In this episode of By HR for HR, host Jocelyn King connects with JJ Owen, Executive Director of Skills Jam, to explore how organizations can adapt their talent acquisition strategies to engage the next generation of skilled trades talent. JJ breaks down the fundamental shift in how Gen Z consumes information as an "algorithmic generation" that leans into platform suggestions rather than traditional search behavior. He outlines why traditional recruitment funnels—such as lengthy email campaigns and resume upload requirements—often fail with younger workers, and explains why text-based recruitment and early career exploration are far more effective for downstream hiring success.
The conversation dives deep into practical content creation and campaign execution for employer branding on platforms like TikTok and YouTube Shorts. Drawing from real-world examples, including a narrative campaign with Carrier featuring a father-son HVAC team and a viral TikTok post leveraging trending Sabrina Carpenter music to highlight concert production trades, JJ demonstrates how showing real day-in-the-life work demystifies trade careers. He emphasizes that effective social content does not need to be overly polished, as authentic and unproduced footage consistently resonates better with Gen Z audiences.
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