The National Association of Landscape Professionals (NALP) launched “Why I Landscape,” a national workforce campaign to promote the landscape profession and encourage students and career seekers to consider opportunities within the industry.

Introduced by NALP’s Industry Growth Initiative, “Why I Landscape” builds off the success of NALP’s career website, which showcases various career paths professionals can take within the industry and connects job seekers with potential employers through its national job board, according to NALP. The job board has been visited by more than 100,000 candidates over the past few months.

The national campaign includes digital advertising, media outreach and social media content promoted through its new @WhyILandscape Facebook, Twitter and Instagram channels.

“Social media is a critical component in communicating with the public as it helps shape perceptions and understanding,” said Missy Henriksen, NALP vice president of public affairs. “Our social media efforts will ensure that the proper messages reach and resonate with our target audiences. We urge industry companies to follow and share our posts to amplify the strength of our voice and messaging.”

The messaging will include testimonials, video content, industry statistics, news articles and more.