SOCIAL media sensation Amy Underwood, aka The ‘Digger Girl’, who has amassed almost half a million followers online, has revealed her delight after signing a partnership with the CITB to help promote construction careers.
The move comes amid a raft of high-profile deals being signed by the 28-year-old, who was also recently announced as a brand ambassador for Hyundai CE. Under the name ‘The Digger Girl’, Amy, who is from Oban, creates videos documenting her life as a plant operator as well as tutorials on how to best use machinery, and plant reviews.
Revealing that working with CITB had been a long-term ambition of hers, the partnership has already seen Amy produce a video tour of the National Construction College (NCC) in Bircham Newton, Norfolk, where she undertook her apprenticeship, and lead a webinar answering questions put to her by those interested in a career in construction.
In the year ahead, she will support activity surrounding Scottish Apprenticeship Week and be the face of advertising campaigns across social media platforms. A day-in-the-life vlog will also be created, showcasing her work as a full-time plant operator at John Underwood Plant Hire – her father’s business. Amy hopes the CITB link-up could also potentially see her be put in the position of a trainee, by gaining some additional tickets on machines she hasn’t yet experienced.
“I just want to see more people coming into the industry because it’s such a good industry to be in,” Amy told Project Plant. “I want to help promote it.”
As a successful female in a traditionally male-dominated industry, Amy is a natural role model for young women considering a career in plant. However, she’s keen to stress that she wants to inspire boys too – and people of all ages. “There’s a lot of great focus on getting girls into industry, but we need both males and females in the sector because there’s a huge shortage just now,” she added.
Amy revealed she has had people in their late 30s and 40s messaging her for advice about potentially switching careers – something she’s more than happy to encourage.
Last year, Amy’s presence was well-received at events including ScotPlant and Hillhead. Next on her itinerary is a trip to Las Vegas for CONEXPO 2023. It’s an incredible success story, but it hasn’t always been plain sailing. Initially wanting to be a mechanic, Amy was knocked back at the start of her working life, as people doubted that she could physically cope with the demands of the job – potentially due to her gender. She eventually took a job at her father’s firm, where she quickly excelled as a plant operator. The rest, as they say, is history.
Asked how her younger self would have reacted if told that one day she’d be working with the likes of CITB, Hyundai, and Scania, Amy humbly replied that she wouldn’t have believed it even a year ago, let alone at the start of her career!
“I’m so glad that big brands are seeing that social media is a good platform to advertise the industry and move things forward,” she stated.
Amy is looking to ramp up her social media offering over the next 12 months, with her recently launched YouTube channel showcasing longer and more detailed videos.
Commenting on the CITB partnership, Graham McPhail, director of CITB’s National Construction Colleges, added, “It is a real pleasure to be working with Amy. As a former apprentice at our prestigious National Construction College (NCC) in Bircham, she has really excelled in her career so far. We look forward to working in partnership, to help spread the word that construction is a career worth shouting about.
“As a female construction professional, we hope Amy’s online platform will help to attract and engage new audiences. Or indeed, anyone that may be considering a career in construction. Amy will also be working with us on Go Construct, the industry website providing information on a career in construction.”
