OUR WORK
BUILDING A STRONGER SOCIAL PRESENCE
OVERVIEW
O’Brien Contractors wanted its social channels to better reflect the scale and quality of its projects, as well as the values underpinning the business. Pearl Comms was engaged to focus specifically on social media – separate from wider PR and media – and to turn O’Brien’s work on site and in the community into clear, consistent digital content.
Working primarily on LinkedIn and other key platforms, Pearl Comms developed a practical content framework and posting rhythm that O’Brien could sustain. The emphasis was on project-led storytelling, technical capability, collaboration with partners and the people behind the work, alongside regular content promoting the O’Brien Charitable Trust and its fundraising initiatives. Social media became a more intentional channel for supporting O’Brien’s brand, business development and charitable impact.
4x
THE INDUSTRY AVERAGE SOCIAL MEDIA ENGAGEMENT RATE
STRUCTURED SOCIAL MEDIA CONTENT PLAN SHOWCASING O’BRIEN’S PROJECTS, PEOPLE AND PARTNERSHIPS
USED SOCIAL MEDIA TO RAISE THE PROFILE OF THE O’BRIEN CHARITABLE TRUST, SUPPORTING AWARENESS AND FUNDRAISING FOR ITS COMMUNITY WORK
THE CHALLENGES
Before the new approach, social media activity was sporadic and heavily dependent on internal capacity. Strong stories, project milestones and charitable initiatives were happening regularly, but were not always captured or presented in a way that resonated with decision-makers, influencers and potential recruits online.
O’Brien also needed to balance several objectives – demonstrating delivery for clients, maintaining relationships with existing partners, attracting talent and highlighting the work of the O’Brien Charitable Trust. Channels such as LinkedIn had to work harder as shop windows for both the business and its community impact, without putting unrealistic pressure on internal teams or diluting the core construction narrative.
THE SOLUTION
Pearl Comms introduced a simple, repeatable social media structure built around three content pillars: projects, people and purpose. This included mapping upcoming schemes and milestones, identifying stories that demonstrated collaboration and technical strength, and planning regular posts that highlighted the activities and beneficiaries of the O’Brien Charitable Trust.
Content showcased key projects and client collaborations, behind‑the‑scenes moments on site, and culture‑focused posts to humanise the brand. Charity-focused posts were woven into the schedule to spotlight fundraising, community partnerships and the impact of the Trust. Pearl Comms provided ready‑to‑use post copy, imagery suggestions and pacing recommendations, ensuring feeds stayed active and on-message.
THE RESULT
The dedicated social media support gave O’Brien Contractors a more joined‑up, credible presence online. Feeds now tell a clearer story about the business – from flagship projects and technical delivery to the people and partners who make them happen – alongside the charitable work delivered through the O’Brien Charitable Trust.
Social channels are used more deliberately to amplify wins, support business development conversations and showcase employer brand, while also raising awareness of the Trust’s fundraising and community initiatives. The improved quality, variety and consistency of posts has helped position O’Brien as a modern, values‑led contractor in the eyes of clients, consultants and potential hires, with social media acting as a natural complement to broader PR and marketing activity.
“The team at Pearl are hardworking, committed, and always creative in their approach to our comms. Their impact has really helped raise our profile and has seen us featured in a number of crucial publications, all thanks to their fantastic writing ability and deep understanding of both our business, and our industry.
Our social media strategy has never been better, and we’re continuing to see stronger stats month on month. Their design support has also helped us look the part too across the website, our collateral and helping us with bid materials.
Above all, Pearl Comms is an agency we can have fun with. We see them as a vital part of our team – they’re always available when we need them, and we’ve shared many an enjoyable social event together. To many more!”
Lydia-Jay Bellis
Former Marketing Manager, O’Brien Contractors
