The shortage of skilled workers is now a reality - especially in specialized professional fields such as surface coating. There is a lack of motivated trainees to meet the requirements of the industry in the long term. TikTok, Instagram and the like are becoming the key for more and more industrial companies to reach young people and get them interested in technical professions. Generation Z is growing up digitally. They inform themselves, communicate and orient themselves via social networks. TikTok has become a real influencing factor here when it comes to making job profiles attractive and tangible. The formula for success: authentic content, a look behind the scenes and the courage to show personality.
Taking potential trainees through everyday working life via social media
The credibility of the videos is crucial. When an apprentice shows their day-to-day work in short clips, introduces the team or explains why they are fascinated by the combination of technology and precision, this achieves far more than any image film. It's about becoming tangible and approachable. Formats such as "A day with...", in which a trainee accompanies the user through their shift, or short reels in which employees talk about what they like about their job, are particularly effective. Young viewers recognize themselves and think: "I could work there too."
TikTok has become a real influencer here when it comes to making job profiles attractive and tangible
Authenticity is more important than gloss
Social media is not just a playground for self-promoters and influencers - quite the opposite. Technical professions in particular benefit from a factual but accessible presentation. Even those who are more introverted or reserved can score points with calm, honest posts. The important thing is: no artificial advertising, but real insights. Authenticity beats gloss. However, industrial companies should not confuse authenticity with haphazard posting. It's more about knowing who you are and what you stand for as a company.
Every effort spent on social media is a gain for industrial companies
A sustainable social media presence can be established with just 2 to 4 hours a week. Planning is the be-all and end-all. For example, a clip can be used several times: as a reel, story or post.
This is a great opportunity for the surface coating profession: many young people are barely familiar with the job description. TikTok and Instagram offer a platform to change this - with insights into technology, processes and the team. Anyone who gets involved in social media has the chance to inspire a new generation for a challenging and future-oriented professional field.
