What if I told you that retention begins before the offer is even made?
Recruiting in the skilled trades has become more challenging than ever—and there are several reasons for this:
1. An Aging Workforce
Many experienced tradespeople are Baby Boomers or older Gen Xers nearing retirement. Mike Rowe recently shared a conversation with the CEO of Ford Motor Co: in the current year, Ford has hired over 37,000 technicians but lost 76,000 to retirement. That’s a net loss of 39,000 employees. Rowe notes this is still better than the construction trades, where the ratio is five retirements to just two new hires.
2. The Emphasis on College Education
The long-standing “college is the key to success” message continues to influence perceptions. High schools often showcase the percentage of graduates heading to college as a measure of their success, subtly devaluing the trades. Meanwhile, countless offhand comments undermine skilled trades workers:
- “Not college material.”
- “Didn’t study hard enough to avoid the trades.”
- Backhanded compliments like, “You’re smarter than I thought you’d be.”
- Persistent questions like, “Why didn’t you go to college?”
These attitudes can make recruiting skilled tradespeople more difficult, especially when societal messaging often downplays the value of their expertise.
SO, IF RECRUITING IS TOUGHER, WHAT CAN YOU DO?
You’ve probably heard of an “employment brand”—but what exactly does that mean? One definition describes it as:
“Managing and influencing a company’s reputation as an employer among current and prospective employees, with the goal of fostering a positive attitude toward the company’s work culture and benefits to attract new talent and retain existing staff.”
We believe it’s more comprehensive: it also includes how former employees perceive your company. Those perceptions are often visible in reviews on sites like GlassDoor and Indeed. If you haven’t checked those sites recently, take a moment—those comments can be eye-opening, and sometimes eye-watering.
Is it good news or bad? Either way, there are steps to improve your chances of hiring top talent—and rebuilding your employment brand when needed.
1. Identify Great Candidates
Relying solely on “post and pray” often results in attracting less-than-ideal candidates—job shoppers who are only interested until something better comes along. To find quality passive candidates (those currently employed but open to new opportunities):
- Leverage current employees. Ask current employees if they know of any good possibilities. And with recent hires, ask if they know anyone who would be a good fit. It’s crucial to build rapport with new employees first.
- Use referral incentives. Offering a bonus can motivate your team to recommend strong candidates.
- Research reputable companies in your market. Online reviews can highlight standout technicians. Develop relationships with these individuals; they’re less likely to jump immediately but may reach out when they’re ready to move.
- Utilize databases. Reach out to former employees (check if they’re happy where they are now), revisit past applicants (many of whom may now be qualified), and review activity from months or years ago on job boards.
2. Engage Quickly
Gone are the days of waiting a week or more to follow up on applications. Today, prompt response—ideally within 24-48 hours—is critical. Delays can result in losing a strong candidate to a competitor or a new job opportunity.
3. Make a Decision
Avoid the old practice of multiple interviews spread out over days. If you identify a promising candidate, conduct the next interview immediately—preferably on the same day. Otherwise, you risk losing them altogether.
4. Be Ready to “Sell” the Opportunity
Develop a quick but compelling “elevator pitch” (1-2 minutes) highlighting your company’s positive culture, growth opportunities, and training programs. People want to see a clear path for professional development, so emphasize those aspects.
5. Address Concerns Openly
Ask candidates directly, “What would prevent you from making a decision today?” Be open to their concerns and honest about how your company is working to address them—especially if similar issues have been flagged in online reviews.
In Conclusion
The market for skilled tradespeople is more competitive and unpredictable than ever. With rising expectations, pay demands, and fierce competition for a shrinking pool of experienced workers, success in recruitment requires a strategic approach.
Having a solid plan, setting realistic expectations, and responding swiftly to candidates can give you a significant edge in the hiring race. Remember: building a strong employment brand and engaging with prospects early can make all the difference.
Just a final point – if you perform these steps well, it will improve the chances that your employee retention will improve. You’ll have built a stronger rapport with your team members.
