The opinions expressed in this presentation are those of the speaker. The International Foundationdisclaims responsibility for views expressed and statements made by the program speakers.

Best Practices in Apprentice Recruitment

Sally B. CorbinChief Executive Officer, Owner and Founder

Union Services AgencyLansing, Michigan

James St. JohnBusiness Manager/Financial Secretary

Central Ontario Building TradesToronto, Ontario

Barbara L. StrachanDirector, Workforce 

Development ServicesAssociated General 

Contractors of MichiganLansing, Michigan

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COBTCentral Ontario Building Trades

Creating Career Opportunitiesand Apprenticeships for Youth

Hammer Heads—It’s Working

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COBT Investing in Youth

The Central Ontario Building Trades (COBT) and our affiliates established Hammer Heads to assist under-resourced and Aboriginal youth by linking them to apprenticeship opportunities in the skilled construction trades which might not otherwise be accessible.

The COBT represents 80,000 members in 25 affiliate building trades and devotes over $2.4 million annually to train and mentor Hammer Head participants.

Hammer Heads has complete access to COBT’s union affiliates’ state-of-the-art training facilities including fully certified instructors delivering cutting edge training modules, Green Training and all necessary consumables.

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It’s Working

Hammer Heads has started 301 apprentices in the construction industry who are now Income Tax contributors. Our graduates who were formerly receiving social assistance are now contributing citizens, thus decreasing the impact on Ontario Works, city-run shelters, the Children’s Aid Society and other support providers.

Hammer Heads has removed 100 youth from Government Assistance for a savings of:$1,724,749Based on $733.00 per month

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Hammer Heads Recruitment

Creating Community Partnerships by tapping into existing Local Agencies who support youth employment initiatives • Municipal Government• Youth Employment Services• Developer Partnerships

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Getting the Word Out

Notifying prospective applicants:• Information Sessions• Social Media• Website• Annual Recruitment Window

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Construction As Career Choice

Construction Misperceptions • Apprenticeship is a Career, Not a Temporary Job• Many Varied Career Options• Not “Last-Resort” Employment• Educational Requirements

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Educational Requirements

It’s hard to recruit youth when they don’t meet the minimum requirements• Planning for Construction Starts in Grade 9, if

not before• Not in Grade 12 when other plans fall through• Keys to Construction: Math, English and Science• Apprenticeship is Post-Secondary Education

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Lucrative Earnings

Earn While You Learn• Great Wages and Benefits to Start• Endless Earning Potential• Significant Income Level of Journeypersons

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Construction Stigma

Changing Perceptions: “Glamorous Job”• Youth• Parents• Educators• Society in general

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Planting the Seed

Exposing Youth to Construction at an Early Age• Ontario Construction Secretariat’s ”Future Build”• B.O.L.T.’s Day of Discovery

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Expanding our Outreach

85% of all Hammer Heads Graduates represent non-traditional populations• Huge population of untapped talent

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Change is Possible

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Key Takeaways

• More Peer-to-Peer Recruiting• Creating Promotional Materials in Multiple

Languages• Breaking Current Barriers• Recruiting from Diverse Populations

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Partnerships and Collaborations

• Provide services, add value, makeimprovements or fill in gaps

• Increase awareness (i.e., construction careers)

• Become industry/community leaders• Gain visibility in industry/community

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Partnering and Collaborations

• Increase impact by combining resources• Develop relationships across industry,

education, government, other organizations

• Increase scope of project• Inspire future partnerships

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Partnerships and Collaborations

• Michigan Construction Career Day (MICCD)www.michiganccd.org.National Facebook: National Construction Career Day Central

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Partnerships and Collaborations

• Excellence in Apprenticeship Award(MASCI)

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Excellence in Apprenticeship Award (MASCI)

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Partnerships and Collaborations

• MAGIC Camp—Mentor A Girl inConstructionwww.mentoragirlinconstruction.com

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Partnerships and Collaborations

• Project Accelerate (#PA)www.nawicdetroit.org/programs-events/project-accelerateor ritabrowndcc@gmail.com

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MAGIC Camp

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MAGIC Camp

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Partnerships and Collaborations

• The Center for Construction Research andTraining’s (CPWR) Environmental CareerWorker Training Programwww.cpwr.com

• Access for Allwww.detroitjobsalliance.org/access-for-all

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CPWR Environmental Career Training Program

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Access for All

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Access for All

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Avoid Pitfalls

• Avoid Pitfalls– If there is money raised or exchanged, get a

contract.– Make sure all partners agree on end goal.– Make sure all partners are committed to end

goal.– Make sure partners are also collaborators.

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Partnerships and Collaborations

• CRAFT—Career Readiness and Fitness Training

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Key Takeaways

• Accomplish work goals by expanding available resources

• Increase visibility among peer groups and community

• Make new connections• Recognized as community leader• Open Doors to new opportunities

– Let’s propose that the IFEBP share our successful collaborations online on their website

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The Future of Communication

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The Future of Communication

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The Future of Communication

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Social Media Statistics

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It’s not just the Millennials

• Usage among those 65 and older has more than tripled since 2010, when only 11% used social media.

• Today, 35% of those 65+ are using social media

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Trends in Technology

• 92% of Internet users use search engines to look up information

• 66% of 18 – 20 years olds use search engines on a daily basis

• 62% of U.S. adults get news on social media

Source: Pew Internet Research Project

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Positioning Apprenticeships Online

1. Effective recruitment websites2. Social media marketing/online

community building3. Targeted online advertising4. Positioning your brand for search

engine users5. Listen to your audience

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Targeted Advertising

Elect to target by:– Demographics: i.e. Education level, school attended,

fields of study – Interests: Sports and outdoors, Carhartt, current

events – Behaviors: Purchase behavior, types of shows

watched, frequent traveler

Millions of targeting options

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Targeted Advertising

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Quantifying Targeted Advertising Data

• Developing an online strategy in anticipation of new Proposed Equal Opportunity Regulations 29 CFR Parts 29 and 3

• Consistent marketing plan that support universal outreach and recruitment

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Quantifying Targeted Advertising Data

• All online targeted campaigns are quantifiable and supported by analytical reports

• The reports can be used to comply with these proposed Equal Opportunity Regulations

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Case Study #1: IUPAT DC 1M

Goal: To educate and recruit skilled trades workers across Michigan

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Case Study #1: IUPAT DC 1M

1. Create online form to collect applicant data

2. Drive traffic to form via social media and targeted advertising

3. Collect audience insights and data4. Listen to your audience5. Analyze and improve online strategy

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Case Study #1: IUPAT DC 1M

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Painters District Council 1M

Call‐to‐Action

Shareable Graphic

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Painters District Council 1M

• Demographics: i.e. Education level, school attended, fields of study

• Interests: Sports and outdoors, Carhartt, current events

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Case Study #2: Michigan Construction Careers

Goal: To position Michigan Construction Careers as expert Apprenticeship source

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Case Study #2: Michigan Construction Careers

1. Build an effective recruitment website2. Manage consistent social media

presence/engage with audience3. Segment audience groups with targeted

advertising4. Identify engagement and improve

strategy

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Case Study #2: Michigan Construction Careers

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Michigan Construction Careers

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Inspire a Community

Source: Michigan Building and Construction Trades Council

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Quantifying Success

January 29th – February 4th

Earned Reach: 1.7 million

Media Hits • NPR• USA Today• Huffington Post• People Magazine• Mashable

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Quantifying Success

What age group do you imagine shared this photo the most?

A. Men age 30 - 45B. Men age 18 - 29C. Women age 45 - 55 D. Women age 30 - 44

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Case Study #3: UA Local 370

Goal: To use existing national audience platform to position importance of Registered Apprenticeship programs

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Quantifying Success

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Quantifying Success

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Case Study #3: UA Local 370

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Case Study #3: UA Local 370

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Key Takeaways

• Content spreads because it inspires a community

• Your online community may be different than you think

• Apprenticeships must be a part of the conversation as technology continues to evolve

• You all have inspiring stories—share them!

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ATE02 - Best Practices in Apprenticeship Recruitment