In a world where perception drives engagement, the AEC industry is waking up to a new kind of visibility.
According to OpenAsset’s 2024 State of AEC Marketing Overview, 94 percent of AEC marketers reported using social media as a key channel for generating leads and building brand awareness. It’s no longer enough to produce great work. That work must be seen, shared, and humanized.
The shift is happening on two fronts: in the physical realm, where projects are judged not just by function but by photogenic appeal, and in the digital realm, where a firm’s most influential brand touchpoint is not only its homepage but its people’s LinkedIn profiles.
Together, these trends paint a clear picture: if your work isn’t Instagram-worthy, and your team isn’t LinkedIn-ready, you’re missing out on your most powerful marketing assets.
The power of “Instagram-worthy” design in AEC branding.
The phrase “Instagram-worthy” might sound superficial, but its impact is anything but. It reflects a powerful mix of design, emotion, and shareability – and a significant branding opportunity for a technically driven industry.
For architects, engineers, and construction professionals, these photogenic moments are strategic touchpoints. A well-framed structural detail, a thoughtfully lit pedestrian bridge, or a bold material palette can become a visual signature that elevates a firm’s brand. Design elements like splash pads that enhance playfulness or signage that doubles as sculpture don’t just invite interaction on-site – they live online, amplifying the project and the expertise behind it.
Here’s the key: it’s not about doing more. You’re already creating these moments. The texture of a retaining wall, the way light moves through a space – these elements are inherently photogenic. They’re being noticed, shared, pinned, and remembered.
Tag, you’re it.
Want proof? Look up one of your recent projects on Instagram. Click the “tagged” tab. Are people gathering near the bridge with dramatic lighting? Or standing under the exposed glulam beams you sustainably incorporated? If you see a pattern, you’ve found your Instagram-worthy sweet spot.
And now, there’s even more reason to share. Instagram recently introduced Google indexing for professional accounts, meaning your firm’s public posts and project visuals can now appear directly in Google search results. This is a game-changer: it means your social media posts can now boost your visibility far beyond the platform, extending the reach of your firm to potential clients, collaborators, and talent through organic search.
The question is: Are you showcasing these features on your firm’s social channels? In the AEC industry, utilizing social platforms to showcase projects can become a powerful tool for storytelling, community engagement, and future work. It’s not about chasing trends – it’s simply about celebrating the resonance of the work you’re already doing.
LinkedIn is the new lobby.
If Instagram is your firm’s gallery wall, your firm’s LinkedIn is your (virtual) office. And your firm’s employees’ personal LinkedIn pages have become the new front door.
When clients or recruits search your firm, they aren’t just looking at your projects, your website, or your firm’s LinkedIn. They’re also looking at the employees who work there. And we’re not just talking titles and credentials – they want sincerity, clarity, and presence.
For employees and employers, a strong, up-to-date LinkedIn profile is no longer optional. It’s the professional equivalent of eye contact and a firm handshake. If Instagram-worthy places create brand moments in the wild, then well-tended LinkedIn profiles go beyond showcasing your firm – they are aiding in a job seeker’s decision-making process and fostering recruitment without HR even uttering the words “we’re hiring.”
Here is how to use this platform to your advantage:
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Firm LinkedIn pages should be:
- Intentional: Job seekers don’t want to hear another “We are hiring passionate people to join our team of professionals.” They want real stories and real moments.
- Visually stimulating: Instagram is not the only space to prioritize visuals. If you’re proud of the work you’re doing, share it! Your audience also wants the opportunity to work on impactful projects in their communities.
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Employee pages should be:
- Authentic vs. airbrushed: Don’t let your posts sound like fluff. Share candid team moments, wins, or quick reflections on something that makes you feel proud.
- Compelling: Help people imagine themselves at your firm. Don’t just tell them you are seeking “x, y, and z” – empower them. Reflect on your growth or highlight the people around you who are thriving – let them see how they could succeed if they worked there.
Why this matters for AEC firms.
Together, social media platforms like Instagram and LinkedIn signal a broader truth: your brand is living in the wild, in real-time, through real people. Every photo is taken in a space you designed. Every profile view of a rising leader on your team. These are modern-day impressions – and they matter more than ever.
So, what can you do?
- Design with shareability in mind. Think about the kinds of details people love to photograph and post.
- Empower your team online. Provide guidance, support, and even headshots or training for staff to improve their digital presence.
- Connect your marketing dots. Use photos from the field and staff posts to reinforce your brand story across platforms.
- Track what’s resonating. Social media insights can tell you what your audience values – often in surprising ways.
Great work doesn’t market itself. But when it’s beautiful, engaging, and human – and when the people behind it show up with clarity and confidence – it becomes magnetic. Whether it’s a community park or a civil engineer’s profile, make it worth the scroll.
Sara Grayum is a digital content specialist and associate at Dunaway. Connect with her on LinkedIn.