The latest Statistics NZ figures show 2900 people are unemployed in Rotorua.
"The feedback that we're getting from our members is - particularly in the manufacturing sector - the need for engineers and people qualified at that level," Mr Gordon said.
Red Stag Timber executive director Marty Verry said he thought people were gradually realising the forestry industry had changed from how it was perceived 20 to 50 years ago.
"The days of manhandling pieces of timber are over - it's a high paying, highly skilled career option these days.
"We have roles for every skill. People need to take a hard look at it in a positive light for their career options, it's a way to be highly trained, well paid and have a great lifestyle here in Rotorua." Mr Verry said Red Stag was always recruiting - but did not have any staff shortages as they were an employer of choice and sought out by job hunters.
Department of Labour figures released this week show overall job vacancies continue to rebound nationwide.
Buoyant employment growth is forecast in the coming years.
The number of advertised jobs jumped 2.6 per cent in August, following a slight rise in July. Demand for skilled jobs rose 4.9 per cent. The Jobs Online report measures changes in job vacancies advertised on the two main internet job boards - SEEK and Trade Me jobs.
The department's general manager of research, Vasantha Krishnan, said August had been relatively positive.
"If you look over the year we've continued to see what's been a slow, steady recovery.
"We've continued to see strong demand for skilled labour in Canterbury - mainly in construction and engineering - although we've also seen some demand in hospitality and tourism."
Ms Krishnan said the two biggest growth areas in the past month were construction and engineering jobs (8.1 per cent), and information technology (7.4 per cent).
Demand for education and training staff also surged, but they tended to fluctuate month to month due to the small numbers of listings. Hospitality and tourism recorded the biggest fall.
The Ministry of Business, Innovation and Employment forecasts employment to grow by 39,600 jobs in the 12 months to March next year and by 54,100 jobs by 2014.
Council of Trade Unions secretary Peter Conway said although the amount of jobs listed had been rising over the past three years, so too had the unemployment rate.
"It may well be that employers are out there doing a lot of advertising, setting incredibly high standards ... but accepting very few people."
The top five occupations in demand
IT consultant
Engineering management
Local government staff
Private practice solicitor
Nurses/midwives
Source: SEEK