The labor shortage isn’t slowing down—and manufacturers can’t afford to wait for ideal candidates to find them. More than ever, your future workforce is still in high school. And they’re asking: Is a career in the trades worth it?
If your company depends on skilled labor, you need to answer that question—loudly and clearly—through recruitment marketing built for Gen Z.
Here’s how to attract high school students with strategic messaging, streamlined applications, and a workplace they can picture themselves in.
Why More Students Are Choosing Trades Over Traditional College
College enrollment is rising again, but so is trade school participation—and for good reason. As college debt climbs and four-year degrees become less tied to career outcomes, more high school grads are turning to programs that offer hands-on training and faster access to stable jobs.
According to NPR, enrollment in vocational-focused community college programs has jumped since the pandemic. Students are seeking purpose, affordability, and the chance to build something real. That makes your industry more attractive than ever—if you market it the right way.
How to Fill Your Talent Pool With Soon-to-Be Graduates
Recruiting high school students can be a valuable strategy for recruiters looking to fill their talent pool with qualified candidates. Here’s how to leverage recruitment marketing to position your company as an employer of choice and make better hires.
1. Partner With Local Schools and Vocational Programs
One of the best ways to target local high school students? Partner with local high schools and vocational schools to promote your organization and connect with potential job candidates. This can involve attending career fairs, hosting informational sessions, and offering internships or apprenticeships to students.
By establishing a presence in these schools, recruiters can connect with potential candidates and showcase the benefits of a career in the trades. At the same time, you’ll be able to answer any questions that students might have about the application process, company culture, and day-to-day responsibilities on the job.
Not sure where to start? Try reaching out to career counselors to identify students who may be interested in trade jobs. Consider offering to present to a class or at a career fair to reach a larger audience. Be sure to showcase the benefits of trade jobs, and consider bringing current apprentices or employees to speak with students and share their experiences.
In addition to presentations and career fairs, recruiters can also partner with local schools to:
- Offer internships. Organizations can offer internships to help students to gain experience and learn about the workplace culture. Recruiters can partner with high schools to offer internships to students who are interested in their companies.
- Conduct mock interviews. Most high school students don’t have significant experience with job interviews, but recruiters can help by conducting mock interviews and providing feedback. This way, students will know what the company expects of them, learn more about the culture, and feel more confident when they start applying for jobs.
- Sponsor events. Organizations can sponsor events at local high schools and vocational schools to show their support and build relationships with the local community. This can include sponsoring sports teams, theater productions, or other after-school events.
2. Target Potential Job Candidates on Social Media
You don’t have to limit your audience to local high schools. To reach a wider pool of potential job candidates, try leveraging social media. High school students are more likely to engage with visual content, so you’ll want to use videos and infographics to answer questions and provide information on your company.
For instance, visual social media platforms like Instagram and TikTok can be used to share videos and photos of your workplace and employees, as well as highlight the skills and experience required for these roles. This way, you’ll help dispel common misconceptions about blue-collar work and showcase the opportunities available.
To fill your talent funnel with soon-to-be graduates, be sure to engage with students on social media. Answer their questions, engage in conversation, and ask them about their career goals to foster a relationship, build trust, and stay top of mind.
Of course, your recruitment strategy shouldn’t end with social media marketing. Recruiters can also use targeted online advertising to reach high school students who may be interested in blue-collar careers. With demographic and interest-based targeting, recruiters can ensure their ads are seen by the right audience. Plus, with programmatic recruitment ads, you can even serve ads to reach students who haven’t considered a career in the trades before.
3. Create a New Hire-Friendly Workplace
Prospective job candidates want to know what to expect from your organization before their first day on the job. As a result, recruiters need to create a positive and welcoming culture for new hires. This can involve offering mentorship programs, providing ongoing training, and creating opportunities for career advancement.
Remember: Recruiters and hiring managers play a critical role in cultivating a sense of belonging among new hires. Make sure to define the company’s values and mission, and then communicate them effectively to potential and current employees. This can be done through job descriptions, interviews, employee handbooks, and even onboarding processes.
Once new hires are onboard, recruiters and managers can continue to create a friendly work environment by providing a comprehensive orientation and training program. Take the time to introduce any new hires to their team and manager, along with the company culture, policies, and procedures. To make new hires feel more welcome, consider assigning them a mentor to help them navigate their new workplace.
That said, it’s not enough to just create a strong onboarding process and show new hires the ropes. You need to maintain a positive workplace culture by encouraging open communication and feedback. This means providing regular opportunities for employees to share their thoughts and ideas—and taking action to address any concerns or issues that arise. Recruiters can also organize team-building activities and social events to help employees build relationships.
Ultimately, by investing in your employees, you can build a strong workforce fueled by loyal and skilled workers. Think about it: A positive and supportive culture fosters employee engagement and motivation, leading to increased productivity and retention. At the same time, a culture that prioritizes development helps attract top talent seeking a fulfilling work environment. Sounds like a win-win, right?
Ready to Build Stronger Connections With Your Future Workforce?
As more students consider the value of trades programs and blue-collar work, you need an effective strategy to show them why you’re worth working for—and that’s where recruitment marketing can save the day.
When you’re ready to break the barrier, download our recruitment audit checklist and schedule a discovery call to revamp your strategy.
