Government advertising skilled trades via social media platforms, podcasts, TV
The federal government continues to promote skilled trades as a viable career option, launching another phase of the National Skilled Trades advertising campaign.
The campaign aims to raise awareness among youth and young adults about in-demand jobs in the construction, transportation, manufacturing and service sectors.
“Young people are interested in the skilled trades, but they also need the tools, resources and information necessary to pursue their career goals,” said Steven MacKinnon, minister of employment, workforce development and labour.
“The government of Canada recognizes the importance of providing these supports to aspiring tradespeople and that investing in our skilled workers now, will generate positive outcomes for years to come. Our country’s greatest resource is its people, and this campaign will spread awareness about the rewarding career opportunities available to Canadians.”
Alberta and Ontario have also held campaigns to promote skilled trades as a career option among Canadians.
First launched in 2023, the advertising campaign includes an experiential component through in-person, interactive displays located in high schools and shopping malls across the country. Through the exhibit, individuals can learn about different skilled trades careers, find in-demand trades in their region, and discover the steps it takes to become a skilled trades worker.
The exhibit will tour Moncton, Saint-Louis-de-Kent, Halifax, Charlottetown, Timmins, Thunder Bay, Winnipeg, Regina, Saskatoon, Edmonton, and Calgary.
“Skills/Compétences Canada’s mission is to advance the engagement of youth and their communities in skilled trade and technology careers using a pan-Canadian approach,” said Shaun Thorson, CEO, Skills/Compétences Canada. “We are very pleased to be participating in the experiential component of the campaign which will allow more Canadian youth the opportunity to learn about these important careers”.
Ottawa is also advertising skilled trades via social media platforms, podcasts, and other digital sources, including connected TV, under the campaign.
The federal government is also making available Canada.ca/skilled-trades, a national online repository for information about the more than 300 skilled trades in Canada and the Red Seal trade designation. The site also highlights available financial supports and in-demand trades in each region.
Also, the Canadian Apprenticeship Strategy offers a suite of skills and training supports to encourage youth to consider a career in the skilled trades, and to help apprentices and key skilled trades stakeholders – including employers, unions and training institutions – to participate and succeed in the apprenticeships.
Apprentices can access Employment Insurance benefits during technical training and up to $20,000 in interest-free Canada Apprentice Loans, according to the federal government.
The National Skilled Trades campaign runs from Feb. 10 to March 23, 2025.
“Many students do not realize just how many different skilled trades there are. They could be missing an amazing opportunity simply because they are unaware it exists, or think it is not a viable career option for them,” said Honour the Work via LinkedIn.
“That is why it is so important to educate them and let them know that the skilled trades is so much more than just ‘hammers and hardhats!’”
