PRODUCT: Careers in Construction

AUDIENCE: School/College Leavers ~ Graduates ~ Construction Professionals

CHALLENGE: Building the industry’s future talent pipeline…

The UK construction industry is facing a growing skills shortfall, creating an urgent need to attract more young people and experienced professionals into the sector.

Costain recognised that addressing the issue required more than recruitment advertising alone. The challenge was to engage prospective talent at every stage – from school and college leavers through to graduates and established professionals – while reinforcing Costain’s position as a market-leading employer offering genuine opportunities for career progression.

Our task was to develop an integrated recruitment programme capable of reaching these very different audiences with relevant messages, while presenting one strong and consistent employer brand.

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SOLUTION: Where careers gather pace, not dust!

A distinctive recruitment platform was created around the campaign line: ‘Where careers gather pace, not dust’ – reinforcing Costain as a business where ambitious people could develop quickly and build rewarding long-term careers.

School & college students:
The Building Awareness initiative was developed to challenge outdated perceptions of construction and engineering and present the industry as an exciting, varied and rewarding career choice.

Activity centred around a dedicated website, supported by press and online advertising, PR and prospectus-style literature.

Graduates:
Recruitment activity focused around the traditional graduate milk round, supported by brochures, posters, event graphics and targeted postcards placed in graduate pigeon-holes to promote forthcoming presentations and recruitment events.

A dedicated graduate website provided further information and encouraged engagement beyond the campus visit.

Professionals:
An integrated print and online recruitment campaign combined strong visual impact, distinctive use of colour and high-quality project photography.

Advertising was positioned prominently within the appointments sections of leading construction titles, helping Costain compete effectively for experienced talent required for key projects.

The campaign identity was subsequently extended across wider employee and internal communications.

OILING THE WHEELS OF COSTAIN GROUP…

Strategy: Integrated recruitment programme targeting school & college leavers, graduates and experienced construction professionals

Creative: ‘Where careers gather pace, not dust’ campaign and Building Awareness initiative, using colourful scrap-art styling project photography for strong visual impact

Advertising: Corporate & recruitment advertising – print & online

Design: Corporate, employee and graduate recruitment collateral

Digital: Campaign websites, online banners & skyscrapers

Media Planning: Local, trade and national press plus online

Exhibitions: Pop-up systems/graphic panels

RESULTS: Helping Costain compete for the people it needed…

The Building Awareness initiative launched across nine secondary schools and colleges in Warrington, Cardiff and London.

The programme also generated valuable coverage for Costain as a company taking positive action to address the construction industry skills gap.

Graduate recruitment activity was oversubscribed, demonstrating strong interest in Costain as a prospective employer.

Professional recruitment advertising helped Costain punch well above its weight, attracting experienced talent required for key projects.

The strength of the campaign identity also led to the creative style being adopted across additional employee and internal communication materials.