If you’re struggling to fill your trucks with technicians – let alone dependable, skilled ones – you’re not alone. Yes, there’s still a tech shortage and, despite manufacturer and industry associations efforts to bring young folks and women into the trade, this issue isn’t going away any time soon.

Here at CHANGE HVAC we hear complaints about the tech shortage on the daily from companies big and small. But you know who we’re not hearing kvetch about it? HVAC companies with a strong company culture.

Yes: Strong. Company. Culture.

Here’s the deal: Techs have more choices now that the labor pool is limited and demand is up. Skilled technicians want to work at a successful company with a positive company culture. This is especially true for Gen Y and Z since these younger generations look for jobs that give them a sense of purpose. They want to feel good about the work they do, the uniform they wear, the trucks they drive, the people they work with, and work for.

As an HVAC marketing professional, I don’t claim to be an expert on company culture, but more and more we’re seeing how company culture and marketing intersect. Because when your marketing reflects a strong brand paired with a well-defined culture you’ll attract not just quality techs, but also customers who appreciate your values.

I know, I know, you’re busy. Who has time to worry about building a positive culture, right? Heck, when we Gen Xers were growing up there was no such thing as company culture. But culture is very much a thing now. And you may not be paying much attention to it, but believe me, technicians are.

Culture Doesn’t Happen Overnight

We’d all love a quick fix, but this is an area where you’ll have to practice a bit of patience. Building your culture takes time and effort. So it’s a good idea to get started now. Then, once you gain some traction, promote the heck out of it. When your marketing reflects a company that is on point and professional, but also an enjoyable place to work, you’ll naturally attract higher quality talent.

Make Sure Your Company is the Place to Work

• Consider this: we’re all just humans and we want the same things – to be acknowledged and appreciated. To be treated fairly and respected. So start with open and transparent communication. Tell them your story. Explain what your company brand means to you, and why it’s important. When employees feel like they are a part of something meaningful their performance naturally improves.
• Ask for feedback and suggestions. Nothing says “we value you” like putting their suggestions into action.
• Create a strong structure – people want a path forward. An apprentice wants to know when they can move up and get their tools.
• Reward good performance. This goes beyond the usual spiff, which they earn. I’m talking about public recognition of a job well done.
• Provide continual training. Show them that you value their skills and want them to be successful.
• Create good vibes with team-building events. A weekly or monthly company lunch goes a long way.
• Benefits – look for ways to benefit staff beyond excellent pay and generous PT. Like one of our clients who built a fully tricked-out gym in his new facility so his techs can work out for free.

Now, Market Your Culture

Once you’re on the path to a solid company culture you’ve got to embed all that good stuff into your marketing. Add photos of the team to your website. Highlight employees on your Facebook. Social media is the perfect place to demonstrate your values and culture. Film some fun videos of the techs and post them on Instagram. Ask them to describe their average day at your company. Take a photo of them having a laugh together. Then create a landing page with these videos, photos, and testimonials from your team about your workplace, and use it as a hiring tool. Direct job seekers to this page on your website.

Bonus: techs who feel valued, heard, and respected at work will refer their friends to work for you. And retention improves when techs understand your brand and mission and feel good about the work they do. Remember, you’re not just marketing to potential customers, you’re marketing to potential employees, too.

And here’s my last piece of advice, and it’s pretty important:  be authentic. Trust me, people will see right through a disingenuous attempt to portray your company as something it is not.