Navigating the Decrease of Employment in Construction: A Social Media Guide

By embracing social media as a recruitment tool, construction companies can not only address the talent dilemma but also establish themselves as attractive employers in a competitive landscape. This guide serves as a roadmap for navigating the evolving talent landscape, ensuring construction companies can secure the skilled professionals needed for sustained success.

The Talent Dilemma in Construction: A Call to Embrace Social Media

We explore the shifts in workforce dynamics and the limitations of the old ways, highlighting the increasing difficulty in attracting the younger generation to the construction sector. With the advent of social media, there's a clear call to embrace new strategies.

The transformative potential of platforms like LinkedIn, Instagram, and Facebook, can revolutionize recruitment efforts. As we navigate this changing terrain, it becomes evident that tapping into the digital sphere is not just a choice but a necessity to connect with the emerging workforce and ensure the sustained growth of the construction industry. Conglomerate earth-moving companies have already started chipping away at what social media has to offer.

Companies such as Petillo and Turner Construction are already capitalizing on everything social media has to offer. Even the largest construction company in the United States, Bechtel Corporation is leveraging social media to show off their projects and their company culture.

30 Largest Construction Companies in 2022

The question you need to ask yourself is, do you want to be an innovative company or just stay behind?

A company worth 17 billion that leverages social media. What does that say about its effectiveness? Bechtel Corporation Instagram

Building Your Brand on Social Media: Attracting the Modern Workforce

With one glance of your digital presence, you would want to work at your company? Today's workforce, particularly the younger generation, values transparency and a positive work environment. By using social media to provide glimpses into your company's culture—whether it's through team-building activities, employee spotlights, or behind-the-scenes moments—you humanize your brand, making it more relatable to potential hires.

So long story short, you need to show the public what your company's values are. Here is an EXACT step by step on how to do exactly that.

Step 1: Define Your Brand Identity

Begin by articulating your company's core values, mission, and unique selling points. What sets your construction company apart? Use these defining elements to shape a cohesive brand identity that will resonate with your target audience, especially young talent entering the workforce.

What does that look like? See a company overview we produced for Kelco Landscaping, an industry leader performing impressive work in the city that never sleeps.

See the full video below

"Extremely professional and very artistic. Always thinking outside of the box." - Anthony Paglinco, Divisional Head at Kelco Landscaping

Step 2: Showcase Company Culture

Humanize your brand by showcasing the vibrant culture within your company. Share photos, videos, and anecdotes that highlight team-building activities, celebrations, and day-to-day camaraderie. Give potential hires a glimpse into the positive and inclusive environment they could be a part of.

Step 3: Craft Engaging Content

Diversify your content to keep your social media presence dynamic and engaging. Create a content calendar that includes a mix of project highlights, employee features, and industry insights. Utilize different media formats such as photos, videos, and infographics to cater to varied audience preferences. The best approach is to either hire and train an in-house videographer, photographer, graphic designer, drone pilot, director, and a few other skilled professionals. Or work with a production agency like Clearer Vision Marketing.

Step 4: Emphasize Career Growth Opportunities

Clearly communicate your commitment to the professional development of your employees. Share success stories of team members who have grown within the company, detailing their career trajectory. Highlight training programs, mentorship initiatives, and any other avenues for career advancement.

For more creative inspiration, see how we created a video for our client R&R Construction, that was sent to the surrounding trade schools in effort to attract those entering the workforce.

Step 5: Leverage Employee Testimonials

Encourage your current employees to share their experiences working for your construction company. Authentic testimonials provide valuable insights into your company culture and can be compelling for potential hires. Use quotes, photos, or video interviews to convey these testimonials effectively. These do not need to be high quality either, remember you want to be able to relate to those looking for a new job, not scare them away by over complicating things.

Step 6: Utilize Hashtags Strategically

Research and employ industry-relevant hashtags to increase the discoverability of your content. This can broaden your reach, connecting with a wider audience interested in construction and related fields. Create a branded hashtag unique to your company to encourage user-generated content and community engagement.

Step 7: Engage with Your Audience

Social media is a two-way street. Actively engage with your audience by responding to comments, direct messages, and mentions. Foster a sense of community by participating in relevant conversations within the construction industry. This interaction enhances your brand's authenticity and approachability.

Step 8: Monitor Analytics and Adjust Strategies

Regularly review the performance metrics of your social media efforts. Pay attention to engagement rates, follower growth, and the success of different types of content. Analyzing these metrics provides valuable insights into what resonates with your audience, allowing you to refine and optimize your social media strategy over time.

Step 9: Execution

The most important step is consistency. The only way to get the exposure you're after is to consistently post and follow these steps. By following these step-by-step guidelines, you can systematically build a compelling online presence for your construction company. This strategic approach not only attracts young talent but also positions your brand as a desirable employer within the construction industry.

Don't know where to start?

View our website where we breakdown exactly how we are helping construction companies pierce through social media without dealing with the headaches that come with it.