By Cheri Woodsmall, Woodsmall Marketing Group

We all know the drill. You’re a subcontractor. Your days are built on expertise, craftsmanship, and a reputation for reliability. Your work is tangible; you build things. But in today’s world, relying solely on word-of-mouth isn’t enough to thrive. To grow your business, you need to step into the digital space, and LinkedIn offers a powerful way to do that. It’s not just a place for job seekers; it’s a dynamic tool for business development.

Why LinkedIn Matters: It’s More Than Just a Profile

Forget the image of LinkedIn as just a platform for white-collar professionals. For subcontractors, it’s a game-changer. It’s about taking control of your narrative and connecting with the people who matter most. Get ready to expand your network and build the right connections:

• General Contractors: Your Daily Bread: Let’s face it, general contractors are your primary clients. LinkedIn provides a direct line to these firms’ project managers, estimators, and decision-makers. Imagine following their company pages, staying updated on their projects, and engaging with their content. It’s about getting on their radar in a professional, consistent way.
• Architects: Influencing the Vision: Building relationships with architects opens doors to earlier project involvement. You can influence design specifications by showcasing your specialized knowledge of materials or techniques. It’s about becoming a trusted advisor, not just a service provider.
• Engineers: Partnering on Solutions: Engineers are valuable allies like architects. Steel fabrication subcontractors, for example, can use LinkedIn to connect with structural engineers, discuss project requirements, and collaborate on solutions. It’s about demonstrating your problem-solving capabilities.
• Developers: Seeing the Big Picture: Connecting with developers, especially those focused on commercial or multi-family projects, gives you a peek into upcoming opportunities. You can learn about their project pipelines and position yourself as a preferred subcontractor. It’s about getting ahead of the curve.
• Subcontractors: Strength in Numbers: Networking with fellow subcontractors isn’t about competition but collaboration. You might find opportunities to partner on larger projects or build relationships that lead to valuable referrals. It’s about creating a supportive community.
• Trade Associations: Industry Hubs: Joining and actively participating in relevant trade associations (like ASA!) on LinkedIn expands your reach to a concentrated group of industry professionals. It shows your commitment to your craft and grants you access to valuable resources and events. It’s about being part of something bigger.
• Beyond the Usual Suspects: LinkedIn goes beyond just connecting with your immediate clients. It’s also a place to communicate with suppliers, vendors, and potential employees, creating a richer ecosystem for your business. It’s about building a strong foundation.

Crafting a Compelling LinkedIn Profile: Making a Strong First Impression

Your profile is your digital storefront. Make it count with a clear, high-resolution headshot that portrays professionalism and approachability. Don’t just list your job title in your headline; highlight your specialty and value proposition (e.g., “Expert Commercial Framing Contractor | Specializing in Steel & Wood Structures”). It’s your first chance to grab attention.

• Professional Photo: Use a clear, high-resolution headshot that portrays professionalism and approachability.
• Headline: Don’t just list your job title; highlight your specialty and value proposition (e.g., “Expert Commercial Framing Contractor | Specializing in Steel & Wood Structures”). It’s your first chance to grab attention.
• About Section: Tell your story. What sets you apart? What are your core values? Highlight your experience, certifications, and areas of expertise. Use keywords that potential clients might search for. It’s your chance to make a personal connection.
• Experience Section: Detail your projects, highlighting the scope, challenges, and results. Use visuals whenever possible. It’s your portfolio, so make it impressive.
• Skills & Endorsements: List your relevant skills and ask colleagues and clients to endorse you. It’s about building credibility through validation.
• Recommendations: Request recommendations from satisfied clients and partners. Third-party endorsements are incredibly powerful.

Building Your Brand: Defining Your Identity

Use your company logo, colors, and messaging consistently across your LinkedIn profile and company page. Engage with your network professionally and courteously. Let satisfied clients speak for you through testimonials – their positive feedback is powerful.

Show that you’re an active participant in the industry by attending events, joining associations, and sharing relevant content. Remember, many clients will research subcontractors online before deciding. A strong LinkedIn presence, showcasing your company’s uniqueness and why clients should choose you, ensures they find positive and informative information.

Showcasing Your Expertise: Telling Your Story

This is where subcontractors can truly shine. LinkedIn is your stage to demonstrate the quality of your work visually. Think about it: before-and-after photos tell a story of transformation and problem-solving. Progress photos showcase the complexity and precision involved in your work. Video walkthroughs offer potential clients a virtual tour, building trust and excitement. Drone footage is a powerful way to showcase the scale and scope of your projects, leaving a lasting impression.

Don’t just list projects; tell their story. Describe the challenges you faced, the innovative solutions you implemented, and the results you delivered. It’s about showcasing your problem-solving skills. Emphasize your niche expertise. Are you “specializing in high-end commercial millwork” or an “expert in complex concrete formwork”? It’s about defining your unique value.

Display your qualifications and commitment to professional development. Position yourself as a knowledgeable resource by sharing relevant industry articles and adding your commentary. Consistently showcasing your expertise is the key to building credibility and trust with potential clients.

Stay Informed: Staying Ahead of the Curve

Follow industry leaders to stay updated on the latest news and insights from industry experts. Participate in discussions in industry groups and learn from other professionals. Follow industry publications, such as ASA’s Contractor’s Compass (see what we did there?), ENR, and Construction Business Owner Magazine to stay informed about trends and developments.

Here are a few other ideas:

• Follow government agencies to stay updated on changes to building codes, safety regulations, and environmental standards.
• Build relationships with attorneys specializing in construction law to get expert advice when you need it.
• Discover new techniques and approaches from other subcontractors and industry experts.
• Contribute to the industry by sharing your own best practices and insights.

Creating and Sharing Engaging Content: Becoming a Thought Leader

Position yourself as a thought leader and expert by sharing photos and videos of your completed projects, highlighting the challenges and solutions. Give your audience a glimpse into your work process and team culture by sharing articles, blog posts, and videos that demonstrate your knowledge of industry trends and best practices.

Share practical advice and tips related to your expertise. Share positive feedback from satisfied clients. Images and videos are essential for capturing attention and conveying your message. Use the LinkedIn newsletter article feature to share in-depth information and establish yourself as an authority. This is a great way to increase your LinkedIn following, as this will automatically go to each of your page followers’ inbox via email. Even better, give it a name and a personality.

As an example, Kansas City American Subcontractor’s Association has branded their LinkedIn newsletter as “KC Builds: Your #1 Resource for Kansas City Commercial Construction Industry Trends & News, Key Project Updates, and more!”

Leveraging LinkedIn for Lead Generation: Turning Connections into Contracts

Transforming your LinkedIn network into a steady stream of contracts isn’t just possible—it’s one of the platform’s most potent benefits for subcontractors. Think of your LinkedIn presence as a pipeline, with each connection representing potential future work.

Use LinkedIn’s robust search tools to identify decision-makers at your region’s general contracting firms, development companies, and architectural offices. When you find these key players, don’t just connect and forget. Engage meaningfully by following company updates, congratulating them on project announcements, and keeping track of their business movements.

Industry groups provide fertile ground for relationship-building. Rather than passively observing conversations, jump in with your expertise when relevant questions arise. This positions you as a knowledgeable resource rather than just another subcontractor hunting for work. When someone posts about challenges that align with your specialty, offering thoughtful solutions creates a natural opening for further conversation.

Your project portfolio is your most compelling sales tool. Share case studies that tell complete stories—your challenges, your innovative approach, and the outstanding results you delivered. When a general contractor sees how you solved a complex problem for another client, they’ll imagine you doing the same for them.

Take your relationship-building to the next level by engaging directly with potential clients’ content. Comment thoughtfully on their posts, share their announcements with your network (adding your own insights), and gradually build rapport through these digital interactions. When you eventually reach out via LinkedIn’s messaging feature, you’re not a cold contact—you’re a familiar face in their professional network.

For serious lead generation, consider investing in LinkedIn Sales Navigator. This premium tool offers advanced filtering options, lead recommendations, and deeper insights into potential clients’ needs. Combined with targeted LinkedIn ads showcasing your specialties to the right audience, you can dramatically extend your reach beyond your immediate network.

Remember that LinkedIn lead generation isn’t about quick wins—it’s about cultivating relationships that yield opportunities over months and years. The connection you nurture today might lead to a major contract next quarter or a recommendation that opens doors you didn’t even know existed. In the construction world, that’s the kind of foundation worth building.

Tips for Subcontractor Success on LinkedIn: Making the Most of the Platform

• Be Consistent: Post regularly and engage with your network. It’s about staying top of mind.
• Be Authentic: Share your genuine personality and expertise. It’s about being true to yourself.
• Be Responsive: Respond to comments and messages promptly. It’s about providing excellent service.
• Build Relationships: Focus on building genuine connections, not just generating leads. It’s about playing the long game.
• Track Your Results: Monitor your profile views, engagement, and lead generation efforts. It’s about measuring your success.
• Use Hashtags: Use relevant hashtags to increase the visibility of your posts. It’s about expanding your reach.
• Join Local Groups: Find local groups related to your service area. It’s about connecting with your community.
• Ask for Referrals: Ask happy clients to refer you to their contacts. It’s about leveraging the power of your network.
• Use Video: Video content is more engaging than text or images. It’s about making your content dynamic and memorable.
• Create a Company Page: If you have a team, create a company page to showcase your brand. It’s about building a professional online presence.
• Step out of your comfort zone: Host live Q&A sessions or project updates using LinkedIn Live. Share quick updates and behind-the-scenes content with LinkedIn Stories. Engage your audience with interactive content like LinkedIn Polls. Enhance your skills and knowledge with online courses on LinkedIn Learning.

The Bottom Line: Embracing LinkedIn for Success

LinkedIn is a powerful tool for subcontractors ready to take their businesses to the next level. You can establish yourself as a trusted and reliable subcontractor in your industry by building a strong profile, expanding your network, creating engaging content, and leveraging LinkedIn for lead generation.

Remember: LinkedIn is a long-term investment. Building a strong presence and generating results takes time and effort, but the rewards are worth it. So, start building your LinkedIn presence today and watch your subcontractor business thrive.

Note – Check out ASA’s recent webinar “Building Your Brand on LinkedIn” and join on March 26, 2025 for our special segment on Using LinkedIn Sales Navigator. Or check our YouTube channel for the recorded sessions.

About the Author

Cheri Woodsmall drives growth and influence in the commercial construction sector. As Executive Director of the Kansas City American Subcontractor’s Association and President of Woodsmall Marketing Group, she combines industry leadership with 30+ years of award-winning digital marketing expertise. WMG, with offices across the Midwest, delivers strategic digital, content, and web solutions that empower general contractors, subcontractors, manufacturers, and distributors to achieve measurable results.