Manja Horner: Can Better Onboarding Solve the Skilled Trades Crisis?

21st Century Entrepreneurship

Manja Horner, founder of BoostLD, is a learning design expert who specializes in transforming employee training and business optimization in the construction and skilled trades industries. In our conversation, we uncovered some of the biggest challenges these industries face today, including the skilled labor shortage, poor onboarding experiences, and ineffective employee retention strategies.

Manja shed light on the skilled trades labor crisis, explaining, “We’re experiencing hundreds of thousands of job shortages,” and pointed out that the problem isn't just in North America but globally. This shortage has placed enormous pressure on construction companies to adapt their strategies, especially when it comes to hiring and retaining talent.

A key focus of our discussion was how better onboarding and intentional career development can be the secret to tackling high turnover. “24% of employees will leave within the first six months if their onboarding experience is poor,” Manja explained. But, she also emphasized the flip side: “60% of employees will stay longer than three years if they had an excellent onboarding experience.” This statistic alone showcases the power of a strong first impression.

We explored the idea that, contrary to popular belief, employees aren’t leaving for small wage increases: “I call B.S. on that. If people are leaving for an extra dollar an hour, it means you haven’t created a culture that they love and feel loyal to.” According to Manja, the real problem lies in failing to create a supportive, engaging environment where employees can envision a future.

Manja also brought attention to the need for clear career paths in skilled trades. “If they start as a laborer and don’t see where they can go, they don’t want to work in that job,” she said, stressing the importance of showing employees how they can progress from apprentice to supervisor and beyond.

Another interesting aspect of our conversation was the role of training in boosting productivity. Manja shared, “We help create internal video catalogs and repositories so people can quickly find what they need, rather than wasting time making critical errors or asking others.” This approach not only saves time but also reduces costly mistakes in an industry where errors with expensive materials like copper and steel can have a significant financial impact.

We also discussed health and safety concerns. Manja emphasized that regulatory compliance and safety training are crucial, especially in hazardous environments: “Nobody wants somebody to be killed on the job. Training is closely tied with your reputational risk, the health and safety of your crew, and maintaining compliance.”

Manja's passion for skilled trades comes from personal experience, having grown up in a family deeply rooted in the industry. “I worked on the tools… I sanded wood until I had no fingertips left,” she recalled, making it clear that her dedication to improving the industry is both personal and professional.

Whether you're dealing with high turnover, struggling with employee engagement, or looking to improve productivity, this episode is packed with actionable insights and real-world solutions. It’s a must-listen for construction leaders and business owners who want to build a thriving, loyal workforce.