Empowered Employees Equals Good Marketing

By Heidi J. Ellsworth, HJE Consulting. 

Increase productivity and profitability by creating an inclusive company culture.  

As I have talked about many times, a roofing contractor’s employees can be their best marketing tool.  Happy, challenged and empowered employees are your brand ambassadors, promoting your brand and working to attract and retain customers. 

With a shortage of labor and talent in roofing, it is more important than ever to work at developing a more diverse workforce from the rooftop to the office to the board room.  Growing a diverse workforce is not just good for production and efficiencies but it is a great marketing message for your customers.  It has been proven that a diverse, inclusive and empowered workforce can help increase productivity, creativity and profitability. 

Today, with the efforts of many women and men in roofing, there is a renewed understanding, interest and demand for diversity.  Women owning roofing businesses or working in the industry is more prevalent than ever.  Not because of affirmative action but because the roofing industry is understanding that women bring a wealth of knowledge and skill to the industry.  

Women are seeing the opportunities in roofing and stepping up and in.  Whether as an employee, a part of the family business, owning their own businesses or working in manufacturing and distribution, women are making a huge difference and changing dynamics.  

When the National Women in Roofing (NWIR) started in 2014 it was a group of women and men who recognized that 2% of women working in the roofing industry was not going to work.  They needed to look at attracting more women into the roofing industry and even more importantly they needed to push a culture of diversity and inclusion so that they would stay. 

NWIR was started by a diverse group of women and men who were committed to not only recruiting women into roofing but providing benefits that would keep them in the industry with mentoring, networking and education.  Starting with a core group, it quickly expanded to a national association now comprised of over 1300 members and over 30 NWIR councils across the US. 

At the 2020 NWIR Day, over 300 women gathered to learn, empower each other and network.  It was a great success.  Many of the women shared stories of their careers and businesses that they worked for.  It was excellent networking and a chance to really highlight the companies in roofing that are making a difference.  

How does this help your company marketing?  It is about building a brand and that is not always just in your local community.  It also means building your brand in the larger roofing industry.  It opens up opportunities with manufacturers, distributors, technology and other roofing contractors.  The more brand ambassadors you have sharing the success and professionalism of your company, the more opportunities you will find presented through those employees. 

So, by encouraging networking with your employees and especially women, you are creating opportunities.  Empowering the women in your organization and actively recruiting more women will not only open opportunities but will also help build a more balanced workforce with creativity, profitability and stronger marketing! 

Why is this important?  The roofing industry has a labor shortage!  Until the last decade, women have been ignored in recruiting efforts.  With todays, technologies women can perform just as well as men on the roof.  There are full women crews and many women supervisors and management in roofing companies, distribution and manufacturing.  They are a force that is only growing in roofing. 

And, it doesn’t stop there.  We have a whole new generation coming up of women who do not expect to see any discrimination and if they do, believe me, they have plenty of job offers in construction and many other areas.  So, the times are changing.  In fact, in a The Gen Z (born in 1997 and after) survey from Door of Clubs found, “The number one cause that Gen Z wants to see their employers support is equality (36%), with women being more likely than men to choose that as their top cause.” 

As the most racially diverse generation in America, this next generation is more likely than any other generation to have friends of a different ethnicities, gender and sexual orientation.  Equality is a no brainer for the next generation workforce. 

It takes a balance, and in business it must be about all employees working together to find success that is profitable.  Too often it is about “what do I get” and not enough about how can we all win.  When the company is working together for everyone’s success it shows, and balance is an important part of that.  

And it should be celebrated.  How many of your customers are women?  They want to see that roofing companies are diverse, offering opportunities to women, minorities and the next generation.  It resonates with your customers because people do business with people and they want to see all types of people in an organization.  It creates relationships that create return business and referrals. 

How do you celebrate the diversity and talent in your company?  Share your employees stories on your website, social media and e-news.  Look for opportunities to reward and acknowledge their successes and make them an integral part of your business.  Empowered and engaged employees are the best marketing plan for any company. 

If you are interested in learning more about growing diversity and inclusion in your business, consider attending the Diversity + Inclusion Forum (https://www.nrca.net/news-events/calendar/diversity-inclusion-forum) presented by National Roofing Contractors Association, National Women in Roofing and the California Hispanic Chambers of Commerce.  It will take place April 21st in Washington, DC in conjunction with Roofing Day (https://www.nrca.net/advocacy/roofingday). 

 It is an opportunity to be part of a solution for increased professionalism, recruitment and advocacy for the roofing industry.  While you are there, be a part of Roofing Day.  It is an opportunity to join over 400 roofing professionals in Washington, DC and talk to legislators about important legislation for the roofing industry.  The Forum and Roofing Day in DC offer an opportunity to learn and to have your voice heard.  I will see you there. 

Learn more about WSRCA in their RoofersCoffeeShop® Directory or visit www.wsrca.com.