Creative Brief

Although 2020 will be known as one of the most economically volatile years in recent history, the wake of the pandemic also had some unexpected consequences for construction work. In some sectors—specifically healthcare—demand actually increased.

By the end of 2020, Robins & Morton’s work had risen significantly to nearly $1.2 billion, yet the employee counts remained mostly the same as past years. Robins & Morton had a critical need for new employees, especially mid- and senior-level managers, as well as craft professionals. The team began preparing for a massive hiring campaign to launch in 2021, engaging Robins & Morton’s internal marketing and communications team, as well as Birmingham-local branding agency, Devote.

The team began with what seemed like an insurmountable task – beginning in August 2021, fill 77 positions before January 2022. Robins & Morton utilized an authentic, employee-inspired message, Be a True Builder®, to build a recruitment sub-brand that taps into individuals’ desire to perform purposeful work. After launching in early August, the campaign concluded in mid-November. In only a three-month span, Robins & Morton filled 58.4% of its open positions. While it produced significant results in a short period of time, the labor of launching the campaign resulted in a lasting branding opportunity – including photography, videography and other assets that continue to modernize and revolutionize Robins & Morton’s visual identity.