CAF-FCA – Promoting Apprenticeship and Trades

Forum of Labour Market Ministers

LMI Working Group

Vancouver, BC – May 2004

Canadian Apprenticeship Forum – Forum canadien sur l’apprentissage (CAF-

FCA)

• CAF-FCA was established in June of 2000.

• CAF-FCA is a pan-Canadian, multi – partite organization including representatives of:

Labour Business Inter-Provincial Alliance of Apprenticeship Board Chairs Educators Canadian Council of Directors of Apprenticeship Equity groups HRSDC

CAF-FCA’s Objectives

• CAF-FCA has been established to address two key objectives:

To promote apprenticeship as an education and training system contributing to the development of a skilled workforce.

To provide a vehicle for the constituent groups to work together to support the apprenticeship system across Canada.

The Importance of Skilled Trades to Canada• There is an increasing recognition and

acknowledgement that skilled trades are essential to moving Canada into the “knowledge based” economy.

• Public policy makers and private sector – business and labour – leaders are increasingly focusing on skilled trades as a key factor.

• The challenge facing skilled trades industries stress the importance of – and need for – partnership and collaborative approaches.

Demographics – Key Issues• Shifting demographics within the

existing workforce. In many trades a significant portion of the workforce will

be eligible to retire within the next decade.

• Level of new entrants will not compensate for loss through attrition.

Most young Canadians do not consider trades to be a first choice career option.

• Developing a clearer understanding will require an ability to forecast demographic trends / demands accurately.

Barriers and Challenges• Looking at these key issues highlights

some particular barriers and challenges: Shortages of new – and qualified - entrants. Lack of opportunities for some that do choose skilled

trades and technology careers.

• Understanding these barriers, and developing effective and balanced responses, is perhaps the most significant challenge.

• Accessing accurate LMI will be a key part in developing these strategies.

CAF-FCA Activity Areas

Inventory

Common Core Conference

Accessibility

Promotion

CAF-FCA

The Need for Action• There are a number of issues around the

image of the trades and some stereotypes that need to be acknowledged.

• Some key factors to be considered: Many young people do not consider skilled trades as

a “first choice” career option. Parents may not support their children’s choice to

enter skilled trades. Some employers are not able to – or will not – take on

new apprentices. The “system” may not always have capacity or

flexibility to take on new apprentices.

Influencing Change

• Affecting a change in this area will require an attitudinal shift among:

Young people Parents Educators Business and labour General public

• Two key goals to influence change: To reposition apprenticeship and skilled trades careers

as a “first choice” career option. To help ensure there are lasting and sustained

opportunities for those that do choose to pursue a skilled trades career.

National Advertising Campaign

Television advertising – specialty programming

Cinema advertising

MACLEAN’SL’actualité

Print advertising

Television Advertisement

Advertising to Parents and Educators

Posters and Brochures

Employer Promotions and Presentations

Accessibility and Barriers

• Promotional work to improve the image of the trades will help to address “supply side” – through increasing the numbers of young people interested in the trades.

• At the same time, there is considerable work needed on the “demand side” – the creation of meaningful and lasting opportunities for those that take up the challenge.

Barriers to Apprenticeship

• CAF-FCA’s project seeks to better understand and qualify the nature and impact of these barriers.

• Barriers include: negative attitudes and a lack of information on trades, perceived “cost” of apprenticeship and the impact of

poaching, individual learning issues, such as low skill levels, difficulties with unwelcoming workplaces, concerns over economic factors, including downturns

in activity, concern over regulations and standards.

CAF-FCA Inventory / Information Project• The area of inventory and information is

another of the key priority areas for CAF-FCA.

• Up until now, there hasn’t been a “one stop” pan-Canadian source for up to date information on apprenticeship.

• CAF-FCA has developed, and is ready to launch and evaluate an Apprenticeship Inventory / Information web portal system.

• The project and the system is an essential link to other project areas such as promotion.

Inventory and Information

• System will launch with approximately 6000 links – number of links will increase over time.

• The look and feel of the site will emulate the graphic treatment developed for the promotion campaign – the site will be integrated into the work.

• URL for the site will be www.apprenticetrades.ca

Tying it Together

• The activities and efforts of CAF-FCA are intended to be at a high level – dealing with issues affecting all trades and all regions.

• In most cases, CAF-FCA is not at the “action end” of the equation.

• While CAF-FCA efforts can shed light on issues, other organizations are better equipped and more appropriately placed to implement solutions.

• Thinking globally … but acting locally.

Canadian Apprenticeship Forum –

Forum canadien sur l’apprentissage

116 Albert Street, Suite 812Ottawa, ON K1P 5G3

Phone – (613) 235-4004Fax – (613) 235-7117

Website – www.caf-fca.orgE-mail – info@caf-fca.org

For more information: