“... the best crews aren’ t just applying. They’ re following reputation.”
the-scenes clips on your socials beat polished corporate videos every time.
3. Train Your Field Leaders to Recruit Give your foremen the tools( and incentives) to attract talent. High-morale crews refer talent— and those referrals tend to stick.
Build the Brand, Boost the Morale
You don’ t need a bigger labor pool. You need a bigger magnet. Because in this market, the best crews aren’ t just applying. They’ re following reputation. And that reputation starts with the employer brand you build every day.
Want to see how yours stacks up? Take our free Workforce Strategy Assessment at sbworkforce. scoreapp. com
Next in the series: The Employer Brand Edge: How the Best Contractors Attract( and Keep) Top Crews – coming Oct 2025.
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 CONEX- PO, 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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[ 29 ] Septembeer 2025