A new campaign is calling on Alberta’s construction industry to reconsider how it recruits talent, as tens of thousands of workers near retirement while thousands of Indigenous apprentices move through the province’s training system.
Trade Winds to Success said it has launched a multi-platform initiative aimed at encouraging employers to hire Indigenous tradespeople, framing the issue as one of perception rather than a lack of skilled workers.
The campaign, titled See the Skill. Not Bias., comes as the province’s construction sector faces more than 42,000 retirements over the next decade. At the same time, more than 6,000 Indigenous apprentices are currently registered in Alberta’s apprenticeship system.
Trade Winds to Success photo
The organization says the disconnect highlights a missed opportunity for industry at a time of significant labour pressure, with trained workers already progressing through demanding certification pathways.
The campaign includes a mini-documentary series featuring Indigenous tradespeople and an employer partner, with stories drawn from job sites across Alberta. The series premiered at TELUS World of Science Edmonton and will be made available online.
“I came to Trade Winds not knowing what I wanted. What I found was a trade, a career, and a path I never imagined,” said Todd Pruden, Carpenter. “This fall I will realize a lifelong dream, as I begin the Master of Architecture program at the University of Calgary. I am what happens when someone is given a fair shot.”
The campaign launch coincides with the 30th anniversary of National Indigenous Peoples Day and includes a screening event, panel discussion and networking reception involving tradespeople and industry representatives.
Shannon McCarthy
Trade Winds executive director Shannon McCarthy said the initiative is intended to challenge hiring assumptions and prompt action within the sector.
“Alberta’s trades industry needs people. Those people are here — trained, certified, and bringing exactly the skills the industry needs,” she said. “This is a call to action for every employer, colleague and industry leader in this province.”
The organization says the series and broader campaign are designed to highlight the experience and qualifications of Indigenous workers already in the system, positioning them as a key part of the province’s future workforce.
Trade Winds said the initiative was supported through funding from the City of Edmonton.
Mario Toneguzzi
Mario Toneguzzi is Managing Editor of Canada’s Entrepreneur. He has more than 40 years of experience as a daily newspaper writer, columnist, and editor. He was named in 2021 and 2024 as one of the top business journalists in the world by PR News. He was also named by RETHINK to its global list of Top Retail Experts 2024, 2025 and 2026.
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