The trades have often been seen as a fallback rather than a first-choice career. But what if we challenged that narrative and recognized the skilled trades as a vital, dignified profession with immense opportunity? James Faulkner, President and Founder of Site Max Systems, brings decades of experience bridging technology and the trades to shed light on how we can elevate the workforce from within. His passion for creating environments where every worker feels respected and empowered makes him a leading voice in the industry’s transformation.

James understands the unique challenges faced by tradespeople—many enter the field as a Plan B or C, influenced by family history and societal perceptions. Yet, he believes that with the right leadership and support, these workers can find meaning, growth, and pride in their careers. His work at Site Max Systems focuses on empowering field crews with tools and programs that help them dream bigger and achieve more.

In this episode of The People Strategy Podcast, Traci Austin and James dive into the realities and opportunities of today’s trades workforce. They discuss how parental perceptions shape career choices, why rebranding the trades is critical, and how leaders can connect with what truly motivates their teams. Listeners will gain pointers on fostering pride, supporting personal growth, and redefining success beyond passion alone.

Whether you’re a leader in construction or any trades-based business, this conversation offers fresh perspectives and practical strategies to build stronger, more engaged teams and better projects.

Resources Mentioned in This Episode:

• Connect with James Faulkner on LinkedIn
• Find out more about SiteMax Systems
• Episode 197: Smart Tech for Team Retention and Talent Growth with Tim Sackett
• Team Retention Program
• Connect with Traci Austin on LinkedIn
• Elevated Talent Consulting