It’s easy to see why social media feels like a go-to marketing move. It’s quick, it’s visual and it’s where everyone seems to be. But using social media alone without a bigger plan isn’t a marketing strategy. It’s just a tactic.
A post here, a reel there, a few likes and comments, that might feel productive in the moment. But without a clear purpose behind it, those posts often disappear as quickly as they land in someone’s feed. If your entire marketing approach revolves around “just post on social,” you’re reacting instead of leading. There’s no path, no progression and no long-term return.
Social media should be part of something larger. It should support a clear brand message, lead audiences toward meaningful action, and connect with other channels like your website, video content or events. Without those connections, your audience might see you, but they won’t truly engage, convert or remember.
A strong marketing strategy starts with knowing who you’re trying to reach, what you want them to understand or do, and how each piece of content plays a role in getting them there. Social media helps deliver that message, it doesn’t define it.
When used well, social media amplifies. It pushes the conversation forward. But if it’s the only thing you’re doing, you’re not building awareness, you’re just filling a feed.
So next time you’re tempted to “just post something,” stop and ask: What’s the bigger picture here? Where are we trying to take our audience, and does this post help get them there?
Because real marketing isn’t just about being seen. It’s about being remembered and that takes more than a post.
Matt Sonnhalter gives his top five takeaways from NECA 2025! Matt reveals show attendance, giveaways that packed a punch and how attendees could view sports on the tradeshow floor.
Wage Growth Surges for Skilled Trade Workers as Labor Market Softens
This blog is based on the latest Q3-2025 report from BlueRecruit, revealing shifts in the skilled trades labor market. Two major insights define the quarter:
Skilled trade wage growth is outpacing the broader economy
The labor market is softening, and hiring requirements are tightening
Wage Growth in the Trades Is Outperforming the Economy
From June 2024 to June 2025, average wage growth across all U.S. sectors was 3.9%. But for skilled trades, the gains are significantly higher.
Electricians are seeing the biggest jump, now averaging $40.41/hour—up $1.93/hour in Q3 alone, a 5% increase in just three months. Demand continues to rise thanks to AI data centers and electrification projects nationwide, making electricians the most in-demand trade in the country.
Automotive Technicians also posted big gains, with wages up 10.44% from Q2, averaging $46.45/hour. While some hiring slowed due to parts shortages tied to ongoing tariffs, pay continues to climb in response to strong market demand.
Construction General Laborers experienced a smaller Q3 wage increase—just $0.18/hour—but since the 2024 Presidential election, pay has risen $3.48/hour, a 16% increase. As noted in previous State of the Trades reports, changes in immigration policy and enforcement are playing a major role in keeping these wages elevated.
Labor Market Softens, Hiring Requirements Tighten
While demand for trade professionals remains high, the labor market is shifting. More workers are looking for jobs, but employers are becoming more selective.
Job Seekers Are on the Move
July marked the highest number of skilled trade job seekers this year. Many are looking for more flexible schedules, better health benefits and higher pay. For employers, understanding these priorities is essential for running effective recruiting campaigns and building strong teams.
Hiring Requirements
As the job market loosens and immigration enforcement increases, employers are raising their hiring standards. Since the 2024 election:
58% of companies now require a clean criminal background (up 21 points)
72% require an active driver’s license (up 20 points)
For perspective, during the Q3-2022 labor shortage, only 20% of companies required clean records and just 33% required licenses.
This trend suggests a return to more traditional standards and a growing emphasis on long-term employability.
Meet BlueRecruit – Built for the Trades
BlueRecruit is a direct-hire marketplace for skilled-trade workers and the companies that need them. Unlike traditional job boards, BlueRecruit removes the noise—no resumes, no job posts—just verified skills, certifications, and experience that match what employers are actually hiring for.
For employers navigating wage changes and evolving hiring standards, BlueRecruit offers a streamlined way to find qualified talent fast.
Each year, National Manufacturing Day serves as a reminder of the vital role manufacturing plays in our daily lives. It’s a chance to honor the people behind the products, the companies that continue to innovate and the industries that keep the world moving.
Today’s manufacturing environment continues to evolve, with new technologies, processes and challenges shaping the way companies operate. But one thing remains constant, the need for a strong, reliable, skilled workforce, and a shared belief in building things that last.
National Manufacturing Day is also about looking ahead—supporting workforce development, engaging future generations and showing students and young professionals the opportunities that exist in modern manufacturing. It’s a time to educate, inspire and celebrate the many pathways into this essential field.
Whether you’re in the factory, behind the design or out in the field, thank you for the work you do.
Every wire run, every HVAC system installed, every bolt tightened—it all adds up to the world we live in. And behind every one of those essential tasks is a tradesperson.
On National Tradesmen Day, we pause to recognize the skilled professionals who make modern life possible. These are the people who show up early, stay late and solve problems most of us wouldn’t know how to begin tackling. They build, repair and maintain the systems that keep our homes, businesses and communities running.
At a time when the need for skilled labor has never been higher, it’s also a moment to encourage the next generation. The trades aren’t just jobs, they’re careers. They offer opportunity and the satisfaction of building something real. Something that matters.
To every plumber, electrician, welder, HVAC tech, carpenter and beyond, thank you. Today we honor your work, your knowledge and your commitment.
Because what you do isn’t just a trade, it’s a craft. And today, we celebrate it.
CLEVELAND –September 2025 – Sonnhalter, a communications firm marketing to the professional tradesman in the construction, industrial and MRO markets, partnered with Greater Cleveland Habitat for Humanity for Sonnhalter’s 16th Annual Tool Drive. The initiative ran the entire month of August and collected $36,000 worth of donations of tools and building materials. Since Sonnhalter began its efforts in 2010, it has raised $603,000 in donations.
Organizations, businesses and residents were encouraged to donate new and gently used tools, including various building materials, furniture and appliances, to Sonnhalter in order to benefit Habitat for Humanity’s cause of eliminating substandard housing and homelessness.
“Each year, we’re amazed by the generosity of our partners, clients and the local community,” said Matt Sonnhalter, vision architect at Sonnhalter. “We’re proud to support Habitat for Humanity’s mission and help provide the tools and materials needed to build stronger communities.”
“Each year, we are humbled and inspired by the commitment Matt and the Sonnhalter team show in supporting our mission at the Greater Cleveland ReStores,” Laura Potter-Sadowski, director of ReStores at Greater Cleveland Habitat for Humanity. “They are a perfect example of community collaboration—bringing together their clients and friends, championing our mission to divert items from landfills, and helping us raise critical funds for our homeownership programs in Cuyahoga and Lorain counties. We couldn’t do it without them.”
Community participants in the 16th Annual Sonnhalter Tool Drive included Berea Recreation Center, Canvas at Valor Acres, Cuyahoga County Public Library-Berea Branch, Rising Star Coffee Roasters, Skidmark Garage, St. Mary of the Falls, The Wine Spot and many individuals living in the community.
Trade industry participants in the 16th Annual Sonnhalter Tool Drive included Babcox Media, Beta Tools, Buyers Products, Endeavor Business Media, Ferret Tools, General Pipe Cleaners, Independence Excavating, Jergens, Inc., Kapro, Lakeside Supply, Ledlenser, NIBCO, Sutton Industrial Hardware, Wright and The Macomb Group/Woodhill Supply.
All donations that Sonnhalter collected on behalf of the Tool Drive benefited Greater Cleveland’s Habitat for Humanity. The donated items will be used for various projects with Habitat for Humanity or will be sold at one of the organization’s ReStores, recycled building materials and home furnishings stores. Proceeds from the ReStore sales are used to help Habitat build and rehabilitate homes for those in need.
About Sonnhalter
Established in 1976, Sonnhalter is the leading B2T marketing communications firm to companies that target professional tradesmen in construction, industrial and MRO markets. Sonnhalter is located in the historic Brownell Building in the heart of downtown Cleveland. Sonnhalter’s brand identity highlights its expertise in marketing to the professional tradesmen. Its tagline, “Not Afraid To Get Our Hands Dirty,” promotes the employees’ willingness to roll up their sleeves and dig deep into clients’ businesses, also, it refers to the market it targets: the tradesmen who work with – and dirty – their hands every day. Sonnhalter developed the acronym “B2T,” which stands for “business-to-tradesmen” to capture the essence of its specialty. For more information, visit the company website at Sonnhalter.com.
About Greater Cleveland Habitat for Humanity Greater Cleveland Habitat for Humanity engages people of all faiths to eliminate substandard housing. Cleveland Habitat was founded as a 501(c)(3) nonprofit organization in 1987. Since then, Cleveland Habitat has brought together community members, volunteers and sponsor groups to help more than 300 Habitat homeowners, including more than 1,000 children, have a safe and decent place to live. For more information on Greater Cleveland Habitat for Humanity, visit: https://www.clevelandhabitat.org/.
