ity drives engagement for special recruiting campaign.
An often-overlooked specialty of the Steamfitters is their Heating, Ventilation, Air Conditioning, and Refrigeration (HVACR) repair and maintenance capabilities. Their technicians can diagnose and fix the large commercial or industrial units found in grocery stores, hospitals, apartment complexes, and office buildings, among others.
Steamfitters Local Union 449 came to ity Advertising with the objective of attracting seasoned HVACR technicians to its ranks. The target audience was an HVACR tech who has multiple years of experience working for a non-union contractor but was looking for better opportunities. ity was tasked with creating a short 2D animated video to educate viewers about the advantages of union membership.
Our video focused on the benefits the Steamfitters offers: yearly raises, a retirement pension and annuity, comprehensive healthcare coverage, and an accelerated training pipeline to becoming a journeyman.
We also developed the video with multiple decisionmakers in mind. Many candidates have a partner or spouse and children, so our video highlighted how the decision to join the Steamfitters would be beneficial for the whole family.
The video was posted on the Steamfitters’ website, including the hero section of the homepage. QR codes were also added to the business cards that recruiters hand out to candidates so they can easily scan and watch.
