Influencing often conjures images of teenage girls selling makeup on social media, but it is so much more than that.

Influencing is for anyone who needs to sell an idea, promote a culture, or simply get work done. In today’s interconnected world, whether you’re leading a business or a construction site, the role of influencer is one you’re likely already playing—or should be. Let’s explore how influencing works, why it’s effective, and how it can transform industries like construction.

What Is Influencing?

Influencing is the art of shaping opinions, behaviors, and decisions through authentic communication. The key is trust. People trust genuine and relatable influencers, allowing them to create meaningful connections with their audiences. It’s not about polished advertisements or corporate messaging; it’s about authenticity—a foreman on a job site speaking plainly about safety or a manager leading by example.

Effective influencing feels personal, unlike a static safety poster or a decades-old training video. It’s a trusted voice saying, “Here’s why this matters,” in a way that resonates. This approach, born in the social media world, is now driving change in professional spaces.

Typically, construction leaders rely on morning huddles, posters, and hierarchical chains of command to share information and influence crews in the field. While these methods serve their purpose, they are often ineffective because information is slow to get to the field, doesn’t always reach everyone, or becomes distorted through human error. For example, a trade supervisor might forget to pass along an update, or a critical detail might get lost in translation. This challenge is especially pronounced on jobsites with many Spanish-speaking workers, where language barriers can lead to miscommunications or misunderstandings. Moreover, with traditional forms of communication, leaders can't communicate frequently enough to ensure that all workers have the most up-to-the-minute information that could affect how they do their work. Today, technology allows for real-time communication and more personalized    messaging—hallmarks of effective influencing.

The Success of Influencing in Marketing

Influencer marketing has proven incredibly effective in the consumer space, with businesses earning an average of $5.78 for every dollar spent. This isn’t just a trendy tactic; it’s a proven strategy. Here are some compelling stats:

• 92% of marketers believe influencer campaigns are highly effective.
• 63% of consumers trust influencers more than traditional ads.
• The influencer marketing industry is estimated to be worth $21 billion in 2024.

Successful campaigns like Dunkin’ partnering with TikTok star Charli D’Amelio or HelloFresh using micro-influencers show that people from all walks of life respond to authentic voices. For example, Charli’s collaboration with Dunkin’ showcased a simple, relatable promotion of a coffee drink that resonated with her audience, driving significant brand engagement.

HelloFresh’s campaigns featured everyday people cooking meals—a far cry from polished celebrity chefs—and it worked because the content felt attainable and genuine.

This relatability is why influencing works across demographics, including working-class audiences. When companies like HelloFresh or Dunkin’ reached these groups with influencers who understood their lives, the results were powerful. It’s not about the glamour of high-budget commercials; it’s about creating a connection.

Influencing in Construction

There's a massive opportunity to harness the power of influencing construction to run successful projects. If you’re a superintendent, safety manager, or project manager, you are in a natural position to influence. Every day, you have the opportunity to inspire behaviors that improve the productivity, safety, and quality of your projects. The key is to wake up each morning and ask yourself, how can I influence today? How can you use your position to help your team get the job done on time, within budget, and—most importantly—safely?

Being an effective influencer means thinking about the channels you can use to reach workers on your job sites. On large job sites with hundreds of workers, you can’t rely on text threads or one-off conversations—it’s just not scalable. Instead, you can leverage technology to quickly and effectively share your message with everyone. Whether it’s a short video sent through a platform like MindForge with an immediate job-specific safety update—like a sudden weather hazard—or a powerful story shared to recognize excellent craftsmanship and inspire pride, the goal is clear: to influence at scale. By leveraging tools that allow real-time, consistent communication, you ensure that everyone—from the newest apprentice to the most experienced crew member—has the information they need to work safely, efficiently, and purposefully.

Influencing in construction means recognizing that you are more than just a leader—you are the voice shaping attitudes and behaviors. The superintendent, the safety manager, and the project manager are responsible for guiding teams toward success.

Here’s how you can influence in ways that improve productivity, safety, and quality:

• Improve Productivity: Clear, frequent communication keeps everyone on the same page. Send real-time updates about priorities and goals instead of relying solely on morning huddles. For example, a superintendent can create a short video explaining the day’s tasks and why they matter: “Our focus today is getting this area prepped for concrete. We need everyone focused so we stay on schedule.” Reaching the entire crew ensures no one is left guessing, reducing downtime and miscommunication.
  

• Improve Safety: Influence safety outcomes by sharing relatable, direct messages that stick with workers. Imagine recording a short video: “It’s hot out today, and heat can sneak up on you before you realize it. Remember to take breaks, drink water, and cool off when needed. It happened to me once—I felt fine, and then suddenly, I was dizzy and sick for hours. Don’t let that happen to you.” These authentic messages hit home far better than generic posters or outdated training videos.
  

• Improve Quality: Inspire workers to take pride in their craftsmanship by recognizing outstanding work and sharing examples. For instance: “Last week, the drywall crew absolutely nailed this section—clean edges, perfect lines. That’s what we aim for on every part of this job.” By celebrating wins and setting clear expectations, you consistently motivate the team to deliver high-quality work.

GC's Communicating with Subcontractors

A common misconception among general contractors (GCs) is that communicating directly with subcontractor workers isn’t part of their job. While GCs typically oversee the big picture, leaving the subcontractors to manage their crews, the reality is that setting clear expectations and maintaining a strong, positive culture on the job site starts with the GC.

While a GC may not tell a concrete team exactly how to pour concrete, they do set the tone for the entire project. Influencing subcontractors' crews is about communicating the job site culture—expectations for safety, quality, and productivity—and ensuring everyone buys in.

For example, instead of letting safety updates trickle down through multiple layers, a GC running an airport project can communicate directly to all workers using a messaging platform. Imagine high winds approaching and debris blowing onto an active runway, posing a significant hazard. The superintendent or safety manager can send a real-time video message like:

"Attention everyone, high winds are picking up this afternoon, and we need to make sure all debris is cleaned up immediately. Anything left unsecured could blow onto the runway and cause serious safety issues. Let’s work together to walk the site, pick up any loose material, and make sure this job site stays safe and clean. I appreciate your help in keeping things under control.”

This approach builds trust, ensures the message isn’t lost or distorted, and makes it clear.

A GC’s success depends on the performance of all workers on the site. Direct communication helps create alignment, reduces conflict, and fosters a culture where everyone feels like part of the team regardless of who they work for.

The Next Step: Content Creation and Rapid Distribution

Today, influencing involves creating authentic, engaging content and distributing it quickly and efficiently. It doesn't have to be a big ordeal to create meaningful content. Imagine a foreman recording a short video on their phone about a safety issue: “See this dust? That’s silica. Breathe it in every day, and you’ll end up sick. I’ve seen it happen. Protect yourself, or someone else might be raising your kids while you’re laid up.” This raw, heartfelt approach connects with workers in ways a generic safety poster never could.

Platforms like MindForge take this concept further, enabling leaders to instantly send videos, text messages, or images to everyone on-site. If the weather changes, power needs to be shut off, or a hazard emerges, the message can go out immediately. This immediacy ensures that everyone is informed and aligned in real-time.

Tips to Be a Successful Influencer

1. Know Your Audience

• Understand their challenges and values. Are they dealing with tight deadlines? Are they concerned about safety? Knowing this helps tailor your message.
• Speak their language: practical, direct, and respectful. Workers don’t respond to corporate jargon but to relatable, no-nonsense communication.
• Engage through questions and feedback. Tools that allow workers to comment or ask questions create a two-way dialogue, building trust.

2. Be Authentic

• Share personal stories of success and failure to connect on a human level. For example, a safety manager might share: “Years ago, I ignored this same hazard, and it caused a major issue. Here’s what I learned.”
• Lead by example. If you emphasize safety, make sure you’re always following protocols.
• Be approachable and consistent. Authenticity comes from showing up regularly and being accessible.

3. Communicate Effectively

• Use visuals: videos, infographics, or photos to make your message memorable. A quick video shot on-site, showing a specific hazard, can be far more impactful than an email.
• Break complex ideas down into simple, relatable terms. Instead of explaining technical compliance details, focus on practical actions: “Always double-check your harness before climbing.”
• Always explain the “why” behind your message to drive buy-in. Workers are more likely to comply when they understand the reasoning.

4. Leverage Technology

• Use tools like Mass Texting or platforms like MindForge to scale your communication. MindForge allows targeted messaging to specific teams or the entire workforce, ensuring everyone is on the same page.

• Track metrics to understand who’s engaging and follow up as needed. If you see that only 70% of recipients opened a message, reach out to those who aren't engaged and help them understand why they need to check their messages.
• Consistency is key; deliver frequent, valuable updates to build a habit. Daily or weekly updates keep workers engaged.

5. Create High-Quality Content

• Tell stories: “This happened, and here’s why it matters” is more engaging than directives. Stories make abstract risks feel real.
• Celebrate wins and successes to foster positivity and buy-in. Share photos of completed milestones or safety records to inspire pride.
• Keep it short, simple, and relatable. A 30-second video is often all you need.

6. Drive Action

• Include a clear call to action (e.g., “Inspect all ladders before use today”).
• Create urgency or rewards to motivate behavior. For example, “If we meet this production goal this week, we’re bringing in a taco truck Friday.”
• Lay out step-by-step processes for clarity and ease of execution.‍

7. Stay Patient and Resilient

• Building trust and engagement takes time. Workers may initially resist, but consistency wins them over, particularly if you give them information that helps them.
• Learn from feedback and refine your approach. If a message isn’t landing, tweak it.
• Celebrate milestones to maintain momentum. When you see engagement improve, acknowledge it.

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Closing Thoughts

In construction, influencing isn’t about fame, hashtags, or teenagers selling makeup—it’s about leadership, trust, and clear communication. No matter what your leadership role is in construction, the principles of effective influencing can help you inspire and guide the crews on your jobsite. Every message you share, every story you tell, and every update you deliver has the power to improve safety, boost productivity, and elevate quality.

By creating authentic content, leveraging technology, and staying consistent, you’re not just influencing—you’re leading. How will you start influencing today?