THE PAVING PROFIT PLAYBOOK
You don’ t have to pay the most or be the biggest company in the market, you need a brand that people want to be part of.
— Jeani Rinkob, Chief Strategist, StoryBuilt Growth Stragegy
2. Leverage Your Crew’ s Voice Quotes from the field, short videos, and testimonials from real team members build trust instantly. Show what it’ s really like to work with you.
3. Audit the Experience From application to first week on site— what does your hiring journey feel like? Every friction point pushes good candidates to your competitors.
Build a Brand That Attracts Better Crews Than You“ Deserve”
You don’ t need to offer the highest wages.
You don’ t need to be the biggest player.
You need to build a brand crews want to be part of.
Because in this labor market, reputation is your biggest recruiter.
Want to audit your brand’ s magnetic pull? Take our free Workforce Strategy Assessment at sbworkforce. scoreapp. com
Jeani Ringkob is a third-generation asphalt entrepreneur and the founder of StoryBuilt Growth Strategy. She helps construction and equipment companies create growth strategies that actually get implemented— combining deep industry knowledge with modern tools like OKRs, AI integration, and customer-led research. She speaks regularly at CONEXPO, World of Asphalt, and PaveX. Follow her on LinkedIn at www. linkedin. com / in / jeani-ringkob / Learn more at storybuilt. marketing
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