John Kenney, CPRC, CEO, Cotney Consulting Group
In the roofing industry, your workforce is more than labor; it’s your reputation, productivity and the foundation of your future success. As we’ve covered in previous articles – on mastering cash flow, business excellence, quality control and bid-hit-win ratios – having solid systems in place are essential. At the core of every excellent roofing business is a great team. Without the right people, systems break down, quality suffers and growth stalls.
The labor shortage in roofing isn’t going away anytime soon. That means forward-thinking contractors must be diligent about recruiting, training and leading. Building a high-performance team isn’t luck, it’s strategy. This article provides a practical roadmap broken down into three phases: attracting talent, developing and retaining that talent and leading your team for long-term growth.
Recruitment: Hire for the Long Term, Not Just the Job
In today’s tight labor market, roofing contractors can’t afford to be reactive. Instead of hiring when you’re short, develop a proactive pipeline of candidates who align with your values and work ethic. This means contacting local trade schools, technical colleges and vocational programs early and often. Internships or job-shadowing experiences can introduce young workers to the trade and your company.
Don’t underestimate the power of your current team. Employee referral programs tap into a trusted network and encourage team members to take ownership of who joins the crew. And when interviewing, go beyond experience. Ask behavioral questions that assess reliability, coachability and fit. Culture trumps experience every time.
Onboarding: Set the Tone Early
How you bring people into your company determines how long they’ll stay. A structured onboarding program with checklists, safety training, company expectations and a clear point of contact builds confidence and reinforces professionalism. Assigning a mentor or team lead during a new hire’s first 90 days encourages faster integration and creates camaraderie.
Too often, roofing companies throw new hires into the field with little preparation, hoping they’ll “figure it out.” This leads to frustration, mistakes and early turnover. Invest the time up front and you’ll see returns in retention and job performance.
Training: Build Skills at Every Level
High-performing crews don’t just happen – they’re built through continuous training. Whether it’s proper shingle nailing patterns, metal roofing installation or understanding new code updates, your team should always be learning. Invest in structured, hands-on training that aligns with manufacturer specifications and internal quality standards.
But don’t stop at the field. Leadership training for forepersons and supers is essential. Technical skills are one thing but managing people, resolving conflicts and planning are entirely different. Many top roofers are promoted without being equipped for leadership. That gap affects morale and productivity on the jobsite.
Office staff need growth, too. Estimators, project coordinators and admin personnel benefit from systems, communication and time management training. When your back office runs efficiently, it keeps the field running smoothly and your cash flow intact.
Culture: The Glue That Keeps Your Team Together
Retention isn't just about pay – people stay where they feel valued, challenged and connected. Culture starts at the top and is reinforced daily by how people are treated and recognized. Make recognition part of your weekly rhythm. Whether it’s a simple thank-you, a crew lunch or an “Employee of the Month” spotlight,
appreciation boosts morale and loyalty.
Provide clear growth paths. Show team members what it takes to move from laborer to lead, from crew to crew chief. A job without upward mobility becomes a revolving door. Conduct quarterly check-ins to listen, coach and clarify goals. Two-way feedback is vital – employees want to be heard, not just managed.
Compensation: Think Holistically
Competitive wages are matter but they are only part of the equation. Contractors who provide predictable hours, year-round work and benefits, even modest ones, tend to attract more serious professionals. Offering PTO, tool stipends and optional retirement plans can set you apart from competitors who rely solely on hourly rates.
Consider performance-based bonuses, project incentives or profit-sharing programs. When your team has a financial stake in the outcome of a job, they’ll care more about hitting deadlines, minimizing rework and upholding standards.
Leadership: Accountability Starts at the Top
Even the best crew members will underperform without strong leadership. Your superintendents and forepersons must model the behavior you want to see: punctuality, professionalism, jobsite cleanliness and communication. Train your leaders to coach, not command. Create a leadership development track with soft skills like active listening, conflict resolution and crew motivation.
Consistency matters. Set expectations for every role on every crew and ensure accountability systems are in place. This might include daily jobsite checklists, photo documentation or quick huddles to align on goals and standards. A leader’s ability to reinforce expectations and follow through when they’re missed creates the structure in which high-performing teams thrive.
Scalability: Grow Your People to Grow Your Business
As your company grows, systems that worked with 10 employees won’t work with 30. That’s why you must prepare your people and processes in tandem. Crosstrain team members to handle multiple roles, increasing flexibility and keeping operations running when someone’s out or leaves unexpectedly.
Start succession planning before you need it. Identify potential future leaders and provide them with the mentoring and exposure they need to be ready. Scalability also requires consistent systems, replicable onboarding, standardized training and clear communication protocols. This creates predictability, freeing owners and managers to focus on strategic growth instead of daily fires.
Bonus Insight: Create a Feedback Loop
To keep improving your team and culture, create feedback mechanisms that go both ways. Anonymous surveys, suggestion boxes or quarterly roundtables allow employees to share thoughts on what’s working and what’s not. You’ll identify trends before they become issues and build trust by showing that leadership listens and adapts.
This feedback loop also helps you stay competitive. What motivates today’s workforce changes? Understanding their needs – more flexibility, modern tools or a better path to advancement – can help you stay ahead of the labor curve and keep your team engaged.
Your team is your greatest asset. Every piece of your business from cash flow, estimating, quality control to growth is directly tied to the people who show up daily to represent your name on roofs across your market.
By focusing on intentional recruitment, structured onboarding, continuous training, thoughtful compensation and leadership development, you’re building more than just a crew and a lasting company. In a labor-strained industry, a high-performance team is your competitive advantage. Invest in your people and they will invest in your business. That’s the kind of return that outperforms any estimate.
John Kenney, CPRC, has over 50 years of experience in the roofing industry. He started his career by working as a roofing apprentice at a family business in the
Northeast and worked his way up to operating multiple Top 100 Roofing Contractors. As CEO, John is intimately familiar with all aspects of roofing production,
estimating and operations. If you would like further information on this or another subject, you can contact John at jkenney@cotneyconsulting.com.
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