84 Lumber is leveraging the power of social media to highlight the opportunities for women and their growing role within the industry. The dealer’s efforts are part of its participation in The National Association of Women in Construction’s (NAWIC) Women in Construction Week.
84 Lumber’s monthlong social media campaign, including videos shared on TikTok, is designed to recruit and celebrate new opportunities for recruits within the construction industry. Amy Smiley, vice president of marketing and public relations for 84 Lumber, says while many 84 Lumber customers may not be on TikTok, the next generation of associates are, and the company needed to get creative with short and fast-paced messages to understand how potential associates may discover the industry and the company.
The company is sharing videos of current associates, customers, and industry influencers to amplify “the positive side of working in the industry,” Smiley says. As part of the campaign, 84 Lumber is recognizing women-owned builders, highlighting what it takes to be a woman-owned company within the competitive construction industry. The campaign aligns with the theme of Women in Construction Week— ‘Many Paths, One Mission’ — celebrating the different journeys women have taken toward strengthening and amplifying the success of women in the industry.
“It is very important for women entering the industry to see successful role models. We try to provide examples of women within the industry in order to do away with the predetermined notion that this is a male-driven business,” Smiley says. “At 84, we provide women—and all associates—with clear career path opportunities. Our office provides a diverse working environment with a lot of different kinds of people working together.”
@84lumbercompany We are celebrating Women in Construction Week and want to showcase the women of @longshorecustomhomes ♬ original sound – 84 Lumber Company
Smiley says 84 Lumber, as a women-owned and Certified Women Business Enterprise, believes strongly in sharing the growing number of roles and opportunities that are available for career progression for women in the construction industry.
“When women feel inspired, supported, and encouraged to pursue their career goals, there is no limit to their success,” Smiley says. “This month, we’re celebrating female leaders through our #WomenInConstruction campaign, highlighting the many career paths available, advice for those entering the industry, and how women impact change. Construction is the future, and as the industry continues to grow so will opportunities for women.”
To help recruit and attract more women in construction, Smiley says it’s important to ensure the education system “signposts careers in the trades, engineering, and construction” so students can study relevant subjects and sign up for apprenticeships.
“If you are considering a career in the construction industry, make sure you like a challenge and the ability to learn every day,” Casey Lemoi, install manager for 84 Lumber, says. “Always ask too many questions to clarify. Change needs to be in your daily vocabulary because things are constantly changing in all parts of the industry from codes to product knowledge.”
For its part, 84 Lumber offers lumber and sales camp and leadership training for new workers in the industry to help advance their careers.
“My advice to women entering the business and rising up the ranks is straightforward: Be a team player. Be consistent and work hard. Show up everyday,” Smiley says.
In addition its #WomenInConstruction campaign, 84 Lumber is also supporting the third annual EmpowerHER Grant in March. Through the grant, 84 Lumber and the Pittsburgh Penguins are partnering to highlight local Pittsburgh-area women-owned businesses and will award one business with a $25,000 grant. The EmpowerHER Grant is part of the dealer’s Leading & Inspiring Females to Thrive (L.I.F.T.) program with the Pittsburgh Penguins.
