Trades shouldn’t be seen as a backup plan to consider only if another career path doesn’t pan out. Careers in the trades offer real purpose, opportunities to make an impact and long-term growth, yet outdated perceptions still shape how many people view them.
At the same time, demand for skilled tradespeople continues to grow across Canada. According to the Government of Canada, roughly 700,000 skilled trades workers are expected to retire between 2019 and 2028, creating workforce gaps across industries.
If your goal is to inspire more young people and career changers to choose trades from the start, we help you rethink your story and change how you present these careers to the world.
The “Plan B” Image Is a Branding Problem, Not a Talent One
When people assume trades are at the end of the line, that idea doesn’t come from the nature of the work or the people who do it. It’s the result of tired communication and outdated narratives. This field is not short on talented individuals or rewarding roles. The problem is perception, and thoughtful branding can help change that.
Flipping the script starts with intentionally crafted storytelling. For example, our work with Abilities Manitoba shows the impact of honest stories. The “Let’s Grow to Work” campaign gave the spotlight to Direct Support Professionals and their clients. Those stories, shared through interviews, photos and testimonials online and across communities, dispelled myths about the field and drew more than a million impressions.
Ask yourself: do the language and imagery you choose make the trades feel like an inspiring career path, or do they reinforce old stereotypes? With every photo and phrase, you have the chance to either push back against clichés or reinforce them.
Why Real Stories Change Minds
People don’t make connections with faceless job ads. They’re drawn to stories told by real people in their own words. That is exactly what worked in the Abilities Manitoba campaign. Authentic interviews and testimonials exposed the deeper meaning, personal growth and sense of purpose that these roles bring, which are often ignored because of narrow ideas about pay or status.
We can create the same kind of resonance in the trades. When we highlight the voices of skilled tradespeople and show how their efforts change lives and strengthen communities, the jobs take on new meaning and energy.
Here are some ways to start gathering and sharing stories with real impact:
- Interview trades professionals: Ask about their days, motivations and moments of pride
- Gather authentic testimonials: Video clips, photos or written reflections, especially about surprising rewards or unique career journeys
- Answer the uncommon questions: Address “Infrequently Asked Questions” that reveal the human side of the job
- Spotlight employees regularly: Feature different team members across digital platforms and internal newsletters
Recruitment Marketing That Shapes the Vision, Not Just Fills Roles
Recruitment marketing has to be more than a batch of job listings. We aim to connect with the right talent by sending clear, meaningful messages, and that takes planning, focus and a marketing mindset, not just HR processes.
The Recruitment Marketing blog explains this well. We pair classic HR insight with sound marketing techniques. That means developing a compelling employer value proposition, building job posts that feel like invitations instead of bland checklists and making sure every piece of content earns its place.
We get the most results when we create a variety of content: videos, blog posts, guides and resources. Our previous work has shown us that authentic storytelling and strong data can make campaigns far more effective. A steady focus on listening, learning and staying flexible helps us evolve and stay relevant.
If you believe trades are worth being a first pick in your organization, make it obvious in every interaction with candidates. If that message isn’t coming through, it’s time to rethink how you communicate.
Employer Branding That Shows Not Just Tells
A strong employer brand goes far beyond good taglines or signing perks. It’s about how you show up for talent at every stage and how your values are experienced on the job. As the article How to Win the Talent Game through Employer Branding points out, a successful brand in the trades is genuine and inclusive with a culture that matches what future team members actually want.
If you want to create a place where tradespeople want to build their careers, here’s where you start:
- Map out your employer value proposition: What makes your workplace unique, from culture to opportunity and everything in between?
- Lift up authentic voices: Gather and share candid stories from your team, and make it easy for them to talk about their experience in person or online.
- Understand who you’re trying to reach: Find out what your ideal trades candidates care about, and tailor your outreach to those points.
- Keep the experience consistent: Make sure every job listing, interview, offer and first day reinforces who you are and what you stand for.
- Review and refine constantly: Track what’s working, listen to feedback and use data to sharpen your approach over time.
From the initial job ad to the first week on the job, we want every step to spark pride and a deep sense of belonging.
Wrapping Up
The way trades are viewed is about more than filling jobs. It’s about shaping the workforce and our communities. The outdated belief that trades are only for people without other options is already fading. It’s on us, along with industry leaders and educators, to help turn trades into a first-choice career. Using strategic storytelling, effective recruitment marketing and true-to-life branding transforms even the most misunderstood roles into something people are proud to aspire to.
We have a chance to lead the way. When we take control of our narrative and invest in how we’re seen, we inspire new generations to enter the trades on purpose, not by default.
FAQ
Why are trades still seen as a backup instead of a first choice?
Old stereotypes and stale messaging are main reasons trades have been treated as fallback options. We believe it comes down to how the work is communicated and branded. Telling richer, more authentic stories helps dismantle that narrative.
How does storytelling shift how people view trades careers?
When we bring forward real stories and honest reflections from tradespeople, we show the full picture: the rewards, sense of purpose and pride these jobs offer. This approach puts a human face on the work and helps people connect emotionally and aspire to the profession.
What’s the best way to approach recruitment marketing for trades?
Treat it like genuine marketing, not a checklist for HR. Develop a strong employer value proposition, write job posts that are inclusive and inviting and invest in blogs, video content and practical resources. Constantly track what’s working with analytics, listen to feedback and keep tuning the message to resonate with your ideal audience.
What does it mean to have a strong employer brand as a trades employer?
Real employer branding comes from living out your values every day and building an environment where authenticity and inclusivity are front and centre. Define what makes your team unique, feature real stories from your people, pay attention to what motivates trades talent and make sure every candidate interaction reflects your values.
How do you start showcasing impactful stories in trades recruitment?
Begin by interviewing the people doing the work, record their experiences and highlight what’s meaningful to them. Share these testimonials, whether as video clips, photos or short written pieces, on your website, social channels and internally. Regular, honest storytelling moves jobs from “just work” to inspiring, sought-after careers.
Why does the way trades are branded matter so much?
Perceptions shape the future of our teams and the next generation of workers. By telling authentic stories, focusing on the positive impact and continually refreshing the way we talk about our field, we help young people and career changers see trades as a proud first choice, not a last resort.
