Construction and the trades face a challenging reality: more work is available than ever, yet finding (and holding onto) top-quality employees feels harder every year. Talk to any contractor, and the number-one pain point usually isn’t lack of leads or lack of demand—it’s lack of good people.
Yet, the problem goes beyond “nobody wants to work.” Demographics are shifting; nearly half the current skilled workforce is nearing retirement, while fewer younger workers enter the trades. This dynamic has created what Breakthrough Academy co-founder, Danny Kerr, calls a “recession of people,” in which demand for skilled labor far outstrips supply.
Let’s break down a complete hiring funnel designed specifically for contractors. Drawing upon insights shared by Danny and Breakthrough Academy in our 2025 Busy Season Kickoff event, we’ll show you four critical systems for identifying your ideal hires, drawing them in with compelling job postings, running highly effective interviews, and ultimately onboarding them.
Construction and trade businesses have always operated in cycles of boom and bust. We’re all familiar with an economic recession (too little work, too many workers), but now we see the opposite: plenty of work, too few qualified workers.
Here are a few data points to consider:
In other words, if you feel like you’re in a perpetual scramble to fill positions—and often forced to “just hire someone”—it’s not just you. Many contractors across North America face this same squeeze.
Yet, top contractors and subcontractors consistently land great hires. Their secret? They treat recruitment just like a sales funnel.
Danny compares the hiring process to your sales and marketing pipeline. You wouldn’t throw up a single generic ad and hope for the best with clients—so why do that with new employees?
Here are the four key systems to building a winning funnel:
Let’s unpack each step in detail.
“If you don’t know exactly who you’re looking for, you’ll waste hours interviewing the wrong people.” — Danny Kerr, Breakthrough Academy
Think about your marketing strategy. You probably have an ideal customer in mind, right? Age, budget, service needs. You shape your marketing to that persona. Hiring is the same. Before you post a job, identify exactly who your dream employee is.
Pro tip: Spend time talking to an all-star employee (or a peer in the industry you admire). Ask what they love and hate about the role. Let their answers guide how you position the job for others like them.
If you’ve ever read a typical contractor job ad, you’ll know they often look like bullet lists of daily tasks and random requirements. That might check the “official” boxes, but it won’t stand out in a crowded labor market.
Instead, write an ad that says, “We get you. Here’s what you can expect.” Show them:
Example: Instead of “Looking for Production Manager,” pivot to:
“Wish you had the thrill of leading a team—plus getting paid for hitting your goals? We’re seeking a ‘Quarterback’ who can motivate a crew, handle changing conditions, and celebrate every ‘touchdown’ on job sites!”
That speaks directly to someone who sees themselves as a leader and wants responsibility. If that’s who you want, your posting itself will filter out the folks who’d rather just “clock in, clock out.”
One major mistake is jumping straight to interviews with anyone who applies. This leads to wasted time and no-shows. Danny suggests a short, structured phone call—10 to 15 minutes max—to establish initial fit and enthusiasm.
Key pieces you’ll want to cover:
That short call saves a ton of time and leaves them intrigued. By the end, if you sense potential, confirm the interview slot and encourage them to look over your website or bring specific questions.
When the in-person (or Zoom) interview arrives, your top question is: “Will this person’s past behavior predict success here?” By focusing on stories and examples, you see real evidence.
Here are common traits to consider:
Pay attention to details like tone, accountability, and the outcome. You want examples of them actually doing what you need—not just hypotheticals like, “Oh yes, I’m sure I could handle that!”
If you do a great job sourcing and hiring, it’s heartbreaking to lose someone after a few weeks. Most often, that happens because employees feel unprepared or unsupported.
Great onboarding covers:
A seamless onboarding process cements the positive impression they got during interviews. You’ve set the bar high—now show that your company truly is as organized, communicative, and people-focused as you promised.
The days of simply posting a job and hoping a handful of decent resumes roll in are gone. If you want to thrive in what Danny calls the “people recession,” you’ll treat hiring like a core function—the same way you treat marketing or production scheduling.
Key Takeaways:
Embrace these steps, and you’ll no longer be left guessing where all the “good people” are—or forced to settle for B- or C-level hires. You’ll build a team of A-players who want to stick around, grow, and help your business flourish.
Curious about Breakthrough Academy? Learn more about their contractor coaching program here.
Want more expert-level insights like this? Check out the replays of day 1 and day 2 of our 2025 Busy Season Kickoff event.
