What if I told you that there’s a huge, untapped pool of workers out there who — compared with the current population of workers in the trades — bring:
• Better communication skills with homeowners
• Higher attention to detail and cleanliness on job sites
• Lower injury rates and better safety compliance
• Stronger problem-solving approaches that complement traditional methods
Wouldn’t you be interested?
Of course you would. Anybody who hires trades workers would be interested.
I have great news for you: The bullets above are from real, current ACCA and Women in HVACR studies. And these studies are about women who enter the trades, compared to the workers who are currently in the workforce.
That’s right. Women.
A Statistic That Should Make Every Contractor’s Blood Boil
Women make up only 2.7% of plumbers, according to the Bureau of Labor Statistics. 2.7%.
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Meanwhile, we’re facing a 430,000-worker shortage across the trades.
Let me do the math for you: We’re complaining about not having enough workers while ignoring 50% of the population.
If we really believe that we want the best person for each job we’re posting, why aren’t we talking to every person, regardless of gender, race, ethnicity, or background? Today, we’re focusing on gender. Hopefully, this will help you elevate your business’s recruiting and retention.
The Invisible Workforce Revolution
When you picture a plumber, you probably see a 45-year-old guy named Joe with a toolbelt. That mental image is costing you talent.
One Nexstar member contractor in Phoenix decided to test this theory. Instead of posting the same “looking for experienced plumbers” ad, he partnered with a local trade school and specifically recruited women graduates. The result? His retention rate jumped from 70% to 89% in one year. These women weren’t just staying longer — they were performing better. Customer satisfaction scores increased, complaint calls decreased, and his average ticket size went up 15% because customers trusted his technicians more.
His “aha” moment hit hard: “I’d been fishing in a pond with three fish when there was a whole ocean next door.”
Why Aren’t We Recruiting Women?
The biggest barrier isn’t the work; it’s perception. For decades, the trades have operated like an exclusive club, hiring people who “fit the culture,” which really meant people who looked and acted like those already there. We’ve told ourselves stories like:
• “Women don’t want to get their hands dirty.”
• “This work is too physical for most women.”
• “Our customers expect to see a man.”
These outdated beliefs persist even as women excel in roles once considered off-limits—astronauts, military leaders, surgeons. They’ve proven they can perform tough, hands-on jobs with distinction. Yet many contractors still don’t think of women as candidates.
If young women don’t see themselves represented in the trades, they won’t consider joining. As Judaline Cassidy of Tools & Tiaras said: “You can’t be what you can’t see.”
How to Fix It
Start by auditing your job postings. Language matters. One contractor changed his ad from “Looking for tough, experienced plumbers” to “Seeking detail-oriented technicians who take pride in solving problems.” Female applicants increased 300%.
It makes sense.
“Jobs don’t have genders,” said Cassidy.
Next, create a workplace culture that welcomes women. This isn’t just about facilities and uniforms; it’s about professionalism. The old stereotypes of tradespeople being abrasive or hazing new hires are killing your business. Professional standards should match any industry: respect, zero tolerance for inappropriate behavior, and mentorship programs that support all employees.
As one leader put it: “The excuses the trades have allowed — around language, hazing, or gender-exclusive behavior — are outdated and killing your business every day. If you won’t take the lead to be hyper-professional and check your own biases, it’s another day you struggle to find the talent you need.”
Finally, broaden your recruiting efforts. Partner with high schools, community colleges, and organizations like Tools & Tiaras or Explore The Trades. Share success stories. Sponsor apprenticeship programs for underrepresented groups. Stop fishing in the same small pond. There are oceans of opportunity waiting.
The Bottom Line
We can’t complain about a talent shortage while doing nothing to expand the pipeline. The companies that act now will dominate their markets for the next decade. They’ll build stronger teams, improve customer satisfaction, and grow sustainably, all while solving one of the biggest challenges facing the industry.
The labor crisis solution isn’t hiding. It’s right in front of you. The question is: What are you going to do about it?
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