Recruiting construction workers in a word-of-mouth market
Carpenters, bricklayers and site supervisors change employers through the network on site. Advertising only works here when it feels like a tip from a colleague.
Recruiting construction staff works with campaigns on the channels this group already uses - Meta, Google and 15+ job boards - a landing page that can be completed in two minutes, and follow-up within hours. Leadstars builds those campaigns as part of JAM, at €8.96 to €30.51 per candidate in our own campaigns. You pay a retainer plus a one-off implementation fee, with a guarantee on the agreed number of leads and the first campaign live within 7 days.
Last updated: 4 September 2026
Key takeaways
- You reach construction staff through Meta, Google and 15+ job boards, not through one job post.
- Candidate cost in our own campaigns: €8.96 to €30.51.
- Follow-up within hours; at UBN Uitzendbureau this approach delivered 82 applicants in 3 weeks.
- First campaign live within 7 days, with a guarantee on lead volume.
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.
What it costs you if it does not work
We work on a monthly or annual retainer with a one-off implementation fee at the start. The agreed lead volume is guaranteed: if a campaign does not deliver the promised number, you do not pay for the shortfall. A 7-day delivery guarantee applies.
Campaigns, ad accounts, dashboards and the talent pool you build are in your name and stay yours, even if we stop working together.
Frequently asked questions
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From the very first moment it was clear we were dealing with a professional, reliable partner who understands what it takes in recruitment and talent acquisition.
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