Contractors With Strong Branding Improve Hiring Success
It’s a nearly universal concern our home service contractor clients share: their growth efforts are stymied by inadequate staffing. Companies working with an HVAC marketing agency may feel particularly frustrated when their campaigns are yielding leads, yet their capacity for scheduling new customer appointments is limited. They want to hire more technicians, but they struggle to find quality candidates.
Sales growth is directly related to successful staffing. There are countless platforms and methods for recruiting. It’s so time-consuming some companies have a full-time recruiter on staff, and some have developed in-house training programs. No matter where you advertise job opportunities, the key strategy to be competitive amid a labor shortage is to make job seekers want to apply. When it is hard to find qualified applicants, be the most attractive choice among companies that are hiring. This starts with having an appealing brand.
Make Your Workplace More Appealing
If you were a skilled, experienced plumber, electrician or HVAC technician looking for a job, would you be more likely to apply to a company that has a forgettable name and white vans with illegible lettering or to a company that looks like one of these?
“5 Simple Steps For Better HVAC Recruiting and Staffing” on Service Titan’s blog suggests you “offer potential (and current) employees a rich company culture that compels them to invest in your brand and—simultaneously—their own future in the company.” This article for Contracting Business, “How to Recruit Plumbers, HVAC Techs and Electricians Much Faster,” highlights pros and cons for several recruitment tactics, but says the best advice is to focus on building relationships. “I just want to tell you what our company is all about” is the writer’s preferred invitation (as opposed to requesting an “interview”).
Just like your company’s logo makes a first impression with potential customers, it is one of the first pieces of information job seekers see, too. It communicates your values and philosophy. With a strong brand that conveys your company culture, you can attract loyal, dedicated workers who value a long-term career because your brand suggests your company has longevity and stability.
A professional image helps employees feel pride in their work. When contractors hire our team at KickCharge Creative to create HVAC company names and brands, they tell us their recruitment efforts are more fruitful because their company develops a greater reputation.
RDS Same Day Delivery in New York City used its branding to liven up work spaces when it moved into a new building. The branded wall wraps energize the RDS team and also communicate trust, confidence and inspiration to current and prospective clients who visit. The feelings the brand conjures also impress potential new employees.
Your Brand Can Empower Your People
During a rebranding project, the process of defining your brand story, culture and values can help you make your company a better place to work. Use those insights to create the most compelling job posts. Focus on the benefits, like Goettl does.
Provide professional, branded uniforms your team will be proud to wear and a sharp-looking fleet that turns heads for the right reasons. When you create print collateral, you not only improve your sales close ratio, you also boost your team’s confidence and motivation because they have the tools they need to do their jobs effectively.
Employees who feel positive about their company’s image will be more likely to take advantage of incentives to refer other tradespeople for open positions.
The power of a brand transcends marketing and fuels recruitment ventures. Invest in your company first, and you will be better poised to invest in your people.
Ready to grow your business? Talk to our brand ambassadors at 908.835.9000, or start the conversation by filling out a contact form on our website.