The skilled trades are at a pivotal moment. As veteran workers gear up for retirement and demand for professions like electricians, welders, and plumbers keeps climbing, there’s a real urgency to attract the next wave of talent. But let’s be honest: flashy pay rates and plain job ads just aren’t enough. Young people today are searching for purpose, growth, and work that really means something—they’re drawn to stories, not sales pitches.
Why Getting Young People Interested in Trades Matters
The landscape is changing fast. A generation of tradespeople is stepping aside, right as job security and opportunities in the trades are on the rise—just look at data from the Global Workforce Group. These roles aren’t just secure; they often come with solid pay and benefits. But there’s more: the social value of trades careers is front and center now. Whether it’s keeping the lights on, making our neighborhoods safer, or powering up hospitals and green energy, tradespeople do the essential, everyday work that keeps communities going.
Still, old stereotypes linger. Four-year degrees are often seen as the “safe” path, overshadowing skilled trades and leaving many young adults unaware of the huge potential these fields offer. To change minds—and attract real interest—organizations need to do more than toss around stats. They have to connect on a deeper level.
Why Storytelling Beats Boring Job Ads Every Time
Traditional job postings with lists and lingo just don’t stand a chance against the attention-grabbing feeds young folks scroll through. That’s where storytelling changes the game, turning routine recruiting into something that sparks curiosity and inspiration.
Bringing Careers to Life
When companies share real-life stories—like an apprentice who became a mentor, or a welder who rebuilt a community after disaster—they make the trades feel urgent and important. Gen Z and Millennials aren’t just looking for a paycheck; they want a career with impact and connection.
This is the core of UpHouse’s strategy. Instead of just talking about tasks, they spotlight the human side—everyday wins, quirks, and moments that make the trades relatable.
How Storytelling Works Wonders
- Creates Emotional Connections: Genuine stories leave a lasting impression and help teams feel like families.
- Highlights Real Impact: Narratives make it clear how trades shape lives and neighborhoods.
- Breaks Down Myths: Honest stories challenge outdated views and show that trades careers are dynamic, creative, and rewarding.
- Boosts Engagement: Videos, memes, and behind-the-scenes snapshots pull young people in, right where they spend their time.
- Builds Community: Stories about service, mentoring, and teamwork present the trades as something bigger—a way to make a difference.
By framing trades careers as meaningful adventures, organizations do more than fill vacancies—they invite the next generation to join something special.
What It Looks Like to Put People at the Heart of Your Brand
UpHouse leads the way when it comes to telling authentic stories in technical industries. Their approach isn’t just about good design—it’s about real people and real change.
How UpHouse Builds a Brand That Resonates
First up: a thorough Brand Platform. UpHouse gets to the heart of each organization, turning missions and values into an employer brand that speaks to young people. Themes like growth, impact, and belonging aren’t just taglines—they flow through everything, making trades careers feel fresh and inviting.
Hear It From the Source
Katie Leech at UpHouse puts it plainly: “We turn curiosity and collaboration into honest stories, so young talent feels welcome.” This isn’t just strategy—it’s a meaningful invitation.
The Playbook: Bringing Your Brand to Life
- Highlight Real Stories: Showcase everyday people—techs, apprentices, mentors—whose experiences reflect your values.
- Live Your Values: Make sure messages about purpose and impact are more than slogans—they should guide what you do and say.
- Let Employees Lead: Give your team a voice in creating content for that true-to-life feel.
- Master Social Media: Use Instagram, TikTok, and short-form video to reach young people where they are.
- Show Up Locally: Be at career days, run workshops, and support your community face-to-face.
When organizations take these steps, jobs become more than work—they become a way to belong.
Rethinking Trades: Building a Brand Young People Can Believe In
Winning over new talent means ditching clichés and pushing for a modern image—one that shines through online channels and in daily interactions.
Keep Your Message Bold and Steady
Borrow a page from UpHouse’s philosophy: Stay consistent and upbeat. Whether you’re on social media, at a town hall, or presenting at a high school, use the same honest, hopeful voice. That’s how credibility grows.
Connection Comes Before Advertising
A fresh brand doesn’t come from some clever campaign alone—it’s the result of authentic engagement. When you clearly show how the trades make life safer, greener, or more innovative, it’s much more powerful than just saying so.
Smart Moves to Refresh Your Image
- Feature Career Stories: Bring a mix of personal journeys and success stories to life everywhere—on your website, socials, and hiring events.
- Lead With Eye-Catching Content: Use videos, graphics, and action shots to keep things current and energetic.
- Team Up With Influencers: Partner with people who can get young audiences excited about skilled trades.
- Host Hands-On Days: Let future recruits try out tools and environments to see what it’s really like.
- Offer Internships: Build structured intro programs so young people can jump in and see the impact for themselves.
With these tactics, organizations aren’t just looking for workers—they’re building a movement.
The Bottom Line
It’s time to reimagine how the world sees trades careers. With so many seasoned pros heading out and countless opportunities opening up, there’s a real chance to flip the narrative. Raw honesty, compelling stories, and visible impact will draw in a new generation ready to make their mark.
When organizations focus on purpose, growth, and community—not just paychecks—they give young people something to get excited about. In this new era, storytelling isn’t just a recruiting tool—it’s how the trades build a future-ready, passionate, and loyal workforce.
Let’s make sure the skilled trades thrive, one story, one hire, one community at a time.
FAQ
Why aren’t more young people choosing trades?
Pressure to go to college, outdated stereotypes, and low visibility keep many from seeing what’s possible in the skilled trades.
Can storytelling really help?
Absolutely. When tradespeople share honest stories, it puts real faces on the industry, helps young people imagine what a day on the job looks like, and shows them they belong.
How should an organization start rebranding?
Start by listening to your team, sharing authentic stories, clarifying your values, and being active in both digital spaces and the community.
How can UpHouse boost our employer brand?
UpHouse specializes in building brands that are authentic, warm, and values-driven—drawing on real stories to connect with young people in meaningful ways.
What’s the first step for trades employers wanting to reach out to youth?
Begin by gathering and sharing stories from employees. Assess how you show up online and locally, and commit to ongoing, honest engagement on all fronts.
