It has launched the initiative Made for More, which aims to highlight the company as an employer of choice, offering people more than "just a job".
With WA government announcing that native forest logging would cease in the state from 2024, timber industry workers will be a key target of the campaign.
WesTrac general manager people and culture for WA Tanya Eales said the campaign focused on aspects of WesTrac that could be leveraged to attract, engage and retain the best people.
"The skilled worker shortage that's impacting mining and construction in Australia is having a serious knock-on effect for service providers such as WesTrac that work with those industries," she said.
"We have a lot of roles to fill and apart from the fact that the salaries on offer are competitive and there's a lot of job security, we know that people are looking for a whole range of other less tangible benefits from an employer.
"That includes a high degree of flexibility in work arrangements, ensuring everyone has a strong sense of ownership and belonging, growth and innovation opportunities, and an overall culture built around shared values."
Eales said Made for More focused on care, passion and evolution, the three qualities existing employees had identified.
According to NSW-ACT general manager people and culture Rob Hooke, the latest COVID-19 lockdowns impacting the eastern states accentuated the need to highlight what WesTrac represented as an employer.
"The current situation makes it even more important to show that we place the highest value on our people's health, safety and wellbeing, that we absolutely need them to help us maintain the high level of service expected by our customers, and that our business is continuing to grow, innovate and build our workforce accordingly," Hooke said.
He said WesTrac was recruiting for a broad range of roles in multiple locations across WA, NSW and the ACT.
"We look for the best people in their fields but are very open to helping those people transfer skills from other industries, upskill trade qualifications and develop completely new skills regardless of age or experience," Hooke said.