Job Talks: Innovative Study and Website for Recruitment in the Skilled Trades
According to Skills Canada, the skilled trades sector will be facing serious shortages in the near future, with Canada in need of one million skilled trade workers by 2020. In a 2014 national survey by the Canadian Apprenticeship Forum (CAF) of educators across the country, only 57% agreed that “Skilled tradespeople are respected in society.” Among the suggestions to challenge negative stereotypes were:
- Feature individual success stories of those who thrived in the skilled trades
- Portray skilled trades workers as intelligent, enterprising and respected people
- Re-brand the skilled trades by highlighting the important contributions tradespeople make to society
Through a national survey, we will identify segments of tradespeople according to their core values, which will show a new perspective on the skilled trades for students and parents. Recommendations will be made in regard to recruitment strategies for women and youth who are either Aboriginal, immigrant, or first-generation. Through 100 recorded interviews with men and women who are passionate about their careers in the skilled trades, we will discover common themes that may be useful to employers, recruiters, and educators. Through an interactive website called “Job Talks,” we will mobilize a new understanding of tradespeople by allowing the public to interact with the research findings, view videos of passionate tradespeople, and access career information. The project will be completed in three stages:
Stage 1: Core Values Survey – With support from Q.I., a private, unique research company that specializes in the study of underlying values, emotions, and perceptions, we will conduct a national survey to identify new segments of occupations in the skilled trades based on the core values of its workers. CAF will use its extensive network to help us survey 1,000 tradespeople across Canada.
Stage 2: Interviews with Men and Women in the Skilled Trades who Love their Jobs – GBC students will record 100 “job talk” interviews with tradespeople who love their jobs. They will aim to offset gender stereotypes by interviewing one male and one female from each occupation. Subjects will be provided by Skills Ontario, a not-for-profit organization promoting careers in the skilled trades.
Stage 3: Job Talks Interactive Website – Each visitor may complete a profile that will reveal which values segment they align with most. An interactive map of segments of tradespeople can be clicked to show interviews (“job talks”) of men and women who are passionate about a particular career. Each video page will have links to career resources and geo-located institutions for formal learning.