One of the attendees at my social media presentation to the local Associated Builders and Contractors board mentioned that he felt that there were many wasted opportunities to share stories about the great work his crew did. He went on to say that his superintendents problem solving abilities were a real competitive advantage, but he found it difficult to convey that to current and potential customers.
I thought social media would be a great mechanism for sharing such stories. The company benefits in a couple of ways. First, as the gentleman above suspected, these stories make great marketing copy. They create an opportunity for current customers to emotionally invest in the work of their contractor and paint an enticing picture for prospective clients.
However, I think efforts to recognize your crews’ success on the web will pay bigger dividends for the morale of the crews themselves. Think about it. If you see yourself mentioned in the company’s print newsletter, you might take it home to share with your spouse. However, if your mentioned in a blog post, with a link to the recognition page on the company website, then you’re likely to share that with all of your friends and family by email. Chances are that more than a few of those folks are in construction too, which means that your recognition effort can have recruiting benefits too.
See part 2 of this post for a 7-step approach for promoting the work of your crews.
Tags: commercial construction, construction hr, construction human relations, construction industry, construction labor, construction marketing, construction pr, construction Public relations, construction quality, construction superintendent, construction workers, contractors, general construction, general contractor