As talent shortages and aging workers shake up the skilled trades, finding new hires is getting tougher and more urgent. Traditional outreach simply doesn\u2019t cut it anymore. If we want to connect with the next wave of trades talent, we need to rethink where and how we show up. Our experience with sectors like energy and disability support has shown us what works: using a mix of platforms to meet people where they are and break down old stereotypes. Here\u2019s how the landscape is changing and how you can connect with audiences who may never have seen themselves in these roles before.<\/p>\n
Right now, the trades are at a crossroads. Skilled workers are retiring quickly, but their replacements aren\u2019t showing up in the numbers we need. It\u2019s not just about getting more applications. It\u2019s about reaching new groups with messages that matter. Generic job ads miss out on many folks: young people without university backgrounds, newcomers, women, racialized communities, those looking for a career change and people with disabilities. People today are scattered across different platforms, and the ways they discover careers are changing fast.<\/p>\n
When we pair old and new approaches, focus on real stories and make inclusivity central, not optional, our campaigns start real conversations. The most powerful outreach happens when we step into the feeds, spaces and networks that our audiences trust most.<\/p>\n
Who are we aiming to reach? We\u2019re focused on groups the trades have too often overlooked: youth who skip university, people changing careers later in life, newcomers, gender-diverse and racialized communities and people with disabilities. Usually, these candidates don\u2019t tune into job boards or classic hiring fairs. Instead, they hear about opportunities through social feeds, micro-influencers, group chats and word of mouth.<\/p>\n
Instead of gatekeeping with degrees or only talking about requirements, we pay attention to skills-based hiring<\/a>. This trend levels the playing field, recognizing what someone actually can do. Real impact starts when we share personalized content across multiple channels, appearing at just the right moment: a friend\u2019s social post, a neighbourhood newsletter, a bite-size video or an authentic creator\u2019s story. One channel alone won\u2019t do it; blending content and platforms is what moves the needle.<\/p>\n Social is where today\u2019s prospects see themselves in the trades. Platforms like TikTok, Instagram and YouTube bring energy, speed and authenticity. Youth, newcomers and those considering a switch all gravitate to short, behind-the-scenes videos, myth-busting clips and first-person stories from real workers. Authenticity rules. This is where we spark curiosity and boost awareness for minimal spend, as long as we keep the creative fresh.<\/p>\n Need proof? The EM Case Study<\/a> showed how targeted social campaigns, side by side with traditional ads, pushed brand awareness far beyond expectations, simply by lifting up honest, consistent storytelling.<\/p>\n Trust is everything, and the right influencer carries huge weight in their community. Micro and local creators help the trades feel truly accessible, especially for audiences who may have never felt this work was for them. Forget lists of job requirements, what matters most are relatable experiences and stories of belonging.<\/p>\n When young people see someone like them in the field, the impact is immediate. Letting community leaders and workers share their real journeys opens doors in ways no corporate ad ever could.<\/p>\n Tools like digital display, programmatic ads and paid search still drive results, especially for targeting very specific groups. Paid search draws in people actively looking to make a change, while display and programmatic advertising build steady awareness among those exploring their options.<\/p>\n The EM Case Study<\/a> also illustrates how a digital push can introduce technical careers even to groups who might have never noticed them otherwise.<\/p>\n Offline touchpoints shouldn\u2019t be underestimated. Billboards, transit ads and bus shelters reach people in spaces where digital may never connect, or where skepticism is high. Out-of-home ads get whole communities talking and offer visibility at a truly local level.<\/p>\n The Abilities MB DSP Recruitment Case Study<\/a> demonstrates this: blending transit ads with digital campaigns delivered over a million impressions and tracked clicks right back to those physical locations. That mix of reach and local relevance can make a lasting impression.<\/p>\n Grassroots efforts remain hugely powerful. Whether it\u2019s local newsletters, employer and union groups, faith gatherings, cultural circles or other trusted organizations, messages that filter through these channels arrive with built-in credibility.<\/p>\n In the Abilities MB DSP Recruitment Case Study<\/a>, distributing toolkits and real stories through more than a hundred organizations ensured your message arrived exactly where it was most needed. Research<\/a> backs this up: a diverse channel strategy greatly increases both reach and reputation.<\/p>\n Making your outreach accessible starts with language and openness. Offering materials in multiple languages (English, French and those important to local communities) widens your audience. Including authentic visuals and using clear, everyday language shows you want everyone to feel welcome.<\/p>\n Video walkthroughs, toolkits and short clips highlighting real workers break down barriers even further. The NREL guide<\/a> underscores that partnerships, open communication and inclusive, honest content are key for attracting new faces.<\/p>\n There\u2019s no shortage of untapped spaces if you know where to look.<\/p>\n Short-form video, whether on TikTok, YouTube Shorts or Instagram Reels, is a standout for shifting perceptions quickly. \u201cDay-in-the-life\u201d footage, honest myth-busting and personal intros from real tradespeople hook attention fast and stick in memory much longer than a print ad.<\/p>\n Niche creators also continue to emerge as connectors, such as DIY teachers, sustainability builders or local repair influencers. They build trust and visibility, especially among communities eager for representation.<\/p>\n LinkedIn and YouTube are powerful for employer storytelling. When a welder shares their journey or an apprentice walks through a workday, it leaves a lasting impression that no buzzword-filled ad can match.<\/p>\n Don\u2019t forget about podcasts, local radio stations, grassroots print and culturally specific media. While they may not be mainstream, these platforms provide direct lines to audiences used to being overlooked. Try sponsoring a community show or showing up at a neighbourhood event. Sometimes, all it takes is being present in an unexpected place to spark real interest.<\/p>\n One thread runs through work with Efficiency Manitoba<\/a>, Abilities MB and other sector leaders: lasting change happens when people see real faces and hear trustworthy stories, not through blanket ads.<\/p>\n Winning audiences now requires careful planning, not guesswork. Here\u2019s how we lay the foundation:<\/p>\n When we follow this approach, our promotion becomes timely, trustworthy and truly compelling for the new faces the trades need.<\/p>\n If we want skilled trades to thrive in the next decade, bold and inclusive outreach must lead the way. The most successful efforts pair broad visibility (think social media, out-of-home placements and TV) with targeted digital touchpoints guiding candidates from curiosity to action. What really brings people in are stories from real workers and trusted community voices, not faceless corporate ads. Community partnerships and practical toolkits guarantee your message isn\u2019t just reaching people but actually resonating with those who might never have found your brand otherwise.<\/p>\n Our cross-platform strategy, as shown in these case studies<\/a>, consistently delivers: better brand awareness, higher-quality prospects and genuine changes in how people view the trades.<\/p>\n Organizations willing to experiment and listen to new audiences will come out ahead. Creative, locally rooted, multiplatform recruitment isn\u2019t just a smart move. It\u2019s how we all thrive in tomorrow\u2019s talent market. We\u2019re ready to help you build that future, step by step and story by story.<\/p>\n Old methods miss big groups of potential hires, including newcomers, women, racialized communities, youth and career switchers, because they rely on generic messaging and outdated assumptions. Today, people connect through digital platforms, word-of-mouth and social or community-based networks, not job boards or recruitment fairs.<\/p>\n **Where should I focus to reach new skilled trades audiences?** **How does skills-based hiring open doors for diverse candidates?** **What emerging or overlooked platforms should I try?** **How do we structure a convincing skilled trades outreach plan?** **What kind of content breaks through with today\u2019s trades talent?** As talent shortages and aging workers shake up the skilled trades, finding new hires is getting tougher and more urgent. Traditional outreach simply doesn\u2019t cut it anymore. If we want to connect with the next wave of trades talent, we need to rethink where and how we show up. Our experience with sectors like energy … Read more<\/a><\/p>\n","protected":false},"author":4,"featured_media":2192,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[6],"tags":[],"class_list":["post-2193","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-associations"],"_links":{"self":[{"href":"https:\/\/uphouseinc.com\/marketing-hub\/wp-json\/wp\/v2\/posts\/2193","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/uphouseinc.com\/marketing-hub\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/uphouseinc.com\/marketing-hub\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/uphouseinc.com\/marketing-hub\/wp-json\/wp\/v2\/users\/4"}],"replies":[{"embeddable":true,"href":"https:\/\/uphouseinc.com\/marketing-hub\/wp-json\/wp\/v2\/comments?post=2193"}],"version-history":[{"count":0,"href":"https:\/\/uphouseinc.com\/marketing-hub\/wp-json\/wp\/v2\/posts\/2193\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/uphouseinc.com\/marketing-hub\/wp-json\/wp\/v2\/media\/2192"}],"wp:attachment":[{"href":"https:\/\/uphouseinc.com\/marketing-hub\/wp-json\/wp\/v2\/media?parent=2193"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/uphouseinc.com\/marketing-hub\/wp-json\/wp\/v2\/categories?post=2193"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/uphouseinc.com\/marketing-hub\/wp-json\/wp\/v2\/tags?post=2193"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}Which Platforms Are Delivering Results Right Now?<\/h2>\n
Social Media<\/h3>\n
Influencer and Creator Platforms<\/h3>\n
Programmatic, Display and Search Ads<\/h3>\n
Out-of-Home and Transit Advertising<\/h3>\n
Community and Partner Networks<\/h3>\n
Multilingual and Inclusive Content<\/h3>\n
Where Are New and Underused Opportunities?<\/h2>\n
A Strategic Blueprint for Real Results<\/h2>\n
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Five Simple Steps to Modern Skilled Trades Outreach<\/h3>\n
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In Summary on Building the Platform Mix for the Future<\/h2>\n
FAQ<\/h2>\n
**Why aren\u2019t traditional recruitment channels working for the trades anymore?**<\/h3>\n
\nMix it up. Social platforms like TikTok, Instagram and YouTube attract young talent and career changers. Creator and influencer networks build trust among those who want to see relatable faces. Digital ads help you pinpoint specific candidates. Billboards and other out-of-home spots boost visibility in local communities, while grassroots partners and multilingual content make your story relevant to all.<\/p>\n
\nThis approach values what someone can do rather than what\u2019s on their diploma. By removing credential roadblocks, we make skilled trades open to anyone with the right abilities, including folks often overlooked by traditional processes.<\/p>\n
\nShort, punchy video content on TikTok, Instagram Reels and YouTube Shorts is gold for engagement and changing perceptions fast. Niche influencers, podcasts, community radio and grassroots media tap into groups missed by mainstream campaigns. Candid stories from current workers shared on LinkedIn or YouTube build credibility and show what\u2019s possible.<\/p>\n
\nIdentify key audience groups. Map out where they are on their career journey. Shape content that connects with their motivations. Test on a couple of targeted platforms. Track performance and adapt quickly, making sure every campaign reflects the diversity you want to attract.<\/p>\n
\nStories that shine a light on real people, honest representation and inclusive visuals, all in accessible language and multiple formats. Behind-the-scenes tours, day-in-the-life videos and firsthand testimonials inspire curiosity and show that there is a place for everyone in the skilled trades.<\/p>\n\n<\/div>\n<\/div>\n<\/div>\n<\/div>","protected":false},"excerpt":{"rendered":"