Railworks
RailWorks is the leading provider of track and rail services in North America, responsible for many of the critical transit lines that keep the US and Canada running.
RailWorks was breaking into digital advertising for the first time, hoping to scope out new and promising talent. The company wanted to launch targeted social and display ads that would reach desirable candidates with the right messaging at the right time.
By deploying creative marketing that spoke to promising talent on the right terms, we helped RailWorks find tomorrow's track MVPs—and took an award home doing it.
I leveraged a series of stakeholder interviews with HR leaders at RailWorks to develop ads that spoke to the things candidates prioritized: quality benefits, opportunities for growth, and difference-making work. This was all part of the larger #Worksforyou campaign, which united our efforts and offered a cohesive thread across all creative. This campaign was launched on Facebook and LinkedIn, and ran on display across targeted industry publications.
Did this have any impact?
Well, yes—it did! These aren’t the flashiest ads, but they had a real, positive impact on Railworks, which is why you’re seeing them.
With the launch of #Worksforyou, RailWorks’ marketing significantly outpaced its internal HR efforts to recruit new talent. That saves time and money and get their work done faster. For all you know, these ads are the reason the L-train arrives on time now.
For our marketing efforts with RailWorks, our team was awarded a Platinum award at the 2019 Hermes Awards.