At the start of 2024, Baker Construction embarked on an ambitious strategy to double its size over six years, aiming to grow from $2 billion to $4 billion. The primary challenge in achieving this goal? Talent.
With a workforce of 8,000 nationwide, Baker recognized that expanding its team would be crucial to increasing both its client base and project volume. To support this growth, TMC collaborated with Baker Chief Talent and Strategy Officer Kerri Smith Petrillo to develop a comprehensive talent marketing and employer brand strategy.
One strategy that emerged involved leveraging Kerri’s LinkedIn profile to highlight Baker as an employer of choice by showcasing the company’s culture and commitment to its people.
A dynamic individual and known advocate for the construction industry, Kerri had already cultivated a robust network both offline and on LinkedIn. However, maintaining a LinkedIn presence that could elevate Baker’s brand required more time than she had available.
To address this, TMC collaborated with Engaging Perspectives to manage and optimize her profile. Each month, representatives from EP and TMC meet with Kerri to explore topics such as her career journey at Baker, the value of a career in construction, her leadership philosophy, and what sets Baker apart as both a construction partner and an employer. Engaging Perspectives translates these insights into social posts, while TMC ensures they align with Baker’s brand and Kerri’s authentic voice.
The result has been a notable rise in engagement. Total engagements for her posts consistently top 200. In addition, her followers increased from roughly 4,000 in May to more than 4,900 six months later. More important, people have reached out to her about working for Baker. She even received an invitation to be a guest on the Women Talk Construction podcast based on one of her social posts.
The initiative’s success has led to its expansion across additional leaders on Baker’s executive team, further amplifying Baker’s employer brand.
