5.2 Extra Credit - Maura Buechner - Skender Construction

Skender construction is one of my firm's biggest competitors when it comes to hiring talented people.  There is a definite shortage of engineers coming up in the construction ranks and Skender is working hard to recruit them all.  They recently began a social media marketing campaign for recruitment that centered around the video below:


They have blasted this video on all of their social media accounts as well as updated the "Careers" section of their website. 

I think this video makes potential employees much more likely to look into working at Skender.  I think the video is incredibly effective due to the young talent they are featuring, the diversity in the talent, the visually stunning video of projects they are doing as well as the interviews from current employees and lastly the music and overall production of the video envokes a feeling of emotion and confidence in their company.

Their target market is definitely millennial engineers looking to start their careers or get a boost from leaving their current company and working with a new forward thinking company like Skender. 

The only way to make this campaign more effective would be to continue coming out with new videos every 3-6 months that continue to feature and revolve around recruitment.  However, I happen to know that this particular video cost the company around $15K which is what makes this option so difficult for Skender. 

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