The Importance of Attracting Skilled Tradespeople
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The Importance of Attracting Skilled Tradespeople
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Here is the presentation from Uponor Convention - Connections 2014 in Las Vegas. We had a panel of industry experts provide to us their insights on some macro factors impeding our success in attracting new industry leaders. I would like to extend a heartfelt thank you to all the panelists who dedicated their time to this effort from: RPA/Contractor Magazine, Mark Eatherton Mechanical Business Magazine, Adam Freill Ron Jones, Green Builder Media Steve Swanson, Uponor Mark Vreugdenhil, Plumbing and HVAC Video of session is in the works and will be uploaded shortly
Transcript of The Importance of Attracting Skilled Tradespeople
The Importance of Attracting Skilled Tradespeople
Moderator: Moderator:
Suresh Parmachand, Sr. Marketing Mgr., Canada - Uponor
Panelists:Panelists:
Mark Eatherton, Executive Director – Radiant Professional Alliance (RPA), Contractor Magazine
Adam Freill, Editor - Mechanical Business Magazine
Ron Jones, President – Green Builder Media
Steve Swanson, Trainer – Uponor
Mark Vreugdenhil, Publisher – HVAC & Plumbing Magazine
The CastThe Cast
The Generational IdentityThe Generational Identity
Current Market (Post War to Boomer)Current Market (Post War to Boomer) Future Market (Gen X, Y and Millennial)Future Market (Gen X, Y and Millennial)
Workaholic
Loyal to company
Rank and file
Risk Averse
GAPGAP
Work/LifeBalance
Loyal to ideals
Capitalize on Opportunities
Risk
1940’s1940’s 1960’s1960’s 1980’s1980’s 2000’s2000’s
1950’s 1970’s 1990’s
Today
A Generational SummaryA Generational Summary
War Child
Post War
Baby Boom ME Generation Millennial
Generation X Generation Y
$4 600
$10 950
$13 600
$23 400
$14 100
$6 450
$4 130
$2 400
$89 330
$22 100
$113 150
$35 900
$297 000
$46 326 Poverty
$23k
A Generational SummaryA Generational Summary
Source: AC Neilsen
Greatest Generation (1901-1924)Silent Generation (1925-1945)Baby Boomers (1946-1964)Generation X (1965-1976)
Millennials/Gen Y (1977-1995)--Younger Millennials (18-27)--Older Millennials (28-36)Generation Z (1995-Present)
What Are You Seeing As The Hurdles For Engaging New Generations?
56 industry tradesperson average age
Source: US Census
Population DistributionPopulation Distribution
Source: emsi/career builder
53%45+
With An Aging Workforce How Do You Feel the Industry Is Perceiving the Issue Of Industry Attraction?
Industry 2020Industry 2020
Prospective Students Have No Interest
54%
37%
25%
Young people believe there is better future working in computers than skilled trades.
Young people believe that skilled trades is old fashioned.
Young people believe working in an office is more respected than working with your hands.
11%Students not interested because they don’t think the trades are cool.
Industry 2020Industry 2020
• Average age of skilled trades : 61
• Age impacts the ability to capitalize on market opportunities
• Labour rate on skilled trades increases by ~30%
• Unskilled workers enter market to fill market needs
• Problems are created within marketplace due to poor installation
• Skilled workers are called into fix problems
• Problem perpetuates
Skilled Trades Become Firefighters
What Are The Pitfalls Of This Scenario Playing Out?
Source: Stats Canada, US Census
Canadian Population Breakdown US Population Breakdown
What Age Group Do You Feel Can Drive Change? Why?
Market DiversityMarket Diversity
Market DiversityMarket Diversity
Market DiversityMarket Diversity
Half of children under 5 are ethnic.
By 2019 half of children under 18 will be ethnic.
Source: NBC Nesws, US Census,
“More so than ever, we need to recognize the importance of young minorities for the growth and vitality of our labour force and economy.“
-William H Fey, Demographer - Bookings Institute
Notable Quotes:Notable Quotes:
How Are Changes In Workforce Diversity Going to Impact Industry?
New Leadership ParadigmNew Leadership Paradigm
Traditional Traditional New AgeNew Age
• Hierarchical• Goal-oriented• Manage resources • Knowledge• Extroversion• Experience• Egotism • Empowering• Intelligence • Success• Influence• Effectiveness (myopic) • Drives Consistency
Leadership is influence, nothing more, nothing less.
-John Maxwell
Leadership is the process of influencing others to work towards a mutually desired vision.
-David Burkus
• Holistic• People-oriented• Liberate resources• Situational impact • Self-motivated • Intellectual Capital Management• Self confident• Without Boundaries• Selfless• Trust• Effectiveness (peripheral) • Collaborator• Enabler
Source: Actionpointe, Journal of Applied Psychology
Meet business objectives Creating an environment where individuals will be allowed to foster positive change
“Management causes 85% of problems in an organization.”
-Dr. Demmings
The cost of losing an employee in the first year of hire is projected at 3 times their annual salary.
-Wynhurst Group
How Is This New Leadership Paradigm Going To Impact Industry?
Media Drives Perception
1 in 3 Parents would encourage children to work in trade
High Schools have become incubators for College and University
3 Generations of Change…
Source: Association od University and Colleges of Canada (AUCC)
* Employment changes in thousands
6 Million 6 Million Boomers Boomers
In 2 DecadesIn 2 Decades
The Hierarchy of Trades – Perception Drives Decisions
Stories Are Being Told
How Can We Improve Perception of the Trade?
49% 51%
Median Age
41
Gender Breakdown
source: Stats Canada, US Census 2010
source: Stats Canada
Are We Doing Enough To Attract Women To Our Industry?
Special Education Funding
Sources: 2006 U.S. Budget, Historical Tables.This graph shows that federal grants from special education rose from under $250 million in 1977 to $5 billion in 2000 nearly $12 billion in 2005.
20 % reduction 20 % reduction in technical in technical
eduction eduction
Decline (millions)
How Does Public Policy Need To Change Our Education System?
51% 49%
Smartphone Audience
Social Landscape
72% 1919%%1919%%22%%22%%
3535%%3535%%4343%%4343%%
1313%%1313%%1313%%1313%% 2121%%2121%%5252%%5252%%
Social @ PlaySocial @ Play
99%%99%%44%%44%% 1111%%1111%%
7676%%7676%%
Social @ WorkSocial @ Work
22%%22%%
The Power Of One
Social media Social media has changed the way we consume and share information.
Technology has provided a conduit for
individuals to shareindividuals to share their stories, opinions, thoughts, content,
images, videos, etc. to the to the massesmasses, with few restrictions.
Cognitive Learning
Gamification Of Industry Learning Gamification Of Industry Learning Source: www.interplayenergy.com/intercaz
How Have Social Trends Changed in Business? How Can We Leverage These Trends To Build Awareness?
Brain Drain - Today
18-25 26-37 38-49 50-60 61-70 71+
16 561 000Age Distribution3% 18% 24% 45% 11%
Brain Drain – 10 years
18-25 26-37 38-49 50-60 61-70 71+
14 739 292Age Distribution2% 2% 18% 23% 44% 11%
Brain Drain – 15 years
18-25 26-37 38-49 50-60 61-70 71+
11 261 480
2% 2% 10% 21% 33% 32%
Age Distribution
How Can We Improve Knowledge Transfer?
Government Programs
Source: www.actionplan.gc.ca Source: www.skillsusa.org
Association Programs
Insert HRAI program
Source: www.careertap.ca Source: www.hrai.ca
Source: www.careersinhvacr.org
Association Programs
Governments & Associations are Trying, But Can They Do It Alone? How Can We Help?
It Takes A Village To Raise A Child
It Takes A Community To Develop A Tradesperson
The Community
How Do You Feel The Community Can Work Together?
We will need to rethink where our leaders are from…
• Advanced Technology Services Inc., a Peoria, Ill., factory-maintenance company that employs 2,300 workers
• In the classroom – hands on secondary school training for high-school graduates at a cost of $1,500 per student
• War veterans transition program
What Are Others Doing?
ATS
Source: www.advancedtech.com
What Are Others Doing?
Government Of CanadaThe Government of Canada launched the Federal Skilled Trades Program in January 2013 to facilitate the immigration of skilled tradespeople who meet Canada’s current and evolving economic needs. Skilled tradespeople are assessed on relevant criteria, such as language ability, practical training and work experience rather than formal academic education.
Source: www.cic.gc.ca
What Are Others Doing?
mikeroweWORKS Profoundly Disconnected:
A trillion dollars in student loans. Record high unemployment.
Three million good jobs that no one seems to want. The goal of Profoundly Disconnected is to challenge the absurd belief that a four-year degree is the only path to success.
The Skills Gap is here, and if we don’t close it, it’ll swallow us all. Which is a long way of saying, we could use your help…
Source: www.profoundlydisconnected.com
What Are Others Doing?
Collaborative EffortCanadian Apprenticeship Forum-Forum www.caf-fca.org.
About Skills/Compétences Canadawww.skillscanada.ca.
About the CampaignIn 2006, the two organizations partnered to develop and launch the Skilled Trades: A Career you can Build On campaign. The campaign reached across Canada through various resources, marketing materials, a new website and even some theatre ads.
Source: www.careersincanada.ca
"What the industry needs is to be much more aggressive in marketing and creating visibility.“
-Jim Ryan, Chief Executive Grainger
Notable Quotes:Notable Quotes:
"We've made work the enemy," -Mike Rowe, TV Personality
• Leverage government apprenticeship Leverage government apprenticeship programsprograms
• Work with Associations at the local Work with Associations at the local chapter level to improve circumstancechapter level to improve circumstance
• Elevate the trade – tell your storiesElevate the trade – tell your stories
What Can you Do?What Can you Do?
@mktngjnky
Linkedin.com/marketingjunky
marketingjunky.wordpress.com
Suresh ParmachandSuresh Parmachand
The Importance of Attracting The Importance of Attracting Skilled TradespeopleSkilled Tradespeople
