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American #CICM campaign attracting new people to skilled trades careers

American #CICM campaign attracting new people to skilled trades careers

Oct 31, 2022

Article prepared by: Chris George, CKCA Communications Consultant, CG&A Communications

Through the month of October, American construction companies conducted a public awareness campaign designed to attract new workers to consider career opportunities in the various skilled trades required in the construction industry.

The expressed goals of Careers in Construction Month (#CICM) are to inspire, recruit, and train the next generation of craft professionals and to shape positive perceptions of a career in construction.

This campaign helps construction companies effectively outreach and promote their job opportunities with attractive social media materials and useful information. And the #CICM appeal is compelling for young people and workers looking to enter the workforce or advance their careers.

The #CICM messages are a calling that is both inviting and promising: Build Your Career. The overarching theme encourages “anyone looking for a profession with life-long learning and limitless potential for growth and advancement to check out construction.”

In a day and age where most people have misconceptions about work in the trades, it is very important to highlight that a career in skilled trades offers a great opportunity. The #CICM campaign emphasizes this point by stating “Construction careers in today’s market are all about high-tech, high-stakes, huge earning potential and the opportunity to travel the world.” One of the catchy campaign taglines suggests the potential for upward mobility: “A career in construction can take you all the way to CEO.”

American companies were encouraged to reach out to local high schools and colleges to introduce themselves, tell their story and provide a glimpse of the career opportunities in construction. They were encouraged to dispel misconceptions by sharing information and data on skilled trades and explaining a student’s route to entry, including education and training contact information.

There are important take aways from this American campaign for the Canadian kitchen cabinet industry. For CKCA members, consider that we have an attractive story to tell students and all who are interested in cabinetry…. Our task is to paint the picture:

  • Given the current job vacancies and the great number of retirees in the next decade, there is a growing demand for skilled trades in jobs that provide good salaries and endless possibilities for career growth.
  • There are so many specialties within the kitchen cabinet industry, something for everyone whether you are creative, mathematically inclined, attentive to detail, wanting to work with your hands, or to acquire technological expertise.
  • When you complete a technical degree, apprenticeship or craft training certificate, you are highly marketable in the job market. And that skilled trade can take you anywhere in Canada or around the world.

Just as the #CICM campaign has, our kitchen cabinet companies must speak directly to the next generation of Canadian workers and inspire them to “Build Your Future.”