Engineering Firm Triples Social Media Engagement by Showing Their Human Side 

by Liisa Andreassen 

Forget everything you think you know about engineering firms and social media. While most companies in the industry are stuck posting sterile project photos and technical jargon that puts audiences to sleep, Wood Rodgers discovered a game-changing secret: their greatest asset isn’t their cutting-edge technology or impressive portfolios — it’s their people. The results? LinkedIn engagement soared over 100%, Instagram engagement jumped 13%, and Facebook’s audience nearly tripled. And all this happened without spending a dime on paid promotion. 

The Wake-Up Call That Changed Everything 

When Maggie Durling joined Wood Rodgers as their first dedicated social media specialist in 2023, she inherited what many engineering firms consider “good enough” — a passive social presence showcasing technical work with minimal engagement. But after diving deep into analytics, surveying staff, and studying industry trends, she had a revelation that would transform their entire approach. 

“The ‘ah-ha’ moment came when I realized showcasing only our work didn’t reflect who we truly were,” Durling explains. “Our audience wanted heart, not just highlights.” 

This insight led to a complete strategic overhaul. Instead of leading with technical excellence, they flipped the script to put their people, personality, and values front and center — while still maintaining their reputation for engineering expertise. 

Strategies that Worked 

1. People Over Projects: The 3P Framework 

Wood Rodgers built their content strategy around three core pillars — People, Projects, and Purpose — with a heavy emphasis on the human element. Their most successful posts consistently feature team members, not just technical achievements. 

Case in point: their highest-performing post of 2024 featured a group of interns who had been promoted to full-time employees. No complex engineering diagrams, no technical specifications — just genuine celebration of career milestones that resonated across their entire network. 

2. Platform-Specific Audience Mastery 

Rather than posting identical content everywhere, Wood Rodgers tailors their message to each platform’s unique audience: 

• LinkedIn targets clients and industry professionals with a professional tone 

• Instagram attracts employees and potential hires with culture-focused content that skews younger 

• Facebook connects with families, featuring the dogs, kids, and family-friendly events that are integral to their company culture 

“Our company prides itself on being open and inclusive,” Durling notes. “You’ll often see kids and dogs in the office, and many events are open to families and partners. That’s a vital part of our identity, and it shows in our content.” 

The Content Machine That Never Sleeps 

Wood Rodgers maintains a steady rhythm of three posts per week (Monday, Wednesday, Friday) across all platforms. While the core message remains consistent, each post is thoughtfully adapted with different photos and captions to match platform expectations. 

The secret to their consistency? A Social Media Committee featuring representatives from each office plus marketing team members. This ensures a steady pipeline of content flows to Durling without overwhelming any single person. 

Smart content planning includes recurring elements that audiences anticipate: 

• Office Dog of the Month 

• Employee milestone videos 

• STEAM community outreach highlights 

• Office celebration features 

These series create rhythm and relatability while showcasing the company’s multifaceted personality beyond engineering projects. 

Why Analytics Don’t Tell the Whole Story 

Here’s where Wood Rodgers’ strategy gets really interesting. While most companies obsess over engagement rates and reach metrics, Durling looks beyond the numbers to measure real impact. 

Employee anniversary posts consistently underperform in traditional analytics, but Wood Rodgers keeps posting them because: 

• Employees report feeling valued when their milestones are acknowledged 

• Hiring managers notice candidates mentioning these posts in interviews 

• Job seekers research company culture, and employee longevity signals stability 

“These are things that analytics alone can’t capture,” Durling explains. “It was one of my greatest surprises and one of my proudest insights.” 

The Unexpected Business Impact 

The results extend far beyond social media metrics. Employee participation skyrocketed, with all offices actively contributing content ideas and sharing pride in featured stories. Management praised the increased visibility, and company culture became a cornerstone of their digital presence. 

Perhaps most significantly, new hires began mentioning Wood Rodgers’ social media presence as a factor in their decision to apply. In an industry where top talent is increasingly selective about company culture, this social proof has become a powerful recruitment tool. 

All of these results came through organic growth — no paid advertising, no sponsored content, just authentic storytelling that resonates with their audience. 

The Secret Sauce: Consistency Over Virality 

“My goal is not to go viral; my goal is to provide value and reflect our culture,” Durling emphasizes. This philosophy of consistency over flashiness has helped shape Wood Rodgers’ brand into something that feels genuine rather than manufactured. 

The approach challenges conventional wisdom that engineering firms need to focus primarily on technical capabilities. Instead, Wood Rodgers proved that showing who does the work can be just as important — if not more so — than showcasing what work they do. 

The Takeaway for Engineering Leaders 

Wood Rodgers’ transformation offers a blueprint for any engineering firm ready to break free from boring, technical-only social media: 

1. Lead with people, not just projects — your team is your greatest differentiator 

2. Tailor content to each platform’s audience while maintaining consistent messaging 

3. Build systems for consistent content creation through committees and recurring series 

4. Look beyond vanity metrics to measure real business impact 

5. Stay authentic to your company culture — audiences can spot manufactured content from miles away 

“People crave this,” Durling concludes. And in an industry often perceived as cold and technical, showing the human side of engineering isn’t just good marketing — it’s good business. 

Today, Wood Rodgers’ social media serves as an ecosystem for storytelling that starts internally and radiates outward, proving that even in highly technical fields, relationships and human connection remain at the heart of success. 

Wood Rogers placed first in the 2025 Marketing Excellence Awards in the Social Media Category