Alright, first let’s explain something about awareness. The guys you really want to hire, are already going to have jobs. They’re good, so they have no problem holding a gig.
However, you never know when someone is going to have a bad day, get denied a promotion, or decide they need a change. That’s why you should be running your recruitment campaigns at all times.
That way the seed of “maybe there is a better place” is set early and grows over time. At the very least, if you don’t have room at that moment who is interested in jumping ship at their current shop. This will fill your files with potential candidates that you follow up on when you want to grow and expand.
WHAT’S THE STRATEGY FOR GETTING SERVICE TECHS?
The strategy is simple. Run display ads to a geofenced location that says you’re building a crew. For most of you, this will be your competitor’s shops and for some of you, it might include a union hall. Though I understand there may be politics involved and you don’t want to poke that bear.
WHAT IS GEOFENCING?
Geofencing is a method of delivering ads when a computer or device is within certain areas only. Car dealerships do this all the time. When someone enters their competitors’ parking lot, they are serving ads to that person, because they know that they are in the market to buy a car and will likely shop around.
In this case for plumbers, you’re looking to grow your crew and build a rockstar team, you’re going to let every plumber in the area know that you’re looking to hire by only serving ads to where they go every day, the shop they work for. Then they’ll be added to the list via their device and you can even keep showing them ads when they leave that location for a period of time.
This is a great way to get on the radar of plumbers and HVAC techs who may wake up one day and decide to take you up on your offer.
EXPECTATIONS PLUMBERS SHOULD HAVE
This is an awareness-based campaign, so don’t expect an immediate response. It takes time for the message to sink in and grow. You’re positioning yourself as a great place to work so that when someone is finally ready to take the jump, you’re the first place they think to explore.
One other little side effect of running a campaign like this. Referrals. If a shop is slammed, but they are constantly seeing you, even if it’s for recruitment purposes, their front desk has a greater chance of picking your shop out of the lineup to send a referral. Which is a nice bonus.
Hope this little idea helps you build a killer team for your Plumbing and HVAC company. If you don’t know how to run this yourself, we know an awesome marketing team that loves helping plumbers grow their business and take care of their customers.