YOUTH DAY Women in Trades Presentation WHO IS GEN Z? Born between - - PowerPoint PPT Presentation

YOUTH DAY

Women in Trades Presentation

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WHO IS GEN Z?

Born between 1995 - 2003 More diverse in their voice and perspectives than any generation before them They have grown in a world of unprecedented gender fluidity Grew up in economic uncertainty and they are looking for real skills

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WOMEN IN TRADES WHERE ARE WE NOW?

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Females make up under 10% of registered ITA apprentices Mostly involved in Artisan trades such as hair stylist and bakers Make up less than 5% of apprentices in traditional Builder and Fixer trades like carpenters, electricians, millwrights etc

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PERCEPTION PROBLEMS: GENDER STEREOTYPES IN THE TRADES

*Stock image of “female carpenter” *Stock image of “male carpenter”

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*Google search for “carpenter”

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HOW DO WE GET MORE YOUNG WOMEN INTO THE TRADES?

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SHIFT THE NARRATIVE

Women need to see other women in the trades.

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MORE ASPIRATIONAL, AUTHENTIC STORIES AND IMAGES

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MORE EMPOWERING MESSAGES AND IMAGES

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MORE FEMALE TRADES HEROES

Video link: http://www.itabc.ca/youth/?trade_type=analyzer

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MORE AWARENESS AROUND OPPORTUNITIES FOR FEMALES IN THE TRADES

Find Your Trade: http://www.itabc.ca/youth/?page_id=73

Find Your Trade

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TACTICAL TAKEAWAYS

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MESSAGES ABOUT THE #TRADESLIFE RESONATE

Show people what it means to live the trades life

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Do what you love Travel with your trade Live the life you want

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MESSAGES ABOUT MONEY & JOBS RESONATE

Make good money Be your own boss / start your own business Trades = job opportunities

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AUTHENTIC (AND QUALITY) VISUAL CONTENT IS KING

Gen Z is weary of being marketed to - they want authentic content Competition is huge. Attention span is small. You won’t win this audience with long winded copy.

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BE MINDFUL OF THE PLATFORM

61% of users are female FB is a stable part of Gen Z’s social media diet (Especially video and messenger) Snapchat can be a tough place for brands and organizations. Consider using social influencers to share your messages. Good place to showcase high quality visual content paired with light copy and the right hashtags Facebook Live and Facebook video are the rising stars of this platform 52% of Gen Z are active on Instagram 77% of Gen Z have an FB account 41% (and rising fast) of Gen Z are on Snapchat

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WHAT ABOUT PARENTS?

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INFLUENCING GEN X PARENTS:

MESSAGES THAT RESONATE

Trades = good job and entrepreneurial opportunities Because apprentices can “earn while they learn” trades people end up with less student debt Trades are a place where you use your head, hands, and heart (not just “manual labour”)

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MORE TOOLS AND RESOURCES

FIND YOUR TRADE ITA YOUTH TRADES GUIDE ITA YOUTH EDUCATORS PAGE CAREER TREK VIDEOS

A fun tool to help students self-identify personal traits and find their trade. Help students build their future in trades with this book. This page has a huge stash of great resources for educators. A career finder tool with hundreds of videos. Link: http://www.itabc.ca/youth/ Link: http://www.itabc.ca/youth/wp- content/uploads/2016/09/ITA- 2017_Viewbook.pdf Link: http://www.itabc.ca/youth/ educators Link: http://www.careertrekbc.ca/ episodes#icCategory=47

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THE TAKE AWAYS

More female heroes! Women need to see other women in the trades Messages about the money and jobs resonate Find your “Elly” to amplify and bring credibility to your message Trades are a place where you use your head, hands, and heart (not just “manual labour”) Aspirational, authentic stories and images Messages about the #Tradeslife resonate such as travel and flexibility

THANK YOU

www.itabc.ca/youth/educators Youth Site: ITA Main Site: itacommunications@itabc.ca

CONTACT DOWNLOADS LINKS

www.itabc.ca/youth www.itabc.ca