A career in the skilled trades ticks all the boxes for Generation Z, so why aren’t they aiming for #BlueCollar jobs?
Blue-collar jobs could be an ideal fit for Generation Z – if only they knew it
Skilled trades have a branding problem – but unfortunately, this is nothing new. According to Jobber’s annual Blue Collar report, blue collar jobs face challenges in at least four key areas:
- stigma: 76% say there is a stigma associated with attending a vocational school instead of a traditional four-year university (up two percentage points from last year)
- Awareness gap: Only 17% learned about the value of vocational training in high school, compared to the benefits of a four-year bachelor’s degree (66%), community college (55%), military service (33%), and entrepreneurship (30%).
- discouragement: 61% say their parents advised them not to pursue the profession or did not talk to them about it
- Negative representations: 47% say that tradespeople are portrayed in a bad light in the media
The tragedy is that both blue-collar and white-collar jobs could be ideal for Generation Z, if only they knew it. Moreover, America desperately needs more young people in these types of jobs to keep up with demand.
“The reality is that society has long looked down on blue-collar work, so when Gen Z asks the people they trust for career advice, most of them either don’t mention the trades or they deliberately discourage them from pursuing that path,” says Sam Pillar, CEO and co-founder of Jobber.
I caught up with Pillar to talk about how much the trades have to offer Gen Z—and why this generation is missing out. Here’s what we discussed.
Media: the good, the bad and the ugly
Pillar points out that Generation Z is the first generation to grow up with the Internet, so media naturally influences their career choices.
“They told us they see working-class types who are portrayed as unhealthy, unhappy and incompetent,” he says. “On the other hand, they see plenty of successful employees.”
“These portrayals do a disservice to the essential, highly skilled people who build, repair and maintain our homes and the infrastructure we rely on every day. Tradespeople are unsung heroes – we should give them a spotlight.”
On the other hand, there is a growing counterpoint to the typical Hollywood story about craftsmen: the young workers on YouTube who take their viewers into their everyday working lives.
“I’m excited that Gen Z and Millennials are using social media to show the world what it’s really like to work in their field,” says Pillar. “At Jobber, we partner with industry pros like Lex the Electrician, who gives her over two million followers a behind-the-scenes look at demanding technical jobs. And I also appreciate business-minded influencers like Louis Mouchet, an eighteen-year-old window cleaning entrepreneur who shares his journey and advice on reaching six figures.”
Lest parents fear that these influencers are sugarcoating the difficulty of their work, Pillar explains that these channels clearly demonstrate that the financial rewards to be found in this industry require grit and a tireless work ethic.
What’s most promising, he adds, is that there seems to be a huge appetite for this kind of content. “TikTok saw a 64% increase in #bluecollar usage this year, so we should all be grateful that young artisans are getting online to show their peers what they can do,” says Pillar.
A perfect fit
Ultimately, Generation Z and skilled trades are a match made in heaven, even if they don’t know it. “Job security, high earning potential and no desk work – we need to make Generation Z aware that their wish list is a description of blue-collar jobs,” says Pillar.
Another big plus for the entrepreneurial-minded Generation Z is the opportunity to own their own craft business. “In many skilled trades, the barriers to entry to start a business are low. All you need are a few tools, a used lawn mower or squeegee and a bucket, and the courage to knock on the door and offer your services,” says Pillar.
He points to Jobber Grant recipient Joseph Gillingham of Heritage Tree Care, who, in the early days of his business, took his chainsaw on public transport to his next job. “There are countless stories like this of humble, hard-working, ambitious people who started with a vision of their future and not much more and now employ entire teams and generate millions in revenue,” says Pillar.
Not only do blue-collar businesses keep our homes, offices, and streets safe, but many of them are locally owned small businesses that are part of the larger community of small businesses that power the economy. Pillar points out that 99.9% of businesses in the U.S. are small businesses, employing nearly half of the workforce and contributing nearly half of the GDP.
Put it all together and it just makes sense. “Entrepreneurial Generation Z tells us they’re nervous about the economy and white-collar jobs being disrupted by AI. At the same time, our society desperately needs young people to pick up tools and learn a trade that AI won’t replace anytime soon,” says Pillar. “I would even go so far as to say that maybe the American dream needs a blue-collar rebranding.”
The realignment
Although enrollment in trade and vocational schools is increasing, it is not happening fast enough to offset the labor shortage. “We cannot rest on our laurels in encouraging the next generation to choose the trades,” warns Pillar. “To put things in perspective, we need over seventy thousand new electricians and nearly forty thousand heating, ventilation and air conditioning technicians every year for the next decade to keep up with demand.”
While it’s great that social media influencers are educating their peers about the value of skilled trades, it won’t be enough unless societal attitudes change on a larger scale. “It’s up to Gen Z’s biggest career influencers – parents, teachers, the media – to adapt to the changing job market and create a supportive environment that encourages young people to explore and pursue skilled trades,” says Pillar.
For those considering a career in the skilled trades, he has a word of encouragement. “When you choose a trade, you’re thinking ahead,” he says. “You’re choosing stability, earning potential and committing to meaningful, important work.”
It’s time to rebrand the workforce. These jobs may not be easy, but they are rewarding on so many levels. And Generation Z needs to know about it.
