John Southworth: Constructing Careers

Background

John Southworth is passionate about nurturing the next generation of construction professionals. Through their Constructing Careers initiative, they provide hands-on experience, mentorship, and career pathways for apprentices, trainees, and aspiring tradespeople. The programme includes partnerships with local colleges, skills academies, and community projects, as well as STEM advocacy to inspire young people into the industry.

The Challenge #NationalApprenticeshipWeek offered a perfect opportunity to spotlight their apprentices’ journeys, but John Southworth wanted these stories to go beyond simple job descriptions. They needed a campaign that would:

• Put apprentices’ voices front and centre.

• Highlight the variety of roles and opportunities within construction.

• Showcase the company’s commitment to training, mentorship, and community engagement.

Our Approach

Home Marketing worked closely with John Southworth to design a social media campaign celebrating apprentices past and present. Using authentic stories, photography, and direct quotes, we created a series of posts that captured the enthusiasm, achievements, and aspirations of apprentices across the business.

For example:

• Shane, Apprentice Joiner at Tameside College, shared his recent experience mastering complex roofing under the guidance of his tutor, who praised his independence, trustworthiness, and skill.

• Theo, Apprentice Site Manager in his second year of a BSc in Construction, explained why he chose an apprenticeship, from putting theory into practice to avoiding student debt, while gaining hands-on experience on the Brigham Street development for One Manchester.

The campaign also spotlighted Constructing Careers’ wider impact, including:

• New apprenticeships in brickwork and groundworks.

• Rolling placements in multiple trades through partnerships with The Manchester College and Tameside College.

• Skills workshops with the Skills Academy in Collyhurst.

• Active participation in community and careers events.

• STEM advocacy to inspire the next generation.

The Result

The campaign brought apprentice stories to life, humanising the Constructing Careers initiative and strengthening John Southworth’s employer brand. Engagement across social channels increased, with posts generating conversation, pride, and support from the wider community. Most importantly, it gave apprentices a platform to share their experiences, inspiring others to consider a career in construction.