Social value in construction: Building a better future through brand and communication
The construction industry isn’t just about bricks and mortar – it’s about creating the spaces and infrastructure that define how communities live, work, and thrive. With the UK’s Social Value Act placing greater emphasis on public contracts delivering wider benefits, construction businesses must now demonstrate not only their technical expertise but also their commitment to social and environmental impact.
But social value in construction goes beyond ticking boxes in a bid document. For brands in the sector, it’s an opportunity to lead with purpose, tell compelling stories, and forge deeper connections with stakeholders – from clients and communities to employees and policymakers. This blog explores how construction brands can communicate their social value efforts to amplify their impact and inspire trust.
1. Why Social Value Matters for Construction Brands
In the public and private sectors alike, stakeholders are increasingly prioritising the social impact of projects. For construction brands, this shift offers a chance to stand out by showcasing how they’re improving lives – whether through creating jobs, supporting local economies, or reducing environmental harm.
But it’s not just about doing good; it’s about telling those stories. A well-crafted campaign highlighting a brand’s social value initiatives can:
Build trust with local communities.
Strengthen bids for public contracts.
Differentiate the brand in a competitive market.
Foster internal pride among employees and subcontractors.
For example, consider Skanska UK. The company doesn’t just build infrastructure – it positions itself as a leader in sustainable construction. By highlighting its commitment to carbon neutrality and community well-being through powerful storytelling and transparent communication, Skanska has successfully strengthened its brand identity.
Key Takeaway: Social value isn’t just an operational goal – it’s a branding opportunity. Communicate your impact authentically to connect with stakeholders emotionally and build long-term loyalty.
2. Telling the Story: Turning Impact into Campaigns
Every construction project generates stories – from the apprentices gaining new skills to the communities revitalised by infrastructure investments. The challenge is capturing and sharing these stories in a way that resonates.
Here’s how to craft impactful campaigns:
Showcase Human Stories:
People connect with people. Highlight the real individuals benefiting from your projects – the apprentices who secured their first job, the families living in affordable homes, or the local businesses supported by your supply chain.
Example: Balfour Beatty’s “Transforming Tomorrow” campaign used case studies and video storytelling to show how its projects were improving lives across the UK.Visualise the Impact:
Use infographics, before-and-after visuals, and drone footage to bring your social value initiatives to life. Numbers alone can be dry – combining them with striking visuals can make your message more memorable.Collaborate with Communities:
Engaging local voices strengthens the authenticity of your campaigns. Involve residents, charities, and local businesses in your storytelling to showcase a collective effort.
Example: A construction firm partnering with a local food bank during a project could share a co-branded campaign about fighting food insecurity.
Key Takeaway: Create campaigns that humanise your brand and illustrate the tangible benefits of your work, turning data into emotionally compelling narratives.
3. Aligning Social Value with Brand Purpose
To maximise impact, social value initiatives must align with your brand’s core purpose. A construction company committed to sustainability, for instance, should focus on green building practices and reducing waste, while a brand prioritising diversity might invest in inclusive hiring programs.
Aligning social value with your purpose makes your campaigns feel cohesive and genuine. For example:
Brand Purpose: “Building sustainable futures.”
Social Value Campaign: Highlighting partnerships with suppliers to use recycled materials or sharing progress toward net-zero carbon goals.
When Kier Group launched its “Shaping Your World” campaign, it wasn’t just promoting its work – it was inspiring young people to consider careers in construction. The campaign aligned with the company’s broader goal of addressing the skills gap in the industry, combining social value with long-term brand strategy.
Key Takeaway: Define your brand’s unique angle on social value and ensure all campaigns reflect and amplify this focus.
4. Using Social Media to Amplify Social Value
Social media platforms offer a powerful way to share your social value initiatives with a wider audience. Here’s how construction brands can leverage these platforms effectively:
LinkedIn: Share professional insights, case studies, and project milestones to position your brand as a thought leader.
Instagram: Use visual storytelling to showcase on-site progress, community engagement events, and behind-the-scenes efforts.
Twitter: Highlight quick wins and engage in real-time conversations around industry trends, such as sustainable construction or apprenticeships.
Example: A construction firm could document the progress of a community centre project on Instagram Stories, featuring interviews with locals and project managers. Each update reinforces the brand’s commitment to social value while keeping audiences engaged.
Key Takeaway: Choose platforms that align with your target audience and create tailored content to maximise engagement.
5. Measuring and Reporting Social Value for Stakeholders
To effectively communicate your impact, you need robust metrics and reporting. Clients, investors, and communities want to see tangible evidence of your contributions.
Use the National TOMs Framework (Themes, Outcomes, Measures) to track metrics like local jobs created, carbon reduction achieved, or funds reinvested in the community.
Share this data in accessible, visually appealing formats, such as dashboards, annual reports, or short-form video summaries.
Example: A construction firm could produce a “Social Value Snapshot” video summarising key outcomes from a major project, combining data with testimonials from stakeholders.
Key Takeaway: Reporting your impact transparently not only builds trust but also reinforces your credibility in future bids.
6. Inspiring Internal Audiences Through Social Value
Social value isn’t just about external audiences – it’s a powerful way to engage employees and subcontractors. Highlighting the difference their work makes can boost morale, attract new talent, and create a sense of shared purpose.
Share impact stories internally through newsletters or staff portals.
Recognise employees who go above and beyond in driving social value.
Involve teams in community engagement events to strengthen their connection to your brand mission.
Example: Organise a team day where employees volunteer on a local community project tied to a construction site. Share photos and testimonials internally and externally to celebrate the impact.
Key Takeaway: Make your employees ambassadors for your social value initiatives by showing them the bigger picture of their work.
Final Thoughts: Building Brands Through Social Value
Social value isn’t just a requirement for public sector bids – it’s a strategic tool for building a stronger, more resonant brand in the construction industry. By aligning social value with your purpose, telling compelling stories, and engaging both external and internal audiences, your brand can stand out while driving meaningful change.
The question is: how will your brand use social value to build a legacy?