In the race to find the staff you need, it is often a matter of recruiting smarter, not harder.
Unemployment rates across the country are nearing historical lows. Nationwide, the unemployment rate was down to about 4.3 percent for March. And yet, many reports show that the HVAC industry is looking at a shortage of over 110,000 technicians over the next decade.
The Bureau of Labor Statistics anticipates an 8 percent growth in employment for heating, air conditioning, and refrigeration mechanics and installers, from 425,000 to 459,700 positions, with approximately 40,100 position openings each year. As job opportunities grow, the job pool shrinks: experienced drivers and technicians are retiring, and fewer individuals are entering training programs.
With a limited number of potential employees – and most of those are already employed – energy marketers and service firms find themselves racing to “get to the good ones first.” Just as an experienced athlete can continue to win against younger, faster opponents, the employment race can be won by recruiting smarter, not harder.
Here are 10 ideas to make your recruitment marketing more effective – and help you reach the finish line first.
On Your Mark:
If your recruitment campaigns of the past have not yielded strong candidates and successful hires, start this year’s outreach with a critical look at your process.
1. Update your recruitment page. In many cases, potential applicants will be landing directly on your website’s “Careers” or “Employment” page from digital advertising or job postings. Visit that page and look at it from the applicant’s point of view. Are the benefits of working for your company clearly defined? Does the page make your company look like a place you would want to work for? If your answer to these questions is “no,” some text and design updates can help you clear the first hurdle.
2. Job descriptions. While every home comfort company and retail or wholesale fuel provider is unique; the challenge is getting your prospective employees to see what separates you from your competition. If there is something about your position that is truly unique, such as flexible scheduling, employee stock ownership, or incentive or bonus programs, be sure to highlight them in the job description, as well as on the recruitment page, to make your job offer stand out.
3. Online intake forms. One of the biggest mistakes HVAC and fuel companies make is to expect an applicant to fill out a full job application on the website. This is a daunting expectation for technicians and drivers who may not even have a resumé. It could also be a colossal waste of time for all involved. The online form should be considered an intake form, collecting the individual’s contact information, position of interest, and experience level. Responses should be forwarded directly to the appropriate company personnel, and be available via a daily or weekly report. A dedicated phone number should also be used to capture any calls that come from the recruitment page. A simple follow-up phone call will give your manager enough information to decide whether to send a longer application or set up an in-person interview.
4. Company website. Potential applicants will look at your website to get a feel for your company, services, and products. If your site is hard to navigate, looks like it has not been updated in a while, and does not display well on their phone, they may well take a pass on applying.
5. Customer reviews. It is highly likely that interested individuals will search Google or social media – or use their AI assistant – to find out what others think about your company. A company that cares will have mostly positive reviews about the amount of time and consideration the technician, salesperson, CSR, or manager spent explaining or rectifying an issue. A string of negative reviews about staff rudeness, hard sells, or surprise project costs reflects a business that does not.
Get Set:
Your best new hire may not be the technician or driver who has been working in the field for 15 years. It could be someone you had not considered in the past, has transferable skills, or just needs a little additional training.
6. Expand your definition of the “right” person. If you limit your outreach to technicians, drivers, or office staff to individuals who have recently been employed by – or are currently working for – your competitors, you are creating very high hurdles to overcome. Expand your outreach to veterans, auto mechanics, bus drivers, and others who have similar and transferable experience. Look to new parents, retirees, or college students who are looking for part-time office work. There are also a lot of “alternate season” workers – from construction, parks, summer camps, or landscaping, for example – who are looking for short-term work. The right group of these seasonal employees, rehired year after year, could wipe away most of your staffing concerns and ease the strain on some of the ancillary costs of full-time hires.
7. Trade schools and training programs. It may take a “newbie” a little longer to get off the starting block, but consider them your long-distance runners. One of the biggest concerns in the industry is that there are not enough younger workers coming through to replace those who are retiring. Hiring new graduates with only a bronze NORA certification or a newly minted CDL requires a marathoner’s understanding of pacing: knowing when to slow down a little helps you succeed at the end!
And Go!
Now that your website, landing page, and application have been reviewed and you have expanded your field of possibilities, the race really begins. Here is a tip to get you the inside lane – put your ads where they will actually get traction.
8. Social and search ads. “Jobs near me” is one of the most used queries on traditional search engines and social media. Individuals at all experience levels will use Google, Facebook, Instagram, TikTok, and Reddit to search for opportunities. These platforms are the classified ad sections of yesteryear. Ads can be targeted to regions and interests (not by gender or age). If you have newer hires, ask them where they searched when looking for a job – and start there!
9. App or gaming ads and beyond. Find your next employee when he or she is not even looking! Programmatic advertising places your ad directly in front of potential hires. Consider capturing individuals at a training school, municipal vehicle shop, bus depot, or commercial supply house, and then introduce yourself to them while they are relaxing off hours. Target drivers who are sleeping at a truck stop or employees at the local utility. These tactics can find those who have recently searched for work or visited job sites, but can also find the “soft targets” – individuals who are currently employed and not necessarily looking for a change … but might be willing to have a conversation with a company that has a good offer, a good reputation, and an easy to navigate intake process.
10. In-house referrals. Just as current customers are your best new-customer marketers, your employees are your best new-hire resource. Chances are they know others with similar skills and aptitudes, especially once you expanded your search beyond the HVAC space. Make sure your employees know that you are looking and who you are looking for. Also make sure to offer a bonus for successful referrals! Recommendations from employees are an early vetting process for both sides of the interview.
There you have it. Ten tips to get your recruitment campaigns off on the right foot. If you would like an additional push to get to the finish line, please give us a call.
Richard Rutigliano is President of PriMedia, Inc., an integrated marketing and communications firm specializing in the home energy sector and offering a wide array of SaaS products nationwide. He can be reached at 516-222-2041 or rrutigliano@primediany.com.
