Comprehensive Demand Generation Strategy for Search and Selection in the Construction Industry

Lechley Associates

How we generate demand for our search and selection services

A man in a suit and tie is standing on a set of stairs.

Target Audience Research

To generate demand for our search and selection services in the construction industry, we will begin by researching our target audience. We will focus on understanding the needs, pain points, and desired outcomes of senior staff within construction companies. This research will involve:

1. Analysing market trends and industry reports

2. Conducting interviews and surveys among our target audience

3. Monitoring groups, forums, and social media channels where industry professionals share their experiences and challenges


Customer Personas

We will create detailed customer personas, focusing on senior staff within construction companies. These personas will help us better understand our audience and create marketing messages that resonate. We will include the following:

1. Demographics: Age, location, and job role

2. Professional goals and challenges

3. Preferred sources for information and networking

4. Pain points when it comes to hiring talent in the construction industry


Target Audience Research & Personas

Our target audience consists of senior staff within the construction industry, including CEOs, Board Members, HR Directors, and Project Directors To understand their needs, pain points, and desired outcomes, we will conduct interviews, surveys, and analyse existing data derived from similar clients.

As an example, please see an example outline for two personas who are at the forefront of the process for the client.

Persona 1: CEO / Managing Director

Priorities: Business growth, profitability, and maintaining a strong reputation in the industry

Pain Points: Difficulty finding and retaining top talent, stagnation in the company's development and projects, overcoming increased competition

Desired Outcomes: A reliable and efficient search and selection process for highly-skilled professionals suited for their company's needs

Persona 2: HR Manager

- Priorities: Increasing employee satisfaction and retention, reducing recruitment costs, building a highly-skilled workforce

- Pain Points: Inefficient talent sourcing methods, high employee turnover, lengthy and expensive hiring processes

- Desired Outcomes: An easy-to-implement and affordable search and selection system to attract the best talent in the UK construction industry


Multi-Channel Approach

Once we understand our target audience, we will develop a multi-channel approach, including:

Email Marketing: Send targeted emails to potential clients, highlighting our value proposition and sharing success stories of helping leading construction companies find top talent, even in remote locations like Antarctica (placements have been made in all Continents!).

Social Media: Establish a strong presence on LinkedIn, Twitter, and Instagram to engage with industry professionals, share valuable content, promote our services, and showcase company culture.

Content Marketing: Create insightful articles, whitepapers, webinars, and infographics addressing both hiring and retention challenges in the construction industry. Distribute this content across social platforms and through strategic partnerships with industry publications.

Advertising: Run targeted ads across platforms like LinkedIn, Google Ads, and niche industry job boards to increase visibility and promote our services.


Key Performance Indicators (KPIs)

We will track progress using the following KPIs:

1. Website traffic and conversions (leads generated)

2. Email open and click-through rates

3. Social media engagement (likes, shares, comments) and follower growth

4. Content performance (views, downloads, and backlinks)

5. Ad campaign success in terms of clicks, conversions, and return on investment


Tools and Technologies

  1. To enhance our campaign's effectiveness, we will explore new tools and technologies, such as:
  2. Marketing automation tools for effective email and SMS campaigns
  3. Social media management tools for streamlined posting and engagement tracking
  4. Analytics platforms to monitor and visualize campaign performance
  5. AI-driven tools for better ad targeting and programmatic advertising.



Budget and Timeline

We will allocate a budget and timeline for each marketing channel and content production. The budget allocation should consider both immediate priorities and long-term growth, considering the costs associated with each marketing tactic.

We will work closely with our sales team to create a feedback loop, allowing continuous optimization of marketing efforts based on real-time performance data and customer feedback.


To kickstart our demand generation strategy and discover how we can help your company attract and retain the best talent in the construction industry, schedule a time for a consultation today.


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The Bricks and Mortar of Discontent: Unravelling the UK's Housing Crisis "The UK’s listed housebuilders are on track to build the fewest new homes for sale in a decade, as planning rules and high mortgage rates hold the market back despite the new Labour government’s push to increase housing supply." (Construction sector, UK’s Listed Builders on Track to Build Fewest New Houses in a Decade) The UK faces a persistent and complex housing crisis. While successive governments have pledged to increase housing supply, the reality consistently falls short of ambition. The opening statement, "The UK’s listed housebuilders are on track to build the fewest new homes for sale in a decade, as planning rules and high mortgage rates hold the market back despite the new Labour government’s push to increase housing supply," encapsulates the multifaceted nature of this challenge. It highlights the critical interplay of planning regulations, economic factors, and governmental policy, all contributing to a slowdown in housebuilding. This essay will delve into these interconnected issues, exploring the complexities of the UK’s housing market and the obstacles hindering the construction of much-needed homes. One of the most significant constraints on housebuilding is the intricate and often cumbersome planning system. Obtaining planning permission can be lengthy and arduous, fraught with bureaucratic hurdles and local opposition. Developers often face significant delays, adding to costs and discouraging investment. This bottleneck in the planning system acts as a substantial impediment to increasing housing supply, regardless of government initiatives. Under pressure from residents concerned about overdevelopment and the impact on local infrastructure, local authorities often resist new housing projects. This "NIMBYism" (Not In My Back Yard) creates a significant obstacle, even when central government pushes for increased building targets. The result is a system where local concerns and bureaucratic red tape often thwart good intentions. Coupled with planning constraints, economic factors play a crucial role in shaping the housing market. High mortgage rates, as highlighted in the opening statement, significantly impact affordability and dampen demand. When borrowing becomes more expensive, potential homebuyers are less able to secure mortgages, reducing the number of people actively looking to purchase property. This, in turn, discourages developers from building new homes as the demand for their products decreases. Furthermore, economic uncertainty, such as that caused by inflation or recessionary fears, can further exacerbate the problem. Developers become more cautious and hesitant to invest in new projects with an uncertain economic outlook. This creates a vicious cycle, where high mortgage rates and economic instability lead to reduced demand and decreased housebuilding, ultimately contributing to the housing shortage. The role of government policy is also pivotal, albeit often paradoxical. While the current Labour government has strongly committed to increasing housing supply, as noted in the opening statement, translating this ambition into concrete results is proving challenging. As highlighted in the context of the Labour government’s housebuilding ambitions, the reliance on migrant workers to address the skills gap within the construction sector underscores the difficulty of achieving targets without a robust domestic workforce. This raises questions about the long-term sustainability of such an approach and the need for investment in training and skills development within the UK. The government's aim to ignite a "housebuilding boom" is laudable, but achieving it requires more than just political will. It necessitates a comprehensive strategy that addresses the underlying issues of planning constraints, economic factors, and skills shortages. The skills deficit within the construction industry presents another significant hurdle. The urgent need for 250,000 new workers to meet current project demands and an additional 159,000 to hit government targets, as highlighted in one document, illustrates the scale of the problem. The slow pace of training new workers under current models makes it difficult to bridge this gap. Without a sufficient workforce, construction projects will be delayed or even abandoned even if planning permission is granted and mortgage rates are favourable. This skills shortage acts as a bottleneck, restricting the industry's capacity to deliver the required number of homes. The government's initiatives to address this issue, such as the planned 5,000 new apprenticeships, are a step in the right direction. Still, more comprehensive reforms are needed to create a sustainable pipeline of skilled workers. The gap between policy ambitions and practical constraints is a recurring theme. The expectation that the housing sector will build significantly less than needed to meet Labour’s aim of 1.5 million homes over five years highlights this disconnect. It underscores the fact that simply setting ambitious targets is not enough. Achieving these targets requires a concerted effort to address the systemic challenges hindering housebuilding. This includes streamlining the planning process, creating a more stable economic environment, and investing in skills training to ensure a sufficient workforce. Without addressing these fundamental issues, government targets risk remaining just aspirations. Furthermore, the construction industry's challenges extend beyond housebuilding to infrastructure projects. As mentioned in one highlight, the anticipated increase in infrastructure delivery post-2024 faces similar constraints. The capacity to bring these projects to fruition is hampered by the economic and structural challenges affecting housebuilding. This interconnectedness between housing and infrastructure highlights the need for a holistic approach to addressing the construction sector's challenges. A piecemeal approach, focusing solely on housing or infrastructure in isolation, is unlikely to be effective.  In conclusion, the UK’s housing crisis is a complex issue with no easy solutions. The interplay of planning regulations, economic factors, skills shortages, and government policy creates a challenging environment for housebuilders. While the government's stated aim of increasing housing supply is commendable, achieving this goal requires more than just setting targets. It necessitates a fundamental planning system reform, a focus on creating a stable economic environment conducive to investment, and a commitment to developing a skilled workforce within the construction industry. Until these underlying issues are addressed, the UK will continue grappling with a housing crisis with far-reaching social and economic consequences. The bricks and mortar of new homes are not just physical structures; they represent opportunity, security, and the foundation for a thriving society. Unlocking the potential of the housing market requires a concerted and coordinated effort from all stakeholders, ensuring that the ambition to build a better future is not just a dream but a tangible reality.