Staff on site – what matters most to your reputation?

For any construction company, your reputation is your most valuable currency. It determines who gets recommended, who wins jobs, and succeeds at bagging repeat business. While branding, systems, and track record all matter, there is one factor that influences reputation more consistently than any other: your staff. 

Every interaction your people have — on site, in the office, or in the community —shapes how your business is perceived. Whether you’re a large commercial contractor or a small residential outfit, your team carries your reputation. 

The face of your company  

Most clients never meet the owner or senior management of a large construction company. What they see are site supervisors, apprentices, drivers, and administrators. These are the people representing your business every day. 

Clients can judge your company by: 

A well-branded vehicle doesn’t mean much if the person stepping out of it appears not to care or behaves unprofessionally. Whereas a respectful, switched-on crew can build goodwill for your business, even when projects are under time or financial pressure. 

Reputation built on behaviour 

Most construction companies have values on their website: safety, quality, integrity, teamwork, etc. The real test is whether those values show up on site. 

The behaviour of your staff directly impacts your company’s reputation, such as: 

In a small market like New Zealand, word travels fast. A single poor experience can spread through clients, consultants, and subcontractors quickly — especially in regional centres where everyone knows everyone. Be mindful of keeping standards of behaviour high. Always own and rectify any mistakes, with a positive Kiwi can-do attitude, to maintain goodwill. 

Risking reputation for 'getting it done’ 

Many businesses tolerate poor behaviour from high-performing staff because they ‘get the job done’. Over time, this can seriously damage your reputation. 

Common warning signs of poor behaviour include: 

While someone on your staff may deliver great short-term productivity, the long-term cost can often be higher. It can cost you staff turnover, client loss, and reputational damage that can be difficult to repair. In a world where clients increasingly care about culture and professionalism, technical skills alone are no longer enough. 

Why apprentices can be key to your reputation 

Apprentices and junior staff members are often the most visible people on site. How they behave can reflect your company and its management / ownership more than you may think. Your apprentices demonstrate your standards, training and workplace culture. 

Companies that invest in mentoring apprentices well, gain long-term reputational benefits. Those who treat apprentices poorly will find their reputation suffers both externally — among clients and industry peers — and internally among their staff. They’ll likely find it harder to attract quality employees and contractors as a result.   

Everyday moments matter 

Make sure your staff keep not just their communications in check, online and offline, but their day-to-day actions. Respecting their work environment and the people this impacts on can go a long way towards protecting your company’s reputation. 

Ensure your staff avoid actions that may antagonise others, such as: 

These actions may seem small to staff, but they can reflect loudly on your business. 

Leadership sets the tone 

Staff behaviour is often shaped by how leadership of a company role models and rewards it. If shortcuts are overlooked or poor communication isn’t addressed, it spreads. If respect is modelled from the top down, it becomes part of how the company operates. 

While training often focuses on technical capabilities, many respected companies also invest in the development of their people beyond on-site task competence. Developing communication skills, conflict management, and leadership potential can not only help improve project outcomes but can enhance your reputation, too.