The right channels to reach young people

Crafts 4.0: Every year, around 20.000 apprenticeships in the skilled trades remain unfilled. A study suggests that many companies are searching in the wrong channels.

This article is part of the special feature on digital craftsmanship.

Finding qualified young talent poses major challenges for craft businesses . This is partly due to the fact that Generation Z youth have grown up with digital technology and use social media extensively. For those starting their careers, videos on social networks are therefore among the most important sources of information regarding apprenticeships.

However, they often search for offers there in vain: The German Economic Institute (IW), together with the Bertelsmann Foundation, found in August 2024 that trainees and companies are "missing" each other on social networks: According to their findings, 71 percent of companies use the Facebook platform to advertise apprenticeships – but only a quarter of young people actually search for training opportunities there. Instead, young people use the video platforms YouTube (47 percent) and TikTok (30 percent) much more frequently – but open apprenticeship positions are hardly to be found on these channels . Currently, 82 percent of all companies fail to publish concrete entry-level and career opportunities on YouTube.

Rethinking communication strategies


To attract young talent to skilled trades, craft businesses should rethink their communication strategy : Those who rely solely on newspaper ads, online job boards, and their own website often go unnoticed by a large proportion of young people. Video recruiting promises greater success : Focusing on short videos on social media can lead to better reach and thus more apprenticeship applications.

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It's crucial to use the right channels to attract young people to apprenticeships. YouTube, in particular, offers numerous opportunities to present skilled trades vividly and comprehensively, with both short and long videos . Businesses can use this platform to inspire young people with success stories from former apprentices or exciting glimpses into the daily work routine. The video app TikTok also allows companies to reach a young target audience with creative and humorous content : short, dynamic videos and stories that entertainingly depict skilled trades work are especially effective. The tone should be casual and modern to capture the attention of young people. Furthermore, Instagram, as a high-reach medium, offers interesting opportunities to connect with career starters via the "Instagram Reels" video format and convey an authentic company culture. "New content should be published consistently and regularly to increase reach and ensure it remains memorable," recommends Bastian Naurath from the SEO agency Curato Leads . "Furthermore, it is recommended to share the videos on traditional job platforms , such as Indeed, and on company networks, such as LinkedIn."

Digital interaction


But choosing the right channels isn't the only crucial factor: the content must also be tailored to the target audience. Authenticity, honesty, and clear, straightforward language are paramount . Young people don't expect glossy, polished image films, but rather authentic insights into everyday working life. Another important factor for young people is interaction: companies should always respond to comments and questions promptly to demonstrate appreciation and reliability.

Simple application processes


To attract young people to apprenticeships in the skilled trades, it's also crucial to make the application process as simple and quick as possible . Today's career starters expect straightforward online application forms, prompt feedback, and a personal contact person. Companies should adapt all digital elements for different screen sizes: "The career page and the application form must be optimized for mobile devices ," recommends Bastian Naurath. "Because when companies publish content on social media, it's often accessed via mobile phones."

In conclusion , short videos on social media offer tradespeople a promising recruiting tool for precisely targeting young professionals. Through authentic communication and digital application processes, businesses can counteract the skilled worker shortage and position themselves for the future.

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