Always Hiring: The Secret to Winning the Trades Talent War

You’re running a home-service business in the trades—plumbing, HVAC, electrical, roofing, landscaping. You live and breathe service calls, emergencies, quoting, and dispatching. You’ve got loyal customers and a solid reputation. But you hit a wall: labor shortages. Technicians quit. The job market dries up. Overtime costs soar. Work quality suffers.

Hiring only when you desperately need a warm body leads to panic. You scramble, post ads, settle for whoever applies, and flicker with turnover. Customers wait. Opportunities evaporate. Margins shrink.

Not smart.

Instead: recruit 365 days a year.

Every. Single. Day.

At first glance, that sounds extreme, even impossible. But here’s the reality: ongoing recruitment isn’t optional, it’s essential. Workforce planning can’t wait until disaster strikes. You need a pipeline of talent, not patchwork hiring. You need to know what great candidates want, where to find them, and how to attract—and retain—them. That means consistency.

Recruiting year‑round gives you leverage. It helps you attract higher‑quality candidates, build employer brand awareness, improve retention, and reduce costs over time. Think of it like marketing: you don’t just advertise once. You run campaigns, test messaging, refine offers, build relationships, track metrics—and do it all year long. The same discipline applies to hiring.

In this blog, you’ll discover:

• Why the trades are facing a talent crisis

• What continuous recruiting means in practice

• How to implement a 365‑day recruiting strategy

• Best-in-class tactics to attract, screen, hire, and retain talent

• Real-world examples and metrics you can strip and copy

  
  

Finally, you’ll understand that recruiting is not an occasional emergency, it’s a competitive advantage. I’ll show you why and how to make it work for your business.

 The Talent Crisis in the Trades

A perfect storm

The skilled trades face a labor shortage with no signs of slowing down. Aging workforce. Insufficient apprenticeships. COVID waves crushed training pipelines. Millennials and Gen Z gravitate toward college, not vocational skills. Wages rise and margins tighten. Customer demand for home services is hotter than ever as people invest in renovations, energy upgrades, and green retrofits.

But there are simply not enough qualified workers.

What that shortage costs you

• Emergency scheduling: You’re scrambling to fill slots, sacrificing planning.

• Inflated wages: Competitive bidding drives up labor costs.

• Poor experience: Untrained or overworked hires lead to delays, mistakes, damaged reputation.

• Missed growth: Without staff, you can’t scale or explore new verticals.

  
  

Demand doesn’t match supply

Hiring cycles in trades often depend on seasonality. HVAC hires in summer, snow crews in winter, landscapers in spring. But that logic is flawed—because demand and staff needs span all seasons. And with labor scarce, waiting to hire backs you into a corner.

Why annual recruiting changes everything

1. Builds ongoing awareness: candidates get familiar with your brand early.

2. Positions you as employer of choice: you’re active, professional, available—candidates notice.

3. Gives you data: what messaging resonates, where leads come from, what hires succeed.

That’s insight. Talent becomes a strategic asset.

 What Is 365-Day Recruiting?

More than job postings

Constant recruitment isn’t just about leaving a “now hiring” sign up. It’s a full-funnel process:

• Attraction: employer branding; content; networking; referrals

• Engagement: talent pools; email/sms; relationships

• Screening: regular outreach, interviews, assessments

• Hiring: streamlined offers, onboarding prep

• Analytics: metrics, feedback loops, adjustments

  
  

Funnel analogy

It’s the marketer’s funnel applied to recruiting:

1. Awareness – social, ads, signboards, trade school partnerships

2. Interest – career site content, videos, testimonials, Q&As

3. Application – easy forms, QR codes, mobile-friendly

4. Selection – quick screening calls, clear assessments

5. Offer – prompt, transparent, competitive

6. Onboarding & retention – engagement from day one onward

Notice how onboarding connects back into retention—this becomes the foundation for referrals.

Why it only works with consistency

Gaps mean gaps. If you only hire seasonally, your brand goes dark the rest of the year. Talent notices. You lose credibility. You lose insight. Your pipeline dries up and your team goes idle.

Accountability matters

Put metrics in place—number of candidates engaged, interviews scheduled, offers made, starts, retention. Weekly review with your operations/business team. Talent becomes a KPI, not a side task.

Steps to Start Recruiting Year‑Round

1. Define your value proposition (EVP)

What makes your company a place where people want to work?

• Start with existing techs, why did they join, stay? Ask, survey, record.

• Identify benefits: stable hours, non-commission pay, benefits, development, gear, tools, travel. Throw out clichés.

• Package into messaging that appeals to three groups: experienced technicians, apprentices, career-switchers.

  
  

Tweak sample EVPs

• “W2 pay. No door-to-door.”

• “Signed, sealed, delivered tools.”

• “Stay local. Weekends off.”

• “Apprentice-to-VIP path.”

Get specific.

2. Marketing foundations

Career site and job-posting page

• Update copy to reflect your EVT and culture.

• Use video/testimonials from real employees.

• Highlight benefits, tech gear, teams, and growth.

  
  

Google Business Profile

• Post fresh jobs regularly.

• Encourage employees to write reviews.

• Use the “Jobs” feature if available.

Social media

• Facebook, Instagram, TikTok: showcase tech at work, day-in-the-life, fun banter.

• Use hashtags like #TradeLife #ServiceTech #JoinInsertsCompany.

Local partners

• Trade schools, community colleges, workforce development boards, veterans groups. Maintain relationships year-round—set up site visits or mock interviews.

Industry events

• Sponsor local job fairs, state expos. Host a booth, bring branded shirts and giveaways. Keep prepared year-round.

3. Build a talent pipeline

Think beyond active applicants.

• Inbound list: everyone who applied or inquired in last 12 months.

• Outbound sourcing: reach out to techs who applied elsewhere, divorced techs locally, veterans, people in related fields.

• Automated reminders: periodic emails/texts—“Hey [Name], still open to new opportunities? We still have technician roles.”

• Live events: informal meetups for apprentices, asking older techs to refer.

Track engagement metrics: who opens emails, clicks links, replies.

4. Simplify screening & interviewing

Recruiting 365 days means staying efficient.

• Quick pre‑screen calls (10 min): confirm basics, motivation.

• In-person or ride-along: see them in action, test soft skills.

• Skills assessments or paid test jobs. Paid and controlled.

• Group interviews once per week to get candidates in front of leadership.

You want metrics: time to hire, cost per hire, source conversion rates.

5. Hiring & onboarding

• Standardized offer templates include pay, benefits, start date.

• Welcome package – tools, branded shirt, training schedule, mentor assigned.

• 30‑60‑90-day check-ins – get feedback, track progress, assign buddy.

Onboarding design matters: it shows you’re reliable, structured, and care—so new hires stay and bring friends.

6. Retention drives recruitment

Retention and recruitment go together.

• Referral bonuses – cash paid when friend stays 90 days.

• Mentorship program – technical mentorship plus career path.

• Training budgets – certifications (EPA, NATE, Journeyman), LinkedIn Learning, soft skills.

• Recognition – awards, weekly shout-outs, VIP-of-the-month.

Good retention improves your brand, so recruitment becomes easier.

Tactics That Work

A. Use paid social recruiting

• Facebook & Instagram ads target local audiences.

• “Lead Ads” with simple mobile forms.

• Retarget website visitors who viewed job pages.

• Budget $250–$500/mo. and measure cost per lead.

B. Video job posts

• 60–90 sec videos showing a day on the job.

• Include techs talking about why they like working there.

• Publish to YouTube and embed on site/social.

C. Text-based drip campaigns

• Automate messages via SMS or WhatsApp.

• Send 3–4 content touchpoints: stories, job update, invite to visit shop.

D. Local events and sponsorships

• Sponsor SkillsUSA, Future Farmers, high school CTE events.

• Host tool demos at events.

• Give away swag—caps, water bottles, safety glasses, T‑shirts.

E. Alumni networks

• People who trained or worked with you before? Stay connected.

• Offer re-hire incentives or “alumni ambassadors.”

F. Technician referral circles

• Paid referrals work—$1,000 bonus for full-time techs.

• Build momentum: a single hire leads to more referrals.

G. Employer review management

• Monitor Google/Yelp reviews.

• Survey candidates’ post-interview—even if not hired.

• Use feedback to improve.

H. Data-driven optimization

• Track jobs posted, applicants per source, interviews, hires, retention by source.

• Adjust budgets based on cost and quality, not gut.

• Quarterly review with team.

  
  

Real‑World Example

“GreenTech Home Services” (fictional but based on real practices)

Background:GreenTech is a 60‑employee HVAC and electrical business in the Southeast. Faced seasonal hiring crisis: had to cancel service calls in summer and workload in winter. They hired 365‑day recruiting.

What they did:

1. EVP developed in January. Interviewed techs and office staff, pinpointed stability, tools, career, and family time.

2. Launched career site in February: video, job details, clear benefits. Used Google Jobs API.

3. Ran social ads from March on LinkedIn, Facebook, Instagram. Drove traffic to career page.

4. Started monthly email drip to 400 previous applicants: job tips, life in the trade, workshop invites.

5. Sponsored two trade school events, offering tool bag giveaways and free pizza.

6. Held weekly “ride-along” events with candidates.

7. Referral program paid $1,200 after 90 days.

8. Metrics review monthly.

   
   

Results in 12 months:

• Applicants increased 250%

• Time‑to‑fill reduced from 45 days to 20 days

• Quality improved: 90-day retention rose from 60% to 85%

• Cancelled jobs dropped 20%; revenue grew 15%

ROI? For ~$35K in ads and program costs, they reduced overtime, retained more, kept customers happier… easily paid for itself.

Addressing Common Objections

“We don’t have time or budget year-round.”

It doesn’t require a full-time recruiter. One part‑time employee or 10% of your office/back‑office time can handle foundational tasks. Automate reminders, reuse templates, run ROI-based ads.

“We need seasonal techs, not full-time all year.”

But continuous recruiting lets you segment: seasonal, full-time, apprentices. Maintain separate pipelines. Hire when you need them—not scramble.

“Our culture isn’t polished.”

Recruiting process shapes culture. Even a startup looks professional when they handle applicants quickly, show branded gear, communicate regularly, thank candidates. That builds credibility fast.

“We’ve never analyzed recruiting performance.”

Start small: track source of applicants, time-to-fill, and 90-day retention. Even manual tracking in a spreadsheet works. Over time, add ATS or CRM tools.

Tools and Resources

Category	Tools / Resources
ATS / CRM	Workiz, Jobber, ServiceTitan (with recruiting add-ons), BreezyHR, JazzHR
SMS / Text Outreach	TextUs, Zipwhip, SimpleTexting
Video Tools	Loom (day‑in‑life), Animoto (ads), in-house gear
Ads Platforms	Facebook Business Suite, Monster, Indeed, ZipRecruiter
Partner Outreach	Trade school liaisons, workforce boards
Referral Tracking	Excel, Google Sheets, Trello
Metrics	Applicant tracking, source conversion, interview-to-hire, 90-day turnover

Select tools that scale with your team size and budget. Even basic spreadsheets + free Facebook ads can drive results in small operations.

Measuring Success

Ongoing recruiting is easy to ignore without clear KPIs. Set these benchmarks:

• Applicants per month (total and by source)

• Time-to-fill (apply to start date)

• Interview-to-hire ratio

• Offer acceptance rate

• 90-day retention

• Referral hires

• Cost-per-hire (ads + incentives)

• Revenue protected (e.g., % of booked jobs fulfilled)

Track monthly and quarterly. Share dashboard with staff. Celebrate wins—like “we hit 5 hires in 30 days!” If the metric slips, retool your pipeline or ads.

The Long View

Recruiting isn’t a sprint. It’s a sustained campaign. Some hires come quickly; others percolate in your pipeline for weeks or months. That’s fine. You’re building credibility.

Every candidate experience matters—even those you don’t hire. They talk. They refer. They circle back. You’re building goodwill and awareness as a local employer.

Over time, your brand establishes itself: “Oh yeah, they’re always hiring great techs.” When a good tech person is thinking about a change, they’ll remember you—not your competitor who posts ads sporadically.

In a tight labor market, being top-of-mind is a massive advantage.

If you own a home-service business in the trades, recruiting 365 days a year is not a luxury—it’s a necessity. Talent is probably your biggest asset—and your biggest constraint. Relying on reactive hiring kills growth, hurts customer satisfaction, and bleeds margins.

A constant recruiting engine helps you:

• Stay ahead in a competitive labor market

• Fill positions quickly with capable techs

• Strengthen retention and referrals

• Build a scalable, professional hiring brand

  
  

Remember:

1. Define your EVP

2. Build marketing and outreach foundations

3. Maintain a talent pipeline

4. Streamline your funnel

5. Use retention to fuel recruitment

6. Track metrics and improve continually

Treat recruiting like marketing. Invest, optimize, repeat. That’s how you build a resilient workforce that delivers all year, every year.

Next Steps

1. Block 2 hours this week to build your EVP.

2. Identify one tool you can implement immediately (e.g., Facebook job ad, text drip).

3. Set up simple tracking (spreadsheet for applicants & hires).

4. Reach out to one local partner (trade school, workforce board).

5. Schedule a weekly 15‑minute recruiting check‑in.

It won’t be perfect, but it will start the year‑round process. With consistency, you’ll reduce scrambling, control costs, and scale your business. You’ve got this.