At the tradespeople portal MyHammer, Manuela Braun is responsible not only for all social media-related strategic and conceptual issues, but also for influencer marketing. (Photo: © MyHammer)
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There are no more excuses to avoid Instagram, YouTube, and the like. Manuela Braun from MyHammer has many good stories from the trades. With the "Azubi Award," the job-sharing platform even wrote one of them itself.
Manuela Braun has been working in the digital world for almost 17 years. At MyHammer, she is responsible not only for all strategic and conceptual aspects of social media, but also for the tradespeople portal's influencer marketing.
DHB: MyHammer initially had a bad reputation because of its reverse auctions. Have the companies and organizations since made peace?
Brown: Admittedly, our start was a bit rocky. However, the reverse auctions were about 15 years ago. Since then, we've changed an incredible amount. To ensure the quality of our services, we've been checking the qualifications of our tradespeople since around 2009. Otherwise, we actively communicate with chambers of commerce and other organizations. We get along well with some. We still have to convince others. In any case, building up our social media activities has helped us engage with the trades.
DHB: The "Craftsman of the Year" and "Craftsman Website of the Year" competitions are likely also part of the dialogue with the skilled trades. Why is it so important for MyHammer to highlight the achievements of skilled trades?
Brown: A platform like MyHammer relies on qualified tradespeople continuing to be available in the future. That's why we want to strengthen the skilled trades. In the 2010s, digitalization was the most pressing topic. So, between 2011 and 2018, we awarded prizes to the best online presences of skilled tradespeople to increase motivation within the skilled trades to address this issue. Now we're focusing on an even more pressing problem: the shortage of apprentices. Three years ago, we began honoring the "Tradesman Apprentice of the Year." The new application phase By the way, for the year 2021 starts on February 1st.
Apprentice Award 2021 : Apprentices aged 16 and over from Germany and Austria in the construction, gardening, or automotive sectors can apply for the " Apprentice Award 2021. " A passion for their craft and a desire to inspire other young people to pursue their chosen profession are prerequisites. The application deadline is February 28, 2021. Great prizes, such as CAT phones, are up for grabs.
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DHB: What is MyHammer's strategy for recruiting young talent?
Brown: In 2018, we initially promoted the Apprentice Award solely on our Instagram channel, thereby establishing contacts with influencers in the skilled trades. In March 2019, we added our YouTube channel. We address our target audience through these three pillars: Instagram, YouTube, and communication with influencers. Our message, under the hashtag #handwerkistgeil, is aimed at all young people who are in the career discovery phase, but also at those who already work in the skilled trades and consider their job just as important as we do.
DHB: MyHammer received the PR Report Award last year for its web video strategy on YouTube. What was the goal of this strategy?
Brown: We wanted to launch on a channel popular with young people and show them, in their own language, what the trades have to offer. YouTube is perfect for this. We use a variety of formats there—sometimes humorous, sometimes informative. Ideally, both, like the DIY videos from Nerdy Timber, who also talks a lot about the apprenticeship. The highlight, of course, was the collaboration with the YouTube star. Julien Bam.
DHB: How did this come about?
Brown: This was an absolute stroke of luck and not planned at all. Julien Bam tried to build his own pool, complete with terrace. It looked a bit amateurish in his videos, but it also made him very endearing. We then asked professional pool builder Leif Rhinow to comment on the pool construction and Bam's partially failed attempts in a React video.
The result was a very funny video, one that thrives primarily on Rhinow's dry sense of humor. Julien Bam saw the video and responded with his own React video. This was followed by another video from our pool builder, and a funny back-and-forth ensued between React videos from Bam, Leif Rhinow, and even another high-profile YouTuber. Many of Bam's fans then asked us to help him.
After Julien Bam's management contacted us, we drove to the construction site together with Leif Rhinow. It was in a really bad state. So, under the direction of our pool builder, the pool was rebuilt – all documented, of course, in entertaining YouTube videos . And that's how our collaboration with Julien began.
DHB: With what success?
Brown: Both sides benefited from the collaboration. We analyzed the results: Julien Bam's pool-building videos have some of the highest reach on his channel. His followers – the so-called Bam Army – thought the campaign was fantastic. The comments were consistently positive. Through this campaign, we gained a large portion of our 40.000 subscribers for our YouTube channel, and the collaboration has generated almost 60 million views to date.
DHB: Can you tell who exactly that is?
Brown: As with all other social media channels, the insights only provide a rough overview. We know that 97 percent of our subscribers are male and 60 percent are between 18 and 34 years old. Based on the comments, we could clearly see that interest in apprenticeships in the skilled trades has increased among this target group. So, Julien Bam and MyHammer have certainly contributed to the number of applicants. There were also comments from many skilled tradespeople who have subscribed to our channel, some of whom even thanked us for the videos. We are very pleased with this feedback.
DHB: TikTok is now very popular among young people. When will MyHammer launch its channel there?
Brown: TikTok would be an incredibly good fit for the Azubi Award, as it's home to a huge number of young people. From a technical perspective, it currently offers a huge opportunity because there's no algorithm yet that preselects content for users and thus limits reach. This means that even beginners can achieve a significant reach. However, for long-term success, TikTok requires a specific language in the content, which also has to be in a specific format. The videos are very short. Ideally, you should upload one to the platform every day, and they must be shot vertically. We currently lack the resources to develop a comprehensive strategy for this channel.
DHB: A website is now almost essential for craft businesses. Does that mean you also need to be active on Instagram, Facebook, or YouTube?
Brown: If a tradesperson is booked until 2035, they probably don't even need their own website. Any other business that doesn't have this luxury and thinks long-term should engage with social media. This strengthens their online reputation and increases their visibility. This is especially true for start-ups, because it allows them to build reach. But be careful: It's not enough to simply sign up for a channel and post a picture once a month. You have to engage with social media and invest a bit of time.
DHB: Some will argue that they have little newsworthy…
Brown: Every tradesperson has content, it's practically lying around on the street. They just need to track it down and prepare it. When an exciting project is coming up, they take a few photos or shoot a short video. Construction sites, in particular, are sure to make some very funny TikToks.
DHB: Then the next objection is that you have no idea about it.
Brown: Images or videos don't have to be perfectly shot. It's much more important that people present themselves as they really are. Authenticity is paramount on social media. If the content offers viewers added value, quality is secondary. Just think of the master glazier who advertised for new apprentices via a Facebook video and subsequently received an incredible number of applications.
DHB: So you can't ignore social media when it comes to recruiting apprenticeships?
Brown: Those who stand out on social media have a much better chance of attracting qualified applicants. Let's take our first Azubi Award winner as an example. Ever since Madita Brauer started on Instagram as @frauimhandwerk is so successful, her father's plumbing and heating business receives an incredible number of applications.
DHB: Can you think of any other outstanding craftspeople on Instagram?
Brown: In the craft scene @gipserfelix He's a good example of how you can present your craft in a variety of ways, but you don't need an absolutely perfect photo or video. He has the right ideas, implements them, and is himself.
Then I remember Magdalena, @electriciangirl_ . She's putting an end to the prejudice that an apprenticeship as an electrician isn't for young women. From our perspective, this is an important issue. The shortage of apprentices can only be solved if we make the trades more attractive to women.
@creativluca showcases his passion and creativity on Instagram. He's training to be a painter and decorator at his father's business and was among the top ten in last year's apprentice award. Luca demonstrates just how cool paint can be.
DHB: Who is worth mentioning on YouTube?
Brown: On the one hand KawentsmannWe have already worked with him. And of course the guys from Wood Art Scholz, who do very interesting things with chainsaws in their videos. And not to forget our beloved Nerdy Timber.
DHB: But the tips for YouTube are very wooden…
Brown: That's true, but working with wood sells a bit better on YouTube than fixing a toilet. But who knows: With the right idea, other trades could also successfully build their own channels there.
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