"Tradie" TikTok could play growing role in Gen Z career ambitions, says homebuilder

Tradie influencers could play an increasingly important role in inspiring the next generation of construction workers, according to new research from Barratt Redrow.

More than half (58%) of Gen Z are now watching trade, DIY and building content on social media, highlighting the growing visibility of skilled careers online.

To better understand this trend, Barratt Redrow surveyed 2,000 young people aged 13–28 about their attitudes toward apprenticeships, university and careers in the skilled trades.

From social feeds to career conversations

Construction engineer and TikTok creator Kerem Coskun is one example of how online content is shaping career conversations.

Sharing day-in-the-life videos from building sites with his 17,000 followers, Kerem’s comment section regularly features detailed career questions, such as:

• “What school pathway do I take to become a GQ?”

• “Planning a career change to get back into construction as an engineer, would appreciate any guidance/advice?”

• “The roles for site manager and site engineer sound similar, can you differentiate them please?”

Kerem is one of thousands of creators posting under #TradiesofTikTok, a hashtag featuring more than 47,000 posts showcasing life across construction and skilled trades.

Chris Bailey, Group Skills Development Manager at Barratt Redrow, says: "When young people watch someone their own age learning a trade, solving problems and taking pride in the results, it suddenly becomes real and relatable. Seeing that journey helps them imagine their own.”

Apprenticeships compete with university

Nearly half (48%) of Gen Z would be more likely to choose an apprenticeship over university, according to Barratt Redrow’s research.

Interest in apprenticeships is being driven by a desire for hands-on work (40%), and the opportunity to earn from day one (37%).

Skilled trades are also increasingly aspirational, with 46% of respondents saying they view them as the most desirable career path.

Good pay (46%), work-life balance (35%), taking pride in their work (30%) and job security (24%) are Gen Z’s top career priorities.

Barratt Redrow highlights how apprenticeships can meet these priorities, offering practical experience and long-term stability:

• Financial stability from day one: Paid training removes the financial cliff edge of full-time study, helping young people become independent early.

• Clear, supported career progression: Mentoring, progression ladders and recognised qualifications reduce uncertainty around “choosing right.”

• Pathways to life milestones: Earning while learning accelerates saving for key milestones such as deposits, driving licences and rent.

• Experience that counters job scarcity fears: Hands-on work equips apprentices with real experience, giving them a significant advantage in the job market.

• Skills resilient to automation: Apprentices graduate with practical skills that remain relevant even as office-based roles evolve.

Reflecting this demand, Barratt Redrow recently announced 207 new apprenticeship vacancies, offering young people the chance to earn while they learn and progress into long-term careers in housebuilding.