How to reach hard-to-reach target groups

Craftsmen, older professionals, or specialized niche talents are often considered "hard-to-reach target groups". The truth? They are online—but not on the channels traditional recruiting relies on. Social media opens new paths to reach these target audiences. 

Why "hard to reach" is often a myth

Many skilled trades or older target groups are active on Facebook, Instagram, or YouTube daily—not necessarily on business platforms like LinkedIn. According to a survey by AARP, 74% of people over 50 use social media. There is also clear evidence for trade professions: Recent studies show that 75% of young skilled workers in the trades use social media specifically to increase their career visibility. Hence, they are also reachable. 

Facebook, Instagram & Co. effectively reach niches

Social media is no longer just mass communication—platforms like Facebook, Instagram, and TikTok now enable highly precise targeting. Through interests, job titles, locations, or even behavior, very specific target groups can be addressed—from CNC machinists to caregivers to service technicians. Especially for trade or specialized profiles, rarely active on job portals, this opens up entirely new possibilities. Instead of scatter loss on large platforms, social media offers targeted reach for hard-to-reach groups.

The right formats for special target groups

Less text, more visual appeal: short job videos, authentic reels, or simple behind-the-scenes clips create closeness—especially with commercial or skilled trade audiences. Offering real insights instead of glossy promises makes one appear credible and approachable. Applications via WhatsApp or simple click forms also reduce barriers and lead to significantly more applications. What’s important is that the formats fit the target audience's lifestyle: mobile, direct, and straightforward. 

Social media meets employee network

Trust plays a decisive role with hard-to-reach groups—and nothing is more credible than personal recommendations. The employee activation by two.jobs leverages this potential. Your employees share suitable positions directly in their networks and receive rewards for it: it’s easy, digital, and without much effort. Thus, the team itself becomes a valuable multiplier in recruiting. 

two.jobs in practice: Reach for every target group

Whether metalworker, caregiver, chef, or social worker—many jobs fall through the cracks of conventional job platforms because target groups are rarely actively searching there. This is where two.jobs comes in: Through the combination of targeted social media targeting, visibility via Google for Jobs, and employee network activation, even hard-to-reach profiles are effectively addressed. Our data-based distribution ensures that every ad appears where potential candidates are actually active. Thus, we generate sustainable reach in diverse specialist areas, avoid scatter losses, and actively integrate the valuable relationships of your employees into the recruiting process. 

Conclusion

Just because a target group is hard to access does not mean they cannot be reached. It simply means utilizing different channels and strategies. Social media recruiting opens up precisely the opportunities that traditional methods cannot provide. 

Would you like to know how this concretely works for your open positions? Contact us here for a non-binding consultation.