Workforce Development
By T. J. Cantwell, executive director, NCCCO Foundation
Recruiting for the Crane Industry?
Consider three priority audiences first
The crane industry, similar to most other construction trades, needs to identify and recruit the next generation of employees to fill vital roles at all levels. Unfortunately, the need for and lack of quality candidates is not a new problem. However, in the past few years, the NCCCO Foundation has dedicated significant effort to address the issue through the development of new workforce research and the creation of recruitment resources designed to strategically increase awareness among the public about crane careers.
The Playbook
The latest resource developed and released by the Foundation in coordination with experienced marketing consultants is the“ Recruitment Playbook for the Crane & Load Handling Industry.” Based on research, operator insights and real-world testing, the Playbook provides a practical framework for strategically expanding outreach and recruitment.
Rather than focusing solely on job titles or credentials, the Playbook emphasizes core attributes that consistently align with successful operators( problem-solving, focus, accountability and attention to detail), while also providing tools for how to recruit candidates that possess these attributes.
Audience
Most importantly, the Playbook focuses on three priority audiences for recruitment as the groups who already have aligned skills and motivations.
• CDL drivers
• Construction workers
• Women in the trades
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
CDL DRIVERS
CONSTRUCTION WORKERS
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 /.
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July 2026 • www. cranehotline. com