Building a culture candidates can see

By The Coffee Shops®.

Candidates increasingly want roofing employers to show how their values translate into the everyday employee experience.

As the conversation around finding labor develops, roofing companies are increasingly focused on becoming a competitive option for potential employees. Traditional incentives like pay, benefits and hours remain important, but having a great company culture provides an edge in a competitive labor market.

In this Roofing Road Trips® episode, Megan Ellsworth talks with Kristin Case, managing partner at Hi-Peak Staffing, about why company culture has become an important part of attracting talent in the roofing industry.

Drawing on her recruiting experience, Kristin says candidates are looking beyond compensation and paying close attention to leadership, growth opportunities and the work environment. “People want to work for leaders that they trust, alongside teammates that they enjoy working with and companies that generally are investing in their success,” Kristin said.

For roofing companies, that makes authenticity especially important. Kristin recommends defining what the company stands for and making sure its everyday actions reflect that message. Opportunities for advancement, ongoing training, flexibility and employee recognition can all help candidates better understand what working for an organization is actually like.

Companies can also make that culture more visible during recruiting. Kristin encourages employers to share employee experiences during interviews, including bringing women employees into conversations with women candidates so they can discuss their own experiences in roofing.

That visibility should extend beyond the interview process. Company websites, social media and recruiting materials give contractors opportunities to recognize promotions, work anniversaries, completed projects and employee success stories. “I always tell my clients, don't keep your company culture a secret,” Kristin said. “Share it through your website, social media, recruiting materials and during interviews.”

Storytelling helps connect those efforts by replacing broad statements about culture with real examples. A story about an employee advancing from laborer to superintendent, for example, can help candidates envision their own potential career path.

Ultimately, Kristin encourages companies to stay open to a changing workforce while leading with honesty and positivity. By aligning stated values with employees’ real experiences and sharing those experiences authentically, roofing companies can give prospective hires a clearer picture of the workplace they could be joining.

Listen to the full podcast or Watch the recording to learn more about using company culture to attract talent.