One of the most successful marketing campaigns of the late 1990s and early 2000s removed technical education from schools across the country and directed millions of students to college, where career success was supposed to be practically guaranteed with their diplomas. And what happened to the trades education classes? They were left behind with no exposure; there were no students left to learn about the importance of the skilled trades or to continue their fine legacy.

Times have changed. To combat the effect of this marketing campaign, and to begin training the skilled trades workers of tomorrow, CTE (career and technical education) is making its way back into school districts. Even better, it’s perfectly poised to be an opportunity for your company’s workforce development goals. CTE is made possible by a kind of federal funding called Perkins V. Because of Perkins V, vocational education is making a resurgence. In 2023, 47 states enacted 48 policies that created CTE offices.

Unfortunately, even with all of this momentum, not all CTE programs are funded equally. Each state uses a different formula to divvy its Perkins V funds; therefore, CTE opportunities are quite varied. However, you can make an immediate impact in your community by designing a partnership with your local schools. This will create two things: one, an opportunity for students to gain the latest in PHCE training (without negatively impacting the school’s budget), and two, a talent pipeline for your company.

A school partnership can take on many shapes, but for many companies, it can include hosting a ride-and-decide program in the summer, providing hands-on visits to your shop during the school year, or having someone at your company serve as an advisor on a school’s CTE program committee.

Explore The Trades’ Skills Lab program, in partnership with Ferguson, is a successful industry-education endeavor that, to date, has provided plumbing and HVAC equipment grants to 14 schools around the country. By providing immediate access to these trades, and also alleviating budget constraints, more than 1,100 students have started their trades education journey. (Stay tuned for this year’s announcement of the program’s newest recipients on May 1).

When you serve as an industry partner in your community, you gain the opportunity to showcase the trades to Generation Z, a generation that’s predicted to be approximately 27% of the workforce by 2030. Historically, every generation has had their own motivations in their careers. Ultimately, workers will always try to identify an employer that holds similar values to their own. As Generation Z begins to enter the workforce, their values in the workplace are being studied. So far, Gen Z workers are driven by an interest in technology, a desire to protect the environment, and a need to positively impact the greater good. This means there’s never been a better time to introduce the trades to a new generation; Gen Z is primed for everything the trades stand for.

If you’re wondering, “How do I talk about the trades to a middle school student?”, you’re not alone.  But the answer is easier than you think. Talk about the trades in ways kids understand. STEM (science, technology, engineering, math) has been integrated into education for the past several years. The conversations, however, almost always turn to robotics, I.T., and other associated career paths. But when you examine the skilled trades, you find they are, indeed, STEM careers.

Remember when you selected your course schedule in high school? When you had to fill in your electives, the vocational classes were right there, and they seemed like easy, fun choices. But now, given the continuous advances in technology, the increased media attention to the trades, and the recognized financial opportunities for jobs in the trades, the trades are more than just an elective. They’re an industry to be proud of.

Illustrating how chemistry is used in HVAC is workforce development. Showcasing how math calculates Ohm’s Law for electrical work is workforce development. Explaining how physics impacts plumbing is workforce development. Yep, that’s right – workforce development starts early.

You can no longer recruit and develop your employees with an ad in the Yellow Pages. As an industry, the skilled trades have so much knowledge, legacy, and success to share that the labor shortage can no longer be put on the back burner. Our communities deserve the best, and we have the responsibility to train and develop the next generation.