Q&A: Orion’s Tianna Sarra breaks down social media strategy
TikTok, Instagram, LinkedIn and more—Sarra has a robust toolkit for reaching young people.
As the Canadian construction industry braces for an unprecedented labour shortage—needing over 299,000 new workers by 2032—companies are realizing traditional recruitment methods alone won’t cut it. With a job vacancy rate of 4.2% and wages surging to $29.75/hour in 2024, the race to attract talent is on.
But where can companies find the next generation of builders? Platforms like TikTok, Instagram, and LinkedIn offer a foot in the door to new generations. Social media is transforming recruitment, reshaping how trades are perceived, and bringing fresh talent into the fold. At the forefront of this digital revolution in Canada is Tianna Sarra, Digital Media Coordinator at Orion Construction. In this Q&A, Tianna shares how Orion’s visual storytelling is inspiring Gen Z to trade their screens for steel-toed boots and helping to close the industry’s talent gap.
SiteNews: Tell me about your role as digital media coordinator at Orion and how you found your way to the construction sector.
Tianna Sarra: As Digital Media Coordinator at Orion, I manage our social media channels, create content and analyze performance to ensure we’re reaching and engaging the right audiences. I also handle internal communications, contribute to marketing materials and capture site progress with photography and videography, bringing our projects and culture to life online. My role is a blend of strategy, creativity and execution, which keeps every day exciting.
As I was graduating from university, I came across Orion Construction online. I was immediately drawn to the company’s transparency and passion – it felt authentic and different from the cookie-cutter corporate vibe I had seen elsewhere. I loved the idea of working for a company where I wouldn’t just be a cog in the machine, but a valued contributor. Applying with Orion gave me a sense of curiosity and challenge: to take a sector that sticks to the status quo and make it modern, exciting and a sought-after sector to work in.
Having grown up with a dad in the trades, I knew the value of the work but also understood the stigma. I saw an opportunity to reshape that perception through social media, trailblazing new ways to present the construction industry online as an innovative and fulfilling career.
What is the labour crisis that the industry faces and why does Gen Z offer an opportunity to fill this gap?
It’s no surprise that the Canadian construction industry is facing a serious labour shortage. Over 25% of the workforce is 55 or older, and as they retire, it’s leaving a huge gap that needs to be filled. Job vacancies have more than doubled since 2020, and almost half of construction companies are struggling to find skilled workers, but this challenge also presents a huge opportunity when it comes to Gen Z.
As a tech-savvy generation, we’re fluent in tools like automation, AI, and other emerging technologies reshaping construction. One thing that sets Gen Z apart is our ability to leverage technology to work smarter, not harder. We thrive on efficiency, preferring streamlined processes and tools that simplify tasks rather than long, tedious workflows. Growing up with social media has shortened our attention spans and we are driven to find the most efficient ways to get things done. To attract this type of talent, companies need to lean into what matters to us: tech, innovation, clear career growth, work-life balance, and inclusive, team-oriented workplaces. Social media is a great way to show us that construction isn’t just about dirt and concrete. It’s about creativity, efficiency, problem-solving, and making an impact in our community.
How do they differ from previous generations?
Contrasting Baby Boomers and Gen Z helps highlight how workplace values have shifted over time and what that means for the industry. Baby Boomers grew up in a time of economic growth and stability, where success meant finding a secure job, working hard, and building a legacy. In construction, this translated to mastering trades, taking pride in craftsmanship, and building structures that symbolized their contributions. Boomers prioritized stability, long-term growth, and loyalty, which built the foundation of today’s industry.
Gen Z, on the other hand, has grown up in a digital-first world shaped by almost constant technological changes and a growing emphasis on mental health and work-life balance, due to the visibility of global crises that we are facing. For us, work isn’t just about a paycheque – it’s about purpose. We prioritize workplaces that align with our values of inclusivity, sustainability, and flexibility.
Work-life balance is especially critical for Gen Z. We’ve grown up seeing social media highlight people working remotely, travelling, working flexible hours and still achieving success. The traditional 9-5 is less appealing, especially when compared to options that ‘promise’ flexibility and freedom. This presents a challenge for industries like construction, which offer stability and longevity – important qualities, but ones that don’t feel as immediately exciting. To attract the next generation, companies need to work hard to show that construction isn’t just a job, it’s a meaningful career that evolves alongside society and provides a tangible opportunity to make an impact.
We’ve found at Orion that social media offers a unique way to bridge these generational perspectives. It can honour the tradition of Baby Boomers while connecting with Gen Z by telling authentic stories – from small businesses with generations of family carrying on a legacy to companies like Orion that started with four people in a mezzanine and have grown exponentially. Baby Boomers built the industry’s foundation, and now Gen Z is ready to innovate and take it forward.
What is the significance of social media for Gen Z?
Social media is where Gen Z communicates, learns, and makes decisions. Platforms like TikTok, Instagram, LinkedIn and YouTube aren’t just for entertainment – they’re where we go to discover ideas, connect with communities, influence major decisions, and, sometimes, just to scroll mindlessly for an escape. Social media has shown its power by mobilizing Gen Z during elections, amplifying messages, and inspiring action. For construction, this presents an incredible opportunity to shift perceptions.
One significant aspect of social media for Gen Z is the rise of influencers. Unlike Hollywood celebrities, influencers are close to our age, relatable and seen as more credible. We trust them not just because of their status, but because of their perceived accessibility and the way they align with our values. Whether it’s showcasing career opportunities, advocating for sustainability or sharing insights, influencers have the power to shape how Gen Z views the world.
At Orion, we see this as an opportunity to highlight innovation, sustainability, and career growth in our industry. Time-lapse videos, behind-the-scenes content, and stories about how projects make a difference in communities can redefine how we see the trades. Social media isn’t just a tool for Gen Z. It’s how we experience the world, and the construction sector needs to be part of that picture.
What platforms are they using and for what purposes?
Gen Z gravitates toward platforms that are visual and interactive, using each one for different purposes. TikTok is our go-to for entertainment and discovering trends, with short videos shaping everything from career choices to lifestyle preferences. Instagram is where we connect with friends, follow brands, and engage with visually curated content. YouTube is our main source for tutorials and in-depth content, while Snapchat remains popular for real-time, personal communication.
LinkedIn has become increasingly relevant for Gen Z as we transition into the professional world. While traditionally associated with older demographics, LinkedIn has seen a growing number of Gen Z users who leverage the platform for networking, job searching, and professional development. We use LinkedIn to build personal brands, connect with potential employers, and access industry insights.
Influencers are a big part of why these platforms resonate. We trust them more than traditional marketing because they feel more credible. In construction, influencers are reshaping perceptions by showing that trades can be modern, fulfilling, and lucrative. Tradespeople on TikTok and Instagram have made #BlueCollar a movement, inspiring young people to explore the trades as a debt-free, rewarding career path.
Tell me about Orion’s digital strategy and what sort of tools you are using to communicate with young people about the construction sector.
A. At Orion Construction, our digital strategy is all about meeting the next generation where they are. On Instagram, we share compelling content like drone footage, project time-lapses, and behind-the-scenes moments, including comedic outtakes featuring our leadership team. It’s not just about showing finished projects but giving people a real look at the teams, the company culture, and innovation behind the scenes. Gen Z values transparency, and they love seeing how things come together.
On LinkedIn, we highlight professional updates, employee spotlights, and industry insights to position Orion as a leader while staying approachable. Our strategy balances LinkedIn’s professional tone with Instagram’s creativity. By using short-form videos and authentic storytelling, we’re breaking outdated perceptions and showing how exciting this industry can be. It’s about more than sharing content – it’s about building real connections and inspiring the next generation.
Do you have any success stories of how you and your team have been able to attract young talent?
At Orion, we’ve been intentional about creating an environment that aligns with what people value at work.
One of our biggest success drivers has been our referral program, which taps into the power of “internal influencers” – our own employees. More than two-thirds of our new hires come from internal recommendations, which speaks volumes about the trust and connection our team members feel toward Orion. For Gen Z, peer influence is crucial, and our team naturally act as ambassadors both internally and on our social media platforms.
The real value lies in fostering an environment people are proud to recommend. In a way, our employees become influencers in their circles, demonstrating how a supportive, flexible, and growth-oriented workplace can make a difference. Peer-to-peer validation is far more impactful for Gen Z than traditional advertising, making these endorsements one of our best tools for attracting talent and proving the benefits of a strong culture.
Social media amplifies this even further, providing a platform for our team to showcase the stories and experiences that make Orion unique. Platforms like Instagram and LinkedIn allow us to share moments that highlight our values – whether it’s celebrating team member promotions, bringing our dogs to work, or balancing work with personal life thanks to our flexible policies. These snapshots create a transparent story that appeals to younger audiences, attracting those who want to be part of a workplace that genuinely supports their growth and well-being.
A great example of this is a recent applicant who reached out to Orion even though there weren’t any open design roles posted. She mentioned that she was inspired to apply after seeing our social media channels and feeling connected to our culture and values. This isn’t the first time our social platforms have been mentioned – team members often share how people compliment our online presence and it’s clear that our efforts to showcase Orion’s unique culture and identity are making an impact.
At the heart of it, Gen Z prioritizes growth, inclusivity, and mental well-being, and they want to work for companies that stand for more than just profits. By showing who we are and how we support those values, especially through social media, we’ve been able to attract amazing young talent that fits into our team and culture.
What do you think most companies in the industry get wrong about social media?
A. Many companies treat social media as a one-way broadcast instead of a portfolio about who you are as an organization. Posting updates without engaging with the audience misses the opportunity to build relationships and foster community. Another mistake is focusing too much on overly polished, stylized content. While it might look professional, it feels disconnected and inauthentic. Gen Z values behind-the-scenes moments, real people, and raw, relatable content.
Inconsistent posting is another common issue. Some companies start strong but let their profiles go inactive, which makes it seem like they’re not invested. Social media thrives on regular activity, and meaningful interactions.
While recruitment is obviously beneficial for individual companies, do you think an industry-wide effort to improve social media strategies could have a broader impact on how construction careers are perceived?
Absolutely. An industry-wide effort to improve social media strategies could completely change how people view construction and trade careers. Social media is where Gen Z forms opinions and discovers opportunities. If the construction industry worked together to leverage platforms like TikTok, Instagram, and LinkedIn, it could create a unified message that highlights how innovative and impactful this field truly is.
Authenticity is key. Sharing real stories about the process, challenges, and technology being used is so compelling to Gen Z. Social media can show that construction is about more than hard hats and heavy equipment. It’s about collaboration, problem-solving, and building a better world. A collective effort could break stereotypes, inspire pride, and show the next generation that construction is a forward-thinking career choice.
What first steps can companies take to start boosting their storytelling?
The first step is simple. Start posting. Too many companies overthink social media, worrying about perfect content, but human connection always wins. Start with what you already have, like photos from the field, progress updates, or a quick video introducing your team. It doesn’t have to be polished. Gen Z values content that shows the human side of your company.
Focus on storytelling. Every project has a story. What challenge did you solve? What impact will it have on the community? Even something as simple as a time-lapse of a site coming together can be fascinating. Highlight your people too. Share employee spotlights or a day-in-the-life post to show what it’s like to work in your company.
Use your phone for photos or short videos. Overly edited, highly polished videos miss the mark. Gen Z wants raw, in-the-moment content that feels genuine. A quick video of your team at work or a candid moment on-site will be far more engaging than a corporate-style production. Real, unfiltered moments build trust and help you connect with your audience. Incorporating trends can take this a step further. Think about how you can showcase your team while tapping into the latest trend, whether it’s a popular sound, hashtag or meme. Trends make Gen Z laugh, immediately fostering relatability and showing that your company understands our world.
Most importantly, find your company’s personality and let it shine. Social media thrives on authenticity, so focus on being true to who you are as an organization rather than trying to mimic others. Trying too hard is out; being yourself is in.
