ASK
Through our work with the Owens Corning® Certified Energy Expert® (CEE) Program, we know that the 120+ members—independent insulation contractors—often face a labor shortage. Specifically, they regularly seek insulation installers. The Owens Corning CEE Team enlisted The Jakes Group to develop new strategies for their members to attract workers.
After hearing from CEE members, it was clear that most local insulation contractors used more traditional ways of recruiting talent. But there was a need to reach people where they are—which is online. We recommended creating a video that they could use to highlight some of the benefits of working for a Certified Energy Expert®. We also wanted to highlight a career in insulation as an opportunity to get into the growing building trades field.
CREATE
To help the messaging stand out, we designed an animated video. This would give it a more modern feel. We incorporated Owens Corning’s signature color, pink, throughout.
In a short amount of time, we needed potential employees to understand why an Owens Corning® Certified Energy Expert® member company is an appealing employer. We also needed to keep it broad enough that it would be appropriate for companies across the country to use. Eye-catching visuals and upbeat music complemented the messaging.
ACTIVATE
CEE members from coast to coast can now use this video in social media posts and on their websites. We worked with a translator to develop a Spanish version as well. CEE members can pair this upbeat video with their more specific company benefits. Thus, the CEE member can showcase the advantages of working for a locally owned company along with the benefits of their national affiliation.
The “Why Work for a Certified Energy Expert®” animated video is a powerful tool for Owens Corning to provide their CEE members. Certified Energy Experts® can truly feel that the program is helping them to have the tools they need to stand out in their markets. We were happy to help our client meet their members’ needs in a creative, out-of-the-box way.