and motivations.
• CDL drivers
• Construction workers
• Women in the trades Research and interviews conducted by the Foundation identified these target audiences as possessing relevant experience, transferable skills and a higher likelihood of entering the field. Although there are many kinds of successful people working in the crane industry, the NCCCO Foundation believes focusing recruitment activities on these three groups first will help build a stronger, more efficient talent pipeline than a broad, random approach.
Gaining Interest
Of course, the next question is how best to interest these audiences in considering a crane career as their next step. The Playbook provides some very useful answers to this question as well. During a month in late 2025, the Foundation conducted A / B testing to determine what messages resonated best with each audience of potential job seekers, and this is what was discovered.
CDL drivers are attracted by pay, consistent employment, a new challenge every day and the chance to call the shots. Examples of messages that resonate:
• Already have a CDL? Get certified to run cranes and earn more money per job
• Run cranes. Make more money Construction workers are looking for a way to move up, earn more, have more control and find a role that won’ t burn them out mentally or physically. Examples of messages that resonate:
• Level up with crane operation
• Take a big step up with cranes Women in the trades seek a career they can be proud of, a skillset that no one can take from them and financial freedom and independence. Examples of messages that resonate:
• Command respect on every job
• Build a career where you’ re in demand and in control— become a certified crane operator The Playbook contains several additional examples of messaging and imagery, longer descriptions, keywords and advice for paid and organic social media recruitment activities for each of the three audiences. The point is that with only limited resources, a focused strategy and the help of tools such as the Playbook, the crane industry can start increasing the interest of people who will bring the qualities and skills needed, not just anyone and everyone in the job market. Together, the crane industry can stop hoping for the best and start strategically recruiting for the best.
Access the NCCCO Foundation’ s“ Recruitment Playbook for the Crane & Load Handling Industry” and additional workforce resources at www. mycranecareer. org / playbook /.
www. contractorshotline. com September 4, 2026 13