If you’re in the construction industry, you have a story to tell. If you don’t think so, you’re in the majority. In general, people in the construction industry have lagged in telling the public about their projects, innovations, safety triumphs, and efforts that go above and beyond the call of duty.

First of all, productive workers in construction and the specialty trades are extremely busy day after day. When schedules are tight, many may be on the job seven days a week, every week. They can be found heads down, absorbed in their work. They are busy keeping up with demand and covering additional work because of skilled labor shortages. They’re not sitting around thinking up ways to brag about what they’ve been doing. 

Secondly, construction workers may not think their story is particularly interesting. However, we need to be mindful that there are people outside the company – and particularly outside the industry – who don’t even know much about everyday construction work, let alone unique achievements. Most people are only aware of the old stereotypes.

It’s time to tell your company’s story. Don’t leave it to the old stereotypes.

The modern construction industry makes use of new technology tools, 3D modeling, virtual reality video, complex designs, computer animations. One opportunity is to highlight your use of a new process or innovation.

Your story should enlighten your audience by conveying information and facts, plus appeal to the listener or reader on an emotional level. Your audience might include customers, peers or even potential employees. After working in the industry, you know what your audience’s pain points are. There’s a story somewhere in your company’s history that someone can relate to. There are projects that have benefitted someone’s life.

Today’s technology makes it incredibly easy and inexpensive to tell your story. A video story can be as simple as turning the camera of your cell phone around and explaining what’s happening on your project or what’s special about it. Being part of your story makes you relatable and can draw others into the bigger story of your industry. If you’ve been around a while, you have built a life around your industry, so there’s no need to be shy. You are the expert. You know more about the story you’re telling than your audience does.

As you tell your story – the who, what, when, where, why – others can benefit from your insights. They can be enlightened and empowered. For instance, they can better understand the skilled trades and the need for workers. They may be motivated to get involved and help solve the labor shortage.

As you tell your story, be sure your audience can catch a vision for being a “hero” that can help solve their own company’s pain points. You are the guide; they are the hero.

Listen to episode 142 of Bridging the Gap Podcast, where Dan Maitland describes more about the importance and the process of relating the stories from the construction industry. 


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