Placing the Foundation for Large-Scale Recruitment
The challenge.
Baker Construction, the nation's largest concrete contractor, has been a TMC client since 2015. Over that time, we have supported their Talent team with recruitment initiatives, including developing a co-worker value proposition, key messaging for five distinct audiences, and targeted collateral and tools for career fairs.
In February 2026, the Talent team came to us with an urgent and ambitious challenge: rapidly recruit 1,000 co-workers for a major, classified project in a remote region of the U.S. The effort required reaching two distinct audiences, skilled trades and professional roles, each with different motivations and messaging needs. The challenge was further compounded by the specialized standards required for nuclear work and the remote nature of the job site in Idaho.
The strategy.
Our team collaborated with Baker’s recruiters to design a focused, six-week recruitment blitz built around two audience-specific tracks.
We began by adapting existing key messaging to reflect the specific benefits of this project for both skilled trades and professional roles. From there, we developed landing pages in English and Spanish for each audience, featuring recruiter contact information and a streamlined “express interest” form designed to get motivated candidates in front of recruiters faster.
To extend reach, we launched an 888 number that prospects could text for information and ran radio ads in a region with a strong concentration of likely candidates. TMC also ran paid ads and geotargeting on several platforms, including Google, Meta, YouTube, and LinkedIn. Every asset, from career fair collateral to organic social posts, pointed back to the landing pages or the 888 number to keep the funnel tight.
TMC capabilities tapped for this campaign include:
- Client/Market Research
- Content Strategy and Creative Services
- Digital Marketing Plan and Execution
The results.
Within three weeks, the recruitment team received more than 3,500 submissions on the “express interest” form. Of that, more than half of the candidates were deemed qualified to continue the application process for the key project in question or for other opportunities across Baker. The success of the campaign gave Baker Construction a proven, repeatable template for rapidly scaling its workforce when large-scale needs arise, even under tight timelines and in competitive or remote markets.
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