We all know that finding great people in the trades has never been harder. Demand for skilled technicians is skyrocketing while the number of people entering the trades is on the decline. If you’re relying on job boards alone or waiting for résumés to land in your inbox, you might as well not even be trying. As is often the case, the best candidates aren’t the ones actively looking for a new job — they aren’t on LinkedIn or Indeed. They are going to be hard to find.

Winning the talent war today requires a new mindset, fresh tactics and a commitment to play the long game. Here’s how you can recruit smarter and actually build a team you’re proud of.

1. It needs to be someone’s actual job

First things first: If recruiting is “everyone’s responsibility,” it’s no one’s priority. You need one person who owns it.

Whether it’s a hiring manager, recruiter or owner, someone has to wake up every day thinking about how to build the team. Without clear ownership, recruiting quickly gets buried under “more urgent” daily fires, and you’ll feel the pain later.

2. Always be recruiting (everywhere)

Recruiting isn’t an event — it’s a lifestyle. You have to be on the lookout all the time.

That means:

• Visiting parts houses and supply counters
• Talking to people at Home Depot or the local hardware store
• Staying active on social media — showcasing your culture, not just posting “Help Wanted” ads

Be visible, be approachable and be recruiting everywhere you go. Be brave — don’t be afraid to approach people. I have never once had someone get mad at me for asking them how they like their job. Also be respectful and authentic: When people tell me they love their job and the company they work for, I always congratulate them and tell them that’s awesome.

Only once ever has someone told me that they were so happy where they worked that they had no interest in hearing about other opportunities.

3. Build your bench before you need it

Smart companies don’t wait until they’re desperate to start recruiting. They are always building a bench.

You should have a list of people you’re talking to, networking with and keeping warm — even if you don’t have an open spot today.

• Stay in touch with strong candidates you didn’t hire (yet)
• Get to know people in your market in all roles; managers, coordinators, dispatchers and techs
• Build relationships with instructors at trade schools, parts house managers and vendors

When someone moves on or your call volume suddenly starts to take off, you want to already have three names or more you can call — not be starting from scratch.

If you’re only recruiting when you’re desperate, it’s already too late.

4. Retention is your best recruitment strategy

The companies that don’t constantly stress about recruiting are the ones that don’t lose their best people.

When you create an environment where your techs stay, word spreads. People notice. Candidates want to work where their friends are happy.

Strong retention means:

• Investing in training
• Offering growth paths
• Supporting your team
• Recognizing great work
• Awesome benefits

If you build a place where people want to stay, recruiting gets a lot easier.

5. Sell the opportunity — but don’t make it feel like a sales pitch

Just like customers can tell if you use a pushy sales tactic, candidates can sense if they are being recruited.

When you talk to potential recruits, focus on your story, not just the paycheck.

• Talk about your employee retention
• Share customer reviews
• Highlight your benefits, training and career growth
• Mention accolades like being a "Top 100 Company to Work For" in your area
• Talk about being local, supporting the community and what sets your company apart

Focus on culture, vision and values first. Talk about money last. If you do it right, by the time you get to pay, candidates already want to be part of your team.

6. Modernize and speed up your hiring process

Today’s candidates move fast — and if your process is too slow, you will lose them.

• Respond quickly to applicants. Text right away!
• Make interviews simple, conversational and fast moving. Not a two-hour ordeal.
• Keep the lines of communication open and clear
• Offer quick feedback, even if it’s a no

7. Hire for mindset, not just skillset

You can teach someone to solder copper pipe, but you can’t teach work ethic or humility.

In a tight labor market, it’s critical to hire for character and coachability first, and be willing to train the technical skills.

Look for:

• Eagerness to learn
• A team-first attitude
• Respect for the trade
• Pride in doing quality work

If you wait around for the “perfect tech” to walk in your door, you’ll be waiting a long time. You need to build them as well.

A final word

The trades are full of opportunity — but only for the companies willing to rethink how they recruit.

Today, it’s not just about hiring employees. It’s about attracting people to a future, being able to tell that story and backing it up with real culture, real retention and real opportunity. 

If you want to win the recruiting game, you have to build the kind of place people don’t want to leave — and let the world see it.

About the author

Westie Magnuson is the chief people officer for Cornel’s Plumbing, Heating & Air in Portland, Oregon.