How to Attract Gen Z to the Skilled Trades

Construction recruiting has a reputation problem, and most contractors feel it every time they post a job. The ad goes up. The applicants don’t. Or worse, the only responses are people who are wildly unqualified, unreliable, or just shopping for a higher hourly rate.

In this episode of Titans of the Trades, Ryan Englin talks with JJ Owen from the Skilled Careers Coalition about why construction recruiting is not primarily a “labor shortage” problem. It’s a connection problem, and that distinction changes everything about what you should do next.

JJ’s core idea is simple, but it lands hard: we keep attempting to close the labor gap with systems, incentives, and slogans, but we’re ignoring the connection gap. If young people don’t feel connected to the trades, don’t see themselves in the work, and don’t trust what they’re hearing, the pipeline won’t rebuild. And that makes construction recruiting feel like a permanent uphill battle.

What’s interesting is that JJ doesn’t claim Gen Z is “lazy” or “impossible.” He says they’re different, and the answer is meeting them where they are. That means showing up in real life (schools, classrooms, community events), and then reinforcing it online (TikTok, YouTube, short-form video). That repeat loop (real world + online + real world) creates trust. And trust is the hidden currency behind construction recruiting.

Here’s where many contractors get stuck: they assume storytelling requires a marketing department, a big budget, and a polished brand. JJ pushes back on that. The stories that work best are not corporate. They’re human, and they’re specific. They’re the ones that sound like real life, because they are.

Ryan brings up a point most of the industry needs to hear: every business is a marketing business that happens to do something else. Construction happens to do some of the coolest stuff on earth: bridges, buildings, freeways, data centers, and infrastructure that literally holds communities together. But the industry often talks about itself like it’s only hard, dirty, and stressful. Then we act surprised when young people aren’t excited to join.

That’s why this conversation matters for construction recruiting: it’s not just “post more.” It’s “tell better.”

One of the most practical parts of the episode is the role of parents. JJ explains how parents shape what kids believe is possible from the earliest days. If mom and dad only gripe about the plumber, kids quietly learn, “That job isn’t for me.” Even if it’s unintentional, it plants a negative story. If you want construction recruiting to improve long-term, the narrative at home matters almost as much as the narrative online.

Then Ryan drops a comparison that reframes everything: professional sports teams might be the best long-term recruiters in the world. Why? Because kids start imagining “going pro” at five years old. They practice, train, and chase that identity for years, even though the odds are tiny. Meanwhile, millions of real “go pro” opportunities exist in the trades, but we rarely encourage kids to pursue them with the same pride and intensity.

That’s not a skills problem. That’s a story problem, and it shows up directly in construction recruiting.

JJ shares a standout example from Skills Jam and SkillsUSA that’s worth hearing in his own words: a continuation high school team, kids dealing with real adversity, competing in teamwork construction, winning titles, and landing strong-paying jobs right out of school. That’s the kind of story that doesn’t need hype. It sells itself, because it’s real.

He also shares something contractors should pay attention to if you think TikTok is “just dancing.” Skills Jam tested campaigns to see if storytelling could drive action, not just views. The result: they drove nearly half a million people to partner sites in Q4 2025. That means the platform can move people from curiosity to next step, which is exactly what construction recruiting needs.

So what can a contractor do without turning into an influencer?

JJ offers a playbook that’s simpler than most people expect. Start with the basics: a clear profile name, obvious keywords, and a foundation that makes it easy to find you. Then identify your “star storyteller,” which is often a Gen Z employee already comfortable on their phone. Give them boundaries, give them trust, and let them show the work. Not tell. Show.

If you’re tired of construction recruiting feeling like a dead end, this episode gives you a different lens. It’s not a magic bullet, but it’s a strategy shift that changes how you spend your energy.

Listen to the full episode for the stories, the examples, and the mindset adjustments that make this approach actually work in the real world.

Connect With JJ:

Website: https://skilledcareers.org/

LinkedIn: https://www.linkedin.com/in/jjowen4/

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