The skilled trade labor shortage is intensifying, and it’s only becoming more urgent. Over the past decade, countless articles, studies, and reports have highlighted this issue, which now affects industries like manufacturing, construction, healthcare, and more. Two primary factors are often cited: an aging workforce and the declining interest in skilled trades among young people.
While we can’t change the fact that people age, we can address young people's perceptions. They may avoid skilled trades for many reasons, but we won’t see progress until their biases are openly confronted—and that’s the crux of the issue.
There’s a widespread notion that working in skilled trades somehow equates to “less success.” I see this bias firsthand. Since my kids were born, my mother-in-law has consistently reminded us to save for their college fees because “college is expensive.” My kids are under four, yet she’s never once mentioned skilled trades as a career option. To her—and to many parents—college is the best and only path to success, almost like a rule everyone silently agrees on.
The paradox
And it’s not just her; this belief is deeply ingrained in many families across the U.S. and beyond. This is one reason why so many young people feel that even high-paying skilled trades don’t measure up to jobs requiring a four-year degree.
Despite these realities, the perception of 'success' still tends to favor those with a degree.
An electrician and a marketing coordinator might earn a similar average salary—say, around $61,000 per year—yet their career paths diverge in significant ways.
The demand for electricians has been steadily climbing, with a projected growth rate of 11.5%, much faster than average. Meanwhile, careers in mass media often struggle with a high underemployment rate of 56.2% and an unemployment rate of 7.3%.
Earning a bachelor’s degree in marketing or a related field typically costs around $45,000 to $116,000, often a prerequisite for entry-level mass media roles. In contrast, becoming an electrician usually involves fewer upfront costs and allows individuals to start their careers debt-free, without the financial burden associated with college tuition.
The skilled trades and professional jobs, of course, are typically very different
Skilled trades jobs are not for everyone, as they often involve hands-on work. But marketing roles or any other professional jobs aren’t for everyone to be successful either.
I doubt that every person pursuing a college degree in a certain major, or who has already obtained that degree, truly loves what they are doing.
We’re not discussing those who choose to pursue a college degree because they genuinely enjoy it and know what they want to do. We’re talking about young people who choose their path because they think it’s what the public recognizes. They just follow what is considered right without realizing they have other options in skilled trades that could help them fulfill their lives—and they might actually enjoy it. These options in skilled trades should be fairly considered alongside college degrees.
Because having a career in skilled trades is not any less successful.
This bias complicates the skilled labor shortage even further. We were talking about it a decade ago, and it’s likely we’ll still be talking about it ten years from now, especially as baby boomers retire and the younger generation remains largely uninterested in these essential trades.
So, what can we do about it?
Taking advantage of Media power.
Social media - that's where people are now.
And here are three things we need to consider:
1. Right platforms for right ones
The target audience here should not just be young people, specifically Genz, those who were born in the mid-to-late 1990s and the early 2010s. It should include also the parents. According to Pew Pew research, the most popular social media platforms among adults are:
Other platforms like Pinterest, LinkedIn, WhatsApp, and Snapchat have usage rates between 27% and 35%, while Twitter (now "X") and Reddit are used by about 20% of adults. BeReal has minimal presence, with only 3% reporting usage. Recent findings show that YouTube also dominates the social media landscape among U.S. teens.
2. What to say
The key issues that need to be addressed include:
Many young people, especially Gen Z, are motivated by global issues like climate change and social equity. Research shows that 50% of Gen Z pressures businesses to address climate change, and many prioritize sustainability in their career choices. For instance, over half investigate a company's environmental impact before accepting a job.
Skilled trades offer a unique chance for these individuals to align their careers with their values. Fields like green construction and renewable energy allow tradespeople to directly contribute to community development and environmental solutions. This tangible impact appeals to many young people seeking meaningful work.
3. How should we say it?
When discussing the benefits of skilled trades, authenticity is key. To truly connect with young people and their parents, we need to share real stories. Hearing firsthand experiences from tradespeople who have found success and fulfillment can resonate deeply. It’s not just about what the job entails; it’s about showcasing how these roles align with their aspirations and dreams.
Visual content is an excellent way to grab attention. Engaging photos and videos featuring tradespeople using cutting-edge technology can inspire interest and highlight the exciting possibilities these careers offer.
Collaborating with influencers who genuinely support skilled trades can further amplify our message. Their authentic endorsements can help shift perceptions, making these career paths more appealing to young people and their families.
Finally, encouraging open conversations about skilled trades is essential. Creating a welcoming space for questions not only builds trust but also fosters a sense of community around these careers. By illustrating how these jobs can lead to meaningful contributions both locally and globally, we can help young people see that a rewarding career in skilled trades is not only attainable but also a fulfilling choice.
4. Who should involve?
To effectively use social media to raise awareness about skilled trades in the U.S., the involvement of various stakeholders is crucial. Here are some key players who should engage in this effort:
The bonus
Here are the top 10 reasons to pursue skilled trades from the perspective of an expert.
Wrapping up
The bias against these careers not only affects young people's choices but also contributes to the ongoing labor shortage impacting various industries. By harnessing the power of social media and sharing authentic stories from those thriving in these fields, we can help reshape perceptions.
At Timpl, we’re dedicated to connecting skilled individuals with fulfilling opportunities in the trades. If you’re looking for exciting job opportunities in the most thriving industries or need career advice, connect with us! Let’s work together to spread the word that a rewarding career in skilled trades isn’t just an alternative; it can be a path to real success and fulfillment. It’s time to highlight the value these jobs bring to our communities and encourage the next generation to consider them seriously.