Remember Rosie the Riveter? With her sleeve rolled up and determination in her eyes, she became the iconic symbol of women who answered America’s call during World War II. When male workers headed overseas, women stepped into factories and shipyards by the millions, proving they could weld, rivet, and build with the best of them.
Fast forward to today’s industrial landscape, and we’re facing a different kind of national challenge: a critical shortage of skilled trade workers. It might be time for a modern-day Rosie revolution to get things back in gear.
While women make up nearly half the general workforce, they represent less than 5% of workers in construction trades and even fewer in specialized fields like rigging. That’s not just a gender equity issue—it’s a missed opportunity for companies desperate for talented workers.
Recruitment: Rolling Up Our Sleeves
Just as World War II recruitment campaigns specifically targeted women with the message “We Can Do It,” today’s companies need targeted approaches:
- Revamping job descriptions to speak to skills and problem-solving rather than just physical strength
- Showcasing current female workers through social media and recruitment materials to help other women picture themselves in similar roles
- Working closely with middle and high schools before traditional career paths sweep young women away from considering trades
- Highlighting the parts of the work that often appeal to women: the planning precision, the teamwork, the satisfaction of complex projects completed safely
Training: More Than Muscle
Rosie and her contemporaries received crash-course training that recognized their different backgrounds while focusing on results. Your training should too–here’s a non-exhaustive list to keep in mind:
- Build mentorship bridges between experienced women and newcomers
- Mix up training approaches to accommodate different learning styles—not everyone absorbs information the same way
- Provide gear that fits because nothing says “you don’t belong here” like PPE designed only for men’s bodies
Retention: Creating a Workplace Worth Staying For
Getting modern Rosies in the door is only the first step. Keeping their talent requires:
- Mapping clear career pathways so women can see themselves growing with your company and staying in the industry
- Establishing zero-tolerance zones for behaviors that drive women away
- Building flexibility that acknowledges life’s many demands
- Celebrating victories and contributions that might otherwise go unnoticed
Your Allied Forces: Industry Partnerships
Just as the war effort required coordination between government, industry, and citizens, your effort to bring women into specialized carrying and rigging needs partnerships. While not specific to our industry, the following organizations provide resources, events, programming, and networks that may help you shape your recruitment, training, and retention strategies.
- Women in Manufacturing
- Women in Trucking
- National Association of Women in Construction
- Tradeswomen, Inc.
Additionally, consider looking into local workforce development agencies. They may have funding specifically earmarked for training women in non-traditional roles.
The New Riveting Story
The women who stepped into factories during WWII changed both industry and women’s relationship with work forever. Today’s labor challenges present a similar opportunity: by thoughtfully recruiting, training, and retaining women in specialized carrying and rigging, your company can help write the next chapter in this continuing story of transformation.
The iconic image of Rosie wasn’t just about patriotism—it was about recognizing untapped potential. In today’s tight labor market, the companies that thrive will be those who, once again, see the potential where others aren’t looking.