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When I say the word Tesla, who comes to mind? Probably Elon Musk. And when I say the word State Farm, who comes to mind? Probably Jake from State Farm. Why does this matter? People don’t do business with businesses. People do business with people. So, having a face for your construction company is a great way to build trust, strengthen loyalty, expand your reach, and humanize your brand. And who wouldn’t want that? Today, I’m breaking the top 5 roles that could become your construction company’s next brand ambassador!

A brand ambassador helps build trust, strengthen loyalty, expand reach, and humanize your brand at scale. So, if you want all those benefits, contractors should definitely have a brand ambassador of their own. So, what would a “brand ambassador” do for a contractor? Here’s what they would do: They would post their own content on all relevant social media platforms. Most contractors post content on their company pages (which is great), but this would be an extension of that. Your brand ambassador will help shape, lift, and position your brand in a human way. Having a brand ambassador is important because people do business with those they like, know, and trust. And this is the BEST way to accomplish that.

If your CEO has these four qualities, they should definitely be your brand ambassador:

1. They’re great public speakers.
2. They’re charismatic and very likable.
3. They’re opinionated and have a unique POV.
4. They’re okay with being in the public light.

Your CEO usually has the best pulse on what your company brand is now and what they want it to evolve into. So this makes it an easy thing to do when they have all those qualities. Your CEO would post content about leadership, vision & mission, culture, people, and the industry. But here’s the thing: If they don’t want to be public facing, that’s okay. That’s where these next four roles come into place!

Business development is a very client-facing role. These individuals usually have to be great at sales, marketing, public speaking, persuasion, influence, and much more. This makes a role like a brand ambassador an easy and logical next move. These individuals are also one of the most connected people in your company. Business Development would post content about your projects, leadership, relationships, and events. If your brand ambassador can’t be your CEO, it should definitely be business development.

HR is a very people-facing role. These individuals usually have the deepest relationships with your people. So they’re naturally great communicators, listeners, empathetic, have a great pulse on the culture, and know a lot about your organization. HR would post content about your people development, culture, people spotlights, and employee advocacy. As your brand ambassador, HR can play a huge role in attracting and retaining top talent while building your brand. Don’t overlook their impact.

When I say “tradesworker,” this can range from an apprentice to a General Superintendent. Writing off this group is easy because people can see them as shy, heads down at work, and not great communicators. But the truth is that I’ve seen many tradesworkers on LinkedIn post incredible content. I’ve even seen some who create better content than full-time marketers. So don’t rule them out! Tradesworkers would post content about teamwork, leadership, culture, mental health, and the trades. Let your tradesworkers be your biggest advocate.

Every Gen Zer wants to be a YouTuber in this day and age. Most contractors will roll their eyes and say, “Kids don’t want to work these days!” But that outlook is neither helpful nor productive. My thought here is if they want to become content creators, empower them to do it for your company. They’re tech-savvy, know social media platforms really well, and have a good understanding of the type of content that perform best on those platforms. Gen Zers would post about young people joining the industry, interviewing team members, walking projects (vlog style), and changing perceptions about construction. Don’t rule out Gen Z. They can bring a lot to the table if you position them for success.

By the end of this list, you may be thinking:
“But Jonathan, how do any of those topics help me build and grow my brand awareness?”
That’s the beauty of this model. Social media posts made from a human perspective help bring more awareness to you and your company. How? If your brand ambassador gets in front of the right people, they’ll usually go searching to find out what they do and who they work for. And if who they work for is you and they like your brand ambassador’s content, that’ll bring more eyeballs to your company brand.

And here’s the last thing I’ll leave with you:
Your brand ambassador doesn’t have to be one person. It can be all of these roles. The more ambassadors you have, the more growth you’ll see online and in your business.

Want to improve your construction company’s social media marketing? Work with my social media agency, Customer Growth!

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