The general workforce is trending younger as more Gen Zers replace retired Baby Boomers. Still, ages in trade industries like facilities management tend to skew older, with the U.S. Bureau of Labor and Statistics reporting the median age to be 41.
To entice the next generation of facility managers, some leaders have started to meet Gen Z where they’re at: social media.
According to a report by Thumbtack, social media is the second largest career influencer for Gen Zers, followed by friends and schooling. This is largely driven by the fields becoming more “instagrammable,” meaning real-life tradespeople are simply more keen to post about their jobs on the social platforms. The report found that 77 percent of Gen Z said that they have seen increased attention to skilled trades on social media as posts have increased 52 percent year-over-year on TikTok and Instagram.
Social media is becoming more than just a place where people can aimlessly scroll. With elements like videos and e-commerce added to the platforms, the apps are now places where people are influenced to make decisions for their lives. According to a report by Top Marketing Agency, 40 percent of Americans use TikTok as a search engine, with 1 in 10 Gen Zers saying that they are more likely to rely on TikTok than Google. In addition, 34 percent of TikTok users utilize the platform first before switching to traditional search engines.
According to the report, Gen Z prefers social and video platforms over traditional search. For example, seeing an unfiltered look into a typical day in the trades on TikTok gives viewers better insight into what the job actually entails than a search result would. These real-world examples have led 55 percent of Gen Zers to consider a career in trades.
Women in particular are more likely to join the trades when seeing a female trades person on social media. The Thumbtack report found that social media is the number one career path influencer for Gen Z women. With more visibility into skilled trades, it is possible that the professions will be more gender-balanced in the coming years.
The ability to earn money and start their careers right away is also enticing Gen Z to trades. In addition, the jobs seem more secure as the economy remains uncertain. According to the report, 95 percent of trades workers feel optimistic about the future of their jobs.
Using social media doesn’t have to be complex – all you need is a smartphone and the time to take a photo or a video. Right there, you have a story to tell. Consistent posting and engaging with audience members allows the platform to boost your content and gain more views. Similar to other emerging technologies that are being introduced to the industry, social media is just another tool to have in one’s toolbelt.
Mackenna Moralez is the associate editor of the facilities market and the host of the Facilities in Focus podcast.
