HNTB 5-Star Comprehensive Campaign

Target Audience: HNTB is shaping the future workforce through a comprehensive development campaign tailored to engage diverse audiences. Key audiences include L.A. middle and high school students who are inspired to pursue STEM careers through educational outreach programs; Southern California undergraduate and graduate students gain experience via summer internships with potential full-time career pathways; Trade college students in architecture and environmental design get paid, hands-on training with cutting-edge technology. Corporate and transportation agency interns network to gain insight and connections, while young corporate professionals benefit from internal mentorship, collaboration and skill-building opportunities.

Strategy Objective:Our objective for this campaign was to reach diverse audiences with targeted programs. By engaging middle and high school students, we spark early interest in STEM, particularly in underserved communities, fostering diversity from the start. Targeting college students provides hands-on experience and technical skills to prepare them for the workforce, while internship and mentorship programs support young professionals in refining their careers. For the industry, this creates a steady pipeline of skilled, diverse talent, and participants benefit with exposure to more career opportunities, skill development, on-the-job training and mentors, enhancing employability and career growth. This approach helps the industry gain a well-trained workforce and gives participants the tools to thrive.

Situation Challenge: Each program had unique challenges that were overcome. The SPARK LA program was so popular that we had to find more volunteers and adjust the activities to accommodate the larger class. The Mentorship program was very well subscribed but at times a challenge to find enough volunteer mentors. As the Internship program expanded to multiple offices, managing it required close coordination and collaboration among staff. For the LATTC partnership, figuring out what to pay interns and how they were assimilated into a working group were tackled. THINK Connect networking involved many agencies that it was challenging to find the right intern contacts. All the challenges were overcome and the programs well received and successful.

Results Impact: The workforce campaign successfully reached diverse audiences with measurable outcomes. SPARK LA expanded to 3 schools, engaging 115 students. The LATTC Partnership & Internship Program had over 30 participants with over 90% receiving job offers from HNTB and other firms. The Mentorship program exposed 25 junior staff to professional development opportunities & various career paths, and opportunities to interact with clients. All reported value and enhanced job skills. THINK Connect facilitated networking for 40 interns and agency leaders. A 2028 Olympic-focused group activity generated creative transportation planning ideas. Results highlight the campaign's success in inspiring talent, building networks, & developing a skilled & diverse future workforce.

Why Submit: This campaign is an innovative & impactful approach to workforce development & serves as an example to others. It addresses the critical need to inspire, educate, & prepare the next generation of infrastructure & engineering professionals, targeting diverse audiences with tailored programs. From sparking STEM interest in underrepresented youth to providing college & trade school students with hands-on experience & networking opportunities, to inspiring young corporate professionals via mentorship – the campaign creates a comprehensive pathway for career success. The measurable results demonstrate their effectiveness & lasting impact, as well as highlighting intangible benefits. The campaign exemplifies fostering inclusivity, collaboration, & innovation in workforce development.