When you think of a building materials marketing campaign, promotional messaging traditionally is geared toward either building owners or contractors. After all, both audiences seek to learn about the latest products and technological innovations.
But Trane Technologies’ embrace of Opportunity@Work’s Tear the Paper Ceiling campaign shifts the spotlight to a distinctly different – yet often overlooked audience – potential talent.
For almost every brand of installed building products, recruiting and retaining skilled employees is now as vital as customer acquisition.
Trane Technologies’ participation offers an intriguing example of how strategic branding can embrace and address workforce development challenges… while also reinforcing a brand’s reputation among traditional audiences.
Tearing up the Paper Ceiling
The campaign challenges traditional hiring practices that overly rely on educational degrees. It emphasizes that millions of Americans possess valuable skills acquired through experience… even without a Bachelor’s degree. The campaign advocates for skills-based hiring, focusing on abilities and potential.
Rather than formal qualifications.
By removing the so-called paper ceiling… the initiative aims to unlock opportunities for a broader range of talented individuals and create a more inclusive workforce.
Practicing what they Preach
Trane Technologies is a leader in the HVAC and climate solutions industry. As the first advanced manufacturer to join the Tear the Paper Ceiling campaign, the company takes a bold step in championing skills-first recruitment. Thus, opening up opportunities – and dismantling outdated hiring norms – that pivot around the prerequisite educational-degree requirements… which their competitors may require.
There are some 70 million Americans who don’t have Bachelor’s degrees. But they do have skills. And skills-based hiring highlights the benefits of focusing on abilities rather than formal qualifications.
The growth initiative is rooted in Trane Technologies’ commitment to workforce development and isn’t just about keeping up. It’s about changing assumptions and thinking in a new way… celebrating a classic Challenger Brand strategy.
By removing the paper ceiling – the invisible barrier created by degree requirements – Trane Technologies seeks to create even more opportunities for a broader range of candidates. And to deliver a skills-based hiring program to unlock the potential of a community of talented individuals.
Implementing workforce innovation to bridge the talent gap. For scaling success.
And to meet increasing customer demand.
Trane Technologies’ campaign isn’t just an HR initiative to promote at local job fairs. Rather, it’s a savvy marketing maneuver that enhances brand perception from a differentiated perspective. Unlike other corporate social responsibility efforts in the channel that may appear transactional… this integrated campaign is woven into the company’s identity and brand promise.
By positioning itself as a company that genuinely values skills and potential – over traditional degrees and certifications – Trane Technologies effectively distinguishes itself with a unique selling proposition. It provides competitive advantage for talent. And velocity on the runway for loyalty and momentum.
Betsey Strobl, Trane Technologies’ Vice President of Talent, emphasized how Trane Technologies’ approach goes beyond advocacy and into action:
“We’ll teach you what you need to know… and we’ll pay you to learn.”
This is marketing that tells a compelling story.
Trane Technologies is a company that practices what it preaches. Drawing attention – not limited to potential employees – but from customers, contractors, distribution and point of sale partners alike.
What’s more, the campaign reinforces Trane Technologies’ core values. This integrated messaging reinforces the brand as a forward-thinking category leader.
Appealing, to customers who value ethical business practices. As well as current staff and prospective applicants seeking employers committed to positive change.
Yes, this type of influence is significant.
Tear the Paper Ceiling is designed to attract and sustain team members eager to contribute to meaningful change. While delivering to Trane Technologies’ partners and building owners a dedication to growing our nation’s workforce community – as an extension of a commitment – for quality and innovation.
The Proof is in the Results
While the campaign’s intentions are clear and inspiring, its effectiveness ultimately hinges on its execution. Trane Technologies must ensure that this initiative translates into tangible changes in hiring practices. And the resulting workforce composition.
The campaign adheres to the principle of “show, don’t tell,” demonstrating real action… rather than relying solely on promises. Customers and team members alike will be watching closely to see how this initiative unfolds – and whether it leads to – significant, sustainable changes in both hiring and company culture.
We are optimistic that this marketing strategy is likely to succeed, as the campaign seeks to empower those motivated to drive impactful change within the company. Yet, the true test will be how well Trane Technologies lives up to the individual commitments it promises.
Will your builder products brand follow this lead to elevate the space we share together? If you would like to develop a brand promise that reflects a sense of purpose to strengthen your awareness and grow sales, we’re here to help. Contact Steve sk@kleberandassociates.com to get the conversation started.
