Helping young people and those from underrepresented backgrounds find their place in energy is not about making them fit into old moulds. Instead, our goal is to clear away confusion, meet people where they are, and truly make space for them.
Drawing from our own recruitment campaigns and experience with inclusive storytelling, we’ve put together these practical steps for opening up opportunities more widely and making the energy sector truly welcoming.
Get to the Core of Low Engagement
Many young people and members of underrepresented groups barely hear about energy careers, or if they do, the message usually gets buried in technical language that feels confusing. Outdated stereotypes of who “fits in” don’t help. As a result, the field remains mysterious and seems out of reach.
Take a look at Clean Energy Center in Pennsylvania as an example. They found that very few people really knew what weatherization work involved, even though these jobs are stable, community-focused and in demand. It wasn’t a lack of good work; it was a lack of accessible information and ways to connect.
One misconception we often see is the belief that lack of interest means lack of capability. Most of the time, it’s simply an absence of exposure. Try asking students or job seekers what they think energy work actually involves. The answers will usually reveal how far apart perception is from reality.
This gap is a big deal. With so many workers set to retire soon, the sector needs to bring in fresh talent quickly. But if people can’t picture what an energy career looks like or why it matters, nothing changes.
Use Direct, Human Language That Resonates
Vague appeals or technical wording rarely land well. We focus on what energy roles mean for real lives, including security, purpose, belonging and visible impact. This is what we did in our work with the Clean Energy Center, sharing how weatherization workers help families and neighbourhoods thrive, not just upgrade buildings. That personal touch makes the story meaningful.
People connect with stories that show real human impact. A narrative always trumps a dry list of requirements. It’s those everyday wins and the sense of purpose that spark interest.
Rather than leaning into phrases like “competitive package” or “entry-level opportunity,” we talk as if we’re describing the path to a friend. What makes the work rewarding? How does it help the community? What does a good day look like? This approach opens doors for people who might otherwise tune out.
Make Technical Roles Relatable Through Storytelling
When we only offer jargon-filled job descriptions, people quickly look elsewhere. Without a relatable thread, the message gets lost. That’s why we put real faces out front.
In our work with Abilities Manitoba, we focused on stories from Direct Support Professionals and the people they support. Honest, unscripted moments cut through the noise and offered a clear view of both the challenges and the rewards of the role.
Simple storytelling choices make a big difference. Plain language, short interviews and everyday examples help people connect the dots between the work and its impact. Instead of trying to explain every technical detail, we show what the job feels like and why it matters.
It’s tempting to create polished videos with official spokespeople, but the most meaningful moments often come from real conversations with employees in their own words.
Let Authentic Voices and Real Experiences Lead
Representation isn’t just a box to check. It builds trust and creates a genuine connection. People want to hear from others who share similar backgrounds and experiences.
With Abilities Manitoba, we brought self-advocates and Direct Support Professionals to the forefront. Their honesty helped debunk myths and offered a more realistic view of the work.
When real voices lead, the message carries more weight. Hearing directly from people in the field adds credibility and helps others picture themselves in those roles. Even small moments, like a short quote or a quick video, can make the work feel more accessible and real.
One common pitfall is relying too heavily on polished statements from company leaders. Instead, we focus on inviting a range of voices and perspectives, keeping the message grounded in lived experience.
Create a Welcoming Recruitment Environment
No single flyer or webpage will reach everyone. Strong recruitment means connecting across many channels, both digital and in person, meeting people wherever they already spend time.
People engage more when opportunities show up in familiar spaces and feel easy to explore. That means going beyond job boards and thinking about social platforms, community networks and in-person connections where your audience already feels comfortable.
A mix of formats also helps. Short videos, clear visuals and simple calls to action can make opportunities feel more accessible, while consistent messaging across platforms builds recognition and trust over time.
One misstep we often see is focusing too heavily on a single channel, like one job site or social page. Instead, we map where our audience naturally gathers, whether online, in community groups or at local events, and make sure information is easy to find and act on across all of those spaces.
Make the Application Process Straightforward and Friendly
Too much red tape can push great people away. Every step, from first contact to completing an application, should feel simple and supportive.
Clear, mobile-friendly forms and straightforward instructions make a big difference. As highlighted in this Forbes article (https://www.forbes.com/councils/forbeshumanresourcescouncil/2025/08/20/making-job-postings-mobile-friendly-17-tips-recruiters-need-to-know/), many candidates search and apply on their phones, so a process that’s quick, readable and easy to navigate is essential.
It also helps to anticipate real questions. Addressing common concerns early, in plain language, shows respect for people’s time and helps ease uncertainty before it becomes a barrier.
One simple approach is to ask someone new to walk through your application and point out anything confusing. Wherever they hesitate or get stuck, there’s an opportunity to make the experience more clear, welcoming and easy to navigate.
Invite Feedback and Evolve with Your Community
True inclusivity is never static. It grows stronger through active listening and ongoing input from the people we hope to reach.
The most effective recruitment efforts are shaped alongside the communities they’re trying to connect with. When people see their feedback reflected in real changes, it builds trust and encourages deeper engagement over time.
We make space for that input in simple, approachable ways. Asking what resonated, what felt unclear and who might be missing from the conversation can surface insights that would otherwise be overlooked.
This doesn’t need to be complicated. A quick check-in, a short follow-up form or an informal conversation can go a long way. By listening and refining as we go, we keep our message grounded, relevant and genuinely inclusive.
Wrapping Up
Opening energy careers to a new generation of talent is a long-term commitment, not a box to check. By focusing on real stories, outreach that feels welcoming and honest partnerships, we can help drive meaningful progress.
When we take the time to inform, invite and elevate new voices, we create space for a more inclusive and connected workforce. It starts with listening, simplifying each step and making sure real people and their experiences stay at the centre of the story.
FAQ
Why don’t more youth and underrepresented groups pursue energy careers?
Many simply don’t know what roles exist or feel that energy is a closed-off field. The sector uses a lot of technical terms and persistent stereotypes, making these careers hard to picture as accessible or welcoming.
How can you describe energy careers so they connect with new audiences?
Translate the job’s benefits into real-life value, talk about impact in the community, a sense of purpose, opportunities to grow and meaningful daily work. Let stories of real people lead the way instead of dry language and bullet points.
Why does storytelling matter in technical job recruitment?
Stories bring jobs to life by putting faces, voices and candid experiences out front. Relatable journeys, day-in-the-life moments and true challenges help job seekers see themselves in these positions and trust that they’ll belong.
What role does diverse representation play in recruitment?
Seeing a variety of backgrounds and experiences in your messaging breaks down old assumptions. It helps candidates feel that the sector is truly for them and builds trust that their perspectives are welcome.
What does an effective, multi-channel recruitment system look like?
It uses a mix of digital tools and in-person touchpoints, community events, social media, local organizations and more, always focusing on meeting people where they naturally connect. The same friendly, consistent message appears everywhere.
How do you make the application process feel welcoming?
Keep steps simple and clear, avoid jargon and offer support along the way. Have outsiders test your process for snags and make adjustments so every stage puts the candidate at ease.
Why is ongoing feedback important for inclusion?
It keeps us in touch with the real experiences and needs of our audience. By listening and making responsive changes, our recruitment work earns trust and stays relevant as expectations and barriers shift.
