A new campaign in Alberta is encouraging the construction industry to rethink the way Indigenous tradespeople are treated on the job and to focus on skills rather than stereotypes.
Launched on June 16 by Indigenous advocacy organization Trade Winds to Success, the “See the Skill. Not Bias.” campaign aims to start an open conversation about the challenges many Indigenous workers continue to experience throughout their careers.
Just a few weeks after its launch, the campaign is already gaining attention. A video featuring fourth-year apprentice electrician Curtis Kematch has been viewed nearly 6,000 times, helping bring greater visibility to the realities many Indigenous tradespeople face in the workplace.
Trade Winds Executive Director Shannon McCarthy says the campaign is about having conversations that may feel uncomfortable but are necessary if the industry wants to move forward.
The timing is significant. Alberta’s construction sector is expected to lose more than 42,000 workers to retirement by 2033, creating a growing demand for skilled labour. At the same time, more than 6,000 Indigenous apprentices are currently training across the province, representing a valuable workforce that many employers have yet to fully embrace.
According to Trade Winds, bias can appear in many different ways. It may influence hiring decisions, cause resumes to be overlooked or create job site environments where Indigenous workers feel they are watched more closely than others. It can also limit opportunities for promotion and career growth.
McCarthy says these aren’t isolated experiences but concerns repeatedly shared by participants in the organization’s programs and supported by workforce data.
In his video, Kematch speaks openly about dealing with judgment from coworkers early in his career. He explains how repeated comments and small everyday microaggressions gradually made him question whether he truly belonged in the industry.
Eventually, the advice of a close friend helped him change his outlook.
Instead of letting other people’s opinions worry him, he learned to focus on his own capabilities and to tell himself that his value wasn’t based on the opinions of other people – a lesson that gave him the confidence to keep on with his trade.
The campaign also highlights other success stories, including Cheyenne Day Chief, who now leads ironworking crews as a general foreman after 19 years in the trade; Todd Pruden, who is training as a carpenter while preparing to begin a Master’s degree in Architecture at the University of Calgary; and Carmen Maurice, who is working toward journeyperson certification in two different trades at the same time.
Trade Winds estimates that Indigenous apprentices now represent about 9% of Alberta’s registered apprentices, while 6.6% of the province’s construction workforce identifies as Indigenous.
The organization also notes that nearly 22% of Indigenous adults with a post-secondary qualification earned it through an apprenticeship or skilled trades program. Women account for 41% of participants entering the Trade Winds program, reflecting the growing diversity within the sector.
For McCarthy, employing Indigenous workers is not simply about inclusion. It is a practical business decision at a time when the construction industry is struggling to find enough skilled workers, she says.
Investing in Indigenous talent helps employers build a stronger workforce and build stronger communities and a more resilient economy.
Stanley Construction has become one of the program’s most treasured employer partners, championing inclusive workplaces and fostering a zero-tolerance approach to harassment, bullying and workplace microaggressions.
Trade Winds’ support doesn’t end when participants complete their training. Graduates are provided ongoing coaching and mentoring throughout their careers, including assistance in finding new opportunities if they want to move to a different employer.
Instead of telling workers to walk out of tough circumstances on the spot, the organization works with them to find another job first, so they can keep building their career with confidence and sustain long-term support.
