Changing perceptions of a career in construction for Sir Robert McAlpine



The Challenge

How do you change perceptions of a career in construction?

Sir Robert McAlpine, one of the UK’s leading construction and engineering businesses, asked Grayling to work with it to combat negative perceptions of the construction industry having an inflexible working environment. We launched a campaign that called on the government to introduce a day one right to flexible working for employees and positioned Sir Robert McAlpine as a leading voice on the issue.

The Solution

We helped Sir Robert McAlpine to lead from the front

Grayling worked with them to commission economic research which provided a comprehensive assessment of the benefits of flexible working, demonstrating that it makes sense for businesses, for government, for society and the economy. We positioned Sir Robert McAlpine as a thought leader and leading voice on flexible working through inputting into consultations and working closely with government.

We supported Sir Robert McAlpine in promoting their partnership with Anna Whitehouse, aka Mother Pukka, to political stakeholders which included two roundtables and ministerial meetings. We mobilised industry and political stakeholders into collective action, with the submission of a co-signed letter to the Business Secretary calling for the right to flex from day one.

All this generated content and buzz in stakeholder circles and social media communities, helping drive the message that flexible working was an industry priority that legislators should support. There was media coverage for the Flexonomics report across industry media. The report findings were shared with over 100 MPs, and we secured meetings with a range of political stakeholders actively lobbying Government on this issue. Together we busted myths surrounding the inflexibility of the construction industry and acted as an industry convener on this important issue.

The Results

We achieved the result workers, and Sir Robert McAlpine, wanted...

Government commitment to introduce flexible working