In industries as grounded and practical as construction and engineering, it’s easy to overlook the value of social media, especially platforms often associated with corporate professionals or job hunters. But if you’re not using LinkedIn as part of your marketing strategy, you’re missing out on a powerful tool that can elevate your company’s visibility, credibility and commercial success.
Connect with Decision-Makers
Unlike other social media platforms, LinkedIn is home to business leaders, project managers, engineers, procurement officers, and directors – the very people who make buying decisions. For construction and geotechnical firms, this means direct access to clients, collaborators, and influencers in your niche.
Being active on LinkedIn allows you to position your business in front of key decision-makers at infrastructure consultancies, contractors, developers, and local authorities.
Showcase Expertise and Projects
Whether you’re installing foundations, delivering site investigations, or designing ground improvement solutions, LinkedIn gives you the opportunity to demonstrate your technical expertise. Share approved photos of on-site progress, explain how you overcame complex ground conditions, or provide insights into sustainable construction methods.
This kind of content not only tells your story, it builds trust and establishes your business as a thought leader in the sector.
Build Partnerships and Industry Relationships
LinkedIn is more than a broadcasting tool; it’s a networking platform. You can form valuable partnerships, stay up to date with industry developments, and contribute to conversations around regulation, innovation, and best practice.
Boost Tender and Bid Credibility
Before awarding contracts or inviting companies to tender, clients often do their homework – and LinkedIn is part of that due diligence. A consistent and professional presence can reinforce your credibility. It shows you’re active, engaged in the industry, and committed to quality and innovation.
Attract Talent in a Competitive Market
Recruitment is a major challenge in the construction and geotechnical world. A strong LinkedIn presence helps attract skilled professionals who are actively researching companies and evaluating whether they align with their values and career ambitions.
Posting about your company culture, training initiatives, and employee achievements can set you apart as an employer of choice.
Stay Visible
In construction and geotechnics, relationships are everything. Jobs are often won based on previous experience and reputation. LinkedIn helps keep you stay at the forefront of your audience’s minds by consistently reminding your network of the work you do and the value you bring.
Tips to Getting Started
If you’re new to LinkedIn or you haven’t used the platform for a while, here are some great ways to help you start building an online presence:
- Set up a Company Page to showcase services, specialisms, and key team members
- Post regular content such as site photos, behind-the-scenes, case studies, events and important company/employee milestones
- Encourage employees to engage with content and build their own personal networks and share your company posts
In summary, LinkedIn is far more than a digital CV platform, it’s a strategic marketing channel that can help you attract work, talent, and partners by showcasing your expertise in an environment where professionalism, trust, and visibility count.
If you’re not already using LinkedIn to its full potential, now is the time to start laying the foundations…
Author: Amanda Barron, Jooce Marketing & PR