In this on-going Q&A series, go Inside Baldwin General Contracting to get a closer look at the dedication and attention to detail that goes into each individual project, while also recognizing the talented people – Project Managers, Project Engineers, and fellow staff members – who have helped build Baldwin General into an industry leader throughout the Pacific Northwest.
Every company should have a person like Michelle VanVolkinburg leading the way forward.
From her endearing care toward the office staff and subcontractors in the field, to leading the company’s marketing and HR initiatives into the future and assisting with overseeing the new website refresh and launch, Baldwin General Contracting is simply a better place with Michelle in it.
But it almost didn’t happen.
“Never in a million years would I have believed you if you told me I would be working in the construction industry someday,” Michelle said as she reflected on how she got her start working at Baldwin and in the industry.
“Whether it’s skincare, lip gloss, wine, or 30 tons of concrete, the principles of business remain the same. Every product needs to be marketed to the right audience, and strong relationships and standards form the backbone of any successful enterprise.”
In selecting the next employee to feature in this recurring “Inside Baldwin General Contracting” series, Michelle was the odds-on favorite to unpack her incredible journey to working in an industry that continues to flourish for Baldwin. Whether it’s been adjusting her own life for the betterment of her family or excelling in various career fields along the way, Michelle remains a self-starter and an example of what it means to find the right person — with the right passion and the right leadership skills — who can help your business turn a spark into a flame.
Over the last year, you have gone from being a new hire to Baldwin General Company to now being a catalyst in driving the company forward as Baldwin’s Marketing Manager and Human Resource Coordinator. How would you describe your Baldwin journey over the last twelve months?
The last twelve months have truly flown by, and as I look back, I realize how important this time has been in shaping my journey at Baldwin General. When I first accepted the position, there was a bit of ambiguity about what exactly “the position” entailed. Yohn (Baldwin) had a general idea of what the company needed, but nothing was set in stone. Marketing and business development were pressing priorities at the time, but he also recognized that my background in Human Resources could fill a significant gap within the company.
We agreed to take things step by step, allowing the role to develop organically rather than forcing it into a rigid structure from the start. Over the first few months, I spent time getting to know the team, building relationships, and gaining a better understanding of how I could contribute. It was during this time that Yohn saw the growing importance of formalizing the Human Resources function, and I’m so glad he did.
It was a natural transition, one that evolved through experience and collaboration. What started as an undefined role gradually transformed into something much more meaningful. Now, looking back, I can see how this journey—uncertain at first—was exactly what I needed to thrive in this new chapter.
Everyone has a unique origin story about coming to work with Baldwin. Can you share a bit about your overall experience, background, and how you came to join the team at Baldwin?
My journey to Baldwin was one marked by careful consideration and a lot of prayer. As caretakers for my husband’s parents, I knew my next career move would be delicate and require a lot of balance. Prior to Baldwin, I spent 12 years as an Account Executive for Clinique Cosmetics and Nordstrom, where I led teams, developed sales plans, and acted as Human Resources for over 100 employees. After that chapter, I had the privilege of staying home with my boys, a time I still cherish as my favorite “job” ever. We also expanded our own business during that time, and I found myself diving back into marketing and human resources, this time to help grow our family business.
The next step in my journey brought me to work at the private school my boys attended, where I stayed for six years. But when our youngest graduated, I found myself at a crossroads. Should I stay or should I go? (Cue the music by The Clash here!) Around that time, a very close family friend who works at Baldwin knew I was wrestling with what to do next. He felt that I needed to meet Yohn.
After an interview with the accounting team, I politely turned down the position, even though I liked the team and felt aligned with the company’s values. I just wasn’t convinced accounting was the right fit for me. But Yohn saw something in me that intrigued him, and after a more personal conversation about my background, we connected even more. Despite this, I still hesitated because of my commitments at home, and again, I declined the offer. Thankfully, Yohn was persistent. He reached out again, and during our next meeting, I was upfront about my limitations and responsibilities outside of work and he was incredibly understanding and accommodating, which put all my concerns at ease.
By the end of that conversation, I was able to say, “Yes, I’ll gladly accept the offer,” and the rest is history!
You have had the benefit of being involved in a number of incredible projects within a short period of time. Is there a particular build you’ve become attached to? And what has surprised you the most about starting to work in this new industry?
Never in a million years would I have believed you if you told me I would be working in the construction industry someday. The same way I did not believe my uncle when he told me that I would marry a farmer when I moved from Southern California to Oregon, but here I am, drinking the finest wines grown by the most handsome farmer alive.
Whether it’s skincare, lip gloss, wine, or 30 tons of concrete, the principles of business remain the same. Every product needs to be marketed to the right audience, and strong relationships and standards form the backbone of any successful enterprise.
As for becoming attached to a particular project, the one that stands out to me is the Grand Ronde Elder housing project. I joined in at the tail end of it, but I quickly became fond of it. The way the Grand Ronde tribe cares for their elders is truly special. We built 12 ground-up duplexes—24 units in total—designed to provide affordable rental housing for the elders in the community. It was more than just a project; it was a meaningful addition to their community, and I hope we’ll have the opportunity to support them again as their needs grow.
What surprised me the most about this new industry is how, at its core, it’s not so different from the worlds of beauty or wine that I’ve come from. The products might change, but the underlying needs for strong marketing, building relationships, and delivering on promises are universal across any industry.
Marketing Baldwin remains one of the bright spots in the company’s rich 25-year history. When it comes to marketing and promoting Baldwin to potential clients, partners, and developers, what are you most excited about?
What excites me most about marketing Baldwin is the opportunity to tell the story of our people and highlight the impactful projects we’ve completed or are currently working on.
One of my biggest accomplishments has been overseeing a complete makeover of our website over the past eight months. Working with an incredible team, we’ve created a platform that showcases our projects, introduces our amazing team, and offers insight from Yohn about the company’s journey. I’m really proud of where the website is today, and I encourage everyone to visit it at Baldwingeneral.com.
While there’s always room for growth as we continue to complete new projects, I’m pleased with how far it has come. In addition to the website, I’ve been working closely with our Vice President of Business Development to develop print materials that not only reflect Baldwin’s story but also drive potential clients to the website. Our social media team does an excellent job of keeping our audience informed, and I love the daily challenge of finding new ways to boost engagement. It’s exciting to see what new opportunities lie ahead as we continue to expand our marketing efforts.
What are some challenges you’ve faced with how to market general contracting in 2024? You are currently wearing two hats at Baldwin as a Marketing Manager and a Human Resource Coordinator. What is the key to juggling two roles in one company?
For me, the key to juggling both the Marketing Manager and Human Resource Coordinator roles is all about organization and flexibility. I rely on some great organizational tools that help me stay on track and ensure I’m able to cross things off my list efficiently.
Flexibility, though, isn’t just a luxury; it’s a necessity. I truly believe that the more adaptable we are in various areas of our lives, the happier we become.
However, when flexibility isn’t an option and deadlines are looming, I close my door, put my head down, and focus until the task is complete. Balancing both roles can be challenging, but it’s all about prioritizing what needs to be done and staying adaptable when unexpected things pop up.
The idea of creating a family environment at Baldwin is something you’ve helped usher in as well since coming on board. Why was that important to you? And how has Baldwin become part of your own family through the work relationships you’ve developed?
Creating a family environment comes naturally to me—it’s simply part of who I am. When you bring me on board, you’re not just getting a team member; you’re gaining a ‘Mama bear,’ work coach, life coach, mentor, and cheerleader all in one. It was incredibly heartwarming to see that the staff at Baldwin immediately recognized and embraced this. They welcomed that sense of care and support as an essential part of our workplace culture, which made it all the more meaningful to me. I’m honored that my team trusts me with the good, the bad, and the ugly that life throws their way. Walking arm in arm and encouraging each other every day is something I cherish—it truly makes coming to work a joy.
Recently, the team at Copper Rock Realty took time to publicly recognize you for your outstanding service and work you do with Baldwin. What did it mean to you to receive such a kind acknowledgement? And what does that say about Baldwin’s reputation within the community?
Baldwin has a deep-rooted history in the Willamette Valley, with Yohn building this company from the ground up 26 years ago starting from the back of his pickup truck. It took blood, sweat, tears, and sheer = determination to grow it into what it is today. As I interact with others in the industry, I hear the immense respect people have for how Yohn built Baldwin through grit and perseverance.
Having been a business owner myself, I understand the sacrifices and passion required when you’re building something not just to make ends meet, but for your family’s future. It’s a far cry from inheriting an established business and simply maintaining it. Baldwin carries a level of class and elegance that is rare in contracting, and since day one, my goal has been to tell that story and bring the ‘Baldwin difference’ to life. Being recognized by Copper Rock Realty for my work with Baldwin was truly an honor, and it reflects the strong reputation Baldwin has within the community.
What are you working on currently that is furthering your excitement about being a part of Baldwin? And what can people expect from Baldwin as we look ahead to upcoming projects and builds?
I’m incredibly excited about the future of Baldwin. After becoming more familiar with the company and its processes, I identified areas where I could contribute to our growth.
One area I’m particularly passionate about is coaching and mentoring. I’m currently developing a professional development program to ensure that our employees are heard and provided with the training they need to advance their careers at Baldwin. Additionally, I’m working on another project we’re excited to roll out soon. While I can’t reveal too much just yet, these initiatives are designed to enhance employee loyalty and align with Baldwin’s mission to ‘Identify, Retain, Support, and Recruit the best people.‘
I truly believe these efforts will strengthen our team and set us up for continued success.
To learn more about Baldwin General Contracting or for any questions, connect with Baldwin on the company website or on social media at Facebook, Instagram, Twitter, LinkedIn, and YouTube.