Constructor - May/June 2017 - 13

BY AUTUMN CAFIERO GIUSTI
TO BUILD A MOVEMENT, you first have to tell a story.

For the past year, the I Build America movement has
leveraged the power of messaging and storytelling to
improve the image of the industry and to engage the next
generation of construction professionals.
The initiative sells construction through venues such
as video stories of individual professionals who have found
purpose in their careers, through Instagram images of the people
and projects that shape the industry, and through the companies
and networks that share their pride with the public.
Since its launch, I Build America has built an impressive following. It has 33,500 followers on Instagram alone. Its website
gets 400,000 unique visitors in just one month. And through
the initiative's hardhat sticker program, the I Build America
logo has made it onto an estimated 50,000 to 100,000 hardhats
nationwide.
The initiative set forth with three primary objectives:
to build pride for the industry;
to help the public recognize the value of construction; and
to recruit young people into the industry
as a rewarding and purposeful career path.
I Build America is the brainchild of Mike
Rydin, founder and CEO of constructionsoftware company HCSS, a member of
multiple AGC chapters. Rydin envisioned an initiative like this one
for 25 years. His intent was to create a movement that would leave
a lasting impression on construction.
"My goal is for people to think of
construction as a meaningful field and
a desirable career, and not just a last
resort for people who can't find a job
doing anything else," Rydin says.

Rydin remembers hearing a business speaker tell a story
about four different builders who were working on the same
project. But when someone asked the four builders what they
were working on, each one had a different answer. The first one
said, "laying bricks." The second one said, "building a wall."
The third one said, "building a house." And the last one said,
"building a home for a family to live in."
That story stuck with Rydin, and he remembered it when
he started hearing about millennials who were looking for jobs
with both meaning and value.
"I see our customers out there all the time building things
that bring us water, electricity, highways, railroads, airports
and so forth," he says. "If there's anything that's both useful to
our society and has meaning, it's construction."
Rydin put those two ideas together to tell the story through
I Build America about how meaningful construction is to the
value of modern-day life. He vocalized his vision two years
ago to HCSS digital marketing director Skyler Moss and the
company's marketing vice president Dan Briscoe, at a time
when the company had decided to take a new approach with
its marketing efforts.
While sitting in Briscoe's office one day, Rydin mentioned to
Briscoe and Moss about how he had always wanted to start an
initiative to make a lasting impression on construction. Rydin
mentioned the idea of calling it I Build America, or something
similar, and then left the room.
"Dan and I were sitting there, and our jaws hit the ground.
We were like, 'This is a great idea.'"
The next day, they bought the URL for IBuildAmerica.
com and were off and running.
"There's been a unified lack of messaging in construction," Moss says. "That's what I Build America's
superpower is, and that's why every company should
get involved."

Many of AGC chapters and members are contributing many ideas and initiatives to enhance
construction industry workforce development. The Workforce Development Resource Center provides a
place for chapters and members to share their successful programs with others interested in adopting
similar initiatives. Visit http://workforce.agc.org/.
Photo courtesy of HCSS.

@Constr uctor Ma g

MA Y / J U N E 2 0 1 7 | www.constructormagazine.com 13


http://workforce.agc.org/ http://www.constructormagazine.com

Table of Contents for the Digital Edition of Constructor - May/June 2017

Editor’s Note
President’s Message
CEO’s Letter
Selling Construction as a Career: A New Approach to Recruiting the Next Generation of Workers
Chapter Connection
Daytona Rising: Fast & Furious … & Victorious
Chapter Connection
Simonson Says
Making Safety Second Nature: W.S. Bellows Construction Wins Top Safety Award
Technology Toolbox
Digging It: Excavators Dish Dirt on Staying Competitive in an Ever-Changing Market
Member and Chapter News
Products & Services Marketplace
Equipment Guide
Index to Advertisers
Final Inspection
Constructor - May/June 2017 - Intro
Constructor - May/June 2017 - cover1
Constructor - May/June 2017 - cover2
Constructor - May/June 2017 - 3
Constructor - May/June 2017 - 4
Constructor - May/June 2017 - 5
Constructor - May/June 2017 - 6
Constructor - May/June 2017 - Editor’s Note
Constructor - May/June 2017 - 8
Constructor - May/June 2017 - President’s Message
Constructor - May/June 2017 - 10
Constructor - May/June 2017 - CEO’s Letter
Constructor - May/June 2017 - Selling Construction as a Career: A New Approach to Recruiting the Next Generation of Workers
Constructor - May/June 2017 - 13
Constructor - May/June 2017 - 14
Constructor - May/June 2017 - 15
Constructor - May/June 2017 - 16
Constructor - May/June 2017 - 17
Constructor - May/June 2017 - 18
Constructor - May/June 2017 - Chapter Connection
Constructor - May/June 2017 - Daytona Rising: Fast & Furious … & Victorious
Constructor - May/June 2017 - 21
Constructor - May/June 2017 - 22
Constructor - May/June 2017 - 23
Constructor - May/June 2017 - 24
Constructor - May/June 2017 - Chapter Connection
Constructor - May/June 2017 - 26
Constructor - May/June 2017 - Simonson Says
Constructor - May/June 2017 - Making Safety Second Nature: W.S. Bellows Construction Wins Top Safety Award
Constructor - May/June 2017 - 29
Constructor - May/June 2017 - 30
Constructor - May/June 2017 - 31
Constructor - May/June 2017 - 32
Constructor - May/June 2017 - 33
Constructor - May/June 2017 - 34
Constructor - May/June 2017 - 35
Constructor - May/June 2017 - 36
Constructor - May/June 2017 - Technology Toolbox
Constructor - May/June 2017 - Digging It: Excavators Dish Dirt on Staying Competitive in an Ever-Changing Market
Constructor - May/June 2017 - 39
Constructor - May/June 2017 - 40
Constructor - May/June 2017 - 41
Constructor - May/June 2017 - 42
Constructor - May/June 2017 - Member and Chapter News
Constructor - May/June 2017 - 44
Constructor - May/June 2017 - 45
Constructor - May/June 2017 - Products & Services Marketplace
Constructor - May/June 2017 - 47
Constructor - May/June 2017 - Equipment Guide
Constructor - May/June 2017 - Index to Advertisers
Constructor - May/June 2017 - Final Inspection
Constructor - May/June 2017 - cover3
Constructor - May/June 2017 - cover4
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