Survey: Social Media Has Major Career Influence on Young Tradespeople

A recent survey by DEWALT and WorldSkills International revealed that nearly half of young tradespeople were inspired to pursue their careers through social media. The study, which polled 830 young professionals competing at the 2024 WorldSkills Competition, highlights how platforms like Instagram and TikTok are reshaping perceptions of skilled trades.

Interestingly, 75% of respondents expressed a desire to use social media to raise visibility for skilled trades, with over 50% interested in creating content showcasing their work to inspire others. Social media’s role as a career influencer, especially through industry-specific influencers and brands, is hard to deny.

Beyond that, many social media platforms are indirectly helping to overcome social stigmas and a lack of parental support—cited as barriers by 42% and 35% of respondents, respectively. Not only can users connect with other people in the trades, but they are also able to find new role models, creators and communities that are able to unlock new interests or help them progress in their chosen trade.

This, naturally, also leads to more engagement from brands. This focus on social platforms offer companies in various trades sectors an opportunity to reach younger audiences authentically. Brands that effectively tap into social media’s influence can reshape narratives around careers, especially in skilled labor, making it a critical tool for workforce development and future recruitment.