If you are not properly engaging with potential employees, construction partners and your community on social media, you risk letting outsiders tell your story in ways that can backfire.
At CONEXPO-CON/AGG 2026, two construction-savvy marketers at Michigan contractor Team Elmer’s will share why genuine interactions on Facebook, LinkedIn and other platforms are needed to attract both talent and business opportunities.
Team Elmer’s communications director Tonya Wildfong and social media manager Emily Hansen will detail practical steps for contractors to engage better while avoiding common pitfalls at their session, From Hard Hats to Hashtags: Social Media Strategies to Build Your Brand, Humanize Your Crew, & Attract the Next Generation.
Emily and Tonya will share the types of content that resonate on social media, particularly with up-and-coming younger talent who prioritize culture over salary alone.
WHY YOU NEED SOCIAL MEDIA IN CONSTRUCTION
Social media is no longer optional. If you don’t step in first, an angry customer or a disgruntled employee could be the only voice for your company that people see.
But if you know how to consistently show up online, it could be your crew and co-workers sharing their expertise and positive outcomes. “Who do you want to tell your story?” Tonya asks.
Social media isn’t just about what you do; it’s about who you are. From a reputation standpoint, social media is typically the first place that customers, potential teammates and community partners form an opinion. So, it is important to show up and show up authentically.
“This builds trust and credibility over time,” Emily shares.
Emily and Tonya will share the types of content that resonate on social media, particularly with up-and-coming younger talent who prioritize culture over salary alone.
DON’T JUST SELL YOUR COMPANY
Pushing sales on social media often feels inauthentic and transactional. Educating about services, on the other hand, builds trust.
“Add value first. People want to know why,” says Tonya. “Why are you the expert? Why is this product good?”
This session shows how social media can be used to highlight people, build trust and create real connection instead of serving as another sales channel.
Contractors will also learn how to avoid common mistakes on social media that erode trust, including ignoring negative feedback. “Be transparent and honest,” Tonya notes.
LEARN HOW TO GET STARTED
Tonya and Emily will share a simple framework that contractors of any social media comfort level can employ immediately to save time and resources. The five Ps: Person, Platform, Plan, Perform and Post.
Here’s a taste of what that looks like in action. Pick a Person who is going to own it. Pick one Platform to start. Plan how often you will want to post or how much time you want to dedicate to it. Perform the work. Take the photo or video, talk to the engineer, project manager, foreman or operator. Get the story. And finally, Post the content.
Tonya and Emily will share real-world examples that help contractors set realistic, achievable goals for building their social media presence, especially when time and resources are limited.
The key to success? Remember: social media is all about connection. Real people and real stories drive engagement.
“You don’t need to be trending or go viral every week to succeed,” Emily explains. “Instead, we’ll focus on the power of showing up consistently, creating authentic content, and building brand awareness over time.”
If you’re not building trust digitally, you’re missing the chance to grow your brand and inspire tomorrow’s workforce.
Learn how to show up with a purpose on social media in CONEXPO-CON/AGG 2026’s session, From Hard Hats to Hashtags: Social Media Strategies to Build Your Brand, Humanize Your Crew, & Attract the Next Generation.
Register today to save 10 percent off show admission with code WEB10.
Photo credit: SHUTTERSTOCK/CHACHAMP
