PRODUCT(s): Careers in Construction
AUDIENCE(s): School/College Leavers, Graduates ~ Professionals
HOW WE’VE HELPED ELEVATE THE BRAND…
Smart Thinking: Campaign theme: ‘Where careers gather pace, not dust’, Building Awareness initiative aimed at school/college leavers.
Advertising: Corporate & recruitment advertising – print/online
Design: Corporate, employee and graduate collateral
Digital: campaign websites, online banners/skyscrapers
Media Planning: Local, trade and national press plus online
Exhibitions: Pop-up systems/graphic panels
CHALLENGE: The UK construction industry has a skills shortfall…
Companies have recognised the problem and the urgent need to work together to attract a sustainable level of new talent into the industry, and to keep them sold!
Our task was to develop a recruitment program that engaged all levels of the prospective talent pool: school/college leavers, graduates, professionals, and which reflected Costain’s market leadership position and commitment to employee career advancement.
SOLUTION: Where careers gather pace, not dust!
School & college students: To debunk the myth and promote engineering/construction as an exciting and rewarding career path. Awareness activities were centred around the design & build of a dedicated website: www.buildingawareness.com supported by press/online ads, PR and prospectus brochures.
GRADUATES: The program was centred around the traditional milk round visits and included brochures, posters, postcards in graduate pigeon-holes informing of events, event graphics, and the design & build of a graduate website.
PROFESSIONALS: An integrated online/press campaign designed to combine on-the-page visual impact with the use of colour and project photography. Ads appeared in primary spots within the Appointments section of key construction titles, both print & online.
The strong corporate brand is supported by a new campaign tagline: ‘Where careers gather pace, not dust’ reinforcing the opportunity for rapid career progression within the company.
RESULTS: There has never been a better time to join Costain…
The Building Awareness initiative launched with the participation of 9 Secondary Schools & Colleges spanning Warrington, Cardiff and London.
Costain secured extensive coverage as a company committed to resolving the skills gap.
The Graduate program was over subscribed
The Professional recruitment advertising helped Costain to punch well above its weight and attract new talent for key projects.
The impactful design style was adopted and used on additional employee internal communication materials