Lots of organizations try to change the world. Women Building Futures® (WBF™) is doing this through a proven program that gives women and gender-diverse individuals the skills and support they need to enter trades, trucking and related fields, all while earning above a living wage and having opportunities for personal and professional growth.
Carol Moen, President & CEO, knows just how far the WBF impact goes – changing lives, helping shape communities and even touching on the broader spectrum of the labour shortage and economic climate. The best part? The fluidity. As labour needs change and diverse workplaces start to thrive, WBF responds to each shift to ensure consistent empowerment and adherence to its mission.
“WBF is here to serve unemployed and underemployed women through building their confidence and their capability, followed by connecting them into higher-paying resilient careers,” says Moen. “Those resilient careers are what truly bring that economic security.”
She continues, “The tools that we provide through our programs and partnerships break down all kinds of barriers towards economic security and in reality, the work that we’re doing is not only advantageous for under-represented women in those industries but anybody who’s underrepresented in those markets.
“We talk about barriers to entry into industry, and key tangible barriers continue to be the lack of accessible, affordable housing and childcare. Add to that, the cultural misconception that trades work isn’t for women, and this blocks women from considering promising careers in these industries. This myth also blocks hiring managers and site supervisors from wanting women on their crews because of ‘all the problems’ they anticipate coming with hiring women.”
The WBF model is unique in its approach, which goes beyond building skills. It also focuses on breaking down barriers to access a living wage or access to workplace entry.
“Our primary role is standing side by side with our students, surrounding them with support before, during and after graduation,” Moen says. “By raising awareness and building confidence, we help women see themselves thriving in skilled trades and transportation careers—fields where they’ve been underrepresented for too long. With women making up only about 5 per cent of the workforce in these industries, our mission is to equip them with the tools, skills and resilience needed to succeed, while also addressing workforce shortages with untapped talent and fresh perspectives.”
WBF is in its 27th year in the Edmonton region and during that time, it has changed the lives of more than 3,000 women, the majority in the greater Edmonton region.
“We are acutely aware of what supports women need to move into areas where they are underrepresented and we also know how to do that successfully,” shares Moen. “In fact, 95 per cent of the women that enter our programs graduate and 80 to 90 per cent of the graduates are ultimately employed within six months in an area directly related to their training. Their starting wages are all above a living wage – the standard required for true economic security.”
Success is rarely a straight path, and for many women in the workforce, challenges don’t disappear after completing training programs. To truly support women for long-term success, it’s vital to partner with employers committed to inclusive environments.
Moen explains, “We offer alumni guidance—whether it’s advice, emotional support or connections to other opportunities. We’re here for them. Economic security hinges on that concept of resilience, and resilience is built when someone knows they’re not alone. Even after they’ve secured stable employment, life can bring unexpected hurdles. Having a supportive network available makes all the difference.”
“None of this,” she continues, “would be sustainable without the critical role of employers. Our employment partners play a key part in ensuring the long-term success of our graduates. By creating inclusive environments and encouraging workplace cultures where women can thrive, they not only retain top talent but also become employers of choice in their industries. These companies understand that inclusivity isn’t just a box to check but more of a commitment that enhances innovation, collaboration and overall success.”
The WBF model, at its core, is a holistic approach: encouraging participants to believe in themselves, surrounding them with advocates, providing relevant training and connecting them to career opportunities and employers where they can truly excel.
“The transformations we see are nothing short of remarkable. Women come into the program unsure of their abilities, often carrying the weight of a lifetime of discouragement. They graduate with not just skills, but a new perspective on what they can achieve. Along the way, they gain a community of cheerleaders, role models and allies who will continue to uplift them for years to come,” smiles Moen.
It is no secret that Alberta is on the cusp of change across many vital sectors from clean energy to construction. Moen is excited about the opportunities this presents for WBF and its students.
“There are many ongoing conversations in this space. Collaborations with businesses and government are taking place to address key issues, such as how to shift trades culture to make safe spaces for women and to reconsider the number of apprentices a single journeyperson can safely supervise. These efforts aim to enable and attract more new trades workers to enter the industry. It’s a significant challenge we face, and we are actively contributing to these discussions to drive meaningful progress.
“Additionally, Alberta is seeing exciting developments in conventional energy, with a focus on improving efficiency and reducing environmental impact, alongside growth in renewable energy. Regardless of the sector, all of this work demands skilled tradespeople. The skilled labour gap is pressing across the entire industry, and addressing it is vital to moving these projects and innovations forward.”
WBF is a firm advocate of employment for the underserved. One of the ways WBF is changing the narrative is in how the workplaces themselves are described.
Moen says, “I’ve learned that words really matter when trying to drive lasting change, so in this case we have actually stopped using the terminology ‘male dominated’ and instead we describe those spaces as ‘predominantly male.’ WBF supports women’s entry into predominantly male spaces by providing wrap-around supports. When a woman can see other women working in the trades or in the transportation industries, it allows her to have more confidence and trust about stepping into that space.”
The advocacy doesn’t stop with language. With the ongoing conversations about workplaces here in Canada and south of the border, WBF remains agile and ready, looking ahead to ensure equal access to workplaces where everyone belongs.
It’s about focusing on the big picture. “We want all workplaces to be great so everyone can be successful; people from all walks of life and cultures, including youth entering the workforce,” Moen says.
The impact of WBF is strong. The organization has achieved 128,473 connections since it’s 2022 inception. Each connection represents an interaction or touchpoint that helps a woman advance toward economic stability. By 2035, the goal is to create 1 million meaningful connections. These connections include access to affordable housing, skill development and career support.
As year 27 of WBF Edmonton continues, Moen says it is full steam ahead.
“Our work isn’t slowing down! We now operate in locations across Alberta and we’re also working hard to establish sustainable program operations in both Saskatchewan and Ontario, all with the same mission. We graduated more women than we ever have before – 284 women in our last year of operation and 256 of those were from Alberta.
“It’s incredible! There are exciting things going on in the Alberta economy. People are excited about WBF’s ability to prepare students to grab their space in this changing economy. Our model has proven that it can be leveraged not only geographically, but also into new programs.”
She provides an example, “When we started 27 years ago, the focus was on carpentry. Now we’re way beyond that and recently built interesting partnerships to help support students into power engineering, an important profession. All of these large industrial facilities around Edmonton require certifications in this area to operate their plants. All of the work on power engineering with our partners is going really well and we know by virtue of our model, there are other occupations that we could support in the future to get more underserved people into skilled trades as the work landscape continues to evolve. The sky is the limit!”
Moen will be there to see it – albeit remotely. She came out of retirement to take on this role, and she recently announced her intention to retire again. As she looks proudly over the illustrious history of WBF in Edmonton, her role within it, and the path ahead, she is filled with gratitude.
“Acknowledgement really has to start with our founding president and CEO, JudyLynn Archer. Without her hard work all those years ago and truly bringing the WBF mission to life, we couldn’t be growing now and supporting students across the province.
“The catalyst for all of this to take place includes our employment partners. We certainly can’t do this work of helping women find their potential without our partners’ support and the careers that they can provide in spaces where women will feel like they belong and succeed. We are incredibly grateful for the support that we received from industry leaders. Our partners truly believe in our work and mission, and they are thrilled to be involved.
“The Government of Alberta and the federal government are also thanked as they are funders of WBF. We refer to them as our partners and we work together to solve unemployment issues for women while connecting industry to untapped labour resources.”
The staff and board are also thanked for their hard work and ongoing contributions.
“Finally, I thank the incredible contributions of our alumni. Just such amazing women with the strength that they have shown to get where they are! It is truly remarkable; their perseverance, their success stories – they all serve to inspire women to take control of their lives through occupations in the trades and in the transportation industries.”
Moen concludes, “It has all been just so exciting and just so fulfilling for me stepping into this space, supporting the students that we do through our programs. In the time I have been here, I have personally seen more than 1,100 women graduate. I really believe this work has made me a better human.”
Learn more about WBF online at womenbuildingfutures.ca and be sure to click on ‘Alumni Success Stories’ to see the ongoing impact of this organization and to hear from women about how they have changed their lives through WBF.
