With the construction industry facing a skilled labor shortage that is likely to impact future activity, an unlikely source is emerging as a recruitment tool: social media.
According to the Future of Skilled Trades Report from Thumbtack, two out of three Gen Zers say social media has increased their interest in the trades. Among Gen Zers with a college degree, the share increases to three in four.
The report suggests Gen Z individuals are increasingly turning to social media for career advice, drawn in particular to content showing authentic on-the-job experiences. Social media ranks as the second biggest influence of this generation’s career path, ranking ahead of teachers, siblings, and extended family, according to Thumbtack.
“Gne Zers are looking for careers that allow them to work and earn money right away, while pursuing a career they enjoy and learning new skills—all qualities that the skilled trades deliver on,” Marco Zappacosta, co-founder and CEO of Thumbtack, says. “This is good news for both Gen Z and our communities: their interest in the trades will help fill much needed gaps as plumbers, electricians, and contractors retire, building much needed infrastructure and housing supply.”
According to the survey, 90% of four-year college graduates say teens are incorrectly told college is the only way to be successful. This shift in thinking is reflected by 80% of Gen Z respondents agreeing that the skilled trades can be a better pathway to economic security than college. Among Gen Zers with college degrees, 93% agree the skilled trades can be a better path to economic security.
Approximately 55% of Gen Z is now considering a career in the skilled trades, up 12 points compared to the prior year Thumbtack report. Among Gen Zers with college degrees, 73% are considering a career in the skilled trades.
Social media is helping drive the shift in perception among Gen Zers: 77% have seen increased attention to the trades on social media in the past years, primarily on TikTok or Instagram. Among skilled trades pros surveyed by Thumbtack, 60% believe their profession is becoming increasingly “Instagrammable.”
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