Communications for Skilled Trades Organizations

Skilled trade organizations need to attract future workers, represent current members and give contractors confidence in the workforce pipeline. We develop and manage communications that show the people, training and career opportunities behind the trade—and give qualified candidates a clear path toward applying.

41%

of the construction workforce will retire by 2031

~10%

of the current labor workforce is under 25

456,000

new construction workers are needed in 2027

The Real Problem

Workforce demand does not automatically produce qualified applicants. Prospective workers need clear information about the career, training and application process before they can decide whether the trade is right for them.

One Trade. Several Generations. Different Questions.

A high school student may want to see what the work looks like. A career changer may be weighing pay, stability and the prospect of starting over. Parents and counselors ask about safety and advancement. Contractors need confidence in the workforce pipeline, while current members want their trade represented accurately.

Your communications need to answer those questions while making the next step clear.

Challenges Unique To Your Industry

Communications Support for Skilled Trades Organizations

What We Can Take Off Your Team’s Plate

Show the Career Through Real People and Real Work

General statements about good pay and career opportunity do not answer every question prospective workers have. People considering the trades want to hear from those who have done the work and see what the career looks like in practice.

We interview apprentices, journeypersons, instructors, contractors and retirees to develop videos, profiles and jobsite stories. This content can show what apprentices learn, what a typical workday involves, how training progresses, what technologies workers use and where the career can lead.

Contractor and project stories can also show prospective workers and industry audiences what a trained workforce makes possible.

Reach the Right Candidates and Move Them Toward Applying

High school students, college students and career changers have different questions and concerns. Parents, counselors, educators and community organizations can also influence their decisions.

We research those audiences, develop messages that address their priorities and give prospective applicants clear information about eligibility, training and the application process. Website content, email follow-up, candidate resources and application reminders keep the next step clear.

Make Training and Safety Visible

Owners and facility leaders begin forming opinions well before a contractor is chosen. We use technical content, earned media, digital advertising, email, video and industry partnerships to reach those audiences earlier.

The work can direct people toward contractor directories, technical resources, project examples and other information that supports contractor consideration.

Make Training and Safety Visible

Training facilities, instructors and safety practices provide strong evidence of the trade’s standards.

We develop videos, articles, technical resources and website content that give audiences a closer look at how workers are prepared. We also turn instructor knowledge into recruitment content, technical education, safety information and media opportunities.

Measure Recruitment and Engagement

Reporting should help skilled trade organizations answer:

Are we reaching the prospective workers we need?
Which audiences and messages are generating interest?
Are people visiting apprenticeship information and beginning applications?
Where are candidates losing interest?
Are current members and contractors engaging with the work?
Where should the next campaign focus?

Built for Teams With Limited Capacity

The Harbinger Group can manage the full communications effort or support selected areas where an internal team needs more capacity. We turn the organization’s knowledge and direction into recruitment, member and industry communications and manage the work through execution and reporting.

Recruitment Planning

Audience and candidate research; Apprenticeship messaging and applicant journey review; Campaign and recruitment calendar planning

Trade Storytelling

Apprentice, member and instructor profiles; Jobsite, project and branded video content; Technical, safety and leadership communications

Audience Development

Digital advertising, search and social campaigns; Website, landing-page, email and candidate follow-up; School, community and educator outreach

Measurement & Reporting

Recruitment campaign and candidate response; Email, video, website and member engagement; Budget tracking and leadership reporting

Results of Our Work

Show the Value of the Trade and Strengthen Recruitment

Skilled trade organizations need to show prospective workers what the career offers and give interested candidates clear information about training, eligibility and how to apply. They also need to show contractors, employers and industry audiences what trained workers make possible.

Bringing the Jobsite to the Audience

Prospective workers and industry audiences gain a clearer understanding of the trade when they can see the people, training and projects behind it.

For Powering Chicago, we created and promoted a video series featuring electricians, contractors and projects in complex infrastructure, energy, emerging technology and contractor development. The videos provided access to jobsites most audiences would never see and demonstrated the skill, training and technology behind the work.

7.4 million

LinkedIn video views

92.55%

average LinkedIn video view rate

1.4 million

YouTube views

58,000

YouTube video views

3.6 million

views from business development and operations audiences

“After performing a thorough assessment of our current and long-term goals, The Harbinger Group worked intimately with the Powering Chicago team to develop, implement, and execute strategies that have multiplied our impact and presence throughout the various identified mediums. Thanks to The Harbinger Group, we are on our path to not only achieve but exceed all established goals.”

“Our relationship of seven years has been fantastic, and I extremely appreciate everything that The Harbinger Group has done for ECA, IBEW Local 134, Powering Chicago, and the Chicagoland electrical industry.”

“Working with the Harbinger group was a pleasure. Anything we ever asked for was handled in a professional manner and was always executed in a timely fashion. There was never an instance where you and your team didn’t go above and beyond. You and your team were more than business partners; you became friends! I really appreciate the 7 years of our partnership!”

Doubling Applicants During a Workforce Shortage Crisis

Skilled trade organizations need to reach qualified prospective workers, answer the questions that may keep them from applying and make each step in the process clear. Although the career path was different, Golden Apple faced a similar recruitment challenge while working to address the teacher shortage.

We identified the questions each audience needed answered and developed separate messages for high school students, college students, career changers, parents and educators. Email, digital advertising, social media and clear landing pages then guided qualified candidates from initial interest to application.

96%

year-over-year increase in high-quality applicants

700%

increase in campaign landing-page traffic

55%

email open rate average

15%

email click-thru-rate average

16%

Google Search advertising click-thru-rate

“The overall experience working with the Harbinger Group is outstanding. They have been incredibly thoughtful and helpful in getting our message out and ensuring that the importance of our work is valued. I think I most value The Harbinger Group's willingness to think through the issues, to listen closely on how we are thinking about framing our work and ensuring that they are providing the input with the lens and expertise that they have to ensure we are building a great brand and getting our message out. I absolutely recommend working with the Harbinger Group. Their thought partnership, their expertise in helping to frame a message that we want framed is absolutely valuable in our work.”

Alan Mather

President, Golden Apple

Where Could Stronger Communications Make the Greatest Difference for Your Trade?

Schedule a conversation with our team to discuss who you need to reach, what they need to understand and where your organization needs more communications support.