Where to Recruit Gen Z

When it comes to getting in front of Gen Z, social media is your best bet. In fact, a 2022 survey from Morning Consult reported that more than half of Gen Zers spend at least four hours a day on social media, with YouTube and Instagram ranking first and second respectively as the most popular platforms. These days, most companies already utilize social media for marketing purposes. Why not leverage them for recruiting too? When done correctly, social media can be an effective and low-cost tool for connecting with and informing younger generations about the trades.

Another new recruiting practice some companies have adopted is attending high school career days. This has resulted in an uptick in vocational course offerings in plumbing, electrical, and welding at the high school level. Teens who have taken vocational courses often may already possess some of the skills and potential to be an HVAC tech. This presents a fantastic opportunity for contractors to engage with younger generations on a more personal level and create a local pipeline of future technicians. Contractors can even take it a step further and work with the schools to offer hands-on education that aligns with the school’s practicum programs.

If we can show young adults how rewarding careers in the trades can be while they’re at the decision point of what to do post-graduation, we can grow the next generation of HVAC techs straight out of high school.

How to Attract and Retain Young Talent

Having grown up during The Great Recession, and now navigating a post-pandemic world, Gen Z is privy to the reality that bachelor’s degrees no longer guarantee good-paying, sustainable employment. The trades are uniquely positioned to offer an alternative economical path to a variety of prosperous careers. But if we want to attract and retain talent for the long-haul, we need to present them with the benefits of becoming a skilled labor worker.

Here are few key points to consider when talking to younger generations about entering the trades:

• Cost-effective: College tuition has skyrocketed in recent decades and trade schools are significantly more affordable while providing flexibility for students to live at home or obtain jobs on the side to keep themselves afloat.
• Training options: From vocational schools and local union training programs to apprenticeship programs, there are so many avenues through which you can acquire hands-on experience and often get paid to do so.
• Career growth opportunities: To retain young technicians, it’s important to note that HVAC training can open doors beyond servicing. Many experienced techs go on to start their own businesses, work in HVAC sales, or become instructors in the trades.
• Continuing education: Younger generations want a well-rounded education. Emphasize that their learning doesn’t have to end after apprenticeship. There are many programs that offer personal and professional development courses on subjects, such as accounting, marketing, time management, etc.
• Potential earnings: While entry-level salaries in HVAC may be less enticing, it’s important that future techs know that with more experience comes better pay and incredible growth opportunities. In fact, seasoned HVAC technicians can earn upwards of $100,000 per year.

Implementing New Approaches to Training

Generational differences will become most apparent during training. As the first digitally native generation, Gen Zers are accustomed to having all the information and resources they need at their fingertips. Because of this, younger techs require guidance, feedback, and motivation in a much different way than their predecessors did.

While hands-on training will remain critical and could never be replaced, technology should be seen as a supplemental tool. A shortage of techs also translates to a shortage of instructors. Implementing technology throughout training can be mutually beneficial for instructors and trainees. By offering online training options in addition to in-person courses, trades schools can cater to more students. Furthermore, online training would allow young techs to learn at their own pace whenever and however they want — yet another benefit that could convince more people to join the trades.

At Rheem Academy, a one-stop resource for HVAC training opportunities, hundreds of thousands of trade professionals have been trained through Rheem’s online and tech-friendly courses. Our learning management system provides product-focused training via modularized content so that apprentices and veteran techs alike can continue their education on their own time. We’ve also adopted virtual reality technology to help techs master everything from basic HVAC principles to product-specific installation and repair in a low-risk environment. By fully embracing the training advantages tech has to offer, Rheem was able to train more than 300,000 industry professionals in recent years. Now, imagine what tech could do to help us attract fresh talent, expedite the training process, and ultimately close the skilled labor gap.

While the future of the skilled labor industries may look stark now, it’s never too late to intervene. Engaging young people early about the many benefits of working in the skilled trades is key to reversing the technician shortage. As long as recruitment and training are done with intentional planning, we can succeed in growing and sustaining the workforce.