In an industry where 92% of firms are struggling to hire, what does it take to recruit 55 
mission critical professionals in just 12 weeks?

That was the challenge Rogers-O’Brien faced in July 2025 after a surge of mission critical project wins — the result 
of RO’s strategic push into data center construction, where U.S. spending hit $41 billion last year, surpassing office 
construction for the first time.

We responded with a mixed-media campaign on two fronts. Internally, we relaunched our referral program as 
“Great People Know Great People,” promoting bonuses of up to $10,000 through executive emails, ROTV (digital 
site + office signage), team meetings, and a high-energy kickoff at RO Connect, our all-company event. The 
message: your next great coworker might be one text away.

Externally, we launched “Critical People for Critical Projects” – a bold, Texas-proud recruiting push across LinkedIn, 
Instagram, our careers page, jobsite banners, video content, professional photography, and a dedicated microsite. 
The differentiator: complex, fast-paced builds without leaving Texas.

Rather than relying on traditional recruiting tactics, we built a dual-engine recruiting system, one to generate 
demand externally, and one to convert high-quality candidates through trusted employee networks.

The result: 100% of roles filled on deadline. And 193% of the hiring goal achieved by year-end. What began as a 
12-week sprint became a scalable recruiting system that continues to generate high-quality talent, strengthen 
retention, and fuel Rogers-O’Brien’s long-term growth.

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