Steele Earthworks
Steele Earthworks went from a quiet feed to a recognized name in Central Oregon excavation, growing from 200 to over 1,000 followers with zero ad spend and pulling in real hires along the way.
Where they started.
Steele Earthworks does big, impressive work, but almost none of it lived online. They needed to stand out in a competitive excavation market and attract new operators, and a quiet social presence was costing them visibility with customers and potential hires alike.
The hard part was the format clash. Site footage needs to look polished and true to the scale of the work, while social rewards quick, native, scroll stopping clips. Those two standards pull in opposite directions, and most production workflows can only do one well.
What we did.
A weekly content engine
We set a reliable rhythm of 4 to 5 posts per week, mixing drone reveals, site updates, and employee spotlights so Steele stayed top of mind.
Value driven posts
Industry insights and tips for prospective employees gave followers a reason to stick around instead of scrolling past.
Personal community management
We handled comments and DMs in Steele's voice, turning passive viewers into a real community.
Clear calls to action
Every post pointed followers toward hiring or project info, so attention turned into inquiries.
Steele Earthworks partnered with Hoffmedia to transform their online presence and attract new talent by sharing visually engaging content with a consistent voice. Through drone footage, reels, and strategic website updates, we showcased the active work sites, highlighted the company culture, and captured the scale and quality of their projects.
Balancing the polish that site visuals demand with the quick, native format social rewards was the real challenge. By capturing on site and editing for both short and long form, we built a workflow that kept engagement high and production efficient. Each piece was adapted across formats, from reels to square posts, to fit Instagram's visual style and keep the brand consistent.
The drone work gave an impressive view of active job sites and the precision behind them. Reels and behind the scenes clips offered a realistic look into daily operations. Regular photo and video updates kept the audience engaged between the bigger pieces.
The consistent strategy and active engagement led to a substantial increase in following, stronger brand recognition in the local community and industry, and a steady stream of inquiries from potential hires.
What changed.
- Replaced an inconsistent feed with a dependable 4 to 5 posts a week
- Made polished site footage and fast social clips come from one efficient capture and edit workflow
- Turned the feed into a hiring channel that brought in inquiries from potential operators
- Built brand recognition across the local community and the excavation industry
Hoffmedia's content and social media management has brought our work to life online, showcasing our projects and team in a way we couldn't have achieved on our own. We're seeing real results.
Steele Earthworks, Excavation, Central Oregon
Frames from the shoot.
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Want work like this for your business?
Twenty minutes on the phone, no pitch deck. We'll tell you what the project actually needs and whether we're the right team for it.