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Fortis Construction has built its reputation on more than just structures. As one of the West Coast’s leading general contractors, the company is known for its strong values, people-first culture, and commitment to quality. Over the years, Fortis grew significantly, expanding into new markets and taking on increasingly complex projects. However, its brand and website no longer reflected the scale of its operations or the strength of its workforce.
Leadership saw an opportunity to refine the company’s positioning, enhance recruitment efforts, and create a website that truly reflected the Fortis experience. They partnered with Watson to bring clarity to their brand, ensuring their values, expertise, and culture were clearly communicated to both potential employees and clients.
Fortis’s reputation was strong, but the company faced a challenge that many in the construction industry struggle with—recruiting and retaining top talent. Skilled labor shortages and competitive hiring landscapes made it critical for Fortis to communicate why it was an employer of choice. Most hires came through referrals, reinforcing the need for a strong employer brand.
Watson conducted in-depth research to understand what drew employees to Fortis and what set the company apart from competitors. The findings were clear: Fortis wasn’t just about construction—it was about empowering people, creating opportunities, and fostering a workplace where leadership was valued at every level. These insights shaped Fortis’s new positioning, messaging, and recruitment strategy.
The tagline “People First for Building Forward” became central to the company’s recruitment efforts, reinforcing that Fortis was a place where careers were built just as intentionally as its projects. Messaging was crafted to highlight career growth, leadership development, and the company’s culture of trust and empowerment, helping Fortis stand out in a crowded hiring market.
Through extensive research, industry benchmarking, and stakeholder interviews, Watson identified key areas where Fortis could refine its brand strategy and digital presence to better align with its evolving business needs. Fortis had already built a strong reputation as a trusted general contractor, but several gaps emerged that presented opportunities for improvement.
One of the most significant findings was that Fortis’s website was underperforming compared to industry competitors. While top general contractors saw between 83K and 190K monthly website visits, Fortis was capturing only 4.7K monthly visits, representing just 2.4% of the competitor market share. Additionally, Skanska and Turner Construction dominated search traffic, with significantly higher engagement and retention rates. This underscored the need for a more strategic content approach, stronger SEO practices, and an improved digital experience to drive visibility and engagement.
Recruitment was another critical focus. Fortis relied heavily on word-of-mouth and internal referrals for hiring, but with an industry-wide skilled labor shortage, the company needed to expand its digital recruitment efforts. While competitors utilized LinkedIn, Glassdoor, and Indeed, Fortis had opportunities to broaden its reach by integrating additional platforms, developing targeted campaigns, and refining its employer brand messaging. Data also showed that competitors were not actively investing in email marketing or paid search advertising, presenting a clear opportunity for Fortis to gain a competitive edge by leveraging these untapped digital strategies.
Internally, Watson’s research revealed that Fortis’s culture was one of its strongest assets, yet it wasn’t being fully communicated externally. Employees spoke about strong leadership, empowerment, and a people-first approach, but this wasn’t effectively reflected in Fortis’s brand materials or website. By emphasizing authentic storytelling, employee testimonials, and values-driven messaging, Fortis could reinforce its reputation as a top employer and an industry leader in quality-driven, relationship-based construction.
The refreshed brand and website positioned Fortis for long-term success. The recruitment messaging strengthened the company’s ability to attract and retain top talent, while the new website provided an authentic, engaging digital experience that reflected Fortis’s core values.
Internally, the response was overwhelmingly positive. Employees felt that their voices were better represented, and leadership had a brand framework that aligned with the company’s growth and culture. Externally, Fortis saw increased engagement from quality job seekers and stronger visibility among potential clients.
The partnership between Fortis and Watson continues, ensuring that as the company expands, its brand remains as strong and enduring as the structures it builds.
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