Episode Details

Construction recruiting is changing fast, and “post a job ad and hope” isn’t a strategy. In this episode of Titans of the Trades, Ryan sits down with JJ Owen from the Skilled Careers Coalition to break down what’s actually working to attract Gen Z into skilled trades careers.

JJ explains the “connection gap” that sits underneath the labor shortage, and why authentic storytelling matters more than another “earn while you learn” ad. You’ll hear how Skills Jam uses social platforms like TikTok and YouTube to put real student and jobsite stories in front of the next generation, and how contractors of any size can follow a simple playbook to start building trust, awareness, and a future pipeline.

If you’re serious about construction recruiting, this conversation will challenge your assumptions, and it’ll give you practical steps you can implement without becoming a full-time content creator.

In this episode, you’ll learn:

• Why construction recruiting is a marketing problem first, and a labor problem second.
• How to stop competing with college and instead make trades careers aspirational.
• The role parents play in shaping what kids believe is “a good career.”
• What kinds of videos actually work on TikTok and YouTube for skilled trades recruiting.
• A simple contractor playbook for telling better stories and building a long-term pipeline.

Key Takeaways

• 00:00 — Why construction recruiting gets easier when you stop chasing “experienced only,” and start building interest early.
• 01:15 — JJ’s mission: set the story straight that skilled trades are skilled careers, and the opportunity is real.
• 03:07 — Why comparing the trades to college backfires, and what to highlight instead for construction recruiting.
• 05:26 — The “third rail” pathway: trades need a megaphone like college and the military already have.
• 07:05 — Parents shape curiosity early, and what you say at home can accidentally eliminate careers for your kids.
• 09:39 — The “going pro” mindset: why kids chase sports dreams, but rarely get encouraged to go pro in the trades.
• 15:09 — The Skills Jam story that hits hard: “bad news bears” students winning titles and landing life-changing jobs.
• 16:49 — TikTok that actually drives action: how Skills Jam moved ~500K people to partner sites in Q4 2025.
• 19:02 — A practical contractor playbook: build the profile foundation, find a Gen Z storyteller, and show the work.

Connect With JJ:

Website: https://skilledcareers.org/

Website: https://skillsjam.com/

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

Field Guide: https://skills-jam.kit.com/76e8362b15

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