Recruiting Top Techs: Marketing Isn't Just for Customers

Ask any contractor doing over $2M a year what their biggest bottleneck is, and they won't say 'leads.' They will say 'finding reliable guys to do the work.'

The mistake most contractors make is treating hiring like an HR problem. Hiring is a marketing problem. You are selling your company culture to a highly skeptical audience of skilled tradesmen.

Stop using Indeed like everyone else. The best technicians aren't looking for a job; they already have one. To reach them, you have to run targeted Facebook and Instagram ads.

The 'Day in the Life' Video: Shoot a raw, authentic video of your best technician talking about why he likes working for you. Highlight the things that actually matter: take-home trucks, consistent hours, paid training, and a boss who doesn't yell.

Run that video as a sponsored ad targeting a 20-mile radius around your shop, specifically targeting people interested in your trade.

When they click, don't make them fill out a 4-page resume application. Send them to a simple landing page that captures their name and phone number, and then immediately trigger an automated text message to schedule a casual phone chat.

Treat recruiting leads with the exact same speed and respect as a $20,000 customer lead.