WE ARE HIRING

Our client, HOLT CAT, a leader in heavy equipment and the nation’s largest Cat dealer, employs more than 2,000 technicians that rebuild, service, and repair various heavy machinery throughout Texas.

Like many employers in the skilled trades industry, HOLT CAT is facing a shortage of skilled talent, especially technicians. Despite the job opportunities, high pay, and benefits that a career as a technician in heavy equipment can provide, it’s not a popular career choice for graduating high schoolers, and particularly not for women. This can be attributed to the absence of women in these roles and limited exposure to CTE opportunities in high school.

HOLT CAT is Changing Perceptions and Attracting Women to Skilled Trade Careers

HOLT CAT tasked us with changing the perception of trade careers among young women, ultimately attracting individuals to consider a career at HOLT CAT.

By sharing the stories of women who are technicians, high school and college technician interns, and leaders who started as technicians at HOLT CAT, we set out to change the perception of trade careers among young women. Our team identified a lack of stories featuring women with successful trade careers in the industry. Our strategy aimed to place earned media stories about young women in the trades in targeted, local publications in key markets.

These pitches, paired with the agency’s relationship with local media, resulted in broadcast, online, and print coverage in San Antonio Report, San Antonio Express-News, FOX 7 Austin, Yahoo News, and more, earning impressive editorial value and impressions.