The energy industry faces a serious challenge: experienced workers are retiring, and younger generations aren't stepping in to replace them. For Quanta Services, with over 50,000 employees across 200 operating companies in North America, this workforce gap threatened their ability to deliver on their mission to power modern life.
Services
Instead of running another standard recruitment campaign, we recognized that Quanta's current employees could become their best recruiters. Our thinking was simple: when employees believe in their company's mission and take pride in their work, they naturally attract others to join. We asked ourselves, "What makes people truly commit to a company?"
From September 2021 through June 2022, we dug deep to find answers.
We researched what different audiences wanted and needed. We met with Quanta's leaders to understand what made the company unique. This work led to a new mission statement that captured the real impact of their work: "To empower people to better lives for themselves and their communities through work in the trades."
Throughout 2022 and 2023, we carefully updated Quanta's brand.
We kept what worked and improved what needed changing. We created messages that showed how Quanta's technical expertise makes a real difference, like "Our People Power Modern Life" and "Building a better future." We built a new website focused on what matters most: Culture, Capabilities, Careers, and Companies.
We also created the "Trade Sizzle" film, which took a different approach from typical industry videos. Without using any dialogue, it showed the skill and professionalism of trade work through powerful visuals.
The changes went beyond just marketing.
We supported major company events like the annual Utility Perspectives symposium and President's Meetings. We developed content for digital channels that spoke to both current employees and potential recruits. Through The Capacity Model program, we made safety a central part of every message.
First, we put employee pride and safety at the center of everything. When employees feel valued and protected, they become natural ambassadors for their company. Second, we showed trade work in a new light, highlighting its precision and professionalism. Third, we made sure every piece of communication worked together, making it easy for potential recruits to see their place at Quanta.
This new approach has given Quanta Services a strong foundation for building their future workforce. By focusing on their people and telling their story clearly, they've created a better way to keep current employees engaged while attracting new talent.
Looking ahead, Quanta Services is well-positioned to meet their workforce challenges. They've created a model that other infrastructure companies can learn from, showing how to build a skilled workforce by putting people first.
Results that matter.
Our work with Quanta Services delivered concrete, measurable impact across every key metric. Site traffic surged 400%, while overall digital engagement jumped 34% year over year. By shifting focus from technical capabilities to Quanta's people, we drove a 300% increase in digital engagement across platforms.
We also solved a critical challenge for Quanta's network of operating companies: brand cohesion. Through comprehensive brand toolkits and clear directives, we created a unified voice across all 200 operating companies while maintaining their individual identities. This strategic approach ensured that whether someone encountered Quanta through corporate channels or any of its operating companies, they experienced the same compelling story about the power of its people.
Creative Director
Drew Clark
Executive Producer
Bryan Harris
Production Partners
The Public Works
Editor: Taylor Widman
Color: Pinto Pictures
Audio (Score, Mix, Master): Kyle Joseph
Digital Design, Brand Design
Carimus
Fabrication
The Public Works
Photography
Drew Clark
Dag Larson