A worked campaign example
Worked campaign angle — "Retention starts in the first 30 days" (a campaign for construction workforce and HR).
Target reader: a construction business owner or the office manager who does HR, trying to hold onto experienced trades workers while open roles stay unfilled for months.
The angle: Jane Lehman's construction post already makes the argument a workforce brand needs — the shortage is a pipeline problem, not a posting problem, and the same openings stay unfilled while good employees leave for preventable reasons. Their three retention steps (treat the first 30 days as the decision point, build a clear training and advancement path, make policies and expectations consistent) line up with the legal craftsmanship running through the rest of their feed: handbooks, agreements, and communication that keep small problems from pushing people out. The campaign turns those two threads into one practical asset: a first-30-days onboarding and handbook kit.
Deliverables for a six-week run:
1. Four question-led LinkedIn posts in their observed format. Each opens with an owner's question, gives one statistic or one owner scenario, then closes with a question aimed at the reader. Working directions, not finished copy: - "Why do good hires leave in month two?" — the first-30-days framing, tied to the worker shortfall. - "When did you last read your own handbook?" — consistency, and what a missed policy change costs when someone leaves. - "You know the rules in your state. Do you know them in the next one?" — multi-state hiring and employment basics. - "What does a raise cost compared with a replacement?" — the wage-pressure and overtime math.
2. One downloadable kit, usable outside the article: a first-30-days onboarding checklist and a plain-language review checklist for handbooks and employment agreements. The legal items should be reviewed by a qualified lawyer, and the posts should say so, matching the caveat they already use when they tell readers their own tax professional decides what applies.
3. One live Q&A or short video where they answer owner questions on retention and hiring paperwork, drawn from the questions the first four posts generate.
What the brand supplies: a current worker-shortage or retention statistic with its source, one real owner quote about hiring timelines, and the product detail behind the training or advancement path. They have already shown the audience accepts a cited industry figure plus a named owner's experience as proof.
How to measure it: comment volume and the quality of the questions, kit downloads through a tracked link, and campaign inquiries or demo requests traced to the run. Their format is comment-driven rather than link-driven, so a plan that reads only click-through will undercount the work.
The tradeoff to accept: this is a slower build than a hard-sell placement. The value is that it borrows an argument they already make with a cited statistic, an owner story, and a practical list — and it gives a construction workforce brand a concrete reason for owners to act rather than another warning about the shortage.