1. CAF-FCA – Promoting Apprenticeship and Trades Forum of Labour Market Ministers LMI Working Group Vancouver, BC – May 2004

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

3. CAF-FCA’s Objectives CAF-FCA has been established to address two key objectives: u To promote apprenticeship as an education and training system contributing to the development of a skilled workforce. u To provide a vehicle for the constituent groups to work together to support the apprenticeship system across Canada.

4. 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.

5. Demographics – Key Issues Shifting demographics within the existing workforce. u 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. u 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.

6. Barriers and Challenges Looking at these key issues highlights some particular barriers and challenges: u Shortages of new – and qualified - entrants. u 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.

7. CAF-FCA Activity Areas CAF- FCA PromotionAccessibilityConference Common Core Inventory

8. 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: u Many young people do not consider skilled trades as a “first choice” career option. u Parents may not support their children’s choice to enter skilled trades. u Some employers are not able to – or will not – take on new apprentices. u The “system” may not always have capacity or flexibility to take on new apprentices.

9. Influencing Change Affecting a change in this area will require an attitudinal shift among: u Young people u Parents u Educators u Business and labour u General public Two key goals to influence change: u To reposition apprenticeship and skilled trades careers as a “first choice” career option. u To help ensure there are lasting and sustained opportunities for those that do choose to pursue a skilled trades career.

11. National Advertising Campaign Television advertising – specialty programming Cinema advertising MACLEAN’S L’actualité Print advertising

12. Television Advertisement

13. Advertising to Parents and Educators

14. Posters and Brochures

15. Employer Promotions and Presentations

16. 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.

17. Barriers to Apprenticeship CAF-FCA’s project seeks to better understand and qualify the nature and impact of these barriers. Barriers include: u negative attitudes and a lack of information on trades, u perceived “cost” of apprenticeship and the impact of poaching, u individual learning issues, such as low skill levels, u difficulties with unwelcoming workplaces, u concerns over economic factors, including downturns in activity, u concern over regulations and standards.

18. 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.

19. 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

20. 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.

21. Canadian Apprenticeship Forum – Forum canadien sur l’apprentissage 116 Albert Street, Suite 812 Ottawa, ON K1P 5G3 Phone – (613) 235-4004 Fax – (613) 235-7117 Website – www.caf-fca.org E-mail – info@caf-fca.orginfo@caf-fca.org For more information: