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Promoting Skilled Trades


'Skills shortages pose a serious threat to the competitiveness of Canadian ... Cinema advertising. MACLEAN'S. L'actualit . Print advertising. 12. Now showing... 13 ... – PowerPoint PPT presentation

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Title: Promoting Skilled Trades

Promoting Skilled Trades Apprenticeship
  • A First Choice Career Option

The Skills Shortage is Real
  • The Conference Board of Canada notes that
  • Skills shortages pose a serious threat to the
    competitiveness of Canadian industries and is
    likely to get worse.
  • Fewer young Canadians are seeking careers as
    apprentices in skilled trades and technologies.
  • A significant portion of Canadas aging
    workforce will retire in the next 5 to 10 years.
  • By 2020, Canada will be facing labour shortage
    of nearly 1 million workers.

Factors Causing this Shortage
  • There are deep-rooted, negative perceptions about
    apprenticeship and careers in the skilled trades.
  • There is a lack of awareness about the
    opportunities and benefits in skilled trades.
  • Apprenticeship is not viewed as a viable
    post-secondary education option.
  • Youth are not choosing careers in the skilled
    trades and apprenticeships in sufficient numbers.
  • Too few parents and educators are encouraging
    youth to consider apprenticeship or careers in
    the skilled trades.
  • Equally important is that many employers are
    unable or unwilling to fully train new

CAF and SCC are doing something about it
  • Both CAF-FCA and SCC share a common commitment to
    the promotion of careers in the skilled trades
    and apprenticeship as a first choice career
  • With funding support from the Government of
    Canada, the Canadian Apprenticeship Forum Forum
    canadien sur lapprentissage (CAF-FCA) and Skills
    Compétences Canada (SCC) have partnered to
    develop a strategic solution.
  • This partnership enables a national,
    multi-stakeholder approach to addressing this
    important and complex issue.

Canadian Apprenticeship Forum Forum canadien
sur lapprentissage
  • Established in 2000, CAF-FCA is a pan-Canadian,
    multi-partite organization which includes
    representatives from
  • Business
  • Labour
  • Interprovincial Alliance of Apprenticeship Board
  • Educators
  • Canadian Council of Directors of Apprenticeship
  • Equity groups
  • CAF-FCA objectives are to
  • Promote apprenticeship as an education and
    training system contributing to the development
    of a skilled workforce.
  • Provide a vehicle for the constituent groups to
    work together to support the apprenticeship
    system across Canada.

Weve Researched the Issues
  • Undertook extensive national quantitative
    research with over 1500 youths and adults.
  • Reviewed over 100 reports and studies concerning
    shortages in skilled trades.
  • Over 200 marketing campaigns and promotional
    programs were collected and analyzed from broad
    spectrum of organizations coast to coast.

The Solution
  • Three-year, integrated, pan-Canadian campaign
    focused on
  • Repositioning skilled trades as a first choice
    career option in the minds of youth and their
    key influencers.
  • Encouraging employers to create, expand and
    sustain career opportunities for youth in the
    skilled trades.

Targeting youth, their influencers and employers
Repositioning Skilled Trades Apprenticeship
The New Image
  • Careers in the skilled trades are
  • Satisfying, well paying, secure and rewarding.
  • Thriving professional choices that are in demand.
  • Highly skilled and creative professions.
  • Opportunities to Earn While You Learn.
  • Careers in the skilled trades are valued and


National Advertising Campaign
Television advertising specialty programming
Cinema advertising
Print advertising
MACLEANS Lactualité
Now showing
Advertising to Parents and Educators
Campaign Web Site
Posters and Brochures
Supply versus Demand
  • Advertising and promotion will stimulate supply
    the numbers, and calibre, of young people
    interested in a career in the skilled trades.
  • Ensuring there are opportunities for these young
    people is critical to help balance the
  • This balancing will require an effort
    specifically focused on employers to encourage
    the creation and sustenance of career

We Surveyed Employers
  • Roughly 90 have a very favourable opinion of
    apprenticeship training
  • Employers agreed that
  • Skilled workers are hard to find
  • Apprentices can be trained to your own
  • Investing in employees improves loyalty
  • Apprentices improve the companys productivity
  • Only 20 actually employ apprentices
  • Approximately 40 employ journeypersons

Accessibility and Barriers Key Issues
  • Within the Canadian apprenticeship community
    there are a number of accessibility issues and
    barriers that can affect
  • Recruitment / Entry people looking to enter the
  • Attrition and Retention those already within
    the workforce.
  • CAF-FCA undertook research to better understand
    and qualify the nature and impact of these

Barriers to Training Apprentices
  • Negative attitudes and lack of information
  • Unwelcoming workplaces
  • Costs of apprenticeship
  • Impacts of economic factors
  • Lack of resources
  • Basic and essential skills.
  • Shortcomings of workplace-based and technical
  • Regulations around apprenticeship

Engaging Employers
  • Recognizes real issues and barriers to
    apprenticeship training faced by employers.
  • Highly targeted trade related media relations and
    face to face presentations.
  • Advertising campaign for employers.
  • Support tools, such as brochures, posters,
    Apprenticeship Tool Kit, as well as targeted
    information on the campaign website.
  • Employer tool kits now available at the
    campaign booth in the exhibit area.

Benefits of this Campaign
  • Increased value associated to careers in the
    skilled trades and apprenticeships.
  • Increased number of young people interested in
    careers in skilled trades.
  • Increased number of employers willing to provide
    more apprenticeship opportunities and create long
    term jobs.
  • Contributing to a long-term solution to supply
    and demand of skilled labour.

Partnerships for Change
  • By sharing the responsibility of a Pan-Canadian
    marketing campaign, CAF-FCA and SCC are combining
    and strengthening their national and
    multi-jurisdictional scope and ability to reach
    out to all levels of stakeholders in skilled
    trades and apprenticeship.
  • While a national umbrella program will provide a
    framework for change, the engagement and
    participation of many organizations is needed to
    be successful.

To reach us
Thank you
  • 116 Albert Street
  • Suite 812
  • Ottawa, ON K1P 5G3
  • Tel. (613) 235-4004
  • Fax (613) 235-7117