Seven keys to people management in construction marketing

When times get tough (and even when they’re not!) it’s essential that you keep your workforce in place. Most business development experts, especially in the construction marketing field, will talk about how essential it is to have key performance indicators that you apply to every aspect of your business in order to set goals and monitor progress. I don’t!

I can see the value in them. I can understand business owners wanting to keep growth records, monitor progress, profitability, and pace of work, and it’s essential that your five-year business plan be based on concrete facts and expectations. But there is a better way, especially in a time of economic uncertainty. Key Performance Indicators can be a nightmare!

Instead of motivating your workforce to work harder, do better, and qualify, you can demotivate, disenfranchise, and disconnect the most valuable asset you have. You must impart the visions and dreams you have for the success of your business to your workforce. Once they own the vision, they are in a much better position to enable you to achieve your goals.

There are seven essential keys to ensuring you keep your staff and workforce on track, which is crucial, especially in times of recession.

Build relationships with your workforce. This is a key concept in construction marketing today, whether internally with your own staff or externally, targeting current and potential clients. Marketing language, jargon, and hype don’t work, especially in construction marketing.

Let them own the vision. This means that you need to speak from the heart. The construction industry is notoriously bad at this! There is a misconception that builders do not possess emotions. Is not true. If you can impart your business vision in a way that connects with the heart, you’ll have success in your hands and a loyal workforce behind you.

Set achievable goals that have been agreed upon by the workforce. Reaching goals can be liberating and motivating for people. But they must take charge of their personal goals, objectives and achievements and understand how they can reach their potential by working within your company. So get them involved and let them see how your business model can benefit them.

Find meaningful ways to reward those who rise to the occasion. This is a fact. People need encouragement and recognition. As a business owner, one of the powerful weapons in your building marketing arsenal is the loyalty of your workforce because they will become living advocates for your brand. They will do this if they feel valued.

Involve them in your company’s evolving vision, which should be well articulated in your Mission Statement and integrated into your Business Plan. Have regular meetings with your workforce so that they feel part of the development of the business. They’re the people on the ground, so get feedback from them, and as a construction business owner, be approachable.

Have regular meetings with your workforce to share with them what’s happening with the company: incentives, disappointments, targets. An annual dinner can be a good time to share what is happening with the company in a relaxed and non-threatening environment.

Create a family business environment. The last of the seven keys follows the same pattern as the rest. It’s about establishing a good and positive work environment that encourages growth, participation and ownership of the vision and values ​​you hold dear.