A PLAQUE using interactive smartphone technology is hoping to change perceptions of the construction industry.

The Virtual World Plaque, located on Pendock Bridge in Pendock Village, Malvern Hills, Worcestershire, enables users to access a unique smartphone app which provides information and history about the village.

It is hoped to help the public better understand the role the built environment plays in our day-today lives and in turn boost construction sector recruitment by providing locals with added insight into the infrastructure that surrounds them.

It also demonstrates the importance of the built environment in shaping our skylines and encourages more young people to consider a job in the sector.

The installation marks the launch of property, residential and services group Kier’s Shaping Your World campaign.

Over 25 plaques have been installed on key buildings across the country.

Each plaque provides a physical touch-point for members of the public, who can use it to enter a virtual world, hosted by a unique avatar at each location.

Haydn Mursell, chief executive of Kier, said: "We’re hoping to change perceptions with this campaign, and encourage those who may have not previously done so to consider a job in construction. These plaques are a fun and unique way for Kier to engage with members of the public and to demonstrate just how integral the construction sector is to the continued development of our cities.

"With an ageing workforce, uncertainty around Brexit and an ambitious pipeline of construction, housing and wider infrastructure projects, which equates to £90bn of UK GDP delivery and creates a demand for circa 400,000 new recruits per annum, it is imperative that we attract new talent into our industry.

"We have invested in comprehensive resource to train and develop new talent, we offer a vast array of roles, great scope and support for diversity and career progression, and we offer the chance to leave a lasting legacy and make a real contribution to local communities."

Kier employs more than 800 people across the West Midlands.