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 topic Digital Crafts

The search for qualified young talent presents craft businesses major challengesThis is also due to the fact that young people Generation Z grew up with digital technology and use social media particularly intensively. For young professionals, videos on social networks are therefore one of the most important sources of information in terms of training.

However, they often search in vain for offers there: This is how the German Economic Institute In August 2024, a study by the Bertelsmann Foundation found that trainees and companies are "missing each other" on social networks. According to the study, 71 percent of companies use the Facebook platform to inform about apprenticeships – but only a quarter of young people search for training opportunities there. Instead, young people use video platforms much more frequently. YouTube (47 percent) and TikTok (30 percent) – but on these channels Hardly any apprenticeship vacancies to be found. Currently, 82 percent of all companies fail to publish concrete entry and career opportunities on YouTube.

Rethinking communication strategies


In order to inspire young talents for the craft sector, craft businesses should therefore Rethink your communication strategy: Those who rely exclusively on newspaper advertisements, online job boards and their own website will be rejected by the majority of young people often not noticed at all. More success is promised by entering the Video recruiting: A focus on Short videos on social media can bring better reach and thus more trainee applications.

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It is important to use the right channelsto attract young people to training. YouTube, in particular, offers short and long videos many opportunities to present the craft vividly and in all its facetsHere, companies can inspire young people to pursue a career in the skilled trades with success stories from former apprentices or exciting insights into everyday working life. The video app TikTok also allows for creative and humorous content. to reach a young target groupShort, dynamic videos and stories that present skilled trades in an entertaining way are particularly effective here. The approach should be relaxed and modern to capture young people's attention. In addition, Instagram offers interesting opportunities as a wide-reaching medium, to engage with young professionals via the "Instagram Reels" video format and convey an authentic corporate culture. "New content should be published consistently and regularly to increase reach and be remembered," recommends Bastian Naurath of the SEO agency Curato Leads. "In addition, it is recommended to also on classic job platforms, such as Indeed, and on corporate networks, such as LinkedIn."

Digital interaction


But it’s not just the choice of the right channels that’s crucial: the content must also be tailored to the target group. Authenticity, honesty and clear, uncomplicated language are essential. Young people don't expect 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 promptlyto show appreciation and reliability.

Simple application processes


In order to attract young people to training in the skilled trades, it is also important to To make the application process as simple and quick as possible. Today, young professionals expect uncomplicated online application forms, quick responses, and a personal contact. Companies should adapt all digital elements for different display 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 is often accessed via mobile phone."

ConclusionWith short videos on social networks, craftsmen a promising recruiting tool to target new entrants to the job market. This allows companies to counteract the shortage of skilled workers through authentic communication and digital application processes and Preparing companies for the future.

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