Tailoring communication to fill critical roles

By Jesse Sanchez. 

Strong communication isn’t a bonus of the roofing recruitment process; it’s the foundation. 

For roofing contractors navigating a highly competitive labor market, finding the right talent is only half the battle. The other half? Keeping canidates engaged through a hiring process that’s fast, clear and tailored to real-world expectations. That’s where communication becomes more than a best practice; it becomes a make-or-break factor. In this episode of Roofing Road Trips®, Tony and Kristin Case of Hi-Peak Staffing Solutions shared their candid perspectives on how poor communication costs companies top-tier candidates and how a simple shift in their hiring process can turn things around. 

“We are in the relationship business,” said Tony. “If we can’t communicate clearly, if we can’t communicate openly, we don’t know if we can build that relationship.” That clarity starts early. When a roofing company reaches out to Hi-Peak for help, Kristin insists on a deep discovery call, focusing not just on job descriptions but on deal-breaking must-haves, skills, certifications and software experience that define a successful match. “You have to be a chameleon,” Kristin said. “Some of my clients love being on the phone. Some say, ‘I’m so busy, I can respond very quickly in a text or email.’” Learning a client’s style helps her tailor communication so there’s less back-and-forth and fewer mismatches. 

But the conversation didn’t stop there. As the search progresses, Hi-Peak emphasizes proactive feedback. That’s especially important when roles evolve mid-search or when expectations don’t match the local talent market. In these cases, Kristin leans in with hard truths. “If I know a market rate in a certain area and I know my client’s not going to reach it, then we go back to the must-haves,” she said. “We need to scratch one.” Pacing is just as important as transparency. With skilled candidates in high demand, delays can sink the deal. “We cannot wait two weeks or three weeks or four weeks,” Tony said. “Once we have that decision made, we try to make it a seamless process to the offer stage.” 

And sometimes, a simple personal touch is all it takes. If a Hi-Peak client is tied up after interviewing a candidate, Kristin doesn’t hesitate to suggest they send a quick message to keep the connection warm: “Hey, I’m out of town. I can’t wait to get you on my calendar when I return.” That small gesture, she explained, can make a big impact. 

“When the candidate hears that from a client,” she said, “they will drop everything.” 

For companies still wondering whether their recruiting process is working, the Cases say the proof is in the follow-up. According to Kristin, “The best reward is right after we place someone and if we turn around and get another job order right after that.” 

Read the transcript or Listen to the podcast to learn more about how Tony and Kristin use smart, human-centered communication to fill critical roles and how your roofing business can, too!