Protecting company culture during growth

By Jesse Sanchez. 

How roofing leaders and recruiters align hiring, flexibility and safety to strengthen culture as teams expand. 

Company culture can determine whether a roofing business scales smoothly or struggles as teams expand. On this episode of Roofing Road Trips®, host Karen Edwards spoke with Kristen Case of Hi-Peak Staffing Solutions and Erika Teasley of Stonescape Steel Roofing and Exteriors about what it takes to keep culture intact while hiring, training and managing growth. 

Erika described culture as something that requires ongoing attention from leadership rather than something that maintains itself automatically. Reflecting on a difficult period both personally and professionally, Erika said they realized the culture they had built would not sustain itself without continued involvement. “I kind of lost sight of my culture,” Erika said. “I just expected what I had grown and invested in for so many years to simply continue doing what it did on its own without me.” 

That pressure increases as workforce dynamics shift. Kristen noted how contractors are increasingly willing to bring in people from outside the roofing industry, which can broaden the talent pool but requires clearer expectations and stronger onboarding protocols. “Roofing is small, and there’s a whole workforce leaving the roofing industry,” Kristen said. “So, we’re working on bringing people from outside in.” 

For candidates, Kristen said a company’s culture is often revealed in the practical everyday details, including flexibility, communication methods and jobsite standards. In interviews, prospective employees may ask whether schedules allow them to manage family responsibilities and whether a company’s approach to safety matches what it promises. Kristen said safety enforcement can be decisive for field workers, noting a phrase heard often, “I don’t want to work at X company because there’s no safety enforcement and I don’t feel good about this.” 

Leaders set the tone by balancing ambition with sustainability and by treating employees as people with lives beyond the job. “Just truly understanding that there’s life outside of work as well,” Erika said. “My team deserve as much out of me as what I’m expecting out of them.” 

Listen to the entire podcast to learn more about company culture in roofing!