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SKILLED TRADES
“The fundamental idea that construction isn’t an attractive place to go
to has been the underlying issue, arguably for the last 20 years,” Gower
observed. “I remember when my kids went to university after high
school... among their peers, the expectation was that university was the
default path forward. That narrowing of career options and awareness
of the opportunities available in the skilled trades has been taking place
for a very long time.”
Part of the blame, Gower admitted, lies with the construction industry itself, which has historically failed to celebrate its success stories.
“As an industry, we haven't done a good enough job of telling our
story and highlighting the opportunities that construction o昀昀ers. We're
often modest and focused on getting the job done, but we don't always
advocate for ourselves. Looking back on my own career, from working on the tools to pursuing further education and advancing through
di昀昀erent roles, I wouldn't change a thing. It's been a truly rewarding
experience.”
Today, however, the economic backdrop for young Canadians is shifting dramatically. While youth unemployment in Canada hovers around
14 to 15 per cent, white-collar entry-level roles are facing unprecedented disruption from Arti昀椀cial Intelligence (AI). Fields like entry-level
昀椀nance, software coding, and basic analytics—once considered safe
career tracks—are seeing shrinking recruitment pipelines.
In contrast, physical, hands-on skilled trades are insulated from immediate AI disruption and o昀昀er young people a direct path to 昀椀nancial
stability without crushing student debt.
“The rapid advancement of arti昀椀cial intelligence is creating uncertainty for many people, including those pursuing careers that have
traditionally relied on entry-level analytical roles. At the same time, our
industry is facing several favourable trends. Construction o昀昀ers a path
for young people to earn a strong income, build a rewarding career and
achieve important milestones such as homeownership and long-term
昀椀nancial stability.”
Authentic storytelling
To bridge the gap between high school students and the modern job
site, PCL invested $500,000 to serve as the Lead Sponsor for That Could
Be Me. The initiative was created by Toronto-based Stature Films in
partnership with Spit昀椀re Recruiting Inc.
Rather than relying on glossy corporate messaging or executive talking points, That Could Be Me uses a documentary-style format featuring
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A unified national strategy
While PCL’s investment represents a major commitment, Gower is clear
that one campaign alone cannot solve a structural economic problem.
“It needs to be 10 solutions, not one,” Gower emphasized. “It needs to
be a layered, thoughtful campaign as opposed to a point solution. While
we’re talking about one speci昀椀c point solution that PCL is participating
in, it’s not the answer. It’s part of the answer—part of the movement.”
Gower has actively taken this message to political leaders across the
country. In a recent meeting with Alberta Premier Danielle Smith and
a group of construction CEOs, Gower pushed for greater coordination
between industry and government. He has seen similar interest from
Ontario Premier Doug Ford and leaders in Atlantic Canada.
However, uncoordinated regional e昀昀orts are insu昀케cient. Gower
points out that systemic policy hurdles continue to hamper workforce
development. For instance, Canada’s immigration framework has
historically failed to align newcomer recruitment with trade needs, with
less than one per cent of immigrants entering the construction trades.
“For the last 20 years, the industry has been trying in isolation and
has been uncoordinated. If you characterize it as a national economic
issue, and government gets in front of it, and developers and industry
align... all of a sudden you have hope where you can start changing
policy and changing practices.”
Gower envisions a uni昀椀ed framework where successful provincial
pilot programs and trade initiatives are nationalized across Canada,
streamlining Red Seal certi昀椀cations and interprovincial labour mobility.
“If we can nationalize 昀椀ve good ideas across all these provinces to
collectively improve the creation of craft and trade by quantity and
quality, we’d have a uni昀椀ed movement. My message to leaders is, ‘Tap
us on the shoulders, put us to work. Let us help solve the problem
because we’re vested in it.’”
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PROVINCE OF NOVA SCOTIA
The QEII Halifax Infirmary project broke ground in 2024, and the new tower is
expected to be fully complete and open to patients and providers in the fall of 2031.
real tradespeople speaking candidly about their careers,
daily lives, and 昀椀nancial independence.
“PCL is demonstrating real leadership by putting
resources behind a solution, not just talking about the
problem,” said Andrew Sorlie, Co-Founder of Stature
Films and co-creator of the project. “That Could Be Me is
about changing perception, opening doors, and showing
more Canadians that a future in the trades is a future
worth choosing.”
The series showcases workers on landmark construction projects that directly impact Canadian communities, including the Shell Polaris infrastructure build, Air
Products’ Net Zero Hydrogen facility, major healthcare
complexes, and civic venues.
“Real job sites. Real tradespeople. Real career paths
that keep our country running. We’re telling real human
stories, and introducing real pathways to students,” explained Victor
Pereira, Owner of Spit昀椀re Recruiting Inc. “I have three kids of my own,
two are girls. They need to see themselves on screen if they are going to
take this idea seriously. This partnership helps advance a message the
industry needs to hear: the skilled trades are essential, and if you want
to be a part of building Canada, there is room for you here.”
For Gower, the power of the project lies in its raw authenticity.
“The workers on the job sites telling their story—they’re not on camera, but they’re going to be great because they’re just simply telling their
story. I honestly think that’s going to resonate with somebody in Grade
10... when they hear how the work is so meaningful, how these people
don’t have massive debt coming out of school, and how they can start
generating a good life.”
