When it comes to naming a male-dominated industry, construction is probably one that comes to mind. However, the industry is growing at a rapid pace, even being named an essential business during the 2020 pandemic year. As the number of people going into the construction industry rises, we are also seeing more and more women entering the industry, and rising to the top. For Women in Construction Week we developed a week-long social media campaign highlighting different female construction workers at JE Dunn. We shared their stories, testimonies, and gratitude. Our goal was to acknowledge the importance of women in construction and generate interest for the future female workforce.

Our previous WIC Week campaign showcased only images and quotes from female employees across the country – and since this campaign generated such a high reach, we decided to take our new campaign a step further including:

-       Media placements, podcasts, awards/recognition

-       Increased frequency of posts

-       Videos highlighting women at JE Dunn

-       Testimonials highlighting female workers

By incorporating the above content, we received an increase in positive messages and feedback from partners and an increase in engagement by our current female employees. From video production to contacting internal groups during campaign planning sessions, JE Dunn’s evolving campaign sparked an interest in both our internal and external audiences, increasing our percentage of female followers across all of our social platforms by 23% and taking our LinkedIn follower number well north of 100,000.