Bechtel leverages storytelling and digital comms to attract staffers

Engineering company Bechtel forecasted growth in the rail industry in the US, UK, the Gulf Region, and Brazil, so the company's in-house PR team sought to attract qualified applicants to meet demand.

Organization: Bechtel (San Francisco, California)
Campaign:WeBuildRail.com
Duration: October-November 2013
Budget About $115,000

Engineering company Bechtel forecasted growth in the rail industry in the US, UK, the Gulf Region, and Brazil, so the company’s in-house PR team sought to attract qualified applicants to meet demand.

Strategy                             
Bechtel created digital platform WeBuildRail.com to promote the company’s mission and gather global candidate leads for rail professionals, engineers, and recent graduates.

Tactics
WeBuildRail.com is an interactive, multi-lingual platform that visits Bechtel’s rail projects around the world and provides facts about the company’s positive impact in communities. 

The initiative launched at the Railway Engineers Forum in London. The site hosts videos of employee stories and through interactive features details Bechtel projects in cities such as Athens, London, and Washington, DC.

Job hunters were encouraged to register their interest in a rail career and the site offers social networking opportunities and sharing through LinkedIn. Bechtel chose more than 40 brand ambassadors – active in social media communities – to share content and showcase the diversity of careers in rail, which ultimately generated site visits and registrants.

Results
After one month, the website generated almost 20,000 visitors, with more than 3,000 repeat visitors and more than 800 visits from brand ambassador social channels.

The platform generated 624 registrants interested in a Bechtel rail career in 136 countries including the US, Saudi Arabia, India, and Russia.

"The effort revealed how the power of digital communications can reach a global audience," says Bechtel’s communications manager Julie Green.

The company gained positive media coverage in its target markets, including a live broadcast interview on Al Arabiya TV in the United Arab Emirates, as well as coverage in SmartRail World and STEM Daily.

Future
WeBuildRail.com continues to attract registrants and Bechtel plans to use Google AdWords to reach new audiences.

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