7 Ways to Improve Your Employee Recruiting

The labor struggles plaguing the pest control industry aren’t anything new. But with a little innovation and a persistent attitude, you can make your company stand out and recruit high-quality individuals.

“People are our most important resource — it’s become so trite, but you can’t grow your business if you don’t have the right people,” said David Heimer, senior vice president and co-founder of Service Nation, an organization of contractors in the HVAC, remodeling, electrical and related industries.

Heimer highlighted several recruiting solutions at April’s Pantheon, ServiceTitan’s technology conference for its partners involved in various service industries and trades.

Despite all the outside factors that businesses can blame a lack of qualified labor on, Heimer said that at the end of the day, it’s on the business to seek out its own success.

“I don’t think it’s about the economy, the government, COVID, lazy workers — frankly, it’s all about you. And that’s good news. It’s under your control,” he said. In fact, Heimer said business owners should be spending about 30 percent of their time on recruiting.

Heimer gave countless examples of strategies that companies can take to recruit. Here are few of those approaches:

DIVERSIFY YOUR SEARCH. Make sure you’re looking beyond the industry norm when trying to fill roles. “We all have a natural tendency to want to hire in our own image,” he said. “When you do that, you’re narrowing the scope of what you’re looking for. Stop doing that. Look for everybody.” Heimer added women often get overlooked, especially in the trades. “Why overlook 51 percent of the population?” he asked.

OFFER RELOCATION SUPPORT. It doesn’t matter if your business is in a bustling city or out in a rural small town, Heimer said someone’s looking to move there. And if a company offers relocation reimbursement, then they have even more applicants available to them. “Think about casting your net a lot further,” he said. Heimer added that benefits such as subsidized transit passes and gym memberships can help set a company apart. But things like competitive pay and plenty of family leave are still paramount.

HAVE A DYNAMIC PRESENCE. Making sure your website and social media presence are engaging is critical for marketing, but it’s equally so for recruiting. “Recruiting should be prominent on your website,” Heimer said. “Put it out there front and center.”

He suggested using videos or other multimedia elements to make it eye-catching. For social media, Heimer said just posting static graphics that advertise employment opportunities isn’t enough. “Do more than just run ads on your Facebook page,” he said. “Show them what a wonderful place you are to work. Show you giving back to your community and employees having fun together.”

RECRUIT ON THE ROAD. Everyone knows one of your best advertisements for new business is your fleet — so Heimer said make it recruit for you, too. “Your vehicle should recruit for you,” he said. “If you’re driving around in a bad, beat up van, then pretty it up.” Heimer said adding a QR code that mentions you are hiring is also a unique, interactive element that can be added to trucks.

GO BACK TO SCHOOL. Heimer said one of the best places to recruit new talent is at colleges. “Recruit at colleges,” he said. “The great thing about colleges is they’ll help you. They’ll promote your businesses for you.”

Heimer added that attending college career fairs regularly is a good idea. “You can find anything you’re looking for there,” he said. “Go to these events and be well prepared.”

ASK CUSTOMERS TO HELP. Heimer said that well-managed, professional businesses should have no problems asking customers to recommend new hires. He suggested leaving postcards that customers can send in. “Tell them about the people you want to hire and who you want working for you,” Heimer said. “It’s a two in one. It’s a hiring piece and a marketing piece.”

BE THE BEST. Everyone wants to be the best and work for the best. It’s that simple, according to Heimer.

He recommends taking full advantage of local, state and national Best Place to Work contests. He said these programs are underutilized and few people apply for them. “Most people don’t bother to enter these, but you absolutely should,” Heimer said. “Once you win, advertise that all over the place.”

The author is assistant editor of PCT’s sister publication Lawn & Landscape.