With an aging workforce and fewer young people entering the trades than in previous generations, the need to attract and inspire new talent for these industries is greater than ever. Thankfully, trade workers have taken to the social media platform, TikTok, to share their careers, and it has proven to be an effective recruitment strategy.

Careers in trades are typically marked with negative stereotypes, lower parental approval, and lower visibility and awareness among young professionals. The engaging content videos on TikTok aim to change those perceptions by showcasing day-to-day work, career pathways, and the financial and personal rewards of hands-on professions in fields like construction, plumbing, electrical work, and welding.

TikTok has served as a catalyst for the Blue-Collar Renaissance, filling the critical demand for skilled labor. A Dewalt study reported almost half (44%) acknowledged social media played a role in inspiring their career choices and more than half of that cohort were inspired by a specific influencer or brand. The Future of the Skills Trade Report from Thumbtack Inc. revealed that two out of three participants (three out of four for college degree holders) said their interest in the skills trades increased due to social media. They reported this statistic at a higher rate of 67% and 78% respectively for Gen Z respondents.

So why has TikTok been so successful in recruiting? There are several reasons. The videos offer captivating storytelling and show real-life glimpses of the job and the day-to-day activities. The creators are authentic and relatable, highlighting that it can be a stable, lucrative career without incurring college debt. Additionally, TikTok has become a popular app for career exploration and inspiration in general, so users are coming here for more professional content than before. Videos showing behind the scenes, sharing tips and educating others are spiking students' interest in trade schools, apprenticeships, and high-demand trade careers. Many creators also talk about financial benefits and how you can work and earn good money right away. For those who choose to also have TikTok channels, that money has the potential to double.

Although they acknowledge that video creation can take time and slow down production and work, most senior leaders still support it and find that the exposure it brings to the industry as well as the benefits to their company and brand are worth it. In some cases, TikToks can bring in additional income for not only the creator but their employer as well.

There have been some additional benefits that have resulted from more and more TikTokers in the trades. TikTok partnered with the Skills Careers Coalition and SkillsUSA to put on the SKILLS JAM channel, to support TikTok’s STEM Feed, and they will start hosting job fairs and recruitment events soon as well. These viral content creators have gained traction in their communities and are involved in outreach efforts for careers in the trades; many choosing to target underprivileged areas and populations. Other benefits include utilizing the TikTok videos for training purposes and enabling customers to see the work of the people they are hiring, or the progress on their homes. It even keeps companies and operators accountable with inspectors.

As TikTok continues to reshape perceptions of what a career in the trades can look like, it offers a powerful opportunity to connect with the next generation of workers. By highlighting real stories, sharing authentic experiences, and showcasing the benefits of these professions, the platform helps to break down and challenge outdated stereotypes and inspire new interest. With the demand for skilled labor, leveraging platforms like TikTok isn’t just smart, it’s become integral for ensuring the future of the trades.

Sources: thetimes.com; contructiondive.com, ecmag.com, skillsusa.org, prnewswire.com, riotimesonline.com