Fighting the tight labor market with PR

three construction workers

Two ways public relations can immediately help your construction company as backlogs fill

Summer construction season is heating up, but do you have the necessary workers to make sure your jobs are on target?

According to a 2019 survey of 1,300 construction firms by The Associated General Contractors of America (AGC): 79 percent report that they are planning to add staff to keep pace with growing demands, however 78 percent report they are having a hard time filling salaried and hourly trade positions.

This presents an obvious conundrum, and if you’re a construction company, you’re all too aware of the labor shortage and the adverse effects it has on your business. It impacts not only construction costs and project schedules, but also your reputation and bottom line.

How PR can help you fill in the skills gap

Higher salaries, bonuses and extended benefits can certainly help reel in talent, but there is only so much to go around before your margins shrink to unsustainable levels. And unless you have a company culture working in your favor, tradespeople are more than happy to hop from job to job looking for the next bump in the “What’s in it for me?” landscape they’re currently navigating.

The demand for your services isn’t going anywhere anytime soon, and if you want to fill in skill gaps and continue to earn and deliver on profitable projects, construction public relations might be the missing piece. Here are two reasons why:

  1. Public relations can position your company as an attractive employer: And not just for a job, but for a career. Utilizing the right tactics, you can showcase what makes your company different compared to competitors, promote your company culture and show potential employees the real impact of career perks you may offer, like training and development programs and career growth support.
  2. Public relations can showcase your ability to deliver in a tight labor market: While other firms are struggling to meet deadlines, you’re hiring more, which means you can also use public relations tactics to communicate to prospects your ability to manage project schedules and deliver projects on time (and, hopefully, on or under budget).

If you’re looking to stay ahead of the competition in a tight labor market, give Ripley PR a call at (865) 977-1973 today.

Joel Davis, Content Supervisor

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