For companies in construction-related fields, women make up a sizable untapped labor market. Even though women make up a majority of the American workforce, the U.S. Bureau of Labor Statistics reports that they account for just 11% of workers in the construction industry. Women are also underrepresented in supporting professions for industries related to construction, particularly technology fields. The same report finds that women make up only 30% of the software workforce, for example.

As companies consider how to enhance their competitive position during the current unpredictable economic climate, promoting the wide range of career opportunities available for women in construction-related industries has emerged as a critical strategy.

Correcting the long-standing shortage of women in the various fields supporting architecture, engineering and construction isn’t just about fairness. From a branding standpoint, it’s an opportunity for a company to distinguish itself from competitors. Even more practically, companies that can effectively recruit and retain women have a distinct staffing advantage and can take a giant step toward addressing ongoing industry-wide labor concerns.

Studies have demonstrated that companies with women in leadership positions are significantly more likely to be profitable. A diverse workplace stimulates innovation and new solutions to persistent pain points and ensures a connection with changing consumer expectations.

Here are four ways construction, design and technology companies can engage with this valuable but underutilized talent pool.

1. Consider company culture

Many women report that the culture of the construction industry is a major obstacle. To reach female audiences and retain women employees, companies should examine their own culture. Create an environment where talented, hard-working people are valued regardless of gender.

2. Always be recruiting

Effective recruitment means more than posting an opportunity on social media. Companies that genuinely want to expand their talent base can work with local schools and trade and professional organizations to connect with a new audience. Employers that invest time in establishing those networks will see that they soon operate with surprising efficiency. In addition, potential employees will recognize the value of an inclusive workplace with opportunities for everyone, so it’s important to include that messaging in job descriptions and other company communications.

3. Support, encourage and promote

Inclusiveness doesn’t end when someone is hired. Construction and technology leaders should build and strengthen their companies’ training and mentorship programs, so all employees feel supported and have true opportunities to develop skills and advance their careers. It’s critical to monitor performance reviews and promotions to ensure the process is fair and equitable rather than based on stereotypes.

4. Adjust the industry

When recruiting and hiring, employers should focus on the range of opportunities and career paths available in the industry. The modern construction world depends on a variety of skill sets and experience—from design, project management and logistics to finance, technology and marketing. And it’s possible to shift from one career path to another. Many sales, management and leadership positions in the industry are held by people who started their careers in entirely different verticals.

When a range of perspectives and life experiences are represented—and valued—in the workplace, innovation and enterprise can increase exponentially. Those innovations often lead not only to enhanced efficiency and productivity but more revenue, higher profitability and overall company growth.

Diversity doesn’t just happen, however. It’s essential that construction and technology companies that want to incorporate the benefits of an inclusive workplace prioritize additional voices, not just onsite but in the office and the leadership suite. Diversity demands critical examination of company culture and policies, a concerted effort to reach untapped pools of talent and reimagining the public perception of the industry as a whole.

That sounds like a big task, but companies that take it on won’t just be doing the right thing. Women contribute to the bottom line of companies and represent an overlooked response to the labor crisis challenging the construction industry. Recruiting and retaining talented team members will be a priority for any successful company for years to come. Making the effort to find talent that helps their business grow and set itself apart from competitors is a key solution.