NASCAR Sponsorship Drives Electrical Recruitment
The electrical construction industry’s NECA-IBEW team broke new ground in union recruitment when they became the first to sponsor a NASCAR driver with the aim of promoting a website.
Alli Owens, the sponsored driver and among the youngest women ever to compete in NASCAR events, races her #12 car emblazoned with the URL www.electrifyingcareers.com, the main apprentice recruiting website created by the International Brotherhood of Electrical Workers (IBEW) and the National Electrical Contractors Association (NECA).
“It was clear to us that NASCAR sponsorship was an optimal fit for our recruitment strategy,” says Ed Hill, president of IBEW. “NASCAR is the number two sport in America in terms of audience draw, just behind the NFL, and 58 percent of those fans are between the ages of 18 and 44, right in our target demographic. The alliance creates a powerful national marketing platform for reaching millions of potential recruits.”
Since the sponsorship began, visits to the website have risen by more than 300 percent.
Says E. Milner Irvin, president of NECA, “We’re proud to support Alli as she moves up in the rankings. At the same time, we’re speaking to our target audience. We’re raising awareness and driving traffic to our website. And once there, we’re giving visitors a persuasive presentation of the career opportunities open in the electrical construction and information systems industries. In that regard, the program has been an unqualified success.”
Source: NLMCC
Web site: http://www.electrifyingcareers.com/
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