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News Releases
Pan-Canadian study reveals only 18% of employers hire apprentices in key industries
Economy missing out on important opportunity to train skilled workers
Ottawa (March 14, 2006) - A study released jointly today by the Canadian Apprenticeship Forum - Forum canadien sur l'apprentissage (CAF-FCA) and Skills/Compétences Canada® (SCC) shows that less than two in ten employers (18%) in the manufacturing, transportation, construction, and services sectors currently employ apprentices in Canada. The study also shows that 55% of employers have never hired apprentices. It comes at a time of heightened awareness over the shortage of skilled trades in Canada due to declining birth rates and an aging workforce.
"These numbers should serve as a wakeup call for the Canadian economy given that apprenticeship training is the primary point of entry for careers in skilled trades and so many employers in key industries continue to tell us they are having trouble filling positions due to the lack of suitable skilled workers," says Beverlie Cook, project manager of the Skilled Trades Promotion Project.
The pan-Canadian study, based on a telephone survey of 1,038 companies, also measures the capacity of employers to train apprentices, based on the industry requirement that every apprentice must be supervised and mentored by one journeyperson. Overall, 41% of employers surveyed have journeypersons on staff across all four sectors. According to Ms. Cook, this suggests that there exists an important opportunity to expand apprenticeship training in these industry sectors in Canada.
Encouragingly, 90% of the companies surveyed have a favourable opinion of apprenticeship training in Canada, suggesting that there are no apparent barriers related to the image or reputation of apprenticeship training among employers. Catherine Keill, director of communications and partnerships of Skills/Compétences Canada says that this contrasts to the image problems facing skilled trades. "Previous research we have done clearly shows that youth have negative perceptions of skilled trades and that we therefore also need to do more to educate the next generation of workers to consider trades as a first choice career option," says Ms. Keill.
Despite the positive perception of apprenticeship, the research also shows that many employers view this type of training as a stop-gap measure to fill short-term labour needs, or as a luxury to be afforded when profits permit, says Keith Lancastle, executive director of the Canadian Apprenticeship Forum - Forum canadien sur l'apprentissage. Among employers that currently don't provide apprenticeship training and those that stopped, 32% said they don't hire apprentices because they are "unsure of future workload needs" or because they simply don't "need extra workers." When looking only at employers that used to provide apprenticeship training, 40% said the No. 1 reason they stopped hiring apprentices was because of "low business volume."
"Too few employers realize how important it is to register new apprentices into the system as a means of ensuring a stable supply of skilled workers," says Donald Oborowsky, past chair of CAF-FCA, board member of the Skilled Trades Promotion Project and co-owner and president of Edmonton-based Waiward Steel Fabricators Ltd. "I have been providing apprenticeships for 34 years because they secure the skills and workforce of the future, as well as help me achieve high quality customer service."
The research shows that employers that hire apprentices do so to address their labour needs. Up to 22% said that "ensuring a sustainable supply of skilled workers" represented their No. 1 motivation for hiring apprentices. Another 16% said their No. 1 motivation was "the ability to train apprentices to their own requirements," while still another 14% listed "meeting their future workplace needs" was their top reason.
This study, conducted by Corporate Research Associates, is the first known pan-Canadian study of its kind. It is part of the joint campaign launched by CAF-FCA and SCC in September 2004 with the twin goals of promoting skilled trades as a first career choice among young Canadians, and encouraging employers to expand and sustain career opportunities in the trades for young Canadians. Called, "Skilled Trades: A Career You Can Build On," the campaign includes a national advertising campaign involving TV, cinema, print and website mediums. It is funded by the Government of Canada's Sector Council Program.
For media inquiries, please contact:
Nicole Herod
Manager, Communications
Canadian Apprenticeship Forum - Forum canadien sur l'apprentissage
Tel: (613) 235-4004
Fax: (613) 235-7117
E-mail: nicole_herod@caf-fca.org
Shaun Thorson
Executive Director
Skills/Compétences Canada
Tel.: (819) 771-7545
Fax: (819) 771-5575
E-mail: shaunt@skillscanada.com
Negative attitudes of skilled trades persist among youth and parents, but new
report shows there is light at the end of the tunnel
Ottawa (October 25, 2005) -- Careers in skilled trades continue to take a back seat to careers that require a university education in the minds of most educators, parents and particularly youth, according to a new report commissioned by the Canadian Apprenticeship Forum -- Forum canadien sur l'apprentissage (CAF-FCA) and Skills / Compétences Canada (S/CC). The report also finds a new national social marketing campaign launched last year has already been very effective in making viewers more interested in skilled trades careers.
"This report clearly shows that skilled trades careers are still not attracting the attention and respect they deserve," says Beverlie Cook, project manager for the Skilled Trades: A Career You Can Build On"campaign. "But, on the bright side, we are very encouraged by how well our marketing campaign has polled among parents and youth, and we are therefore very optimistic that society's negative attitudes and perceptions surrounding careers in skilled trades will continue to change."
The report, called Skilled Trades and Apprenticeship Awareness and Perception Study, shows that less than a third of youth (32%) aged 13 to 17 say they would be likely to consider a career in skilled trades, and less than a quarter (22%) of them have actually considered this option in the past year. Additionally, it shows that a university education is the preferred educational option over college or apprenticeships in skilled trades for a majority of youth (58%), parents (53%), and educators (64%). Only 19% of youth say pursing an apprenticeship or trades program is their preferred choice.
The report, based on research conducted by Ipsos-Reid Canada, shows many traditional stereotypes around gender and academic performance continue to hold when parents and youth think of skilled tradespersons. For example, 29% of youth say skilled trades are more suited to men, and 58% say they involve a lot of hard physical work. Additionally, only 41% of youth say tradespersons are respected in society, and only 45% say they would be proud to work in skilled trades.
The research shows parents have more favourable views of skilled trades. However, youth say their parents are not encouraging them to pursue these careers. For example, 69% of target parents with children aged 13-24 indicate they would be likely to recommend careers in skilled trades to their children, yet only 28% of youth say their parents have actually encouraged them to pursue this option. Educators do not appear to be encouraging their students to pursue a career in skilled trades either. Only 14% of youth indicated that their guidance counselors have recommended this career option.
"We, as a society, don't place a high value on careers in the skilled trades and it certainly hasn't been a first choice career option, even though segments of the Canadian economy are already experiencing shortages of skilled labour," said Keith Lancastle, executive director of CAF-FCA. Mr. Lancastle stressed the importance of continuing to educate youth and parents about the wide variety of fulfilling and well-paying careers offered in skilled trades.
"We are on the right track," said Mr. Lancastle. "According to this study, our campaign has already been successful in making youth and parents more interested in careers in skilled trades and aware that they are as fulfilling and well-paying as other professional careers traditionally linked to a university education."
Ipsos-Reid Canada, which conducted the research for CAF-FCA and S/CC, noted how well the campaign resonated with the target audiences. "When compared to other social marketing campaigns we have tracked, the awareness of this campaign and the feedback we received was among the best we've seen," said Chris Ferneyhough, Vice President of Ipsos-Red's Technology, Western Business Unit.
The research is part of the joint campaign launched by CAF-FCA and S/CC in September 2004 to change negative attitudes and promote skilled trades as a first career choice among young Canadians. Called, Skilled Trades: A Career You Can Build On," the campaign will continue until December 2006. It is funded by the Government of Canada's Sector Council Program which provided $12 million through Human Resources and Skills Development Canada.
"To date, we have reached millions of Canadians from coast to coast to coast," says Catherine Keill, Director of Communications and Partnerships of S/CC, speaking of the campaign which includes television, radio, cinema and print ads, and thousands of brochures and posters distributed through schools, employment centers, trade fairs, government offices, and direct mail.
A summary of the study is available
For further information please contact:
Nicole Herod
Manager, Communications
Canadian Apprenticeship Forum - Forum canadien sur l'apprentissage
Tel: (613) 235-4004
Fax: (613) 235-7117
E-mail: nicole_herod@caf-fca.org
Shaun Thorson
Executive Director
Skills/Compétences Canada
Tel.: (819) 771-7545
Fax: (819) 771-5575
E-mail: shaunt@skillscanada.com
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Launch of National Campaign to Make Skilled Trades a First-Choice Career Option for Youth
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WOODBRIDGE, ONTARIO--(September 8, 2004) - Skilled tradespeople play an important role in Canada's economy and society. However, a negative perception exists among youth and their influencers towards careers in skilled trades in Canada. In a recent survey, nearly half (42%) of Canada's youth claim that they are unlikely to consider a career in the skilled trades and for 67% of youth and 55% of adults, university is the first choice post-secondary option. This negative attitude, compounded by the expected retirement of many tradespeople within the next few decades and the declining birth rates within Canada, will lead to a skilled tradespeople shortage if not addressed immediately.
To increase the awareness of skilled trades as a first-choice career option, the Canadian Apprenticeship Forum - Forum canadien sur l'apprentissage (CAF-FCA) and Skills/Compétences Canada (S/CC) have joined forces to develop a national, multi-faceted campaign entitled "Skilled Trades: A Career You Can Build On". The launch of this campaign will be held today in Woodbridge, Ontario.
"We are very excited to launch this campaign as we recognize the urgency of making young people, and their parents, more aware of the benefits of choosing a career in the trades. Deciding to enter a skilled trade can lead young people into rewarding and satisfying careers that will serve them well throughout their lives," says Keith Lancastle, Executive Director of CAF-FCA. "We are proud to be one of the contributing partners in this important national initiative."
The campaign has two important objectives: to change the negative perception of careers in skilled trades that exists among youth, parents and educators; and to encourage employers to hire and retain more apprentices. The campaign is being funded by the Government of Canada's Sector Council Program, through Human Resources and Skills Development Canada (HRSDC) and will cost approximately $12 million over three years.
The campaign will feature television, radio, cinema and print ads in both English and French that will commence in mid-September across Canada. A website (www.careersintrades.ca) has been developed, with specific links to the CAF-FCA and S/CC websites, to facilitate access to in-depth information on skilled trades and apprenticeships. Brochures and posters are also being distributed to youth, parents, educators and employers to reinforce the campaign messages and direct target audiences to the website. The "Skilled Trades: A Career You Can Build On" campaign will also reach equity seeking groups such as women, Aboriginal persons, members of visible minorities, and people with disabilities.
"We are confident that this campaign will move us towards the day when enrolling in an apprenticeship program leading to certification as a tradesperson is a first-choice career option in the minds of young people, as well as those who influence these decisions," states François Belisle, National Executive Director, S/CC.
This campaign is unique in that it is an integrated, national pan-Canadian effort, developed with regional representatives from various sectors. To complement the advertising campaign, this grass-roots approach will be extended to various other initiatives. A regional strategy has been developed to work collaboratively with stakeholders in each province and territory, and consultations will be held in the Fall of 2004 to share existing best practices and identify ways that that the national campaign can support regional initiatives.
Employers will also be specifically targeted due to their importance in providing apprenticeship training opportunities. In order to reach employers effectively, they will be presented with specific information that outlines the business benefits, the processes in hiring apprentices, and the reality that hiring apprenticeships is a long-term investment in their businesses' future profitability.
"Convincing more employers to hire and retain apprentices is a critical factor in the success of this campaign as well as the future supply of certified tradespeople. For most trades, 80% of the training is conducted on-the-job, with the experienced guidance and mentoring of journeypersons," says Keith Lancastle of CAF-FCA. "We need to engage the business community by sending the message that hiring apprentices makes good business sense and that it is critical to Canada's economic stability that we invest in apprentices now to develop a skilled labour force for the future."
Private and public sector partnerships will be developed to extend the reach and value of the campaign. Private sector partnerships will include business, labour and their organizations, while public sector partnerships will focus on organizations such as schools, colleges, all levels of government, and community groups.
In addition, "Skilled Trades Champions" will be drawn from business, labour and key stakeholder groups. At a local level, these Champions will share their passion and real-life stories about careers and opportunities within skilled trades. They will communicate with employers, students, governments and other target groups to provide a first-hand look at careers in skilled trades as well as the business case for hiring apprentices.
"The Skilled Trades Champions will help to educate youth, parents, and educators about the respect, opportunity and good pay that comes with a career in skilled trades, and that taking an apprenticeship is a valuable post-secondary education option," says François Belisle. "Champions from the apprenticeship and skilled trades community will be integrated into this campaign to talk to their peers about the benefits of hiring apprentices. This contact will provide the opportunity for interactive discussion to engage employers to consider apprentices for their own business."
A specific section on the website (www.careersintrades.ca) is dedicated to providing information to the media, with the latest news releases, facts/statistics, stories, profiles of tradespeople and apprentices, and answers to frequently asked questions (FAQs). A comprehensive background document is also available online which provides a more in-depth look into the campaign and the impending skills shortage.
The launch will be held at 10:00 am at the Carpenters' Local Union 27 Joint Apprenticeship & Training Trust Fund Inc. at 222 Rowntree Dairy Road in Woodbridge, Ontario.
For further information please contact:
Nicole Herod
Manager, Communications
Canadian Apprenticeship Forum - Forum canadien sur l'apprentissage
Tel: (613) 235-4004
Fax: (613) 235-7117
E-mail: nicole_herod@caf-fca.org
Shaun Thorson
Executive Director
Skills/Compétences Canada
Tel.: (819) 771-7545
Fax: (819) 771-5575
E-mail: shaunt@skillscanada.com
Media Advisory
Addressing the Skilled Tradesperson Shortage
OTTAWA, ONTARIO--(September 2, 2004) - The Canadian Apprenticeship Forum - Forum canadien sur l'apprentissage (CAF-FCA), Skills/Compétences Canada (S/CC), and Human Resources Skills Development Canada (HRSDC) are proud to announce the official launch of the advertising components of the national campaign "Skilled Trades: A Career You Can Build On." The objective of the campaign is to change the negative perception of skilled trades among youth, parents and educators in Canada and to encourage employers to hire and retain more apprentices.
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Date:
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Wednesday, September 8, 2004
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Time:
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10:00 a.m. - 12:00 p.m.
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Location:
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Carpenters' Local Union 27 Joint Apprenticeship & Training Trust Fund Inc.
Taylor Entrance
222 Rowntree Dairy Road
Woodbridge, ON
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Directions:
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From the 401 Eastbound, exit on the 400 Northbound. From the 400 N, exit on Finch Ave. West. At the second intersection, turn right (North) onto Weston Road. Follow Weston Road and continue to go under the 407. At the first intersection after the 407 underpass, turn left on Rowntree Dairy Road. The Carpenter Training Centre is on your left as you round the first corner of Rowntree Dairy Road.
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For further information please contact:
Nicole Herod
Manager, Communications
Canadian Apprenticeship Forum - Forum canadien sur l'apprentissage
Tel: (613) 235-4004
Fax: (613) 235-7117
E-mail: nicole_herod@caf-fca.org
Shaun Thorson
Executive Director
Skills/Compétences Canada
Tel.: (819) 771-7545
Fax: (819) 771-5575
E-mail: shaunt@skillscanada.com
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