Recruiting construction workers in a word-of-mouth market

Why recruiting construction workers is so hard

In construction people rarely apply to a job posting. They talk: on site, in the van, in the group chat. If you are not in that conversation, you do not exist.

So a campaign must do two things: be visible to the audience itself, and be easy to forward to a colleague. Video from a real project does more here than any polished vacancy text.

Where you do reach construction workers

Channel choice is not a matter of taste for this function group. This is the mix we start with and adjust based on the first few weeks.

• Meta with video of your own projects and people; recognisable work beats stock footage by a wide margin.
• Regional targeting around the projects, because travel time is decisive in construction.
• Job board distribution and AI Sourcing as a supplement for scarce profiles such as site supervisors and work planners.

What belongs in the ad and on the landing page

Name the type of projects, the average project length, whether travel is involved and whether tools and a van are provided.

Show the crew. In construction people apply to people, not to a company logo.

How we approach it

We do not build a single ad but a working system: audience, offer, ads, landing page, follow-up and reporting. The Job Acquisition Machine (JAM) fills the candidate side, the Client Acquisition System (CAS) the client side. You do not have to start with both.

After the kick-off your campaign is live within 7 days. From there we adjust weekly based on what comes in: which ad produces qualified candidates, where people drop off on the landing page, and how fast follow-up happens. The ad accounts are in your name and stay yours.

• Job Marketing Campaigns on the channels where this audience actually is.
• A landing page per function group, built for applying on mobile.
• AI Sourcing and Multi-Channel Job Distribution to 15+ job boards on top of the campaigns.
• Reporting on cost per applicant, per qualified candidate and per interview — not on impressions.

No cure no pay on top of a monthly retainer

We work on a monthly retainer with a no-cure-no-pay arrangement on top: if we do not deliver, you do not pay for it. You are not locked into an annual contract before anything has been delivered.

That comes with a delivery guarantee: within 7 days of the kick-off your campaign is live. And because the accounts are in your name, you are building your own business — not your agency's.