Creating a communication strategy for a growing engineering business
Industry: Engineering (EPCM)
My Role: Strategic Communications & Content
Focus: Communication strategy · Brand messaging · Editorial planning · Thought leadership
Context
Veldt Group is an Australian engineering, procurement, and construction management company serving the energy, infrastructure, manufacturing and utilities sectors.
When the Managing Director approached me, the goal was to establish a consistent LinkedIn presence with two posts each week. Beyond that, there was no communication framework.
The business had a clear reputation for delivering quality work, but no defined approach to communicating its expertise, values or personality online.
Together, we developed the foundations that now shape the company's communication.
The Communication Challenge
Engineering businesses often face the challenge of making their value visible.
Completed projects demonstrate capability, but they don't always communicate how a company thinks, what it values or why clients choose to work with them.
Veldt wanted to build brand awareness by becoming known not only for their output, but also for the values behind their work and their approach to quality, teamwork and leadership.
The challenge was to create a communication approach that reflected the professionalism of the business while remaining authentic, practical and relevant to its audience.
Communication Strategy
Our first step was to establish the foundations for the company's communication.
Working closely with the Managing Director, I helped establish the communication objectives, tone of voice and editorial themes that would guide their messaging.
Rather than treating LinkedIn as a platform for isolated project updates, we developed an editorial framework that balanced technical capability with the broader qualities the business wanted to be known for.
The content strategy combined project showcases with insights into quality processes, company values, team culture, leadership, continuous improvement and industry knowledge. This created a consistent narrative over time, allowing every post to reinforce the company's positioning while contributing something valuable to its audience.
Figure 1. The content planner brought the entire editorial workflow into one place, from communication strategy and content pillars to copy development, approvals, publishing and performance tracking.
Bringing It to Life
The ongoing work is highly collaborative.
Each month begins with planning discussions to identify upcoming projects, milestones and communication opportunities. I work with Veldt's team members to gather the information needed to tell each story accurately.
For technically complex projects, I regularly consult with Veldt's engineers to understand the engineering context before translating it into messaging that appeals to the target audience.
For people-focused content, I interview team members and work closely with the Managing Director to capture the experiences, values and culture that shape the organisation.
Alongside writing and scheduling the content, I also design the accompanying LinkedIn graphics to ensure the visual presentation supports the message and maintains a consistent brand identity.
Outcome
Over seven months, Veldt Group's LinkedIn following grew from 73 to 567 followers, supported by a consistent publishing cadence and a clearly defined communication strategy.
More importantly, the company's LinkedIn presence evolved into a communication platform that reflects the organisation as a whole. It documents completed projects while also communicating the expertise, values and way of working that underpin the business and contribute to its reputation.
Figure 2. Example of published content that combines technical accuracy with accessible language to communicate project outcomes and organisational values.