How Asphalt Companies Use Social Media to Grow, Recruit and Educate
BY AsphaltPro Staff
In the course of preparing this magazine, our writers and editors speak with asphalt contractors, producers, and original equipment manufacturers (OEMs) on a daily basis. A topic that comes up often is the use of social media in our industry.
Some companies are true believers. They post and engage regularly and swear by the benefits it brings to their companies. They find work on social media; hire new employees on social media; make equipment purchasing decisions based on content they see on social media; improve relationships with their local communities on social media; and engage in asphalt-related conversations to share best practices, build a community that shares their interests, and expand their professional networks.
Others are less convinced, either because they aren’t aware of the active community of asphalt pros talking all things asphalt, all day, every day online; their fear of negative consequences outweighs the perceived benefits; or they don’t have the resources to commit to social media.
“The younger crowd spends most of their time on social media, and we need to be where they are to stay relevant”–Matt Stanley
According to a recent AsphaltPro survey, the primary reasons for using social media include ‘showcasing the quality of our work or product’ (94.1%), ‘attracting new business’ (76.5%), ‘being active within the asphalt industry’ 70.6%, and ‘recruiting new employees’ (58.8%). Other reasons include improving community relations, communicating with current employees and educating customers.
However, respondents reported concern about employees not following best practices on social media (rated an average of 7.2 out of 10, 10 being ‘very concerned’), concern about ramifications of accidentally posting safety slip-ups online (rated 6.7 out of 10), concern about sharing information that could help their competitors (rated 4.7 out of 10), and concern about online criticism (rated 3.9 out of 10).
Let’s take a closer look at the benefits asphalt companies have gained from their involvement on social media.
Matt Stanley sees his efforts on social media as a way to showcase the craftsmanship and pride that go into asphalt paving. “Our industry has a reputation for being dirty work, for being an industry that finds you versus an industry people seek out,” he said. “With our social media presence and the Raised on Blacktop brand, I’m trying to change that.” Photo courtesy of Matt Stanley, American Pavement Specialists
Benefit #1: Attract New Customers
According to an AsphaltPro survey, 76.5% of asphalt companies use social media to generate business, with 94.1% using it to showcase the quality of their work.
One of the main ways asphalt companies use social media is by showcasing the quality of their work to a wide audience. “Social media offers a valuable opportunity to showcase the quality of our work at no cost,” said Pat Ferry, owner of Aztec Paving Inc., San Diego, California.
Matt Stanley of American Pavement Specialists, Danbury, Connecticut, and founder of Raised on Blacktop, highlighted how social media has allowed his company to form connections with contractors they hadn’t worked with before. “Contractors are constantly looking for quality subcontractors,” he said. “On social media, they’re able to see the quality of our work day in, day out. It’s not just about driving past one of our jobs—they see it every day and become more familiar with our business as a whole.”
Stanley said social media can also help a company gain referrals. “In local Facebook groups, people often ask for paving recommendations,” Stanley said, adding that his brother’s residential paving company gets a lot of leads this way.
Another benefit is the ability to promote and sell materials directly. “We like to post close-up content showcasing our materials,” said Kesmond Willert, marketing manager at Bowes Construction Inc., Brookings, South Dakota. By posting images of aggregates and products on Facebook Marketplace, the company has been able to reach both private consumers and contractors. Willert explains that younger clients, who prefer messaging over phone calls, often send orders via social media, a shift that reflects changing communication preferences in the industry.
“We hope that by posting about the safety challenges we face, and by humanizing our employees, we’ll make someone think twice before blowing past us at 60 mph.”–Kesmond Willert
For Jake Fragale, the fourth generation behind J. Fragale & Sons Paving Inc., Torrington, Connecticut, his company’s investment in social media is not as a method to attract business but to close existing deals. “Social media isn’t doing the ‘initial outreach’ for us, but it is helping people who may be on the fence about hiring us see our work, get more familiar with us and ultimately choose us over a competitor.”
Tyler Spano relies on social media for equipment research. He is active in Facebook groups like Paving Nation and Asphalt Life, where he gathers insights from industry professionals. Photo courtesy of Tyler Spano, Intercounty Paving Company
Benefit #2: Build Asphalt Industry Connections Online
Social media is no longer just for sharing project updates—it’s a powerful tool for asphalt professionals to connect, learn and grow. According to an AsphaltPro survey, 70.6% of asphalt companies actively use social media to engage with others in the industry, from suppliers to manufacturers, and beyond.
For example, Stanley sees his efforts on social media as a way to showcase the craftsmanship and pride that go into asphalt paving. “Our industry has a reputation for being dirty work, for being an industry that finds you versus an industry people seek out,” he said. “With our social media presence and the Raised on Blacktop brand, I’m trying to change that. I want to show the pride we take in our work, our equipment and ourselves.”
James Kelly, roadway project manager at C.W. Matthews, Marietta, Georgia, said social media has been a valuable resource for professional development. His personal Instagram account (@jamesgradesit) has amassed more than 60,000 followers. “I get to know people in my position at other companies, and I get to see different opportunities for a career in this industry,” he said.
Whether it’s discussing asphalt mix designs, paving techniques or the latest equipment, professionals can share and learn from each other’s experiences on social media. “With social media, we interact with one another all year round, all around the country,” Stanley said. “It’s not just three days a year at World of Asphalt like it used to be.”
Benefit #3: Find Skilled Asphalt Workers
According to AsphaltPro’s survey, 58.8% of asphalt professionals use social media to recruit, and one third of respondents has successfully hired 10 or more employees through these platforms. Another one third has hired between three and 10 new employees from social media.
“We had 348 job applications in 2024, up from 78 in 2023, thanks to social media,” Willert said. His company is reaching talent from across the country, including hires from Indiana, California and even Canada.
Social media also helps potential employees get a true sense of what it’s like to work at your company. “It’s not just about posting every single detail, but showing your vibe and work ethic,” Stanley said. By sharing your team’s work ethic, long hours and the tough conditions you face, social media gives applicants a realistic view of the job, maximizing the chance to attract employees who are likely to stick around.
But social media isn’t just about posting jobs—it’s a chance to highlight the career paths that come with them. For many young workers, especially those fresh out of high school, it’s hard to see what opportunities lie ahead in the asphalt industry. Sharing success stories can help. “A 19-year-old who started at a small asphalt shop came to us, learned how to run an excavator, and by 22, he was a plant foreman,” Willert said. “He’s a hard worker and a sharp kid, and his story shows younger people that they can make that same jump.”
Social media also allows for targeted, strategic recruiting, ensuring companies connect with the right talent at the right time. “We can target specific demographics and focus on benefits that matter to different groups,” Willert said. Social platforms also let you act quickly—like when a large trucking company had layoffs, and Willert’s company ran a geo targeted ad aimed at truck drivers in the area. “The applications started rolling in.”
Two of the best workers at Kingsway Services, Millersburg, Ohio, came from social media, said co-owner Nicholas Pickrel. “I believe social media is imperative to showcase our trade to the younger generations,” he said. “They should know how awesome it is to do what we do, to build the roads and communities they live in.”
Jake Fragale said his company’s investment in social media is not as a method to attract business but to close existing deals, adding that being able to see their process and their final results may help a customer choose them over a competitor. Photo courtesy of Jake Fragale, Fragale & Sons Paving
Benefit #4: Make Equipment Purchasing Decisions
Asphalt contractors are increasingly turning to platforms like Instagram, Facebook and TikTok to connect directly with equipment manufacturers, get real-world insights from peers about different equipment, and even buy and sell machines. “Before, relationships with OEMs were more regional through dealerships,” Stanley said. “Now, we can connect directly with them through social media, which has been a game changer.”
Contractors can also gain real-time insights from peers. “We can see equipment and hear stories directly from contractors,” Stanley said. “We don’t need to wait for that one chance a year to see the equipment in person at a trade show.”
Tyler Spano, project manager at Intercounty Paving Co. (IPC) in Carmel, New York, has leveraged social media to revolutionize the way he buys and sells equipment. Managing IPC’s Instagram page, which has nearly 50,000 followers, Spano has built a reputation that allows him to get top dollar for used machinery while also making informed purchasing decisions on new equipment.
Fragale & Sons Paving Shows Proper Prep and Best Practices Make Perfect
“We get top dollar because people see the machine working on my page every day,” Spano said. “They know it works well and they know we take care of our equipment.” Spano primarily uses Facebook Marketplace and Instagram to sell equipment ranging in price from $500 to $500,000. Social media allows him to advertise equipment for free versus spending a few hundred dollars on auction sites or paid equipment selling platforms.
Beyond selling, Spano also relies on social media for equipment research. He is active in Facebook groups like Paving Nation and Asphalt Life, where he gathers insights from industry professionals. When he was considering a CAT 555 paver with a Carlson screed, he posted in those groups for feedback that he was able to use to make an informed purchase decision.
“The second I start thinking about a piece of machinery, I start noticing who in my feed has that piece of equipment and I’ll reach out to them and ask about their experience,” Spano said. He also recommends searching for hashtags related to the piece of machinery you’re interested in or going to the OEM’s page to see photos and videos they’ve been tagged in.
“Social media offers a valuable opportunity to showcase the quality of our work at no cost,” said Pat Ferry. Photo courtesy of Pat Ferry, Aztec Paving Inc.
Benefit #5: Build Strong Community Relations
Social media has become a vital tool for asphalt companies to connect with the local communities they serve. By showcasing company values, building trust and providing updates, businesses can improve relationships with local residents.
For example, Willert uses social media to showcase Bowes’ company values and its commitment to the community. “We’ve helped local events by sharing them on our social media, which boosts attendance,” he said. “Supporting events like 4-H and FFA in a farming community like ours shows that our values align with our customers’ values.”
Willert said this approach also builds trust in the community. “If the city engineer already knows you, there’s more likely to be some trust built up before they show up to your jobsite,” he said.
This has been Stanley’s experience firsthand. “We were working in an upscale neighborhood and a resident complained about the dirty street and a police officer showed up on our jobsite,” he said. “Years ago, we might’ve gotten a fine, but this guy knew us from social media and trusted that we’d be cleaning our site up properly before we left.”
Additionally, social media keeps the community informed about project timelines and road safety. “We hope that by posting about the safety challenges we face, and by humanizing our employees, we’ll make someone think twice before blowing past us at 60 mph,” said Willert.
Final Thoughts
From attracting new customers and hiring skilled employees to building relationships within the industry and strengthening ties with local communities, social media has become a powerful tool for asphalt businesses of all sizes. Contractors are finding work, growing their networks and even making equipment decisions based on what they see online. And with the right strategy, companies are successfully navigating the potential pitfalls, ensuring their social media presence works for them rather than against them.
The conversation about asphalt is already happening online, every day, all year long. The only question is—will your company be a part of it?
This conversation will continue on AsphaltPro’s social media pages. If you want to take part, follow us on Facebook, LinkedIn, Instagram, X and YouTube.
Learn From the BestSocial Media Strategies for Asphalt Operations
Head to theasphaltpro.com/social-media-strategies to download AsphaltPro’s guide to social media for asphalt operations.