What is Recruitment Marketing?
Finding good people in any industry has never been easy. You post a job and wait for applicants, or you go to a recruitment agency and pay high fees to fill the gap. Construction can be even tougher when the people you want don’t apply, and the ones who do are completely misaligned with your company culture, just looking for whatever is available right now.
Recruitment marketing is about being proactive. It uses marketing ideas to attract and keep good workers. It’s about showing people what your company is like to work for through strategic content that captures what makes your workplace worth joining. When a job comes up, people already know who you are and what you stand for.
In construction, this could mean showing the kind of projects you build, how your crew works together, the company benefits, and the opportunities people get when they join your team.
Why It Matters
Most skilled people are already working. They aren’t sitting on job boards waiting for new roles, but they are scrolling social media, watching videos, or asking around about good employers. Recruitment marketing helps you reach them where they are.
When someone looks your company up online, what they see matters. Your photos, videos, website, and posts should give a clear and honest picture of what it’s like to be part of your team. It’s as much about attracting the right people through your content as it is about filtering out those who don’t fit.
How It Works
Recruitment marketing keeps your business visible to the people you might want to hire in the future. You can do this by sharing real stories and useful information, not just job ads. For example:
Show what happens on site each week
Introduce your team and the roles they do
Post short videos about upcoming projects
Highlight apprentices who are learning and growing
Share what makes your company a steady place to build a career
This approach builds interest and trust over time. When a vacancy comes up, the right people are already paying attention.
Building Your Reputation as an Employer
Every company has a reputation as a workplace, and recruitment marketing helps you take control of that story. It’s not about making things sound perfect. It’s about being real and consistent so people understand what to expect if they work with you.
A good employer reputation brings more than just applicants. It also keeps your current team engaged and proud of where they work for example if they are able to showcase their workplace to their family and friends as well as being able to talk about what it’s like to work in that industry.
The Future of Hiring in Construction
Recruitment marketing is changing how building companies find workers. Instead of chasing applicants at the last minute, it builds a steady flow of interest from the right people. It’s simple: share your story, stay visible, and treat recruitment as an ongoing part of your business, not a quick fix when someone leaves.
For construction companies in New Zealand, there will be a labour shortage once the economy picks up again. Taking a long-term approach now saves time later and connects you with people who fit your team. It’s a practical way to prepare your company for what’s ahead.
