How to Approach Recruiting Veterans and Gen Z to the HVAC Industry

Kate Cinnamo, executive director of Explore The Trades, discusses what HVAC contractors should know about hiring from these demographics and how there may be opportunities for these two groups to learn from one another.

ACHR NEWS: Has there been a resurgence of interested people thanks to AI and data centers?

Kate Cinnamo (KC): Yes, absolutely! I think the attention around AI has changed the conversation about which careers are “safe.” Big Tech is cutting office jobs while the data center build-out drives demand for HVAC workers, electricians, and technicians.

ACHR NEWS: Is this resurgence causing the talent pool to shrink or become more competitive?

KC: Data centers are helping to raise the interest about skilled trades careers, but it also then becomes a talent competition. All trades sectors — residential, commercial, industrial, agricultural — are competing for the same talent, but I don’t think it’s a negative thing. Let’s take the attention the trades are getting and help job seekers understand what each sector is all about.

ACHR NEWS: What makes the industry appealing to veterans and younger workers, and how should contractors tailor their messages to each group?

KC: For younger workers, the appeal is earning while you learn, no college debt, and work that can’t be outsourced or automated. As it relates to Gen Z, speak to them about purpose, progression, and pay transparency. Show them exactly what year one, year three, and year five look like, and meet them on the platforms where they already spend time, with real technicians telling real stories.

Veterans are looking for something different: mission, structure, a team they can trust, and leadership that keeps its word. Talk to them about how their discipline and experience count from day one, about clear advancement and responsibility, and about stability for their families. The blanket statement of “we hire veterans” doesn’t cut it anymore.

ACHR NEWS: What transferable skills do veterans bring to the industry?

KC: Veterans bring attributes that can’t easily be taught: accountability, composure under pressure, respect for safety protocols, and comfort following procedures precisely. Many have hands-on mechanical, electrical, or logistics experience already, and most have led people. That’s a future service manager.

ACHR NEWS: What skills do younger workers bring to the industry?

KC: Younger workers — think Gen Z — bring digital fluency, which fits in well with today’s technicians. Smart thermostats, connected equipment, diagnostic apps, and customer-facing software are all things they’re willing to learn about and can seamlessly interact with evolving technology.

ACHR NEWS: How should contractors approach training, onboarding, and career development differently for veterans and younger workers?

KC: With veterans, lean on structure and provide a clear plan (with milestones) that allow them to envision the career continuum. Recognize what they already know and work with them to translate their military skill set to the civilian trades. Reach out to veteran-focused workforce programs, like DoD SkillBridge, in your area, as they can provide resources to make hiring and retention more successful.

With younger workers, frequent feedback is everything. For those in training or in an apprenticeship, pair them with a solid mentor from day one, and show them a visible career path with clear pay steps. Emphasize how the trades impact the environment and showcase how trades pros help families live safer, healthier lives.

ACHR NEWS: What are the biggest barriers these groups run into when pursuing a career in the skilled trades?

KC: For younger people, the biggest barrier is still perception. For the last generation, students were told by counselors, parents, and our society that college is the only respectable path.

For veterans, the barrier is often translation. Their military experience doesn’t map neatly onto state licensing requirements or job postings, so they’re asked to start over when they shouldn’t have to.

ACHR NEWS: Are there any opportunities for bringing these groups together through mentorship?

KC: Absolutely, and I think it’s one of the most underused tools we have. A veteran who’s a few years into the trade can be an incredible mentor to a 19-year-old apprentice. They model the reliability, safety habits, and professionalism that new workers need to see. It goes the other way too: younger techs are often the ones helping colleagues get comfortable with new software and smart equipment.

Editor’s Note: Responses lightly edited for clarity and brevity.