A light-hearted way to show off Heavy equipment

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THE PLAN: Southeastern Equipment Company, a powerhouse in the heavy-equipment rental market in the Midwest, needed a way to stand out among the throngs of equipment and service vendors competing for employees at a multi-state trade show. Southeastern wanted to reach more potential employees beyond just brochures and a handshake.

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THE GOAL: Create an unforgettable multi-media, multi-sensory, return again-and-again experience for attendees, potential customers, and potential employees.

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"Good people to work with ... Customers are great. Managers treat employees very good with positive feedback given when good job is done." – SEC Employee 

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THE PLAYBOOK: Lainegabriel created a recruiting brand that boasted the benefits of a career with Southeastern, as well as a new perspective and respect for jobs in the trades. Along with messaging, LaineGabriel created a multi-media VR experience, gamification, and giveaways that helped increase awareness and pride in the careers offered by Southeastern.

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THE RESULTS: The experience immersed the attendees in games, VR, and essential information. While attendees lined up for a chance to play and win real prizes, they could chat with Southeastern employees and recruiters about their career and life goals, and the benefits of a Southeastern career.

The experience included:

• a VR heavy-equipment experience

• branded career materials

• heavy-equipment RC relay races

Within year of the event, positive reviews for the company came via Indeed. Many sighting the opportunity for growth, collaboration and respect.