THE TOUGH GET GOING.

Western States Caterpillar was growing rapidly due to a population migration from California to their region (Idaho, Washington, Oregon). More than job applicants, WSC needed the right KIND of applicants. Jobs at Caterpillar - especially those servicing equipment - require a high degree of technical apptitude. At the highest levels (having one’s own truck) CAT service technicians can make salaries that outpace most white collar jobs.

We crafted a campaign that leaned into the two vital aspects of a career at Caterpillar - difficulty and opportunity. We didn’t hide the fact that Caterpillar jobs take place in demanding environments and require above average technical apptitude. But for the right individual, it’s a place to build a career and a life. The result wasn’t just an increase in applicants but an even bigger increase in job placement.