By Bill Humbert, the RecruiterGuy

Is your company having difficulty identifying and recruiting people? You are in good company! Most companies around the United States are feeling your pain. Of course, your company does not have to be the company feeling that pain – you have enough other pains!

Think about Concrete Foundations Association members, like yourself. You are the foundation of every building! In my research of various CFA member websites, I believe several member companies use those words.

My background in the 1970s was in construction in Maryland, Virginia, and Washington, D.C., with two general contractors, Construction General and Horning Brothers. My last job was as field superintendent of the Pentacle Apartment and Townhouse project at 15th and Benning Road, NE. 

After a stint selling fertilizer in Frederick County, Maryland (boy, do I have a funny story), I became a professional recruiter (some people called me a head hunter, a mantle I wore proudly for 11 years). Then, in 1992, my business evolved, becoming more like a consulting/recruiting business.

During the mid-2000s, I recruited on a contract for Acciona Energy. They build and manage large utility-sized wind farms. My responsibility was recruiting the site superintendents and site staff, including technicians fresh out of wind farm technician schools. In 2016, I recruited for Cache Valley Electric in Salt Lake City. They are the 16th-largest electrical contractor in the U.S. 

Cache Valley Electric was fun for me because it took me back to my construction roots. My first job in construction was as a job clerk at the Whiskey Bottom Apartments/Townhouses in Laurel, Maryland, in 1972. At Cache Valley Electric, I also made an important discovery about recruiting construction laborers: they have no filters during interviews. 

During a 30-minute interview with one candidate, I asked, “Do you have a current Utah driver’s license that is clean?” There was a possibility that they would need to drive a company vehicle down the street away from some ditch digging or pick up supplies. 

They responded, “Yes… But.” 

I asked, “What does ‘But’ mean?” 

“Last week, I was cited for speeding, running a red light, and reckless driving.” 

I told him that his license was not clean. 

He replied, “But I haven’t been to court yet!” 

I feel their pain, but sometimes, you just have to laugh!

Important Recruiting Information

Most companies are not aware that recruiting mirrors the sales process perfectly. This knowledge may change your perspective and approach to recruiting new concrete athletes (thank you, Bartley Corp!). The following chart shows how recruiting and sales are related.

Let’s Get Into the Weeds About Recruiting!

There are two main ways to recruit candidates:

1. Through active recruiting, where managers and a recruiter (if you need one) directly network and approach candidates. This approach is the most effective because managers cultivate potential candidates over time – or can do so right now!
   
   Follow the example of university athletic directors. In March 2021, the University of Utah’s athletic director fired the men’s basketball coach. Eleven days later, he announced the name of the new basketball coach. Did he post the position on Indeed? No. He had a shortlist of candidates to call.
   
   This is an important function of leadership. Create a succession plan to fill required positions as they open. Who is in the position to identify and recruit the best candidates, the human resources department or the manager who knows the position this person will fill? Slam dunk! The manager – or they better be!
   
   Where are potential candidates? Everywhere! Keep your eyes and ears open. Ask my wife how many times I have recruited someone who was sitting behind me in restaurants, airports, airplanes, etc. My line is, “Excuse me. I could not help overhearing your conversation. Did I understand that you said you were looking for a new job? Oh, interesting! What would you like to do next? Finish concrete? Amazing! I just happen to know a manager who would love to chat with you. Are you able to interview tomorrow? Let me tell you a little about the company!” – and you are off and running, and it is fun.
   
   Are you aware that 74 to 76 percent of all jobs are filled through networking? This includes candidates who walk up to a jobsite and ask for a job. Many times, a friend suggested that they stop by to see if you have an opening.
   
2. The second method to recruit is the easiest, most painful, and least effective. This is passive recruiting. You post a position on your website or on a job board. Then you pray that the best candidates are looking at your posting when you need them. Is this method easy? Because of how easy it seems, it is the preferred method of “recruiting” by many company recruiters. Yet, according to research by the Career Transition Industry, only 8% of all jobs are filled by this method.
   
   A major problem is that applications and resumes are funneled into a company’s Applicant Tracking System. Then the Applicant Tracking System compares each resume to the posted job description. If the job description is poorly written, the better candidates may be screened out because they did not match the keywords in the job description.
   
   Hourly workers are conditioned to complete applications. If a company tries to hire hourly workers with a six-page application, many great candidates move on to another company – your competition. This is also true of professional candidates. Over the past 20 years, companies have continuously conditioned candidates to spend 20 to 30 minutes completing an application, never to hear from a live human from that company. If they see a six-page application, they are on to the next position.

Make Applying Easy!

Make applying easy! Do not make laborers download applications and then scan and email them back to you. What if an $18/hour laborer does not have a computer with a printer to scan the application? Are you going to force them to take the time to drive to Staples or FedEx? You will lose candidates. Instead, request that they complete a quick online application. Let’s return to Cache Valley Electric. This is their online application – sweet and easy! Journeymen Electrician Hiring Fair (cve.com)

A shout-out to Martinson Construction in Waterloo, IA! Go to their homepage: Martinson Construction – Leading concrete construction company (https://martinsonconstruction.com). Are they hiring? Let candidates know that you want to speak with them! They have a simple one-page application that a candidate can complete and submit online. My only suggestion is to eliminate the clause that says “at least 2 former employers.” I understand the need for experienced employees. However, every once in a while a top concrete finisher candidate is like the NFL quarterback who had to work in a Hy-Vee grocery store to make ends meet before being discovered. They will show up on your website having only had one job. Who was that quarterback? You probably already know: Kurt Warner.

Another CFA member deserving a shout-out is Stephens & Smith. Since recruiting is like a sales process, recruitment marketing goes hand in hand with your candidate sales effort. Congratulations on this line on your website: “Stephens & Smith offers a $3,500 hiring bonus, competitive wages, health and dental insurance, 401(k) and is an employee owned company- Join our team and become an OWNER!” This simple approach answers candidates’ questions before they ask them. More importantly, this sentence builds an applicant’s confidence that this company may be the right company for building a career.

As I read the CFA members’ websites, I noticed that some companies do not have a “careers” tab or even state that they are hiring. That could be because they are fully staffed – in which case, congratulations! If not, however, consider that a person is likely visiting your website for one of two reasons:

1. They are a potential client.
   
2. They are a potential candidate and are indicating an interest in your company by visiting your website. Give them something interesting to look at! Make it EASY to apply!

An additional little tip is to ensure that your website is mobile compatible. Many people are using mobile phones as a replacement for computers, especially in their career search.

Construction workers rarely have resumes. Superintendents, managers, and customer service representatives may have resumes – but even then, they may not pass the Indeed or Applicant Tracking System screen. Look at all submitted resumes because even if they are not qualified for one position, they may be qualified for another of your positions.

One feeling that lingers from my construction days is the instant gratification that I felt every day on a construction site. I was excited when the footings were poured. Foundation walls and slabs were coming soon! You can persuade candidates with these two dreams:

1. The satisfaction of seeing a job well done at the end of the day. 
   
2. This job could be their foundation for a new career!
   

Remember, recruiting is a SALES process!

About the Author:

Bill Humber, The RecruiterGuy is nationally known as an engaging speaker, expert talent attraction consultant, and career transition professional with multiple books published.  He is also the latest consultant member of the Concrete Foundations Association.

Bill@RecruiterGuy.com