Lights. Camera. Action.

Video content rules the social media stage and presents an essential recruitment, retention, and industry promotion tool

By Natalie Bruckner

When it comes to industry and social media, there’s no room for hesitation—adapt or be left in the digital dust. At the 2024 Partners in Progress Conference in Orlando, Lauren Wattie, senior vice president at Vault Communications, laid down a reality check. “Here’s the truth for 2024: Video is no longer a luxury in social media. It’s a necessity.”

During her session, “Leveraging Social Media to Boost Industry Awareness, Attract Talent, and Engage Your Membership”, Wattie delivered a punch. Eighty percent of consumers aren’t merely swayed—but undeniably convinced —to purchase a product or service after consuming a video.

Why Video is Important

The benefits of video aren’t confined to sales alone. Video content helps organizations stay competitive by showcasing industry work and capabilities. “Being active on social media helps an industry stay competitive, and it’s where you’ll find the future generation of workers,” Wattie says.

Beyond driving revenue, videos serve as dynamic recruitment and retention tools, providing a platform to showcase an organization’s culture and values. “In this digital landscape, videos aren’t just about what you’re selling,” Wattie says. “They’re your stage to engage, educate, and attract both potential recruits and members.”

Angela White, marketing and public relations manager at Holmberg Mechanical in Washington, says social media and videos are essential. “They build credibility and help attract the best employees, especially Gen Zs,” she says. “They explore our social channels to get a glimpse of our company culture before we ever meet them. They learn what they’re getting into, the charities we support, and the opportunities that are waiting for them in the sheet metal/HVAC industry. It has been incredibly successful for us.”

Choosing the Right Platform

While getting started with video on social media may seem a little overwhelming, Wattie explains: “You do not need to be everywhere and everything all at once. Instead, strategic precision trumps ubiquity.”

Caio Torres, Local 17 sheet metal mechanic at Noble Air in Massachusetts, has been actively posting about sheet metal for many years. He says social platforms serve as more than just a virtual space—by documenting his journey, the videos on social media have secured his company new work and propelled his career.

“I’ve become my own brand, and it has opened up so many doors for me,” he says.

He champions YouTube for its intentional audience that fosters genuine engagement. “While they are great awareness platforms, I think Instagram and TikTok have a lot of random clickers,” he says. “YouTube, however, is not a place you stumble on. Those are people who are searching for that specific thing. People interact with me more on my YouTube platform and ask genuine questions.”

White agrees and emphasizes tailoring content to each platform’s language: LinkedIn for professionalism or Instagram and TikTok for a lighter touch.

“For example, if you post a video of an interesting project on LinkedIn, it will attract a higher level of views/impressions,” she says. “A video post of our company participating in a Hot Chocolate Run works great on Instagram and TikTok.”

Torres also points to becoming more personable in video content, for example, showing the good living that sheet metal affords people. “We need to get it out there that I’m able to afford these things because of the career path that I chose,” he says.

What to Post

Navigating the landscape of video content demands strategic consideration. Vince Sugrue, state legislative director at Local 104, says the organization’s major concern is repetitive content. “We also need to tailor our content for diverse audiences, including members, potential future members, elected leaders, and contractors, which can be tricky,” he adds.

Wattie directs attention to TikTok, whose audience falls within the 14 to 29 age group, recommending a mix of posts. “You should be sharing job openings, company culture and events, behind-the-scenes footage, and day-in-the-life content on there,” she says.

Following the ‘rule of thirds,’ Wattie provides a formula for balanced content on all platforms. “A third of the time should showcase your expertise; a third of your time you should interact with your followers, encouraging them to ask, comment, like, and share; and a third should promote your business.”

Crucially, Wattie dispels the notion of high production requirements. “You do not need super high-quality video,” she said. “Any iPhone or Android can do it. Shoot vertically and authentically, and 30 seconds is preferable.”

Partnering for Traction

The call for strategic content sharing is particularly resonant for organizations like SMART and SMACNA who are looking to partner on recruitment. “At Local 104, we cover the vast expanse of 49 California counties, and our communications department can only be in so many places,” Sugrue says. “We encourage our members, reps, and organizers on the ground to take videos, too.”

White points to creative moves like an initiative Julie Muller, executive vice president at SMACNA – Western Washington, launched during Women in Construction Week. She reached out to companies and organizations to submit nominations for the spotlight feature, stating: “This has been a strategic and valuable way to showcase, recruit, and recognize women for their contributions. This could also work well with other opportunities like Veterans Day or Black History Month.”

One promising avenue to encourage the sharing of content lies in embracing incentives, a sentiment supported by Torres, who often collaborates with sponsors in exchange for product. Torres envisions an impactful strategy, suggesting, “If SMACNA offered something like that, I think that could really work.” Recognizing the intrinsic value of education, Torres contemplates a system where sharing knowledge is not just altruistic but also compensated. His commitment to educating others, evident in his voluntary tutoring efforts and online presence, showcases the potential for a symbiotic relationship between expertise-sharing and incentivized compensation.

Embracing Change Today

The sheet metal industry possesses incredible potential to address numerous challenges Locals and contractors face. “It’s time to elevate the game and amplify your voices on digital platforms,” urges Wattie.

As the industry pioneers this new frontier, establishing clear guidelines becomes paramount. Navigating the social media landscape demands a strategic approach aligned with industry standards. “Establishing guidelines will not only streamline content creation but also ensure a cohesive and professional industry representation,” Torres says.

While advocating for this kind of collaboration, Wattie offers a critical reminder: “If you do reshare, get permission first!”

The sheet metal industry stands at a pivotal juncture. Robert Weiler, president at Local 562 and a member for 30 years, attended Wattie’s talk and acknowledged social media as a game-changer for recruitment. “It’s a fantastic way to share information on who we are as an organization, what we do on a daily basis, and the value we add to our members’ lives,” he says. “Leaders in the sheet metal industry have to shake off antiquated ideals and embrace modern technology and social platforms that maybe intimidating to older generations but a way of life for future sheet metal workers.” ▪

Select the Right Platforms

by Lauren Wattie

Goal: To connect with customers/members

Platforms: Facebook/Instagram/TikTok

What you should post: Service information, Chapter news, recent projects, positive reviews, comment engagements.

Goal: Recruiting new talent

Platforms: Facebook/LinkedIn/TikTok/YouTube

What you should post: Job openings, company culture and events, behind the scenes, and “day in the life” content.

Goal: Grow your business

Platforms: Facebook/LinkedIn/YouTube

What you should post: Business updates and announcements, recent or upcoming projects and case studies.

Goal: Boost your reputation

Platforms: Facebook/Instagram/TikTok

What you should post: Positive reviews, details on projects, humanizing content showcasing employees.

Natalie is an award-winning writer who has worked in the United Kingdom, Germany, Spain, the United States, and Canada. She has more than 23 years experience as a journalist, editor, and brand builder, specializing in construction and transportation. When she’s not writing, you will likely find her snowboarding, mountain biking, or climbing mountains with her rescue dog.