The skilled trades industry is making a comeback with young adults, namely Generation Z.

A recent survey of adults between the ages of 18 and 30 shows that 73% respect skilled trades as a career, second only to medicine. Another survey found two-thirds of Gen Zers believe a high school diploma is enough to get a well-paying, stable job. This is great news for the HVAC industry, which needs approximately 80,000 workers to fill open roles.

Further, the U.S. Bureau of Labor Statistics reports the job outlook for HVAC mechanics and installers is expected to grow 9% from 2022-2032, faster than the average for all occupations. Plus, HVAC technicians have impressive earnings potential and job security.

Here are four tips to attract and retain Gen Zers to your business:

#1: Embrace social media

Many Gen Zers spend more than four hours a day on social media. This generation grew up on the internet, so you can pique their interest by posting on popular social media platforms. This goes beyond listing job openings.

Maintaining a strong presence on platforms like YouTube, Instagram, and TikTok can engage young talent. Consider posting a day-in-the-life of an HVAC technician or how-to videos. You can even use social media to highlight apprenticeships or company milestones. For other ideas on HVAC-related posts, check out #hvac on TikTok.

#2: Recruit at high schools

The average cost of tuition to attend a ranked in-state public college or university averaged $10,662 for the 2023-2024 academic year. A four-year college degree isn't the only path to success. The cost of higher education is just one of the reasons Gen Zers are opting for technical training or going right into the mechanical trades like HVAC.

Educate soon-to-be high school graduates about the benefits of trade schools: they are less expensive, have a simpler admission process, and require less time to complete.

You could even invite students to shadow you for a day to see what a career in the HVAC industry is like. If you're an HVAC business owner, share your path from being an industry novice to small business leader.

#3: Advertise salary and other benefits

Although money isn't everything to a generation that wants to bring home more than a paycheck, Salary.com recently revealed the annual average pay of a skilled tradesperson in the United States is $73,867 (as of July 29, 2024). Although entry-level technicians would make less, highlight this earning potential.

A recent report from Samsung and Morning Consult showed half of Gen Z would rather run their own business in favor of the traditional corporate path. HVAC business owners can capitalize on this entrepreneurial way of thinking by offering a pay-for-performance plan that financially incentivizes technicians to meet and exceed certain goals.

Working as a skilled HVAC technician is the start of a long, rewarding, financially stable career. It also offers job security as homeowners and business owners will always have HVAC needs. Working in the mechanical trades offers resilience against AI disruption because this innovative technology can’t install or fix a heat pump system.

#4: Share sustainability initiatives

Gen Z is a cohort deeply concerned about the impacts of climate change, with 46% of members saying environmental sustainability is everyone’s responsibility and 56% saying they and their co-workers pressure their employers to act against climate change.

Modern, all-electric, clean-energy HVAC innovations like variable refrigerant flow (VRF) heat pump technology are available to customers as a more energy-efficient option that can reduce their carbon footprint.

Today, heat pump sales surpass conventional fossil-fuel-burning HVAC system sales as the world moves toward more sustainable heating and air-conditioning solutions. This trend bodes well for Gen Zers who want to move the climate change needle.

The time is now

Today’s young adults are open to career paths that don’t require the traditional four-year degree.

HVAC business owners and employees can help recruit Gen Z to the HVAC trade by posting interesting heat pump-related content on social media, recruiting at high schools, talking about salary and benefits, and doing their part toward making the planet more sustainable.

With 80,000 open HVAC positions, now is the time to recruit and attract Gen Zers, especially since they show interest in this fast-growing field.