Creative Brief

Starting a construction career at Hensel Phelps is a big day for the new employee – and for Hensel Phelps. We want every new hire to feel welcomed, valued and part of a growing, vibrant national company. Each year, more than 400 individuals join Hensel Phelps in one of eight district offices. They’re joining a team with an average tenure of 14 years as well as a distinct corporate culture.

We needed to ensure the continuity and consistency of our culture, onboarding and training experiences. We added a new component to our established onboarding processes--a drip email campaign specifically for new employees. This campaign would ensure that every new employee felt welcome and valued. That each employee would understand that they were joining a company with a strong history and exciting future. And that each new employee would self-identify with the larger company in addition to their district office.

We created a series of 12 emails that each new employee would receive over their first 90 days. We designed the content and graphics to be welcoming, highlight our company culture and an introduce new employees to the many strengths of Hensel Phelps. Leveraging our CRM, we set up a marketing automation to send emails according to our schedule – and allow us to report on the results.

In the first year, 293 employees received the campaign and engaged at a higher rate than standard company emails. We consider this campaign to be a successful addition to our new employee process.