Opportunities in the skilled trades are on the rise with millions of openings projected in the coming years and salaries for skilled professionals at record highs. It’s time to elevate the trades as a vital career path in Iowa and across the U.S. and innovate in how we raise awareness and expand access.
Like the rest of the country, Iowa faces labor shortages in industries that rely on skilled professionals. In manufacturing, Iowa’s second-largest sector, 79% of businesses cite employee shortages as a top concern, while in construction, wages and benefits are up as businesses compete for talent.
And while programs like IowaWorks help turn the tide, to reach more young people at scale about the skilled trades, it’s critical to meet them where they are, and that is social media.
On Oct. 22, TikTok, Skilled Careers Coalition, SkillsUSA Iowa, and the Central Iowa Building Trades Unions convened to host a two-part panel discussion on how to address Iowa’s skilled trades gap and inspire youth to pursue careers in the trades. We were joined by Iowa state Sens. Mike Pike and Izaah Knox.
Panelists and attendees recognized Des Moines Area Community College’s third-place finish (in the category Career Pathways: Industrial and Engineering Technology) at the SkillsUSA 2025 National Leadership & Skills Conference, along with the state’s 2,500-students-strong membership, which has tripled over the last two years.
The discussion then turned to how Gen Z is cultivating career curiosity online, how modern recruitment within the trades must evolve, and TikTok’s role as a powerful platform to showcase career opportunities by featuring local creators who share their stories in the trades.
Meanwhile, perceptions are changing as the younger generation and their parents realize that traditional four-year degree and military career tracks are not for everyone, and that a third path ― the skilled trades ― can also lead to lifelong success, stability and satisfaction.
In a recent Harris Poll, however, even though 91% of respondents said that the trades were as important as white-collar jobs, nearly all (86%) agree that they are poorly understood by the public due to a “lack of awareness” and “no visible role models.”
So, as perceptions around blue-collar careers change, we need to tap new channels to connect with youth, parents and educators about skilled career opportunities and pathways.
Students can’t pursue opportunities they don’t know exist. Thanks to social media, the trades are reaching millions of viewers, connecting the next generation with mentors, and opening doors to meaningful work. In a crowded digital world, it’s refreshing to see skilled careers and STEM rising in the feed.
Today’s pros-turned-creators are stepping up by sharing their stories on platforms like TikTok, while near-peers are inspiring one another on SKILLS JAM, Skilled Careers Coalition’s for-youth-by-youth YouTube channel.
Skilled careers offer gateways to financial freedom, entrepreneurship and lifelong satisfaction. Let’s embrace new ways for young people to find their path, passion and purpose via a career in the trades, with social media serving as a source of inspiration.
If you’re a business or skilled professional, share your story on social media. Partner with a local CTE program. Your influence matters more than you know.
If you’re a parent, visit a career and technical school with your kids. Find a SkillsUSA chapter near you and volunteer, attend events, or offer support.
There’s great momentum happening in Iowa and nationwide. Let’s continue to innovate and inspire to ensure the next generation of skilled workers has the tools and access they need to build their future and thrive.
David Ottavianelli is an advisory board member for Skilled Careers Coalition with extensive experience in building community-wide workforce development programs. He is an Army veteran and a resident of Bettendorf. Contact: dottavconsulting@gmail.com. David Knipp is a TikTok skilled trades creator who posts @proudunionguy. He is a tradesman and proud member of Heat & Frost Insulators Local 1 out of St. Louis. Contact: proudunionguy@gmail.com.
This article originally appeared on Des Moines Register: Let’s connect younger Iowans with skilled careers through social media | Opinion
Reporting by David Ottavianelli and David Knipp / Des Moines Register
USA TODAY Network via Reuters Connect
