Unlocking opportunities for workforce growth in the roofing industry

By Luke McCormack, McCormack Partners. 

Understanding the labor shortages specific to each roofing market can improve recruitment efforts and retain a diverse and skilled workforce. 

As leaders in the roofing industry, we stand at a critical juncture. The landscape of our industry is evolving rapidly, presenting both challenges and opportunities that demand our attention and strategic action. Amidst concerns over labor shortages and shifting demographics, it is imperative that we not only acknowledge these realities but also leverage them as catalysts for innovation and growth. 

A recently commissioned study by the Roofing Alliance, led by Arizona State University, sheds light on the pressing issues facing our industry. The findings reveal a complex tapestry of challenges, from an aging workforce to a scarcity of skilled labor, compounded by technological advancements and regulatory shifts. Yet, despite these challenges, there is a wealth of opportunities waiting to be seized. 

Recognizing the scope of the challenge 

The study’s findings reveal a multifaceted portrait of the roofing industry’s current landscape. Beyond the headline statistic of 90% of U.S. roofing contractors facing labor shortages, the study dives deeper into the root causes and ripple effects of this challenge. Regional disparities are a significant factor, with the West experiencing the most acute shortages, while the Midwest also grapples with substantial gaps in skilled labor.  

The study highlights the nuanced nature of these shortages, with skilled labor deficits far outpacing those of inexperienced workers. This leads to increased project costs over time, the need for subcontracting and other challenges that threaten the progress and innovation of construction. However, these numbers are not a cause for concern, but rather a call to action for industry leaders to come together to forge a path forward that embraces adaptability, innovation and inclusivity. 

Charting a course for growth 

Predictive models indicate a promising trajectory for industry growth, with most respondents projecting an expansion of their workforces over the next decade, particularly in the West and Midwest markets. Labor shortages present an opportunity for innovation and adaptation. The industry has already begun to respond with strategies such as wage adjustments, enhanced benefits and policy reform. 

In the survey, participants were asked to propose potential ways to attract and retain a skilled workforce. Interestingly, there were two main approaches. While roofing contractors and designers believe improving compensation will attract more skilled workers, manufacturers and distributors stressed the importance of improving the industry’s image. Enhancing the industry’s image involves not only showcasing the rewarding career opportunities of roofing through recruitment, but also emphasizing the professionalism and expertise of the trade.  

Training and certification programs like the National Roofing Contractor’s Association (NRCA) ProCertification®, play a crucial role. NRCA has long advocated for the education and professional development of workers, and these programs are designed to nationally certify qualified workers in specific roof system designations. By offering a structured career path for field workers and elevating industry standards, these certification programs contribute to enhancing the perception of the roofing industry, placing it on par with other trades.  

Central to our efforts must also be a commitment to understanding and addressing the diverse demographic makeup of our workforce. By recognizing the contributions of women, minorities and individuals of all ages, we can create a more inclusive and resilient industry. Initiatives aimed at attracting and retaining skilled workers, such as improved compensation and training programs, will be instrumental in shaping the future of our workforce. 

As industry leaders, we have a unique opportunity to shape the future of roofing. By leveraging insights provided by the Roofing Alliance study and others like it, we can chart a course toward sustained growth. By fostering a culture of innovation, embracing diversity and investing in our workforce, we can overcome the challenges of today and build a stronger tomorrow. 

Every roofing company will be looking for strong talent from the boardroom to the rooftop. Working together, the industry needs to continue improving the image of roofing to attract the best talent. Roofing companies need to work with recruitment thought leaders to refine and/or reform their business to take their recruitment efforts to the next level for success. 

About - From a family-roofing background, Luke McCormack is an NRCA and Roofing Alliance member and CEO at McCormack Partners, a global recruitment firm who specializes in recruiting managerial to executive level talent within the American roofing industry.