In the 19thth and 20th century, fathers and mothers often expected their children to “follow in our footsteps.” Skilled crafts are passed down from parent to child, the legacy of the family. By the end of the last century, with easier upward mobility and the expansion of technology and information technology jobs, children were more likely to pursue careers different from those of their parents.

Today, according to US Chamber of Commerce, 88% of contractors experience moderate to high levels of difficulty finding skilled workers. Of these, almost half (45%) reported a high level of difficulty. In the middle of a deepening labor force crisisfinding skilled labor continues to be a challenge for contractors.

The skilled trades industry is proving to be one of the hardest hit by the labor shortage. According to a new analysis of PeopleReady Qualified Deals, a specialty division of staffing giant PeopleReady, the COVID-19 pandemic has led to a skilled labor shortage that companies are still struggling with today. Between March 2020 and December 2021, four million jobs were created in key skilled trades such as construction – more than double the number of vacancies before the pandemic.

Based on their analysis of thousands of currently open positions in the skilled trades industry, the jobs with the most vacancies currently include:

  • Cement masons and concrete finishers
  • Painters
  • Roofers
  • Electricians
  • First line supervisors

And workers continue to age out of the skilled trades. New data shows that 40% of the 12 million people in the skilled labor force are over the age of 45 (with almost half of those workers over the age of 55), and less than 9% of workers over the age of 19 -24 years enter into transactions.

To help raise awareness of the skilled trades shortage and attract and inspire the next generation of skilled workers, specialist work footwear Timberland PRO is introducing a new campaign that celebrates those who follow their passion and find purpose – either renewed or for the first time – in the skilled trades.

Your Calling Is Calling comes to life through the powerful, sometimes unexpected stories of men and women who have reimagined their life journeys to include business careers. The inspirational film-anthem at the center of the campaign shines a light on the brave spirit and determination at the heart of the retail community.

This campaign is the latest manifestation of Timberland PRO’s commitment to changing the perception of skilled crafts and creating the next generation of artisan workers. In 2019, the brand joined Generation T – a national movement initiated by Lowe’s and supported by more than 70 brand and organizational partners working to develop the next generation of skilled trade experts. The brand also supports Return the tradesa non-profit organization that helps fund scholarships for trade school students.

And to inspire more women to enter skilled trades, Timberland PRO has partnered with organizations such as Girls at work and Instruments and diadems – two non-profit organizations committed to breaking down gender barriers and empowering young women to embrace new traditions to fulfill their potential.

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Continuing the Legacy

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