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

YOUTH DAY Women in Trades Presentation

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 ITA Youth | Youth Day – Women in Trades 3

WOMEN IN TRADES WHERE ARE WE NOW? ITA Youth | Youth Day – Women in Trades 4

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 ITA Youth | Youth Day – Women in Trades 5

PERCEPTION PROBLEMS: GENDER STEREOTYPES IN THE TRADES *Stock image of “female carpenter” *Stock image of “male carpenter” ITA Youth | Youth Day – Women in Trades 6

*Google search for “carpenter” ITA Youth | Youth Day – Women in Trades 7

HOW DO WE GET MORE YOUNG WOMEN INTO THE TRADES? ITA Youth | Youth Day – Women in Trades 8

SHIFT THE NARRATIVE Women need to see other women in the trades. ITA Youth | Youth Day – Women in Trades 9

MORE ASPIRATIONAL, AUTHENTIC STORIES AND IMAGES ITA Youth | Youth Day – Women in Trades 10

MORE EMPOWERING MESSAGES AND IMAGES ITA Youth | Youth Day – Women in Trades 11

MORE FEMALE TRADES HEROES Video link: http://www.itabc.ca/youth/?trade_type=analyzer ITA Youth | Youth Day – Women in Trades 12

MORE AWARENESS AROUND OPPORTUNITIES FOR FEMALES IN THE TRADES Find Your Trade Find Your Trade: http://www.itabc.ca/youth/?page_id=73 ITA Youth | Youth Day – Women in Trades 13

TACTICAL TAKEAWAYS ITA Youth | Youth Day – Women in Trades 14

MESSAGES ABOUT THE #TRADESLIFE RESONATE Show people what it means to live the trades life ITA Youth | Youth Day – Women in Trades 15

Do what you love Travel with your trade Live the life you want ITA Youth | Youth Day – Women in Trades 16

MESSAGES ABOUT MONEY & JOBS RESONATE Make good money Be your own boss / start your own business Trades = job opportunities ITA Youth | Youth Day – Women in Trades 17

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. ITA Youth | Youth Day – Women in Trades 18

BE MINDFUL OF THE PLATFORM 52% of Gen Z are 77% of Gen Z have 41% (and rising fast) of active on Instagram an FB account Gen Z are on Snapchat 61% of users are female FB is a stable part of Snapchat can be a Gen Z’s social media diet tough place for brands (Especially video and messenger) and organizations. Consider using social Good place to influencers to share showcase Facebook Live and Facebook your messages. high quality visual video are the rising stars of content paired with this platform light copy and the right hashtags ITA Youth | Youth Day – Women in Trades 19

WHAT ABOUT PARENTS? ITA Youth | Youth Day – Women in Trades 20

INFLUENCING GEN X PARENTS: MESSAGES THAT RESONATE Trades = good job and entrepreneurial opportunities Trades are a place where you use your head, hands, and heart (not just “manual labour”) Because apprentices can “earn while they learn” trades people end up with less student debt ITA Youth | Youth Day – Women in Trades 21

MORE TOOLS AND RESOURCES FIND YOUR ITA YOUTH ITA YOUTH CAREER TREK TRADE TRADES GUIDE EDUCATORS PAGE VIDEOS A fun tool to help students Help students build their This page has a huge stash of A career finder tool with self-identify personal traits and future in trades with this great resources for educators. hundreds of videos. find their trade. book. Link: Link: Link: Link: http://www.itabc.ca/youth/wp- http://www.itabc.ca/youth/ http://www.careertrekbc.ca/ http://www.itabc.ca/youth/ content/uploads/2016/09/ITA- educators episodes#icCategory=47 2017_Viewbook.pdf ITA Youth | Youth Day – Women in Trades 22

THE TAKE AWAYS More female heroes! Messages about the Women need to see other money and jobs resonate women in the trades Messages about the Aspirational, #Tradeslife resonate such as authentic stories and images travel and flexibility Find your “Elly” to amplify Trades are a place where you and bring credibility to use your head, hands, and heart your message (not just “manual labour”) ITA Youth | Youth Day – Women in Trades 23

THANK YOU CONTACT DOWNLOADS LINKS itacommunications@itabc.ca www.itabc.ca/youth/educators Youth Site: www.itabc.ca/youth ITA Main Site: www.itabc.ca