.
Raising awareness for skilled trades careers is good news for the construction industry.
“Promoting the skilled trades to young people is essential to reducing the stigma that still surrounds careers in the trades. These careers offer good quality, well-paying jobs, yet there is a gap in knowledge for many Canadians,” said France Daviault, executive director at the Canadian Apprenticeship Forum.
“With this campaign, I hope to see more young Canadians from all types of backgrounds find a career in the trades and explore the apprenticeship learning pathway.”
Recent projections estimate about 700,000 skilled trades workers are expected to retire between 2019 and 2028, creating an ever-growing need to recruit and train thousands more.
“Skilled trades are everywhere impacting most aspects of our lives. It’s exciting to be part of a campaign that highlights the endless benefits skilled trades careers offer including excellent programs, hands-on learning, paid training, diverse choices and lifelong financial sustainability,” said Jamie McMillan, founder of KickAss Careers.
The federal campaign was developed by special advisors to the minister, including:
- France Daviault, Executive Director of the Canadian Apprenticeship Forum;
- Jamie McMillan, Founder of KickAss Careers and talented ironworker and boilermaker by trade;
- Mandy Rennehan, Chief Executive Officer and Founder of Freshco; and
- Matt Wayland, executive assistant to the International Vice-President and Canadian Director of Government Relations for the International Brotherhood of Electrical Workers Canada.
“There is a wonderful sense of pride and accomplishment that is unbeatable making skilled trades an exceptional choice for anyone looking for a rewarding, lucrative career.”
According to the Canadian Apprenticeship Forum, an average of around 75,000 new apprentices will need to be hired per year in the next five years in order to meet the demand for skilled journeypersons in Red Seal trades. Top trades most at risk of not meeting the demand include welder, industrial mechanic (millwright), bricklayer, boilermaker, cook and hairstylist.
Demand for construction trades is likely to remain high. According to Buildforce Canada, the industry needs to recruit 309,000 new construction workers over the next decade (2021 to 2030), driven predominantly by the expected retirement of 259,100 workers (22% of the current labour force) and:
- 55,455 new apprenticeship registrations were filed in 2020, a decrease of 28.5% (-22,119) from 2019.
- 26,376 apprentices received a trade certificate in 2020, a decrease of 31.5% (-12,138) from 2019.
- Young women continue to be less likely to express interest in a career in the skilled trades.
The COVID-19 pandemic has had a significant impact on Canada’s apprenticeship systems. Apprenticeship data from 2020 shows the largest year-over-year declines in new apprenticeship registrations and certifications since the data series began in 1991.