According to the invention, the rear end of a preceding metal piece and a front end of a succeeding metal piece are heated, pressed and joined prior to the finishing hot rolling. An alternating magnetic field running through the metal pieces in the thickness direction thereof is generated in an end region on opposed faces of the respective metal pieces to perform heating. Another alternating magnetic field whose direction is reverse with respect to that of the former alternating magnetic field is partially generated in the end region on the opposed faces of the metal pieces and in either a region where the metal pieces exist or a region outside width ends of the metal pieces. This assures a uniform heating of the end region on the opposed faces of the metal pieces over their full width to reliably join the both metal pieces to each other.