Tools To Help Address The Stigma Against The Trades

For this article, I am discussing tools to help address the stigma against the trades. It’s not comprehensive, nor does it contain every single possibility – just the ones that come to mind here.

I have a podcast episode discussing this very thing, which you can click here for the audio, but if you like video, it’s here. 

But I know there are some who appreciate articles, so, based loosely on the podcast episode (cleaned up, of course), this article discusses those tools.

 

Embracing Technology

 

Are you embracing technology for use in the industry?

 

First up is admitting – and acknowledging – that there is a stigma against the trades in the first place. You’d think this would be easy, but if you aren’t looking for it, I guess you may miss it.

After all, how do you explain the industry doing what amounts to nothing when it comes to addressing the stigma – if they do not see it in the first place?

Next, there is a divide between some in the industry. Now, what does that divide look like?

Aside from the stereotypical ones – generational, age, sex, etc. – the one I’m speaking of has huge ramifications. Namely, there are those who resist technology, and there are those who embrace it. There are various levels at which this is recognizable, but it’s the dichotomy, nonetheless.

Moreover, some adopt technology but do not voluntarily embrace it – it’s from a mandatory point of view. This is where contractors use electronic blueprints because they have to, maybe it’s Bluebeam, Building Information Modeling (BIM), or even something others feel is trivial, like automatic payroll services. (I know of companies who STILL, in 2024, insist on paper checks).

Oh, and then there are websites. Many companies have websites for a mere landing page, checking a box on the marketing and business development checklist. IF, however, you were looking for a company that does what they do in the area they are at, and you googled it, they don’t show up. Doesn’t matter how long they’ve been in business – if someone cannot find you, you might as well not exist. And from an internet perspective, you don’t.

It’s also a problem.

Most people will try to look a company/entity/industry up online, and if your website doesn’t exist, is horrible, vague, or difficult to find, you are placing limits on yourself. For example, this website discusses the importance of websites for businesses (extend that to industries, institutions, etc.), and how you should be serious about it. What’s more, I’ve heard of insurance companies who would not even undewrite a policy for a company because they didn’t have a website.

Yeah – it’s kind of a big deal.

Those who fully embrace technology, though, are miles ahead of their competition. This is clear today – and will be crystal clear in 10 to 15 years.

The reason? Embracing technology is a major tenant of younger people – and it’s precisely those younger people who are needed to continue and fill in the ranks.

Those younger people bring their comfort with technology into this industry, and when they get older, the companies they are a part of will have a fair age range. Those who don’t, however, will be struggling significantly.

They are the ones who resist even having a website. They adopt as little tech as possible because they are uncomfortable with it, have been doing fine up until now (at least, that’s what they believe), and, as time passes, they will also have trouble recruiting.

 

RECRUITMENT WOES OF TODAY TURN INTO RETENTION PROBLEMS TOMORROW.  

 

Mark my words on that one.

More on that later – in both podcast and article form.

Ultimately, we need to acknowledge that a stigma against the trades exists, understand it takes a concerted effort to deal with it, and get the truth out there in whatever way possible.

 

Social Media

 

How much (if any) social media are you using for your company and industry?

 

First up on the list of things I believe we can use to deal with the stigma against the trades and change the perception is social media. Yes, there are a lot of negatives associated with it, but we should recognize social media is amoral – neither good nor bad – and we are simply using it. We are not causing dissension, division, or keyboard warriors intent on tearing others down; instead, we are merely telling/informing others of what the trades offer. We are using technology with massive reach to paint a more positive picture for those who simply have it wrong.

For starters, it has MASSIVE exposure – and is FREE. A literal two-for-one. There are lots of different platforms, too. LinkedIn is the defacto one for business, and I heartily recommend it. In fact, if you aren’t actively using LinkedIn, you are not “checking” a very important box in the marketing and business development to-do list. I’ve even heard of businesses that get half of their work from connections, too; what’s not to like??

Targeting the stigma and perception like a sniper, though, other platforms like YouTube, Rumble, Twitter, Facebook, Instagram, and even TikTok can also be used. (I may have missed your favorite platform here; if I did, send me a message telling me why you believe it to be true, and convince me – I’m open to a conversation. Additionally, I have some serious hangups with TikTok, BUT it has tremendous reach). Facebook is the largest platform, boasting over 3 billion users. Followed by WhatsApp at 2.7 billion and YouTube at 2.4 billion. Instagram is just over 2 billion. According to this website, Twitter has 550 million, and TikTok is supposed to have 1.2 billion.

By way of comparison, LinkedIn has 424 million.

Think about all that potential exposure in the various platforms. If you could get more adept and comfortable at using it, what could you say to those listening/consuming content? What narrative could you contribute to/attempt to change as you post on social media? Who could see it – and what could you do with that level of exposure?

Here’s a good example of someone – in this case, the Boston Plumbing Monstah – who uses social media to generate exposure to his unique style and the trade. He is but one example; there are lots of other people posting, too – putting their own company/trade/personal touch on things.

Companies spend a lot of money on advertising; why not embrace social media – which is free, by the way – and advertise to a wide audience?

In short, if you aren’t using social media, you are making a huge mistake by omission.

 

Podcasts

 

Podcasting has SOARED in popularity over the past several years

 

Podcasts are a great way to spread the message of what you are doing, and we should know – The Wealthy Ironworker has one. It is another great way to get your company, industry, mantra, business direction, etc., out to those listening.

While not free (at least in many forms), the cost is negligible, all things considered. For example, here at The Wealthy Ironworker, we utilize Riverside.fm for video/audio recording ($288.00 yearly) and Alitu for hosting ($280.80 yearly). There is, of course, the cost of the equipment, but it’s a one-time expense. Between recording and hosting, we use DaVinci Resolve for editing (it was free to download) – and that’s it. You could spend money to make a quality studio, but it isn’t necessary: the studio here is a 12′ x 8′ room that is worked in daily and on periodically. As it currently stands, it is NOT soundproof – and probably never will be. You simply need a space to house your equipment – and it doesn’t even have to be full-time, either. You need to set things up when you have a moment (or you schedule one), quickly organize, and hit record.

That’s literally it.

So, for less than $600 a year, we have what we need to record, edit, and host podcasts. Moreover, if you decide to start a YouTube or Rumble channel, you could expand your reach even further. And, again (with YouTube and Rumble), it would be free.

 

***You could get lost in the weeds when comes to podcasts; there is SO MUCH information out there – where do you start? I present a VERY BASIC set-up for you to adopt if you choose because I know how much there is to navigate through – I’ve been there. The recommendation is to start something and adapt/change/improve over time.***

 

Those short clips that EVERYONE sees? Yeah, they have tremendous viewing power.

Podcasts have so much potential that I am bullish on what they can do. And you have options, too. You could start one for your company, industry, association, or organization – or you could go on one (Like THE WEALTHY IRONWORKER PODCAST 😎). One of the greatest benefits of going on another podcast is the brand exposure you get – and, with people always looking for others to talk to, it’s never been a better time to do it.

And, lest I forget, Riverside.fm has a mobile app you could use on the job site, too. While I’ve yet to use it, I suspect with practice and patience, you can produce quality recordings that can be edited for great exposure. What better way to highlight what you, your company, and the respective industry are about than with a podcast on-site?

The Wealthy Ironworker will find itself on job sites, too – all in good time. 😎

Or maybe you even reach out to an established podcast to partner up and share what you are doing, having them share it on their platform? The sky is the limit when it comes to brand/company/industry exposure.

In previous years, blogs were all the rage. They had quite the reach, also. People still, to this day, look online for various things. solutions to problems, ideas, etc. Think of podcasts as a natural extension of them on steroids. They have the bandwidth to go further than just about anyone really thought, too. Consider that most of the time, people download podcasts while doing other things like driving to and from work, cutting grass, doing laundry – literally just about anything that we routinely do. People now listen while doing the routine and mundane – and consuming podcasts (the audio form) is one of them.

And, as far as we’re concerned, that’s a good thing.

If you’d like to pull up a chair and have a discussion with me on this podcast, be sure to drop by the contact page, fill out the form, and let me know. I’ll be looking for guests in the future.

So, when considering how best to get your message out there – for both your organization and the industry, be sure to research and consider podcasts.

 

Recruitment Campaigns

 

Using only postings for jobs? That’s old and outdated

 

The standard recruitment strategies are a thing of the past. So, why do people and companies still cling to them?

Because they are not comfortable with other alternatives, don’t know about them, and do not take the time to understand the immense impact they can have. In these ever-evolving times we live in, entire industries – think recruitment/headhunters – have sprung up instead. Entities rely on them, and coupled with merely posting vacancies on Indeed, Monster, or fill-in job postings, they believe people will merely flood the industry.

As I’ve outlined on the podcast, that isn’t – and won’t – be happening for numerous reasons.

If you are reading this and you’re a company in the trades, I’d want a willing partner in all this (recruitment, retention, business development, and much more) – and the first thing I’d do is get connected to the local union near me. Check out 10 Benefits of Being a Union Contractor for more information.

Recruitment campaigns with a partner like a local union – who is vested in your success – have numerous benefits. The apprenticeship programs are geared toward recruitment – and are one of the primary ways we can – and should – talk to young people to enter the trades. What’s more, they allow you to focus on other things, like getting other business, and one more thing off your plate is always great – am I right? Better to spend time looking at work and churning out bids than figuring out where to get/recruit people.

Recruitment campaigns can also take numerous forms, too. They could target career fairs, high schools, or even something unique. I know entities that take a unique approach, and the results are rather impressive. The exposure is very robust – with many who’ve never been connected.

Explore recruitment campaigns – and consider how partnering up with a local union can help you – and if you need to get connected, stop over on the contact page, and let’s chat.

 

Documentaries

 

How well do you tell your story?

 

When you think of documentaries, you probably do not think of the construction industry – or all it entails. From my perspective, that is just one reason it has an advantage when it comes to telling your story.

Think about it for a minute: a well-done story about an industry, company, or people who’ve benefited from this space has almost no competition. What’s more, can you imagine if you maximize your social media presence and podcast exposure? The sky is the limit from where I stand.

If, however, you are not interested in social media and podcasting, you aren’t likely to take this seriously, either. What’s more, it has less exposure in the immediate sense than social media or podcasting. This is primarily due to short form content that’s so prevalent. However, if someone wants to know more about a specific industry, company, or association, they can check out your documentary for more information.

And before you hit me with we have some already (that is, older documentaries about the construction industry), think about the quality of them – and whether they reflect what people would be interested in, today. You already know what I’m about to say: most of us prefer modern-day movies for numerous reasons – technology is just one of them; it’s the same with something like this, too.

I’m aware this is a bit beyond what most people are skilled at, and as such, it is less likely to be a real option. If that’s your thought process, I only offer two things for you to think about. First, consider some of the long-form podcasts of today. The most famous podcast out there – and the largest platform on the planet – is The Joe Rogan Experience. I’d be surprised if you needed it, but you can find it here.

Now, imagine you interview a few people for a series – in the studio and out on the job site – and you use Davinci Resolve to edit it and put it all together. If you can record a podcast, you can, with a few extra steps, put a documentary together.

Second, the answer to something is always no until you try. Most people won’t even try to use any of the above – so if you did, you’d stand out among your peers. What does that say about you, your company, or your industry? I suspect you already have the answer.

While the most difficult on this list, it certainly isn’t out of your reach.

 

Conclusion

 

NEVER give up

 

The above isn’t exhaustive – if you have another idea, feel free to drop me a line and tell me what it is that you do. Maybe I’ll amend the article and add it. A good idea is a good idea, as far as I’m concerned. And, if there were enough additional ideas, I’d amend this article or maybe even write another one.

In the end, most companies, entities, associations, and people will not consider any of the above; most will rest in the same old same old, rely heavily on recruiters/headhunters, and call it a day. This isn’t a recipe for success, though; instead, it’s a bandaid. Worse still – that bandaid is on a gushing wound. The industry doesn’t need what has been offered so far – it needs fresh ideas and they are available with the technology of today. Unless you’re convinced, however, the ideas will go nowhere.

If you’re happy struggling, then keep doing the same thing that was done 30+ years ago. If you’re looking for real, substantive, and lasting change, however, consider upsetting the apple cart and mixing things up – embracing technology for what it’s worth. I can assure you, whatever is worth doing, it’s worth the exchange in effort.

And when you do something, let me know – I always appreciate hearing great stories from others who are intentional in their decisions and unconventional in their ideas. The world needs more people who are visionaries and think outside the box.

I look forward to hearing your ideas, and I’m rooting for your success.

Let’s get to it, shall we?