Navigating the labor shortage

By Jesse Sanchez. 

Insights into developing a shared culture and supporting the new generation of roofers. 

In a recent episode of Roofing Road Trips®, industry leaders Reid Ribble and Luke McCormack joined host Heidi J. Ellsworth for a lively discussion on the current state of labor in the roofing industry. The conversation offered a wealth of insights into the evolving challenges and opportunities in recruiting and retaining skilled labor. 

The labor shortage in the roofing industry, a pressing issue for nearly a decade, has seen significant improvement, according to Reid, former CEO of the National Roofing Contractors Association. Reid discussed the need to look at labor more holistically, beyond just the roofers. "Every roofing company needs accountants, salespeople, administrators, project managers, general laborers and roofing workers," he stated, highlighting the broad spectrum of labor requirements. This comprehensive approach has been bolstered by various initiatives from the Roofing Alliance and the NRCA, focusing on collaboration and strategic efforts to address the shortage. 

Luke, CEO of McCormack Partners, a roofing recruitment firm, echoed Reid’s sentiments, explaining that the labor shortage extends beyond the roofers themselves. "Project managers, estimators, sales – these people are in a real shortage," Luke noted. He pointed out that outdated perceptions of the industry are significant barriers to attracting new talent. "We all benefit from this industry, and we all have the responsibility to do something to better it," Luke asserted, underscoring the need for a collective effort across the industry. 

The two also discuss the importance of culture in retaining employees. Luke stressed that cultural fit is often more critical than skills alone. "When we call candidates, the main reason they consider leaving their current job is almost never financial – it’s always emotional. They don’t feel part of the family, part of the mission," Luke explained. He advised roofing business owners to define their company culture clearly and incorporate it into their hiring process to ensure a harmonious and productive work environment. 

Reid also focused on the importance of investing in employees. "A typical roofing worker generates $50,000 a year in gross profit for a roofing company," he noted, advocating for upfront investment in training and development. This approach not only enhances the skills of the workforce but also fosters respect and gratitude, which are crucial for long-term retention. 

They also touched on the generational shifts within the industry. With the impending retirement of baby boomers, there is a pressing need to attract and retain younger talent. Reid highlighted the necessity for companies to adapt to the values and expectations of the younger generation, ensuring they feel respected and valued. As Luke aptly put it, "Culture is everything. If you don't define your culture, your culture will define you."  

Read the transcript, Listen to the podcast or Watch the episode to find out more about why the labor shortage is still here and what is being done to mitigate it.