Social media in the trades: This is how companies attract young talent!

Social media in the trades: This is how companies attract young talent!

In times of a shortage of skilled workers, craft businesses face new challenges. A promising solution for recruiting new trainees can be found within social networks. MDR reports that companies in Saxony-Anhalt, such as Metallbau Herbst GmbH in Arendsee, are successfully using social media to address young talent. Jennifer Herbst, a 26-year-old business economist and employee of the family business, has taken on responsibility for human resources and marketing and regularly produces clips for Instagram and TikTok.

The goal? To make the training opportunities in the trades tangible and attractive. Training manager Oliver Bratsch emphasizes the importance of reaching young people directly on modern platforms now that traditional methods are no longer achieving the desired response. Metallbau Herbst GmbH currently employs 30 people and trains three trainees, but is struggling with the challenge of retaining young skilled workers in the long term.

The digital change in crafts

The digital turning point in crafts can no longer be overlooked. The Rheinhessen Chamber of Crafts has recognized that traditional marketing methods such as word of mouth and newspaper advertisements are no longer sufficient. Instead, acquisition via digital channels is becoming increasingly important. Experts, including Lukas Hartmann and Julia Mehr, offer online seminars to help craft businesses optimize their social media strategies.

The line-up is clear: employers are increasingly looking for young talent on platforms such as Instagram and TikTok. Customers inform themselves online before placing orders, and the professional use of these channels sets companies apart from the competition. Planned seminars cover topics such as developing a social media strategy and using TikTok to reach young people.

Success factors for recruiting skilled workers

The shortage of skilled workers is not just an annoying problem, but a central challenge for craft companies. How a study shows that the insufficient effectiveness of traditional media for recruiting personnel is a significant factor. Analog advertising measures could at best generate between 0 and 4 applicants and were associated with high costs. In comparison, a digital process allows the number of applicants to be increased significantly - between 9 and 34 applications are realistic.

The cost savings are also considerable: While analog processes could cost between 1,000 and 3,000 euros, the costs for digital application processes are only 285 to 500 euros. In addition, the time it takes to fill new positions is shortened to 2 to 4 weeks. Social media therefore offers an efficient alternative that can revolutionize the recruitment of young talent in the trades.

Conclusion: Recruiting skilled workers via social networks is not a trend, but is increasingly becoming a requirement. With a good feel for the digital world, craft businesses can not only remain visible, but also attract young talent. Jennifer Herbst and her colleagues are pioneers of a movement that could have a positive impact on the future of crafts.