I’ve always been a little on the clumsy side, so it’s for the best that my internship doesn’t involve making coffee runs for the office. If I happen to spill my cup during the day, I am already at home, so I have just enough time to change my shirt before my next zoom meeting.
As a remote PR intern at Sonnhalter, my office looks a little different than the traditional internship experience, but every day still brings new opportunities to gain experience and grow. Despite working from home, I’m able to collaborate with the team, contribute to client projects and gain firsthand experience in public relations and marketing.
No two days are exactly the same, which is one of my favorite parts about Sonnhalter. Some days I’m writing blogs for Tradespeople Insights or Sonnhalter clients, while others are spent drafting press releases that announce new products or company news. I also get to design social media graphics, write captions and help create content that supports marketing and communication efforts.
One thing I didn’t expect was how immersed I would become in the world of manufacturing and the skilled trades. Before joining Sonnhalter, I knew practically nothing about the plumbing, HVAC and construction industries. Now, every project introduces me to innovative products, industry trends and the manufacturers, or even influencers behind them! It’s been rewarding to learn about these industries and while helping tell the stories of the companies that keep them moving.
Although I’m working remotely, I never feel disconnected. Regular virtual meetings and ongoing feedback from my supervisors have helped me strengthen my writing, stay organized and build confidence in my communication skills. The team has been incredibly welcoming and supportive, making me feel “at home” in many ways.
This internship has given me much more than portfolio pieces as it has introduced me to an entirely new industry and challenged me to grow as both a PR and communications professional. I’m excited to continue learning and see where the rest of my time at Sonnhalter takes me!
Videos have become a key part of modern marketing. They are visually engaging, and can help companies educate customers, display products and build brand awareness. But when it comes to creating video content, companies must decide if they should invest in short-form videos or long-form videos.
The truth is that both formats can be effective when used strategically. For instance, short-form video has become extremely popular due to platforms like Instagram Reels, TikTok and YouTube Shorts. These quick videos last anywhere from a few seconds to a couple of minutes, designed to capture attention and deliver a focused and punchy message.
For manufacturers and industrial companies, short-form videos can be a great way to highlight a product feature, share a quick industry tip, make a day in the life of operations, show behind-the-scenes content or promote upcoming events or trade shows. Because they are easy to watch, they can help increase engagement and introduce your brand to new audiences.
However, there are times when a short video is not enough.
Long-form videos allow companies to provide more detailed information and tell a more complete story. This format is especially valuable when explaining complex products, demonstrating larger equipment, sharing customer stories, or discussing industry trends.
In industrial markets, buyers spend considerable time researching solutions before making purchasing decisions. Long-form videos can help answer questions, educate and establish credibility throughout the buying process, which enables consumers to trust the brands’ reliability by watching a longer video.
For example, a 30-second video may be enough to introduce a new product, but a longer demonstration can show how it works, include details about its benefits and help potential customers understand the true value of the product.
Rather than viewing short-form and long-form content as competing formats, marketers should consider how each supports different goals and be sure to have both in their content plans.
One of the most effective approaches is to use both formats together. A company might create a longer product demonstration, webinar, or customer interview and then repurpose key moments into shorter clips for social media. This allows marketers to maximize the value of their content while reaching audiences across multiple channels.
As video continues to play a larger role in digital marketing, the question is not whether short-form or long-form content is better. The real question is which format best supports your objectives and delivers the information your audience is looking for, and when used strategically, both can be valuable tools.
For years, industry leaders have held concern about the skilled labor shortage. As experienced tradespeople retire, fewer young workers are entering the workforce, meaning manufacturing, construction, plumbing and industrial companies have found themselves competing for a shrinking talent pool.
Today, the skills gap remains one of the biggest challenges facing the trades, but the gap may be beginning to close.
While the demand for skilled workers continues to grow, there are signs that awareness is increasing and perceptions of the trades are shifting into a better light where newer generations are beginning to see blue-collar careers as real opportunities.
The Skills Gap Is Still Real
Despite years of discussion and workforce development efforts, employers continue to struggle to fill positions in skilled trades. For example, electricians, welders, HVAC technicians, mechanics, plumbers and maintenance professionals remain in high demand across the country.
At the same time, large infrastructure projects, manufacturing expansion and technological advancements are creating even more opportunities for skilled workers, rather than taking their jobs away.
The challenge is no longer simply finding workers, it is attracting enough people to careers that are essential to keeping industries moving and highlighting the impact these roles make across the nation.
Technology Has Changed the Trades
One of the biggest misconceptions surrounding blue-collar careers is that automation and artificial intelligence will eventually replace them, which may drive away younger generations from committing to a career in the trades. That assumption is far from the truth.
Technology has transformed a number of trade professions, but it has not eliminated the need for skilled workers. Modern manufacturing facilities rely on automation, robotics and data systems that require technicians to install, operate, troubleshoot and maintain them.
Specifically, construction companies use advanced software, drones and digital planning tools, but they need individuals to operate those systems. Additionally, service technicians increasingly use AI-powered diagnostics to identify and solve problems faster, using AI to its full potential by collaborating with the technology.
The trades are not disappearing; they are becoming more advanced. Today’s skilled workers often combine expertise with technical knowledge, making these careers more dynamic than ever before. The human eye is necessary for attention to detail, as we know that AI can make mistakes.
Neither human nor artificial technology is perfect, but their working together is the future of efficient and quality work.
A New Generation Is Reconsidering the Trades
For decades, the traditional message to students seemed clear: success meant earning a four-year college degree.
But with rising tuition costs, growing student debt and a changing job market are causing young people to rethink that path.
An increasing number of students are discovering that skilled trades offer something many careers cannot: the opportunity to earn while learning, enter the workforce sooner and build a stable and rewarding career without accumulating significant debt.
Trade careers can offer competitive salaries, strong job security and opportunities for advancement or entrepreneurship. In some cases, experienced tradespeople can earn salaries that exceed those of many college graduates.
Today, careers that were once overlooked are gaining renewed attention.
Social Media Is Helping Change Perceptions
Another factor driving awareness is the rise of social media. Young trades professionals are using platforms like TikTok, Instagram and YouTube to highlight their work and share their career journeys.
These creators are helping break outdated stereotypes about blue-collar work while demonstrating the skills, technology, and opportunities involved in modern trade careers, and even helping those at home who want a chance to learn skills that they cannot learn inside a university classroom.
For students, this is their first real look at what a career in the trades looks like, and what they see is changing minds.
Progress, But More Work Ahead
Career and technical education programs are expanding. Apprenticeships are gaining visibility. Employers are investing more heavily in workforce development. And most importantly, conversations around skilled trades are becoming more optimistic.
But awareness alone will not solve the skills gap.
Industry leaders, educators, parents, and employers all play a role in helping younger generations understand the value of skilled trades and the opportunities they provide.
The future will still need people who can build, repair, install, maintain, and innovate. No amount of AI can replace the expertise, adaptability, and problem-solving abilities that skilled workers bring to the table.
The skills gap may not be gone, but the way we talk about it is changing. The shift in perception may be one of the most important signs of progress yet.
BlueRecruit recently released its Q2 2026 State of the Trades report, providing a snapshot of today’s skilled trades labor market. Despite economic uncertainty, fluctuating interest rates and geopolitical concerns, the industry remains resilient.
Three major themes emerged this quarter:
Employers are raising hiring standards while increasing wages.
Homeowners are staying in their homes longer, fueling demand for renovation and maintenance services.
Infrastructure, manufacturing, housing and data center construction continue to drive demand for skilled labor.
Employers Are Prioritizing Quality Over Quantity
One of the most significant trends in Q2 2026 is the continued increase in employer hiring requirements.
According to BlueRecruit’s data:
63% of employers now require a clean criminal background, up 4% from a year ago.
74% require an active driver’s license, up 5% year-over-year.
64% require at least a high school diploma or post-secondary education, while only 1% have no education requirement.
This marks a significant shift from the post-pandemic labor shortages, when many employers lowered barriers to expand talent pools. As hiring conditions have stabilized, companies are placing greater emphasis on reliability, safety, trainability and long-term retention.
What This Means
For job seekers, obtaining a driver’s license, completing trade training and earning certifications remain some of the best ways to improve employability.
For employers, higher standards may improve workforce quality but could further tighten labor supply, making apprenticeship and workforce development programs increasingly important.
Americans Are Staying in Their Homes Longer
Another key trend shaping skilled trades demand is homeowners remaining in their homes for longer periods of time.
The average homeowner now stays in a home for approximately 12 years, compared to 6.5 years in 2005.
Several factors are driving this trend:
Higher mortgage rates
Limited housing inventory
More Baby Boomers choosing to age in place
As a result, homeowners are investing more in maintenance, repairs and renovations, creating continued demand for handymen, appliance repair technicians, carpenters, plumbers and other residential trades professionals.
Manufacturing, Infrastructure and Data Centers Fuel Growth
The Southeast continues to be a major driver of skilled trades job creation, with Florida, Georgia, North Carolina and South Carolina remaining among the strongest markets.
At the same time, Ohio has emerged as a leader in skilled trades demand due to investments in manufacturing, semiconductor production, logistics and data center development.
The impact on wages has been significant:
HVACR technician pay increased $6.98 per hour year-over-year, a 19.5% increase.
Electrician pay increased $2.53 per hour to $41.01, a 6.5% increase.
Five of the eight most in-demand trades now offer average wages exceeding $36 per hour.
These gains highlight the strong earning potential available in skilled trades careers without requiring a traditional four-year degree.
Looking Ahead
The Q2 2026 State of the Trades report shows a labor market that remains healthy and increasingly competitive.
Employers are becoming more selective, wages continue to rise and demand remains strong across housing, infrastructure, manufacturing and data center construction.
For employers, the challenge will be building sustainable talent pipelines. For workers, opportunities remain plentiful for those who invest in training and skill development.
The long-term outlook for skilled trades careers remains exceptionally strong.
About BlueRecruit
BlueRecruit is a direct-hire marketplace built specifically for the skilled trades. By focusing on skills, certifications and experience rather than traditional resumes and job postings, BlueRecruit helps connect qualified trades professionals with employers seeking talent.
Follow BlueRecruit for additional labor market insights, workforce trends and skilled trades recruiting best practices.
Following is a guest post from our friends over at Long & Short of It, masters of ideation, customer insights and market research. They like to say they “dig and find lots of data and then turn it into actionable insights.” Following is their guest post.
When Metrics Start Driving the Strategy
While serving as Fractional CMOs for a client, we told an agency we didn’t care about the metrics they were presenting. In reality, we did care. The point was to interrupt their siloed thinking that had elevated one tactic’s metrics above the client’s broader brand health.
The Problem Isn’t the Metrics
Their intentions were good. They truly wanted to be able to demonstrate their value, the quality of their thinking, and be held accountable for what they promised the results would be. All good, yet at some point the tool was dictating the strategy and that’s when things can go wrong.
Having worked on both the client and agency side, we’ve seen too often how the need for metrics, attribution, proving ROI, and for agencies to prove their worth took precedence over what makes the brand unique and authentic. The proverbial cart before the horse.
What Actually Matters
Marketing metrics do matter. But you know what matters more? The business metrics. More clicks, higher engagement, more followers — none of it means much if sales, memberships, or whatever metric actually moves the business isn’t moving. That’s the one that counts.
There’s an order to things. Business plan first, marketing plan second. Strategy first, tactics second. Thinking first, action second. It may sound logical and many won’t argue with this. Yet, we’ve seen issues like the case above come up time and time again. Why? It’s not due to lack of caring or wanting to do the right thing. It comes down to lack of experience, leading to tunnel vision.
The Difference Experience Makes
What’s often missing is this: talented, well-meaning teams with real expertise in their craft, who haven’t had the experience of working both in the business and on the business.
When you’re accountable for the business results, not just the marketing results, you develop a different kind of judgment. You learn when to question the process, when the latest approach isn’t the right one, and when a metric that looks good on the dashboard is quietly working against you.
It’s one of the biggest differences between simply executing marketing and understanding how marketing decisions affect the business as a whole.
Support Greater Cleveland Habitat for Humanity by donating demo models, surplus inventory, tools and building materials throughout the month of August.
CLEVELAND – June 2026 – Sonnhalter, a communications firm marketing to the professional tradesman in the construction, industrial and MRO markets, will host its 17th Annual Tool Drive in partnership with Greater Cleveland Habitat for Humanity. Since launching the initiative in 2010, Sonnhalter’s Tool Drive has raised $603,000 in donations to support Habitat’s mission of providing safe, affordable housing opportunities throughout Northeast Ohio.
Sonnhalter’s Annual Tool Drive will run throughout the month of August. Organizations, businesses, and manufacturers are encouraged to donate demo models, extra inventory, tools, and building materials to benefit Greater Cleveland Habitat for Humanity. Donations collected through the Tool Drive help support Habitat’s homebuilding efforts and fund ReStore operations across Cuyahoga and Lorain counties.
“Each year, we continue to be inspired by the incredible generosity of our clients, partners and the Northeast Ohio community,” said Matt Sonnhalter, vision architect at Sonnhalter. “What began as a small initiative has grown into a meaningful annual tradition that supports Habitat for Humanity’s mission while bringing the trades community together for a greater purpose. Reaching more than $603,000 in donations is a milestone we are extremely proud of, and we are excited to build on that momentum during our 17th year.”
The Sonnhalter Tool Drive encourages businesses and manufacturers within the trades industry to look through warehouses and facilities for overstock inventory, unused demo models and gently used tools or materials that can be donated to support Habitat’s efforts.
Greater Cleveland Habitat for Humanity has helped hundreds of local families achieve safe and affordable homeownership while strengthening neighborhoods across Northeast Ohio. Donations collected through the Tool Drive will either be used directly for Habitat projects or sold through one of Greater Cleveland Habitat’s ReStores. Proceeds from ReStore sales help fund homebuilding and rehabilitation programs for families in need.
“The Sonnhalter team continues to demonstrate what true community partnership looks like,” said Laura Potter-Sadowski, director of ReStores at Greater Cleveland Habitat for Humanity. “Their commitment to bringing together clients, manufacturers and local supporters for this cause helps us make a lasting impact throughout the communities we serve. We are incredibly grateful for their constant support and excited to celebrate the 17th Annual Tool Drive together.”
For information on how to participate in the 17th Annual Sonnhalter Tool Drive, or to coordinate larger shipments, please contact Rosemarie Ascherl-Lenhard at 216-242-0420 x130 or [email protected]. Monetary donations can be made payable to “Greater Cleveland Habitat for Humanity.”
