Recruiting in the skilled trades: Digital ways to attract skilled workers

Crafts 4.0: Recruiting in the skilled trades is at a turning point. Traditional methods are losing their effectiveness, while digital channels are opening up entirely new reach and target groups.

This article is part of the special topic Digital Crafts

The A shortage of skilled workers is forcing many craft businesses to rethink their previous methods of recruiting staff.Traditional measures, such as job advertisements or trade fair appearances, only reach young target groups to a limited extent. Instead, attention is shifting to social networks.: Loud TheGlobalStatistics.com In 2025 there were approximately 72,6 million active social media users in Germany – almost 87 percent of the population.

In modern personnel recruitment, the static job advertisement is therefore becoming obsolete. increasingly being displaced by moving social media imagesVideo formats such as youtube shorts, Instagram Reels or TikTok are firmly integrated into the everyday lives of many people. And this is precisely where an opportunity lies for craft businesses.: You can use video clips to make the fascination of your trade tangible in just a few seconds – and at the same time appeal to potential trainees and skilled workers.

Authentic and relatable

The success of this The popularity of short video formats is primarily based on their immediacy and authenticity.With a little practice, you can easily create such videos yourself: A smartphone, free video editing software and a little creativity are all you need. When employees themselves appear in front of the camera and provide insights into exciting projects, a closeness is created that fosters trust.. In this way, companies can easily use the credibility of the team to build an employer brand that appeals to the young Generation Z on an equal footing.

Photo: © DHB

For successful employee recruitment via social networks, craft businesses need to do some preliminary work. Simply defining the type of person you're looking for isn't enough for effective social recruiting in the skilled trades. It is equally important to clearly demonstrate what your company stands for, what makes the daily work special, and what benefits employees can expect.This information should be consistently incorporated into the clips.

You might also be interested in:

Craft policy

New recruiting campaign for guild opticians

Operations management

"Professional business portraits are more important than you think!"

Craft policy

"Health insurance reform is destroying the structures for the supply of assistive devices"

Simple, smart applications

Photo: © DHB

A crucial factor for the success of a digital recruiting strategy is also the radical simplification of the application processLong questionnaires or traditional cover letters are off-putting in a mobile world. Businesses should instead focus on "One-click applications"set. This allows interested parties to Apply directly, without filling out any forms. – because all important data can then be found in linked network profiles, as LinkedIn or Xing.

In addition, tradespeople should have a Offer initial contact via messenger servicesas WhatsApp Business or SignalThis allows interested parties to easily ask questions or submit documents via photo. To increase efficiency, WhatsApp also allows for a... Use FAQ chatbot, who answers standard questions about training or remuneration around the clock.

Innovative applicant assessment for craft businesses

Photo: © DHB

Furthermore, the internet also offers innovative ways to to playfully assess the suitability and interest of applicants: With genially.com or h5p.org can be completely eSimply create gamification elements, where interested parties being able to solve small craft puzzles or logic problems on their own career pageThis replaces dry tests and increases motivation.

Companies that wish to provide deeper insights, can also provide videos with virtual workshop toursImportant: If potential customers are spontaneously enthusiastic about your business, no one should have to wait for opening hours. A perfect solution would then be... Online calendar through which students and professionals can directly book a mini-internship or taster days.This seamless transition is often the deciding factor, enabling potential customers to make contact immediately.Greater success with digital recruiting measures1. Content strategy
Video platforms: Active use of YouTube Shorts, TikTok or Instagram Reels to showcase daily business operations and to recruit employees and trainees.
"Employee Influencer": Involving the team as authentic brand ambassadors to increase employer attractiveness.
Insights: Providing digital workshop tours on company career pages.

2. Application process
One-click application: Implementation of short application processes without cover letters or resume uploads.
Messenger communication: Setting up application processes via data protection-compliant messenger services.
Initial consultation: Use of career FAQ chatbots to automatically answer frequently asked questions about training and permanent employment.

3. Interaction
Aptitude tests: Integration of playful gamification elements to assess basic craft knowledge.
Direct booking: Provision of an online calendar for the immediate booking of internships or taster days.

4. Controlling
Optimization: Ensuring full usability of all recruiting tools on smartphones.
Success measurement: Analysis of applicant sources and conversion rates of digital channels.
Laws: Consideration of all legal requirements, such as GDPR, copyright law and the Telemedia Act.

DHB now also digital!Simply click here and register for the digital German Crafts Journal (DHB)!