Recently, the Wall Street Journal published an article titled “How Gen Z is Becoming the Toolbelt Generation.” The basis of the article is how Gen Z is positively responding to America’s need for tradespeople including plumbers, pipefitters, and steamfitters.Vocational-focused community college enrollment is at its highest level since it’s been tracked by the National Student Clearinghouse and the number of students studying construction trades has risen nearly 25% in the past six years. 

Both are positive signs that Generation Z, ages 12 to 27, are recognizing and acting upon the opportunities that exist in the trades, including the entrepreneurial prospects and compensation closely aligned with careers requiring a college degree.Payroll-services provider ADP reports that the median pay for new construction hires has been rising and is currently at $48,089 compared to new professional services hires who earn a median salary of $39,520. This is the fourth year that median annual pay for new construction hires has outpaced new hires in professional services and the information sector, according to ADP.

Other data painting an optimistic picture is in the past 10 years, the number of plumbers has increased from 553,000 to 635,000 and, with that growth, the median age of plumbers has decreased by 2% to 40.8 years of age, according to the Bureau of Labor Statistics.That’s great, but what about distributors, manufacturers and reps?Most ASA members continue to struggle finding talent and often include this as one of their primary business challenges.

Through ASA’s PROJECT TALENT, members have access to tools and resources and the association conducts ongoing social media and email marketing campaigns to increase the visibility of the PHCP and PVF industries as career paths.

However, these are simply air cover for the on-the-ground local recruitment work of ASA distributors, manufacturers, and independent reps.

If talent acquisition remains difficult, are the necessary steps being taken to leverage the growing Toolbelt Generation?

Employer Brand

In traditional corporate branding, an organization’s brand is the essence of the value it provides customers. Employer branding is the same concept, but the objective is to convey and influence a company’s reputation as an employer and its value to current and potential employees. The goal of employer branding is to position a company as a fulfilling place to work for prospective employees. An employer brand can help attract the type of candidates a company desires and ideally positions it ahead of the competition. Companies who invest in employer branding are more likely to attract candidates who not only have the right skills and experience but fit best with a company’s culture and values. Employer branding also gives businesses the ability to compete for jobseekers on more than just compensation. 

Online Presence

A company’s online presence is paramount as eight out of every 10 job searches begin online. Information about a company’s culture, employee testimonials, a straightforward application process are all table stakes in today’s recruitment environment. Not only must a company’s careers website include these elements, but a firm’s social media presence should be consistent and include the same content. ASA has created a checklist to assist members with ensuring their online presence is meeting the needs of job seekers. This checklist can be found on the ASA Recruiter Toolbox, available only to members.

Local community colleges, trade schools and high schools

Given the increase in community college enrollment and interest in the trades, now is the time to create or improve relationships with local community colleges, trade schools and high schools. Most offer job fairs and often look for class speakers and experts.  You can find local community colleges with trade programs here and local trade schools here.

Polish your candidate messaging

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ASA recently conducted market research among job seekers to best understand what messaging about opportunities within the PHCP/PVF industry most resonates with them. 

For students, be it high school, trade school, community college or university, messages that reinforce stability, growth and development, meaningful work, and opportunities for a wide range of skillsets are desired. ASA members can find specific, ready-to-use messages to incorporate into local recruitment materials on the ASA Recruiter Toolbox under “Recruitment Resources.”
 These are just a few areas that deserve critical review and can deliver positive recruitment results.

The current state of labor in the United States including historically low unemployment rates create strong headwinds for ASA members. However, honing recruitment tools and finding new angles of opportunity such as the evolution of the Toolbelt Generation and the growing number of potential customers will put companies in the best position to identify and acquire talent.

Project Talent is one of four mega goals included in the Association’s strategic plan.  This goal includes the objective of developing and implementing a program to attract and grow the number of talented workers taking advantage of fulfilling career opportunities in the PHCP/PVF Industry.