TikTok Partners with SkillsUSA to Promote Skilled Trades Careers to Gen Z

TikTok is expanding its role in career development through a new partnership with the Skilled Careers Coalition (SCC) and SkillsUSA, aimed at promoting skilled trades to younger users through content and community engagement. The initiative was announced this week and marks a further step in the platform’s broader effort to position itself as a hub for career exploration.

The collaboration will use SCC’s existing youth-focused media platform, SKILLS JAM, to generate and distribute short and long-form content highlighting trade careers. These posts will feature skilled trade creators who share behind-the-scenes looks at their work, offer advice, and explain the value of skilled professions.

As part of the initiative, TikTok and its partners will also host a series of workforce development events across the U.S., culminating in SkillsUSA’s National Leadership & Skills Conference in Atlanta this June. According to TikTok, these events are intended to connect young people directly with creators and professionals in the skilled trades.

The move builds on TikTok’s increasing influence in career-related content. A Zety study recently found that 92% of Gen Z users trust the platform for job advice, with nearly half reporting that they’ve secured internships or employment through TikTok. The company also claims that over 28 million U.S. workers are employed by businesses that use TikTok’s tools and features.

By teaming up with organizations that focus on trade skills, TikTok is tapping into a growing demand for vocational careers while attempting to expand its footprint beyond entertainment. This approach may also help bolster TikTok’s image with regulators by demonstrating its value in workforce development and education.