Carefully researched and crafted content can help to confirm expertise, share ideas, and highlight research-backed insights, as well as a way to address industry challenges, raise the alarm and provide solutions.

Used effectively, thought leadership can build trust, shape conversations and influence stakeholders. Handled properly, it can provide valuable, forward -thinking content. Used strategically, it is a powerful tool for your comms plan.

Strategic use of thought leadership provides a way to address an industry’s pain points, positioning you not as a bystander, but as an organisation that understands the current landscape, acknowledges the difficulties the industry is facing and is working hard towards a viable solution.

Skills shortage

Today, most industries are facing skills shortages of varying degrees. Difficulties finding the right people, with the right skills, and even the right enthusiasm, are regular topics of conversation, and construction is no different.

But rather than using thought leadership to simply highlight the issues, by creating a strategic plan, you can effectively use it to promote your company ethos, your culture, your staff initiatives in a way that is learned and not promotional, thought-provoking rather than just propaganda.

As the construction industry faces an ageing workforce, and a battle to hire the top talent, a company can position itself as the place to be, one which is forward-thinking, supports its staff through career enhancement, or one that is pushing to encourage more women into construction.

So how can you go about this?

• Improve perception - One of the biggest impacts of thought leadership can be tackling misconceptions. It’s a simple mechanism, present the problem and provide a solution. The skill comes in really understanding the problem - what do people really think about working onsite, what are the barriers to them choosing construction as a career, especially women and young people, and how can this be overcome? In examining these issues, an article can also weave in messaging that the industry is a place that offers solid, long careers, with great earning potential, where ambitious people want to work - and more importantly, where they will want to work with you.
• Talk about culture - Retention is half the battle, but when industry leaders talk openly about culture, it can signal that the industry is evolving, that you are listening and change is happening.
• Share solutions - Strong thought leadership articles should provide a solution - it could be something as simple as a product that is a gamechanger, or something more intrinsic, such as a culture shift - improving facilities for women on site, recruitment ideas, such as employing ex-forces, or how you handle career pathways. Crafted carefully, such a feature can position you as forward-thinking and a place where people want to work and are valued.

How do you share your views?

There are many ways in which thought leadership content, such as feature articles, an interview, a digital asset, or short video, can be used, with the format and media dependent on the message you are trying to get across and the target audience you are trying to reach.

• LinkedIn articles - Recent data has shown that large language models (LLMs) are citing LinkedIn sources up to five times more often than before, with LinkedIn articles making up 80% of those citations. For brands, it means that promoting LinkedIn articles can significantly boost your chances of being cited as an authoritative source on key topics..
• Trade publications - Media lists need to be carefully researched to find the right titles for your brand, and your message. Trade publications offer direct access to industry-specific audiences, ensuring high engagement from professionals, potential clients, and peers. They allow for in-depth, technical, and practical content, establishing credibility and authority without the need for mass-market appeal.
• Website - Having a strong online newsroom helps to increase visibility and build media relations. It builds a repository where your experts’ views are easily accessible, helping to promote expertise, authority and credibility. Social media posts linking to newsroom articles help to drive traffic, engagement and exposure.
• Social media - Social platforms are a great link to your stakeholders, both external and internal, and can be used to amplify your voice further, whether that’s a talking head video, an interview, feature articles, newsjacking commentary or linking to a digital asset, it all helps to get your voice heard.

Outcome

Thought leadership activity needs to be strategic, planned and regular - consistency builds authority. Knowledge and words are powerful building blocks, and by tapping into your expertise and experience, you have a powerful tool that can deliver great results by differentiating you from your competitors, helping to build trust with potential recruits, and ultimately strengthening your brand.