Social media is Gen Z’s digital habitat; it’s where they live, connect and even learn. The chances are they’ve probably learned a lot about apprenticeships through platforms like TikTok, too – and your business could be the one to educate and engage them.
Reaching this audience isn’t just about being on social media; it’s about being present in the right spaces and communicating in a way that resonates with them. As an employer, your preferred platforms and ways of advertising might be totally different from Gen Z’s interests. To truly connect, you need to speak their language and meet them in their online world.
But does that mean posting trending TikTok dances and Instagram carousels? Let’s find out which strategies are optimal when using social media to attract Gen Z apprentices.
Strategies and best practices for using social media to attract Gen Z apprentices
A strategic and platform-savvy approach is key to capturing their attention and guiding them towards your opportunities. We’ve created this guide to explore some winning strategies to make your brand the one they swipe up for.
Embrace trends and challenges
Participating in trends makes your company feel less like a faceless corporation and more like a down-to-earth, exciting brand. Your marketing teams can put a spin on popular formats to stand out and demonstrate a sense of humour and relatability. Get started using trend discovery tools (pay attention to hashtags and sounds gaining traction), and you can leverage user participation as you get more comfortable.
For example, think about how you can create challenges or prompts related to your industry that encourage Gen Z users to create and share their own content. Take a leaf from M&S Food’s book – their TikTok page features the Percy Pig and Colin Caterpillar characters participating in comical viral challenges.
Polish your visuals
High-quality content is the norm, which extends to the visuals, editing and sounds used. Nowadays, there’s no need to invest in expensive filming equipment – your marketing and recruitment teams just need one good phone to do the job. You can use video editing software (often available for free through social media platforms like Instagram and TikTok) to create eye-catching graphics and engaging transitions.
Prioritise engagement and interaction
Engagement metrics are extremely important for tracking your campaigns’ success and for capturing viewers’ short attention spans. Foster engagement by asking questions in your posts, running polls and quizzes related to your industry or apprenticeships, and hosting live Q&A sessions with current apprentices or team members. The goal is to build an authentic community around your brand.
Make it easy to apply
All the effort into your social media campaigns is for one goal: getting more apprenticeship applications. Therefore, your content shouldn’t exist as a standalone project – it should always include a clear and direct call to action that links to a mobile-friendly and straightforward application process. Options include swipe-up links, adding a link in bio and even a QR code for a seamless application process.
Consider partnering with influencers
This strategy isn’t suitable for every business, and you’ll need to take a cautious approach to avoid partnerships that feel forced or disingenuous. Partnering with relevant influencers like Holly Hobbs on LinkedIn, who has an authentic connection with Gen Z audiences, can engage viewers interested in your company’s industry – but be sure to research their audience and values beforehand. For example, aviation and aerospace businesses might partner with an account called The Airport Guy on Instagram, an aviation influencer who works with brands to get more young people interested in the industry.
Run targeted ads
Social media platforms have built-in targeting capabilities you can utilise – for a fee, of course. Factor ad spend into your social media marketing budget, and you can reach specific demographics, interests and educational backgrounds within Gen Z that align with your ideal apprentice profiles. Ads ensure your message reaches the right audience, maximising your recruitment ROI.
Harness user-generated content
Don’t forget to factor in some home-grown content creation, too. Encourage your current apprentices to share their experiences on social media using relevant hashtags. Peer-to-peer endorsement an excellent way to get more content out there without requiring additional budget, although you can offer incentives in return if needed, such as vouchers. Reposting their authentic content not only provides genuine insights into your program but also builds trust and relatability with potential applicants.
A great example is Barclays Bank’s ‘Life at Barclays’ Instagram page. It features Q&A and day-in-the-life style videos showcasing their existing team of apprentices and apprenticeship graduates. Even better, content creation is part of the team’s job, so every Gen Z employee is an active online advocate of the brand.
Measure and adapt your strategies
Posting and hoping for the best never works, and some strategies might not suit your business – which is okay. Track the performance of your social media efforts using platform analytics to understand what content resonates best with Gen Z. You can start by monitoring metrics like:
- Reach and impressions
- Follower growth
- Apprenticeship application referrals from social media
- Cost per click (CPC) and cost per acquisition (CPA) for paid ad campaigns
- Engagement rate by content type
Make social media work for your apprenticeship recruitment
Gen Z’s online habits will continue to shape how they discover apprenticeships. Whether it’s through something as simple as a trending audio or a comprehensive live Q&A on Instagram, social media presents a multitude of opportunities to connect with early-career talent.
As well as investing time in your social media strategies, it’s equally valuable to consider other ways to promote apprenticeship vacancies, including through advertising.
For example, partnering with Best Apprenticeships puts your apprenticeship adverts in front of highly targeted, UK-based talent. Expand your scope to 25,000 visitors per month and ensure your apprenticeship vacancies get seen by exactly the right applicants.
Get in touch with our team today and explore what partnering with us on a campaign would mean.
