{"id":70081,"date":"2020-01-13T09:03:36","date_gmt":"2020-01-13T09:03:36","guid":{"rendered":"https:\/\/www.strattoncraig.com\/insight\/how-content-writing-can-help-the-construction-industry\/"},"modified":"2025-03-07T17:13:25","modified_gmt":"2025-03-07T17:13:25","slug":"how-content-writing-can-help-the-construction-industry","status":"publish","type":"post","link":"https:\/\/www.strattoncraig.com\/us\/insight\/how-content-writing-can-help-the-construction-industry\/","title":{"rendered":"How content writing can help the construction industry\u2019s ageing workforce"},"content":{"rendered":"

The construction industry faces a number of personnel challenges including negative perceptions of the sector and an ageing workforce. In an increasingly competitive jobs market, construction companies will need to start investing more in their employer brand in order to retain and recruit top talent. Content writing will be an important element of this.<\/p>\n

What is an employer brand?<\/strong><\/h2>\n

An employer brand is how your business is seen within the marketplace as an employer. This could be how potential new recruits see your company, or how current employees feel about you as an employer. Stats show that businesses that focus on creating a strong employer brand see 50% more qualified applicants and reduce their staff turnover by up to 28%. So it pays to invest in cultivating a good perception of your business.<\/p>\n

How to use content to create a strong construction employer brand <\/strong><\/h2>\n

By creating different types of content that showcase your company and your work, you can start to shift perceptions about the industry as a whole and promote your company as a great place to work. For instance, given that construction isn\u2019t seen as a particularly innovative sector, using your website, creating case studies and writing press releases about new tech you\u2019ve been using will help to change that perception.
\nSocial media allows you to create content quickly and share it with a wide and varied audience. This can help you reach a different and more diverse pool of potential employees and is an easy and relatively cheap way to showcase your brand personality.
\nAn internal website is also an incredibly useful tool. Not only does it allow you to relay company-wide messages, but you can start to build a sense of community within your company, allowing staff to be more engaged with each other and with the company brand.
\nA great way to boost retention and recruitment efforts is by championing your current employees. This can be through creating formal recognition programmes, showcasing them in personal case studies and using them in social media posts. It\u2019s a great way to show you value your employees within your organisation and appreciate the role they play in its success. It\u2019s also highly effective for building trust with prospective employees, as potential candidates trust employees 3x more than the employer to provide accurate information on working at the company.<\/p>\n

How companies can use their employer brand to overcome challenges <\/strong><\/h2>\n

The construction industry has an ageing workforce<\/a>, which means the number of employees over 60 is increasing more than any other age group. This exposes the sector to a range of issues, which include:<\/p>\n