Using Video to Recruit Good Crews (Not Just Find Customers)

Every contractor knows the pain: Good workers are hard to find. Even harder to keep.

You post on Indeed. You put up signs at job sites. Maybe you offer a referral bonus. And still, the resumes are thin and the good guys get snatched up by competitors before you can make an offer.

Here's what most contractors miss: The same video marketing that attracts customers can attract workers. Maybe even better.

Why Video Works for Recruiting

A job posting is just words on a screen. It says "competitive pay" and "great team environment" — the same thing every other posting says.

Video shows it.

A 90-second video of your crew at work, talking about why they like the job, showing off your equipment and your jobsites — that's proof that your company is different.

Workers scrolling through job listings are making snap decisions. They're comparing you to every other contractor who's hiring. Video is your chance to stand out before they ever apply.

What a Good Recruiting Video Includes

1. Your Crew Talking (Not Just You)

The owner saying "we treat our guys right" doesn't hit the same as an actual crew member saying "this is the best company I've worked for." Let your people speak. Their authenticity is your biggest selling point.

2. Real Work in Progress

Show active job sites. Show the equipment. Show the trucks. Workers want to see what their day-to-day will actually look like.

3. What Makes You Different

Maybe you pay weekly instead of biweekly. Maybe you have newer equipment. Maybe you don't make guys drive an hour to the shop before heading to the job site. Whatever it is that makes you better to work for — say it explicitly.

4. A Clear Call to Action

"Apply at our website." "Text this number." "Call the office." Make it obvious and easy.

Where to Use Recruiting Videos

Facebook and Instagram Ads

You can target people by job title and location. Run your recruiting video as an ad to "construction workers" or "electricians" within 30 miles of your shop. It's the same ad platform you use for customers, just with different targeting.

Your Careers Page

If you have a website, you probably have (or should have) a careers page. Put the video front and center. This is where people go after they see your job posting to decide if they actually want to apply.

Job Postings

Indeed, LinkedIn, and most job boards let you add video. Do it. Your posting will get more clicks than the text-only listings around it.

TikTok

This might sound crazy, but TikTok has become a legitimate recruiting tool for trades. Short clips of your crew doing cool work, mixed with recruiting messages, can reach workers who would never see a traditional job posting.

The Side Benefit: Retention

Here's something nobody talks about: Making recruiting videos improves retention.

When you put a camera in front of your crew and ask them to talk about why they like working for you, something happens. They have to think about it. They articulate the good parts of the job out loud. They feel valued because you asked.

The process of making the video reinforces to your current guys that they're in a good place. That's worth as much as the recruiting benefit.

The Bottom Line

You're already competing for workers. The question is whether you're competing with words on a job board or with video proof that your company is the place to be.

Video won't solve the labor shortage. But it'll make sure the good workers who are looking find you instead of the guy down the street.