ONWARD AND UPWARD
TO SHOW EMPLOYEE APPRECIATION AND INCREASE RETENTION, SKYLINE INITIATED A SOCIAL MEDIA CAMPAIGN TO HIGHLIGHT THE DIFFICULT—AND DANGEROUS—WORK THEIR SKILLED CREWS DO EVERY DAY.
Photography, Content Strategy, Copywriting
SkyLine Scaffold is a family-owned business that offers shoring and scaffolding services throughout N. California. The social media campaign was less to prompt direct engagement—veteran construction workers tend not to post—but to be one of several ways to show the crews how much their dedication and work was appreciated.
Camera in hand, I visited 14 job sites over several months, which included everything from the State Capitol, Bogle Vineyards, and American Cancer Society Gala to Skyline's administrative offices and yard.
After taking 100s of photos at each site to chronicle a job from start to finish, I wrote copy and posted on Twitter, Facebook, and Instagram. Management provided invaluable input and fast approval.
I found the crews to be professional, meticulous, safety-conscious and, frankly, gracious as hell, even while I was dogging them with a camera.
Management reported that crews were extremely vocal in how much they appreciated the posts. It was great to work with them.
Job site posts and 1000s of photos helped retain crews and staff, and provided images for subsequent marketing efforts.
Selected Twitter threads