The energy industry's workforce challenge went beyond recruitment; it needed to find people who already embodied the values that power modern life. For Quanta Services, with over 50,000 employees across North America, the solution lay not in changing minds, but in recognizing where their values already thrived.
Services
Market analysis revealed a striking parallel: the strongest candidates for trades careers often came from agricultural and western backgrounds. These communities already championed the core values that defined success in the trades, such as dedication to hard work, hands-on capability, comfort with physical challenges, and deep respect for safety and tradition. Instead of another corporate recruitment campaign, we developed a strategy to meet these potential workers where their passions lived: in the rodeo arena.
Our approach centered on authentic storytelling through multiple channels.
We created a series of narrative films featuring elite rodeo athletes, all Quanta Ambassadors, who embodied both western values and trade work ethics. These 4-minute films captured personal stories from champions like Kaycee Feild, Jeremy Buhler, and Rhen Richard, balancing intimate narrative with dynamic rodeo action. Rather than scripting corporate messages, we let these athletes speak truthfully about their values that naturally aligned with Quanta's mission.
The documentaries became the cornerstone of a larger media strategy.
Our collective model enabled us to coordinate specialized teams across platforms, from film production to digital optimization to podcast integration. This content drove traffic to Quanta's career resources while building genuine affinity within the rodeo community. The message was clear: People like you are how we've become Quanta.
We transformed this connection into tangible opportunities.
Building on the momentum of the ambassador program, we established Quanta's High School Rodeo Team. This innovative partnership with the National High School Rodeo Association offered more than just financial support, it created a pathway for young athletes to explore trades careers. Team members received scholarships, development opportunities, and hands-on exposure to the trades, while giving back through community service projects.
The strategy came to life at major events.
At the National High School Finals Rodeo, National Junior High School Finals Rodeo, and the Future Farmers of America national convention, we created immersive experiences that brought trades careers directly to the western community. Participants could climb 16-foot training towers, take rides in bucket trucks, and learn directly from professional tradespeople. These events seamlessly integrated our documentary content while providing resources about trade education and career opportunities.
Our recruiting campaign visually united these worlds.
Through striking imagery that showed young people split between western wear and utility gear, we reinforced the natural connection between rodeo culture and trades careers. Messages like "I am STRONG. I am QUANTA" spoke directly to an audience that already possessed the values and capabilities the industry needs.
What made this program revolutionary wasn't just its novel approach to recruitment, it was our recognition that authentic workforce development starts with understanding where your values already thrive. By meeting future workers in their own world and speaking their language, we helped Quanta create pathways to trades careers that felt natural and meaningful.
The campaign's impact reached far beyond recruitment.
What began as a workforce development initiative evolved into a powerful expression of Quanta's core values. Corporate leadership recognized how deeply these stories resonated with their vision, leading to the content's integration into executive events, internal communications, and broader brand storytelling.
We created a signature film featuring two Belgian draft horses that captured the exponential power of teamwork and relationships, a metaphor that particularly resonated with executives and operating company owners as it perfectly embodied Quanta's philosophy of collaborative excellence. This evolution demonstrated how authentic storytelling, when rooted in genuine shared values, can transform a targeted campaign into a unifying corporate message.
This comprehensive approach demonstrates how strategic thinking and media expertise can transform a simple insight into a movement. By combining authentic storytelling, tangible opportunities, and immersive experiences, we didn't just help Quanta find its future workforce, we helped an entire community see new possibilities in their existing strengths.
Creative Director
Drew Clark
Executive Producer
Bryan Harris
Quanta Services
Redgie Probst
Sadie Boren
Event Fabrication & Support
The Public Works
Event Media
The Public Works
The Powerline Podcast
Ryan Lucas
Dexter Frost
Digital & Web Design
Carimus
Copywriting
Carimus
Graphic Design
Carimus
Drew Clark
Photography
The Public Works
Dag Larson
Drew Clark
Film Production Team
Producer: Shandi Kano
Producer: Danielle Smit
Production Coordinator: Vincent Mauro
Production Coordinator: Lara Lund
Director: David Chang
Camera Operator: Joey Schusler
Camera Operator: Nick Bruso
Camera Operator: Andrew Hanson
Camera Operator: Marshall Miller
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Special Thanks
Professional Rodeo Cowboys Association
The Probst Ranch
A&C Racing & Roping
Jaren Sharp
Alicia Erickson & Lindsay Farrell
Kaycee Feild & Family
Rhen Richard & Family
Jeremy Buehler & Family
Reel Amigos