How do I find new skilled workers in the craft sector?

The shortage of skilled workers in the craft sector has been a well-known problem for years. Traditional channels such as job advertisements in newspapers or job portals are often no longer sufficient to attract qualified employees. That is why more and more craft businesses are using social media to recruit new specialists. But how does that work? What do companies have to fulfill in advance in order to be successful on social networks, and what could a suitable strategy look like?

Requirements for the successful use of social media

Before a company can use social media specifically for recruitment, a few basic requirements must be met:

1. Attractive employer brand (employer branding):
   Strong employer branding is the basis for successful recruitment via social media. This means that the company must be perceived as an attractive employer. This includes communicating corporate culture, working conditions and career opportunities in a clear and appealing way. A positive presence on social networks, which shows everyday life in the company and the benefits for employees, makes the company more attractive to potential applicants.
2. Professional social media profiles:
   In order to create trust, craft businesses need well-maintained and authentic social media profiles. Whether on platforms such as Facebook, Instagram, LinkedIn or TikTok — every network requires a certain level of professionalism and continuity. Pictures of completed projects, employee stories or insights into everyday working life tell potential applicants what it's like to work in the company.
3. Target group analysis:
   Companies need to know exactly who they want to address. Young professionals and trainees may be more active on Instagram or TikTok, while more experienced employees can be found on Facebook or LinkedIn. A precise target group analysis helps to select the appropriate platforms and tailor the content accordingly.

Social media strategies for recruitment in the craft sector

Once the foundations have been laid, it is time to develop a targeted strategy to attract the right specialists. Here are a few steps that craft businesses should consider when recruiting via social media:

1. Content that shows everyday work:
   People are interested in what a company really looks like “from the inside.” Pictures and videos that show everyday working life in the company convey authenticity and give potential applicants an insight into the working environment and working conditions. Short videos on Instagram or TikTok that show the use of modern machines or teamwork in projects can be very appealing.
2. Use employees as ambassadors:
   Employees are a company's best ambassadors. In short videos or posts, they can explain why they enjoy working for the company and the benefits of working there. Such authentic insights strengthen the company's credibility and attract potential new employees.
3. Targeted ads (targeting):
   Social media platforms offer the opportunity to place job advertisements in a very targeted manner. Through so-called targeting, ads can be displayed to exactly the people who match the skilled workers they are looking for. For example, you can only have an ad for electricians, carpenters or roofers displayed to people of a certain age and from a specific region. This minimizes wastage and increases the chance of finding suitable candidates.
4. Encourage interaction and engagement:
   Social media thrives on interaction. An important part of the strategy is therefore to actively communicate with the community. This can be done by responding to comments, sending direct messages, or starting surveys. Potential applicants feel addressed when they see that the company is responding quickly and openly to inquiries.
5. Link career pages:
   Craftsmen should link their social media profiles with a well-designed career page on their website. This page should offer current job offers and an easy way to apply, such as a short form or the option to apply with just a few clicks.
6. Using influencers and collaborations:
   Influencer marketing can also play a role in the craft sector. Collaborations with influencers who are active in the fields of crafts or technology can bring the company closer to a wider and at the same time specific target group. This creates reach and arouses interest among potential specialists.

Examples of successful use of social media in crafts

A good example of the successful use of social media in crafts is the platform instagram. Craftsmen that regularly post photos and videos of their projects, their teams and special moments in everyday working life attract the attention not only of potential customers, but also of potential applicants. Another important channel is linkedin, where companies can specifically search for qualified specialists and contact them directly.

Some craft companies even go one step further and use TikTokto appeal to young people. Short, humorous videos showing everyday work on a construction site or in the workshop reach a broad and especially young target group. TikTok also offers the opportunity to go viral with creative content and thus enormously increase the visibility of the company.

conclusion

The use of social media to recruit skilled workers in the craft sector is a pioneering strategy that companies should use. However, the prerequisite is that the company is well positioned beforehand, develops a strong employer brand and knows its target group. With a targeted social media strategy that provides authentic insights into everyday working life and uses the right platforms, craft businesses can increase their reach and attract the right specialists.

At a time when traditional methods of employee acquisition often come to nothing, social media offers a modern and effective alternative that can lead to long-term success.

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