How AGC of Kansas is Recruiting the Next Generation of Construction Workers

The construction industry is the backbone of economic development, yet it faces a major workforce challenge. Misconceptions about construction careers deter young adults from considering this lucrative and fulfilling path. Through a strategic media campaign, AGC of Kansas aimed to reshape the narrative around construction jobs and attract the next generation of skilled workers.

The Challenge: A Workforce Gap That Threatens Growth

Young adults today have a vast array of career options, but construction is often overlooked. Many see it as grueling, low-paying and offering little room for growth—beliefs that couldn’t be further from the truth. Parents and career counselors, key influencers in career decisions, often reinforce these misconceptions. Meanwhile, the industry faces an aging workforce, with seasoned professionals retiring faster than they can be replaced. Without an influx of new talent, Kansas’ economic development could suffer significantly.

The Solution: A Strategic, Multi-Channel Recruitment Campaign

To bridge this workforce gap, AGC of Kansas partnered with us to launch a dynamic paid media campaign aimed at young adults ages 18-25. The strategy focused on storytelling—leveraging authentic testimonial videos from real construction workers who built successful careers in the field. These videos highlighted the benefits of construction jobs, such as competitive wages, career growth opportunities, and job stability.

The campaign utilized:

• Social Media Engagement: Targeted ads on platforms where young adults spend their time.
• Digital Advertising: Strategic placements ensuring maximum visibility.
• Compelling Video Content: Real stories from real workers to inspire and educate.
• Impactful Copywriting & Collateral: Clear, engaging messaging to reshape perceptions.
• Media Planning: Optimized ad spend for maximum reach and engagement.

The Results: A Measurable Impact on Recruitment

In just three months, the campaign delivered extraordinary results:

• 4.7 million impressions significantly expanded awareness.
• 237% increase in website traffic demonstrating heightened interest.
• 200% increase in clicks to Kansas construction programs indicating strong engagement.
• Almost 20,000 site visits and 100 direct leads to HR platforms within the first month alone.

Changing Perceptions, Building Careers

The AGC of Kansas campaign did more than generate clicks and site visits—it sparked conversations and changed minds. By showcasing real success stories, the campaign demonstrated that construction is not just a job but a career with potential for growth, stability and fulfillment.

With a stronger workforce pipeline, Kansas is now better positioned to meet the demands of its growing economy. This campaign proves that with the right strategy, the construction industry can shift outdated perceptions and attract the skilled professionals needed to build the future.

Looking Ahead

The success of this initiative underscores the power of targeted digital storytelling in workforce recruitment. Other industries facing similar challenges can take a page from AGC of Kansas’ playbook: meet young job seekers where they are, share authentic success stories, and dismantle misconceptions with compelling, data-driven campaigns.

Are you looking to launch a recruitment campaign that drives real results? Contact us today to learn how we can help you attract and retain the skilled workforce your industry needs.