Creative Brief

2018 offered an extremely competitive job market in the A/E/C industry in NYC, and really, what year doesn't? Faced with the pressing challenge to grow our staff by 80 professionals to meet project demands and strategic initiatives, we brainstormed a solution to communicate HNTB’s unique culture, including that we are a proud employee-owned company. The result was a fresh, personalized approach to attract prospective industry professionals through social media, the most efficient means to reach our target audience multiple times. We created a 10-video interview series highlighting our diverse staff and experience — from engineers/architects to field staff and office leadership — demonstrating that every person at HNTB has a unique story to tell. Each video varies in context but shares the common theme — HNTB enables professionals at all levels to enhance their skills and work on projects that shape the future of their local communities, NYC and nationwide. Video editing was outsourced, while all other aspects of the initiative were performed by HNTB’s New York marketing professionals, creating a cost-effective initiative within a $10K budget. Recognizing social media as a powerful communications tool, we posted the videos on LinkedIn. Our video series quickly reached and attracted our targeted audience, and received positive feedback from HNTB employees and industry professionals, as well as from clients and competitors. Further, the campaign enhanced HNTB’s brand awareness through sharing and reposting – successfully contributing to the 110 new hires in 2018 and exceeding our goal for the New York office.