Social media is shaping the future of roofing recruitment

By Jesse Sanchez. 

Online branding and short-form video are opening doors for Gen Z in unexpected ways. 

As roofing companies struggle to fill labor shortages and bring in the next generation of workers, many are finding their most powerful recruiting tool isn’t a job board or a trade fair, it’s social media. In this episode of Roofing Road Trips®, Tony and Kristin Case of Hi-Peak Staffing spoke with host Karen Edwards about how platforms like LinkedIn, TikTok and Instagram are transforming how young people discover and consider careers in roofing. 

Kristin, co-owner of Hi-Peak and a seasoned recruiter, is seeing a major shift with how social media has expanded brand exposure to a much broader audience. “What I’ve been seeing over the years with LinkedIn is roofing contractors making a brand image for themselves, sharing these humongous projects that they’ve done and getting that exposure,” she said. “That can create more jobs. And that’s what I think the younger generation likes to see. They’re visual.” 

While traditional perceptions of roofing may conjure up images of hot summers and manual labor, social media is pulling back the curtain on an industry with far more to offer. From sleek flat-roof installations to behind-the-scenes team shoutouts and day-to-day operations, companies are learning that authenticity, not polish, is what drives engagement. 

“I follow a hundred companies on Instagram just because I like to see what they’re doing,” Kristin said. “Whether it’s just to throw them a referral or whatever, I’m always happy to share that. So, I find that stuff really exciting.” Tony added that younger job seekers and even current tradespeople are drawn to content that highlights skill, purpose and pride in work. “Everyone is looking for those inspirations or those highlights of craftsmanship and innovation,” he said. “And when we see those things, it’s immediately attractive.” 

Their advice to roofing companies? Use your phone. Post that shoutout. Film that install. Highlight the people behind the work. Gen Z is watching and looking for places where they can build careers with meaning. 

Read the transcript or Listen to the podcast for more insights on how social media is reshaping the roofing workforce and why authenticity is winning over the next generation!