Episode Description
In today's episode, I'm chatting with Mustafa Ansari, Director of Marketing of Toronto Business Development Centre (TBDC), who's made it a personal mission to get more immigrants into trucking and the skilled trades.
Mustafa moved from Pakistan to Canada in 2018. After completing his master's degree at Smith School of Business, Queens University, he couldn't find a job in his preferred industry; economic development. So he bounced around a few temporary and contract jobs, and eventually took a junior social media position at TBDC just to get his foot in the door.
They then handed him two industries that had zero creative marketing and no public appeal (trucking and skilled trades) and told him to go figure it out.
And Mustafa went on a roll.
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Mustafa and I chat about:
Why some of the most overlooked careers in Canada might be the smartest career choices for immigrants
The myths that pervade the skilled trades sector
Why he disagrees with the perception that skilled trades are for people who couldn't make it elsewhere
Using video game design principles on the TBDC career website
His advice to his younger self if he were to make the immigration journey again
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Dozie's Notes
A few things that struck me as I listened through this week's conversation:
Women are often told these industries aren't for them. The women inside say otherwise. Mustafa and his team at TBDC now run women-focused programs where they invite other women practitioners to come share their stories and possible pathways to joining the industry.
Field trips have done wonders for getting people interested. Mustafa got tired of watching people fall asleep or look glazed during bootcamps. Now he gets them talking directly to people in the industry, riding along in the truck, joining "show-me-how-you-do-it" workshops.
We need to find a way to make these jobs cool. The public image is costing everyone. People don't realize that their are companies in these industries that are properly organized, have well-run HR departments, and growth paths to executive roles. The perception is stuck in an older era. And until that changes, the talent gap keeps widening.
A three to five week course can change everything. You don't need a four-year degree or have tens of thousands of dollars stashed away for tuition. A few weeks of training, pass the test, and you're earning. As an apprentice, you also make money while you learn.
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Official Links
✅ Connect with Mustafa Ansari on LinkedIn
✅ Read the Starter Guide to Skilled Trades for Newcomers in Ontario
One Ask
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