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.”
According to the survey, there is near equal interest among Gen Z women and men in the trades (52% vs. 57%), signaling a possible shift from previous generations.
The Future of Skilled Trades Report also surveyed Gen Z parents to gauge perceptions about careers in the trades. Eighty percent of surveyed parents agree learning a skilled trade can be a better pathway to economic security than going to college. Despite this view, 77% of parents still say they have encouraged their children to attend a four-year college.
The second annual Future of Skilled Trades Report generated 1,000 responses from Gen Z individuals between the ages of 16 and 26, 1,000 adults with at least one child between the ages of 16 and 26, and 1,233 individuals primarily employed in the skilled trades. Thumbtack is a technology company that connects homeowners with local professionals for tasks including small fixes, routine maintenance, and major improvements.
