For manufacturers, the hiring challenge isn’t just about finding people—it’s about being found. The skilled trades professionals you want aren’t scrolling LinkedIn for job titles. They’re on YouTube watching fabrication videos, following builders on Facebook, or browsing Instagram reels of custom welding projects.
This is the Visibility Gap in action—the same challenge manufacturers face when trying to win new business. Your reputation in the field might be strong, but if your online presence doesn’t reflect that, the right people won’t find you.
Here’s how to meet blue-collar job seekers where they’re already spending time online and build an employer brand that stands out in the trades.
1. Indeed Recruiting
The most obvious place to look for candidates? Online job boards. Indeed is a popular online job platform (for both job seekers and employers) because it’s free and easy to use.
It doesn’t cost anything to sign up, browse job opportunities, and communicate on the platform. It’s one of the most accessible job boards for blue-collar job candidates, but it’s also crowded with countless organizations competing for top talent. In fact, in 2017, Indeed delivered 65 percent of all hires made in the United States from online sources.
Because of its widespread use, many industrial employers have to sponsor jobs (pay for visibility in online listings) to drive results. While it might be tempting to use Indeed’s “one-click apply” feature to encourage more job candidates to apply, it can also flood your talent pool with unqualified candidates.
For the best results, you’ll want to write a descriptive job listing and ensure your application is easy for mobile users to navigate. If you’re using the platform’s “one-click apply” feature, tap into recruitment automation tools like applicant tracking system software to filter out any applications that don’t meet your hiring criteria.
2. Facebook Recruiting
It’s also free to post on Facebook. And with the right strategy, the platform can be one of the most powerful tools in your recruitment toolbox. Contrary to popular belief, Facebook isn’t just a platform for millennials and Gen Zers. Its popularity among older users is growing: over half of Facebook’s active users are over the age of 34, according to Statistica.
For manufacturers, Facebook remains one of the best ways to reach tradespeople. Many of the welders, assemblers, and technicians you’re trying to get in front of are checking it daily—often before or after shifts. Use that attention to tell real stories about your shop floor, safety culture, or employee milestones. It’s these authentic details that convince someone to apply—or stay.
Facebook also offers various metrics on page performance, so you can easily access your employer brand’s page data for valuable insights on organic traffic, engagement, and more.
3. Instagram Recruiting
Manufacturers can also win attention on Instagram by showing what pride in workmanship really looks like. Behind-the-scenes videos of your process, team, or facility help candidates picture themselves there—long before they ever click “apply.”
Focus on your company culture. Instead of just posting “we’re hiring” pictures and hoping for the best, you need to cultivate connections with your ideal candidates. Why does your company culture matter? It’s simple: When prospects are considering filling out an application, they’re going to take a deep dive into your company to see what it’s like working there. Professional pictures and videos attract potential job candidates and build trust. This way, when a new vacancy arises and you post a “we’re hiring” photo, you’ve already grown a loyal following and talent pool.
Beyond organic Instagram posts, highly targeted hiring ads can help you reach people beyond those already connected to your employer brand. In addition to targeting paid social ads by location and personal interests, you can also reach passive job seekers who might be interested in a career change but aren’t actively searching for new opportunities.
4. TikTok Recruiting
In a talent landscape where countless organizations are fighting for skilled job candidates, you need to tap into new platforms to reach your target audience. That means it’s time to grow your social presence on TikTok.
As video content becomes more powerful on social media, more organizations are taking their recruiting videos to video-based platforms like TikTok. You’ve probably already heard about TikTok and all of its viral trends, but the platform offers amazing opportunities to reach new audiences. Studies show that the average user spends 95 minutes per day on the platform, and the average user opens the app eight times a day.
Sure, recruitment videos aren’t substitutes for job descriptions, but video content can help you captivate skilled job candidates while they’re scrolling through the app. Your videos can include anything from your company culture, day-to-day responsibilities, and the type of job candidate you’re looking for. They’re also a quick, down-to-earth way to introduce the hiring manager and team.
Want to expand your reach even further? Once you’ve established a solid presence on TikTok, consider investing in video ads to reach new prospects. With TikTok advertising, you can run employment ads targeting specific ages and genders—as well as psychographics, such as behaviors, interests, attitudes, and aspirations—to build your dream team.
5. Monster Recruiting
If your organization has significant year-round hiring needs, investing in Monster can help boost your application volume. Monster will let employers try the software for four days. After that, you’ll need to invest in a subscription plan, which runs between $279/month and $649/month.
Like Indeed, Monster is trusted by millions of employers around the world to find and hire the best talent. Monster also comes equipped with a candidate evaluation tool, but the platform doesn’t verify skills through assessments. It’s best to use Monster if you’re hiring for local job positions and can verify skills by other means, such as looking up a caregiver’s CPR certification in a database.
If you’re struggling to choose the right job board, be sure to consider the size of your business, your hiring needs, and your recruitment budget.
Why Manufacturers Need Recruitment Marketing
Most manufacturers rely on job boards and referrals to fill open positions. But as older tradesmen retire and younger generations look for purpose-driven employers, that approach won’t keep up.
Recruitment marketing builds long-term awareness of your workplace culture—just like brand marketing builds trust with customers. It helps you fill key roles faster, reduce turnover, and make your name one that job seekers recognize and respect.
Reach Skilled Candidates With Social Media Recruitment Marketing
Want to attract more skilled, reliable tradespeople?
Our team helps manufacturers close the Visibility Gap—not just for new business, but for hiring too. We’ll help you build a recruitment marketing system that attracts the right talent and strengthens your reputation as an employer of choice.
Download our self-audit checklist and schedule a discovery call with our team to start building your strategy.
FAQs About Recruitment Marketing for Manufacturers
Q1: What is recruitment marketing for manufacturers?
A: Recruitment marketing helps manufacturers attract skilled trades talent by using digital storytelling, social media, and employer branding. Instead of just posting jobs, you build a reputation that draws in reliable, qualified workers who already believe in your company’s values.
Q: Why is recruitment marketing important for manufacturers?
A: The skilled trades labor pool is shrinking, and most job seekers research employers online before applying. A strong recruitment marketing strategy helps manufacturers close that Visibility Gap—making sure their workplace culture and opportunities are visible to the right candidates.
Q: Where do skilled trades professionals spend time online?
A: Many blue-collar professionals spend more time on Facebook, YouTube, and TikTok than on LinkedIn. They watch videos about fabrication, equipment, or construction projects—and follow companies that post real, relatable content.
Q: How can manufacturers improve their online presence for recruiting?
A: Show, don’t just tell. Share videos of your team at work, highlight employee stories, and post about training opportunities or shop improvements. Authentic content builds trust and attracts candidates who value craftsmanship and stability.
Q: What’s the first step to launching a recruitment marketing strategy?
A: Start with a clear understanding of who you need to reach. Define your most critical roles, audit your current online presence, and build content that resonates with that audience. From there, a recruitment marketing partner like Main Street Recruitment can help you create a system that keeps your talent pipeline full.
