Instagram instead of job portal: SMEs fight for apprentices with social videos

The classic job advertisement in the local paper is dying out. If you want to reach 14- to 18-year-olds today, you have to be present where Generations Z and Alpha spend their time: on Tiktok or Instagram. However, professional video recruiting has often been unaffordable and too much effort for plastering companies or local nursing homes. A production including advertising strategy quickly costs a five-figure sum on the market - a financial risk that small businesses shy away from in the face of rising costs.

The gap between big and small is closing

The result of this digital divide: while major banks and insurance companies are vying for talent with specialized teams, the skilled trades and hospitality industry are lacking the specialists of tomorrow. To break this trend, the procurement platform Gryps and the agency vonMedia are launching the "Apprenticeship Boost".

The highlight: The initiative bundles the demand from thousands of SMEs. This pooling model reduces the cost of recruiting videos to such an extent that they are affordable even for the smallest companies. "We are transforming the tedious search into active finding," say the initiators.

Authenticity beats high gloss

This is not about polished commercials, but about real everyday working life. Short, authentic clips are intended to show young people at eye level what an apprenticeship in the skilled trades or healthcare sector really means. The aim is barrier-free communication: applications are made where young people communicate anyway - purely digitally and without bureaucratic barriers.

The "apprenticeship boost" is therefore more than just a campaign. It is a rescue package for SMEs, the backbone of the Swiss economy. If training capacities in the industry collapse, the shortage of skilled workers will become even more acute in the future. Interested businesses can now join the pooling model to become visible on Tiktok or Instagram.