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:
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ENGAGEMENT + INTERACTION
DEFINE GOALS + OBJECTIVES
KNOW YOUR AUDIENCE: MEET THEM WHERE THEY’RE AT
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RECRUITING STRATEGY
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ANALYTICS + OPTIMIZATION
CONTENT STRATEGY
# AEC IRL
SOCIAL MEDIA / GRAPHICS PROGRAMMING
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COLLABORATION + PARTNERSHIPS
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COMPLIANCE + LEGAL CONSIDERATIONS
PLATFORMS SELECTION
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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.
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