Newfoundland and Labrador is launching a new campaign to encourage young people and underemployed workers to pursue careers in the skilled trades as the province faces a looming labour shortage in key sectors.
Sarah Stoodley, Minister of Immigration, Population Growth and Skills, announced the launch of the Make It Excellent campaign on Monday, saying it aims to promote apprenticeships and highlight the opportunities available in the trades. The province expects about 6,000 construction workers to retire in the next decade, alongside growing demand tied to hydroelectric projects in Labrador.
“With a growing demand for skilled workers in our province, we are committed to providing the next generation with the tools, training, and support they need to succeed,” Stoodley said.
The campaign includes testimonials from apprentices and journeypersons working in fields such as automotive service, heavy equipment repair, carpentry, welding, plumbing, and electrical work. It also promotes the benefits for employers hiring apprentices, including wage subsidies and access to a developing talent pool.
For those looking to enter the trades, the province is offering financial support for pre-employment training programs that can last up to three years. The funding covers tuition, books, living expenses, and child care costs. According to the government, Newfoundland and Labrador provides some of the most generous skills development benefits in Canada.
Lori LeDrew, executive director of the Office to Advance Women Apprentices, said initiatives like this are critical to addressing long-standing gaps in gender representation in the trades.
“We have slowly changed the narrative that skilled trades aren’t an appropriate career path for women and girls,” she said. “Despite this progress, female enrollment in apprenticeship programs remains extremely low. As this province faces critical skilled labour shortages, it is more important than ever to encourage young women and girls to pursue careers as tradeswomen.”
Employers say investing in skilled trades is essential to industry growth. Stefan Pike, executive general manager at Steele Honda, said businesses benefit from training and supporting apprentices.
“By investing in their training and development, we are not only strengthening our industry but also empowering the next generation of skilled workers,” Pike said.
The provincial government is also reviewing its apprenticeship system and has hired a virtual learning strategist to support apprentices preparing for certification exams. Other initiatives include targeted outreach to high school students and underemployed individuals, continued funding for Indigenous skilled trades offices, and increased collaboration with industry to address future workforce needs.
