Recruiting gets the credit. The first 30 days takes the loss.
Social media will not win you contracts.
Your reputation wins them. The bid process wins them. A salesman who has known that customer for eleven years wins them, and no video has ever moved a procurement department or a safety prequalification.
I've spent two and a half years making content for an oilfield services company and I can't point to a single job it closed.
I'd rather tell you that in the first ten minutes than sell you something I can't defend later in your own conference room.
Here's what it does do.
applicants have told Noble Inc. that they heard about the company through social media.
Last verified November 2025. It's the one number I own outright, and it's the reason I have a business at all.
But an application is only the top of a pipe.
More people are trying this work than were trying it ten years ago. Vocational enrollment is up, apprenticeship applications are up, and companies still can't staff.
If more people are coming in the top and the crew is still short, then the loss is happening somewhere further down, and filling the top faster is a way to spend money without changing anything.
People leave, and most of the ones who leave early aren't leaving because they couldn't do the work.
The schedule got described but never felt. The physical part was implied but never shown. Week one was chaos — what to bring, where to be, who to ask.
Nobody lied to them. Nobody showed them either.
Every company in this industry writes the job into a posting and then assumes a new hire picks up the rest along the way. For the people who stay long enough, that's exactly what happens. The ones who leave in the first month are the ones who never got far enough in to pick anything up.
And that gap has a price you already pay. You recruit, onboard, outfit, orient, and partly train somebody who leaves before producing a dollar of work, and then you pay for the same seat all over again.
Run your own numbers.
Take what you spend to recruit one person, then add onboarding, PPE, orientation, and the part of training you paid for before they walked out the gate. Count seats, not people — if you filled the same seat twice last year, it counts twice.
That's the number this gets compared to, and it's the only comparison I think is fair. Not what video usually costs. I'll put my number next to it on the call.
20 minutes on the phone.
I'll ask five questions about your worst-churning role. If I don't think a Real Work Preview will move the needle, I'll tell you and we're done.