How Asphalt Companies Use Social Media to Grow, Recruit and Educate

Social media is no passing fad. It is a vital tool asphalt producers and asphalt paving companies are using on a daily basis to attract new business, make equipment purchasing decisions, recruit new employees, improve community relations and stay connected as an industry. 

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%), ‘recruiting new employees’ (58.8%). Other reasons include improving community relations, communicating with current employees and educating customers.

Whether you’re connecting with potential clients, building relationships within the industry or educating customers, social media is helping asphalt companies thrive. Let’s explore how it’s making a difference across the industry.

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.

Social media is also a great place to network with subcontractors and other contractors. “Contractors are always looking for quality subs, and social media lets them see the quality of our work every day,” said Matt Stanley of American Pavement Specialists, Danbury, Connecticut, and founder of Raised on Blacktop, highlighting how platforms help businesses form valuable industry connections.

Additionally, social media helps businesses 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’ve had success posting images of our products, like aggregates, on Facebook Marketplace and getting orders right through social media,” added Kesmond Willert, marketing manager at Bowes Construction Inc., Brookings, South Dakota.

While social media isn’t always the immediate sales tool some expect, it plays a key role in building relationships and closing deals. Ultimately, social media’s ability to showcase work and engage with potential clients makes it a powerful asset for growth.

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.

Platforms like LinkedIn and Facebook offer opportunities to showcase the craftsmanship and pride that go into asphalt work. “Our industry has a reputation for being dirty work, for being an industry that finds you versus an industry people seek out,” Stanley 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.”

Social media also allows professionals to share best practices and industry insights, creating an ongoing conversation about paving techniques, new equipment, and materials. “Social media has been a great way to meet more people in our industry,” said James Kelly, grading superintendent at C.W. Matthews, Marietta, Georgia. 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.”

3. Make Equipment Purchasing Decisions

Social media is increasingly shaping purchasing decisions in the asphalt industry. Platforms like Instagram, Facebook, and TikTok allow contractors to connect directly with OEMs, get peer feedback on equipment, and even buy or sell machinery.

“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,” said Stanley. “We don’t need to wait for that one chance a year to see the equipment in person.”

Social media also streamlines equipment buying and selling. Contractors post new and used equipment directly on platforms, making transactions quicker and more personal than traditional methods.

4. Find Skilled Asphalt Workers

With the ongoing shortage of skilled labor in the asphalt industry, social media has become a crucial tool for recruitment. Platforms like LinkedIn, Facebook, and Instagram are helping asphalt companies not only post job openings but also showcase their culture, career growth opportunities, and the real work experience on the job.

“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 provides a transparent look at what it’s like to work in asphalt. “It’s not just about posting job details but showing your work ethic and company vibe,” explained Stanley. This transparency helps attract candidates who are genuinely interested in the job.

Highlighting career progression is another benefit. “We had a 19-year-old start at a small asphalt shop, and by 22, he was a plant foreman,” Willert shared, showing younger workers that the asphalt industry offers long-term growth.

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 geotargeted 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.”

5. Build Strong Community Relations

Social media has become a vital tool for asphalt companies to connect with the communities they serve. By showcasing company values, building trust, and providing updates, businesses can create lasting relationships with local residents.

Social media helps highlight a company’s commitment to the community. “Supporting events like 4-H and FFA in farming communities shows that our values align with our customers’ values,” Willert said. By sharing these efforts, asphalt companies demonstrate their dedication to local causes.

It also builds trust with the community and key partners, from local residents to inspectors, suppliers and even local police. “When we were working in an upscale neighborhood and a resident complained about the dirty street, the situation was quickly diffused when the responding officer recognized us from social media,” said Stanley. “Years ago, we might’ve gotten a fine, but this guy knew us 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 we’ll make someone think twice before blowing past us at 60 mph,” said Willert, emphasizing the importance of safety awareness in work zones.

Conclusion

Social media isn’t just a trend or a place for flashy photos and shiny equipment. It’s a vital tool in the asphalt industry for building customer relationships, connecting with skilled workers, and strengthening ties with local communities. Whether it’s sharing insights with peers or making smarter equipment purchases, these platforms provide real-time opportunities to improve operations and raise industry standards.