By Leslie Fields, One Hour Heating & Air Conditioning

 

The skilled trades industry is facing an oncoming crisis. An estimated 3+ million trades jobs will remain open within the next two decades*

T he success of trades businesses is reliant on recruiting, training, and retaining qualified workers. A shortage of workers affects the number of service calls that a provider can tackle, which can make or break a business. So as the industry faces more challenges of attracting and retaining top talent, we must take a moment and examine if our industry and our businesses are truly the best places to work for everyone who is dedicated to helping homeowners through the skilled trades.

There Is a Solution

Most business owners will agree that demands must be met, the shortage must be remedied — and sooner rather than later.

With many tradesmen aging out, women are a valuable and untapped source of talent in these historically maledominated fields. According to data from 2021, 4 percent of people currently working in the trades are women**, and less than half of those are owners. In the HVAC industry, only 2.3 percent of workers are women***.

According to data from 2021, 4 percent of people currently working in the trades are women**, and less than half of those are owners.”

 Ultimately, business owners are left figuring out how to solve the problem of getting more people — including women — interested in the skilled trades. In many cases, they don’t know where to begin. Creating gender equity may not be the top priority of a hiring manager, but the reality is that outdated perceptions about the trades are keeping women from great jobs. And owners are losing out on talent.

How do we inspire women to seek careers in male-dominated industries, and how do we keep them?

While it can be overwhelming, business owners can focus on the actions they can take in their communities and in their businesses. The first step is to examine and talk about what the industry is currently like for women and what environment a business owner is creating for their workforce.

During the Authority Brands 2023 Trades Conference, home service provider One Hour Heating & Air Conditioning hosted a panel to discuss the challenges of the past and possible solutions for the future.

The panel was made up of women in positions across the One Hour Heating & Air Conditioning brand: a service and selling technician, two owners, an operations manager, a marketing manager and Authority Brands Chief Growth Operator Heather McLeod.

Many young people, including women, aren’t aware that a job in the trades could offer growth options that range from management to eventual ownership.

Making a Career In the Trades an Option

With a lack of women operating in skilled or operations positions, who is there to guide the way for future candidates?

Business owners can get involved with non-profit organizations and local and national government agencies, like Apprenticeship USA, that exist to educate, train and pair job seekers with businesses that need talent.

State-run organizations like Michigan Works provide services and support to Michigan’s workforce development system, which includes access to trade apprenticeship programs. Local chapters cater to young people who may not know what they’d like to do, what their options are, or how they can enter the workforce.

Many young people, including women, aren’t aware that a job in the trades could offer growth options that range from management to eventual ownership.

When panelist Elizabeth Cerveri, owner of One Hour Air Conditioning & Heating of Tucson, AZ, started in the HVAC industry 17 years ago, she felt like she was the odd one in the room.

“[The industry] has definitely changed,” she said. “Women bring different opinions…if you have women on your team, bring them in, open the doors. There might be people on your team that might want to step up to being a manager or a service technician or installer.”

Intentional Mentorship

Mentorship, or lack thereof, was a common theme among panelists. Women can have the aptitude, but without someone nurturing their talent, how far can they really go? Mentorship makes the difference between fighting for a place in the room or thriving in it.

“You have to be intentional in who you choose to mentor and look for the positive attributes in everyone, no matter how you relate to them on a personal level,” said Maisha Cook, owner of One Hour Heating & Air Conditioning of Southfield, MI. “Personally, I’m here as an owner because I had a manager look me in the face and tell me he didn’t think I could be a comfort advisor.”

Change the Way You Message

While One Hour Heating & Air Conditioning has invested time and money into creating new recruiting materials that target previously untapped groups like students, veterans and women, it’s only one part of making a difference in the industry.

Mentorship makes the difference between fighting for a place in the room or thriving in it.

“You have to be specific in your marketing and say, ‘Women Applicants Wanted,’” said Detra Fitts, marketing manager for One Hour Heating & Air Conditioning. “Let them know that we recognize the value, that they are as capable, they are as valuable, they’re as professional as their male counterparts. When [women] open their social media, they should be able to see something that is explicitly talking to them in the images, in the wording.” 

The trades industry has come a long way, but there are still many ways that men and women are apprehensive about challenging the status quo.

“It’s important that we see the value in people and if they express a desire — even if they don’t express a desire! — look for those traits and capabilities, pull them in and uplift them because you could be overlooking someone who could have a profound impact on your business,” said Maisha.

 

Leslie Fields is the communications manager of One Hour Heating & Air Conditioning and a founding and active member of the Authority Brands Diversity & Inclusion Committee. For more information about IFA franchisor member One Hour Heating & Air Conditioning, please visit franchise.org/franchiseopportunities/one-hour-heating-air-conditioning.

 

* Trades Nation – https://www.tradesnation. com/us/en/the-trades-facts-and-figures.html

** Zippia – https://www.zippia.com/ tradesman-jobs/demographics/

*** U.S. Bureau of Labor Statistics – https:// www.bls.gov/cps/cpsaat11.htm

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