Developed by team #AECIRL of the 2024 ElevateHER® cohort, this document contains a comprehensive toolkit for AEC firms and organizations to launch a social media campaign aimed at attracting talent to the industry at a younger age. ElevateHER® is about the future of the AEC industry and Zweig Group’s commitment to recruiting and retaining the best minds in the industry.
AEC EDUCATION CAMPAIGN SOCIAL MEDIA TOOLKIT
# AEC IRL
Our goal is to provide easily implemented, targeted social media campaigns, aimed at high school students, to help address the AEC industry’s recruiting and retention crisis.These campaigns will increase awareness, foster understanding of the industry occupations, and attract upcoming talent. Ultimately, this social media toolkit will provide cohesion across AEC firms, highlighting the shared synergy of occupations and the benefits of the industry.
PUT YOUR CONTENT TO WORK Your rst goal should be focusing on your audience, your goals for the campaign, and see what resources you have immediately available. You will also want to make sure your goals are attainable, start out small with an introductory video / reel, introduce your audience to your company / organization; highlight the company culture, your industry differentiators, and available positions.
Videos are an extremely effective way increase engagement on social media, and believe it or not, YOU can create visually stunning and creative video content!
LEVERAGEYOUR EMPLOYEE’S CAREER PATH STORIES This is the easiest and most organic way to connect with your audience on a basic, human level. Unique career pathway stories not only show that there are many ways you can enter the AEC industry, but it highlights the fact that everyone’s story is different and not every career begins with a four-year degree.
Feel free to use data and statistics, especially when talking about the craft trades and non-traditional post-graduate career pathways.
HASHTAGS Hashtags are an essential part of social media – they help build interest, create cohesion, and unite user-generated content around your efforts. You can use hashtags to interact with people over social media, and make your campaign more recognizable. ATTENTION-GRABBING PHOTOS You sometimes have less than three seconds to grab the attention of someone on social media before they decide they want to stay or scroll – make it worth their time! • Take various photos for each campaign that help generate awareness. • Show off your work! The AEC industry changes and shapes our communities, show off your hard work and how your company has impacted your community. WRITTEN CONTENT Keep your social messaging short and sweet. Simplify the process by coming up with templates for your content ahead of time; make sure you include a brief explanatory message, relevant hashtags, and a call to action. By curating copy ahead of time, this allows you to strategically schedule posts, stories, and reels with meaningful and relevant content that is more likely to have high engagement. It also gives you time to create thoughtful photo and video assets aligning with your copy.
DON’T FORGET!
Use your company branding through color, logo, links to your website, blog, landing pages, and social media pro les
Contact information for HR or corporate recruiters if actively hiring
A list of industry partners or organizations; include their logos and links to their websites # #aecirl #weareaec #aeccareers
ElevateHER 2024 Cohort Project #AEC IRL
SOCIAL MEDIA CAMPAIGN KEYS TO SUCCESS
Developing a successful social media campaign for the architecture, engineering, and construction (AEC) industry requires a strategic approach and a well-equipped toolkit with key elements for success:
1.
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ENGAGEMENT + INTERACTION
DEFINE GOALS + OBJECTIVES
KNOW YOUR AUDIENCE: MEET THEM WHERE THEY’RE AT
8.
RECRUITING STRATEGY
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3.
9.
ANALYTICS + OPTIMIZATION
CONTENT STRATEGY
# AEC IRL
SOCIAL MEDIA / GRAPHICS PROGRAMMING
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COLLABORATION + PARTNERSHIPS
10.
COMPLIANCE + LEGAL CONSIDERATIONS
PLATFORMS SELECTION
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6.
CONSISTENT BRANDING
CRISIS MANAGEMENT
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1. Define Goals and Objectives: • Identify specific objectives such as increasing cross-functional industry and job awareness and attracting top talent for recruitment.
7. Engagement and Interaction: • Actively engage with your audience by responding to comments, messages, and mentions promptly. • Include links / QR codes to job postings, career pages, union hall info. 8. Recruiting Strategy: • Highlight company culture, projects, differentiators, and career opportuni- ties to attract top talent. • Share employee testimonials, real-life career pathways, and success stories to showcase AEC workplace environment and opportunity. 9. Analytics and Optimization: • Monitor key metrics such as engagement, reach, and conversion rates. • Analyze the performance of #AECIRL social media campaigns and adjust strategies accordingly for continuous improvement. 10. Collaborations and Partnerships: • Collaborate with industry associations, industry experts, and trade schools to extend your reach and credibility. • Collaborate with High School guidance counselors and career pathway programs. 11. Compliance and Legal Considerations: • Ensure content that is being shared is in compliance with employer photo / video release forms and privacy laws when sharing project details or wage information. 12. Crisis Management: • Recommend the development of a crisis management plan to address any negative feedback or emergencies that may arise on social media.
2. Know Your Audience: Meet Them Where They’re At • Target audience: high school students, aged 13-18 • Message and content is tailored and age-appropriate
3. Content Strategy: • Our goal is to create engaging, easily digestible, and relevant content that showcases career opportunities, career pathways, diverse AEC professionals, and unique construction projects. • We will utilize a mix of static visuals / graphics, videos (YouTube Shorts, Reels, Tik Tok), case studies, and educational content to foster an interest in the AEC industry. 4. Social Media / Graphics Programming: • Promote the use of social media management tools like Hootsuite, Buffer, or Sprout Social for scheduling posts, monitoring engagement, and analyzing metrics. • Promote easily accessible and easy-to-use design tools like Canva for creating visually appealing graphics and videos. 5. Platforms Selection: • Recommend social platforms where your target audience is most active; YouTube, Tik Tok, and Instagram. 6. Consistent Branding: • Maintain a consistent AEC industry identity across all social media platforms. • Use branded hashtags and themes to reinforce a cohesive AEC social presence.
SOCIAL MEDIA CAMPAIGN SAMPLE CONTENT CALENDAR 2024
# AEC IRL
SOCIAL MEDIA CAMPAIGN SAMPLE CONTENT
# AEC IRL
PEOPLE POST
EVENT POST
HIGH SCHOOL ENGAGEMENT POST
DON’T FORGET!
Use your company branding through color, logo, links to your website, blog, landing pages, and social media pro les
Contact information for HR or corporate recruiters if actively hiring
A list of industry partners or organizations; include their logos and links to their websites # #aecirl #weareaec #aeccareers
TRENDING REELS
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