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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.

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