Case Study: BERGER attracts top talent with Cultivate Brands' recruitment campaign

BERGER attracts top talent with Cultivate Brands' recruitment campaign

Berger, a second-generation civil construction company, faced a challenge in attracting top talent for roles like Estimators and Project Managers. Their issue was not a lack of awareness but one of perception; they needed to tell their story in a way that would resonate with the next generation of builders. They partnered with Cultivate Brands to develop a recruitment campaign that would shift this perception and capture the pride their employees feel.

Cultivate Brands developed the "I Built That" campaign, which gave the spotlight to Berger team members through hero videos and short-form reels. The strategy used a visual metaphor of placing office workers in the field and field workers in finished environments to symbolize how every role contributes to the final built outcome. The campaign was highly successful, resulting in a 1,097% increase in traffic to Berger's careers page and significantly boosting both external candidate attraction and internal employee pride.

Berger