What would you do for this construction/manufacturing company?

This company deals with construction of oil-rigs. It faces employment problems because the publics still think the jobs are mostly dirty, dangerous and demanding (the safety standards and working conditions have improved drastically). In addition, they think they have to work long hours under the hot sun (a thing of the past now that the facilities have improved too). Lastly, the far distance of the construction yard is not favorable. How would you deal with this problem with their perception of the employment?