Sparking Interest in Steel Fabrication Careers
Klute, Inc., a family-owned steel fabrication company in York, Nebraska, has been a trusted partner in electric utility projects for over 60 years. Facing a need to double their workforce, Klute turned to Bozell. The need was twofold: a fresh, localized recruitment campaign to attract skilled tradespeople; and an update to Kulte’s brand that would provide a modern, recognizable look as the company moved into a new chapter in its history.
Insights
Our research revealed both challenges and unique advantages for Klute’s recruitment needs. Although York’s rural location posed a distance barrier for potential recruits, Bozell identified it as an opportunity to highlight Klute’s close-knit, family-oriented work culture. Through stakeholder interviews with employees at every level of the company, we uncovered positive feedback and praise that would later help inform the creative assets. For example, many current Klute employees stated they traveled 30–45 minutes to get to work, a testament to the excellent workplace environment Klute has created. These insights informed a campaign that focused on Klute’s reliable reputation, career growth opportunities, and the appeal of working with people who are, “True as Steel.”
Further, Bozell recognized gaps in the local job market, where larger competitors lacked a strong employer brand presence. This insight presented Klute with a prime opportunity to lead with compelling, community-focused messaging that underscored their values of loyalty and integrity, resonating with both seasoned tradespeople and recent trade school graduates.
Execution
Bozell crafted a multi-channel recruitment campaign that conveyed Klute’s unique workplace benefits through playful, industry-tailored messaging. Our strategy included:
Creative Messaging & Design: Centered around relatable, light-hearted statements like, “Make playing with fire your day job,” and “We enforce a strict dress code,” the campaign used humor to capture the attention of skilled workers by juxtaposing the language used by more office-centric workplaces with images of workers welding and wearing protective gear.
Paid Media: The media mix combined targeted social media carousel ads on Facebook and Instagram, Google search ads, out-of-home, and two radio spots that aired during Husker games. The radio ads, each 30 seconds long, included an athletics-themed piece that playfully used sports phrases like “Don’t sideline your career” to emphasize Klute’s growth-oriented environment and team culture. To reach daily commuters, we positioned billboards around York and nearby communities that used the same humorous messaging from the social media ads, paired with dynamic visuals of employees working with steel structures.
Recruitment Materials: Bozell also refreshed Klute’s branded collateral, including a recruitment booth and brochures, helping to reinforce its brand presence at job fairs and trade events.
Deliverables:
Branding Refresh
- Updated logo and email signatures
- Updated website design, structure and copy
- Updated print collateral, including brochures, pull-up banners, business cards, and trade show booth materials
Recruiting Campaign
- Paid social media ads
- Google Search ads
- 30-second radio spots
- Billboards
Results
The Klute recruitment campaign achieved outstanding results within the first month. With over 850,000 impressions driving awareness among tradespeople in and around York, the digital ads alone generated more than 4,600 clicks. This visibility sparked a surge of interest from applicants, so much so that Klute reported an overwhelming influx of new hires. The campaign’s reach positioned Klute as a sought-after employer in the region, attracting both immediate talent and creating a strong pipeline for future recruitment needs.
- Streaming Audio: 45,438 impressions, with a CTR of 0.04%
- Display Ads: 635,932 impressions, 2,325 clicks, CTR of 0.37%
- Social Media Ads: 169,567 impressions, 2,060 clicks, CTR of 1.21%
- Paid Search: 5,022 impressions, 239 clicks, CTR of 4.76%
