WEBVTT
1
00:00:00.111 --> 00:00:06.958
In this video, I'm going to talk about why it's so hard to find good employees, whether it be technicians, general managers, operations managers.
2
00:00:07.279 --> 00:00:12.624
Why is it so hard to find good talent and keep them inside your organization?
3
00:00:13.365 --> 00:00:21.334
And I'm going to talk about what you can do, just a couple small tweaks inside your business to ensure you get the best talent in your local area and they want to stay working for you.
4
00:00:22.852 --> 00:00:31.137
A lot of us as home service business owners understand the concept that we need to have a unique selling proposition when it comes to getting new customers.
5
00:00:31.517 --> 00:00:38.241
Because inside your market, you might have 10, 20, 30 other home service businesses that could do the work similarly to you.
6
00:00:38.801 --> 00:00:40.882
They could trim the bushes the same way.
7
00:00:41.542 --> 00:00:43.684
They could paint the fence the same way.
8
00:00:44.224 --> 00:00:45.164
They could mow the lawn.
9
00:00:45.645 --> 00:00:47.125
They could do whatever home service you do.
10
00:00:48.106 --> 00:00:49.487
And it's gonna be a comparable price.
11
00:00:50.922 --> 00:00:52.585
approximately the same type of equipment.
12
00:00:53.447 --> 00:01:02.004
And you generally understand that in order to be able to get the bid and get a sale accepted from the customer, you're going to have to show why you're different than everyone else.
13
00:01:03.045 --> 00:01:04.706
And this might be the fact that you enter the phone.
14
00:01:05.086 --> 00:01:06.526
This could be that you have a great website.
15
00:01:07.427 --> 00:01:09.187
This could be that your trucks are wrapped.
16
00:01:09.227 --> 00:01:11.068
This could be that you have uniformed employees.
17
00:01:11.528 --> 00:01:14.309
This could be that you offer money back guarantee.
18
00:01:14.369 --> 00:01:16.310
This could be that your prices are lower than everyone else.
19
00:01:16.750 --> 00:01:28.655
It could be that you run ads and you're in front of all your customers, but there's some unique selling proposition that you understand if you're gonna stand out from all the other competition, to get that customer, you're gonna have to show why you're different.
20
00:01:28.855 --> 00:01:29.835
You might answer your phone 24 seven.
21
00:01:31.517 --> 00:01:38.061
You might make sure that every single customer gets a personal call from you and make sure that the service was a 10 out of 10.
22
00:01:38.141 --> 00:01:41.884
Whatever it is, there's some reason they've chose you.
23
00:01:42.484 --> 00:01:48.168
And for most of us, we understand that in order to get a customer, we've gotta show why we're different than the other five estimates they got.
24
00:01:48.548 --> 00:01:50.230
Because they're just comparing apples to apples.
25
00:01:51.150 --> 00:02:07.826
if they're just comparing price when it comes to home services you become a commodity and this will cause a race to the bottom because if the only thing the customer can actually do is compare your price versus someone else's price they will usually choose the lower price but if you're able to offer something else
26
00:02:08.547 --> 00:02:12.969
that none of your competition can offer, that's when it's hard for them to compare apples to apples.
27
00:02:13.389 --> 00:02:34.259
Because if you have really nice trucks, nice equipment, well-trained staff, that are uniformed, a great looking website, it's hard for them to compare your price to the person that showed up in a truck with a muffler that was falling off, and they had no website, they had no online reviews, they've been in business for two years, and they took five days just to get back to them for the estimate.
28
00:02:35.233 --> 00:02:39.057
pretty hard for them to compare your prices and put you against them.
29
00:02:40.138 --> 00:02:41.139
We all understand that.
30
00:02:42.160 --> 00:02:48.626
But the next level, as you start getting five, six, 10, 15 employees, it's not so much getting new customers that's the hard part.
31
00:02:48.706 --> 00:02:56.473
It's about getting great employees that do the work at a high quality standard and as the best technicians in your local market.
32
00:02:57.034 --> 00:02:58.816
Especially if you live in a smaller market,
33
00:03:00.097 --> 00:03:18.443
You are competing for the best employees, the ones that do the best work, show up on time, take pride in their work, they stick with you for a long period of time, they have experience in the industry, and honestly, if they had enough money, and they had a desire to, the risk tolerance, they'd probably go start their own business.
34
00:03:19.323 --> 00:03:23.547
But those technicians that are out there, those managers that are out there, they would rather work for you.
35
00:03:24.027 --> 00:03:30.634
Usually because they'd rather the consistency of a paycheck, they don't want the stress or the risk associated with owning their own business.
36
00:03:31.214 --> 00:03:33.596
So how do you attract these great employees?
37
00:03:34.037 --> 00:03:37.160
How do you attract these unicorns into your business?
38
00:03:38.141 --> 00:03:42.084
It's the same exact way as how you bring in the best customers.
39
00:03:42.685 --> 00:03:44.467
And that is that you show how you are different.
40
00:03:45.521 --> 00:03:51.512
But so many of us do not have a unique retention or a unique recruiting proposition.
41
00:03:51.933 --> 00:03:53.816
In other words, why would someone come work for you?
42
00:03:54.638 --> 00:03:56.581
What makes you different than everybody else?
43
00:03:58.539 --> 00:04:03.443
We kind of understand that that's what customers are thinking when they're comparing us to five or 10 other competitors.
44
00:04:03.764 --> 00:04:07.386
What we don't understand is the best talent doesn't just have five or 10 options.
45
00:04:08.027 --> 00:04:15.032
They like to have 20, 50, 100 other businesses that would happily hire them and pay them and employ them.
46
00:04:16.033 --> 00:04:16.874
at their place of work.
47
00:04:17.854 --> 00:04:32.842
And here's the thing, if you're in home services and you have a technician and it's relatively entry level, meaning they don't need a ton of experience, certification, a diploma, a huge amount of education, it is likely that almost every home service or any labor-based job
48
00:04:33.823 --> 00:04:36.765
could be done from a technician that is your best technician.
49
00:04:37.005 --> 00:04:45.071
Like your best technician could probably go do 20 other different types of services, home services, labor-based jobs, et cetera, and excel in them.
50
00:04:45.852 --> 00:04:50.195
So you're not just competing with five or 10 of your local competitors for your customer.
51
00:04:50.895 --> 00:04:59.302
You're actually competing with hundreds of other local businesses that could also use that same employee in their business, and you've got to prove why you're different.
52
00:04:59.982 --> 00:05:00.723
You've got to prove...
53
00:05:01.813 --> 00:05:08.198
how working for you is going to serve them, be the best job for them, and what makes you different than all these other employers.
54
00:05:09.179 --> 00:05:16.986
And I talk about this because so many people in home services complain about how hard it is to find good employees, no one wants to work hard.
55
00:05:18.026 --> 00:05:26.714
And I appreciate the sentiment, but we put so much effort into getting new customers and looking different than the competition, but we never think for a minute,
56
00:05:27.494 --> 00:05:34.797
about the recruitment process as to why would those employees, those great employees, the ones that are out there, I guarantee you there's some out there.
57
00:05:35.017 --> 00:05:36.918
There might be a few of them, but they have options.
58
00:05:37.098 --> 00:05:38.998
And why would they work for you?
59
00:05:39.699 --> 00:05:46.461
And so I want you to ask yourself, if you were an employee, what makes you and your business different than everybody else?
60
00:05:47.221 --> 00:05:53.064
Again, not just your industry, but all home services, all labor-based jobs.
61
00:05:53.764 --> 00:05:56.185
Now, if someone has some skill in terms of leadership,
62
00:05:56.905 --> 00:06:11.390
if they have some skill that they can do remotely, like work remotely, it's not just even your local area, it's not just your industry, it's not just home services, it could very well, you are competing with thousands, tens of thousands of employers, if they can work remotely in the position,
63
00:06:12.250 --> 00:06:19.712
Or if they have some sort of management skills, because for example, if they can sell, they can sell boats, they can sell life insurance, they can sell real estate.
64
00:06:20.152 --> 00:06:22.432
And so why would they want to come sell your service?
65
00:06:23.013 --> 00:06:28.294
You are now competing with thousands of other businesses that would love to have that talent.
66
00:06:28.874 --> 00:06:33.075
And if you're like, well, I don't really put much time into that, you're probably attracting average employees.
67
00:06:33.635 --> 00:06:39.596
And so if you're going to put average levels of effort into your recruitment process, really defining why you're different,
68
00:06:42.177 --> 00:06:43.598
average employees showing up on your doorstep.
69
00:06:43.958 --> 00:06:46.879
Why you get all the best talent leaving and you're stuck with average.
70
00:06:47.179 --> 00:06:57.663
Because we haven't put as much time and effort into our recruitment strategies, our retention strategies, as we do into our marketing strategies, our sales strategies, getting more customers.
71
00:06:57.903 --> 00:07:05.926
The next shiny customer is so much more appealing than making sure that we have a recruitment process that consistently brings in the best talent in our market.
72
00:07:06.766 --> 00:07:07.707
So what can we do?
73
00:07:07.767 --> 00:07:08.747
What can we do to make sure
74
00:07:09.853 --> 00:07:18.019
that the best talent, when they are potentially thinking about working for us, can confidently answer the question, why should I work for these folks?
75
00:07:18.560 --> 00:07:19.641
What makes them different?
76
00:07:19.941 --> 00:07:26.466
If you can't answer that really quickly, you gotta think from first principles and ask yourself, well then why would someone work for me?
77
00:07:27.006 --> 00:07:28.487
Maybe that's why I don't keep good employees.
78
00:07:28.507 --> 00:07:33.031
Maybe it's because there's no clear, unique proposition that makes me different than everyone else.
79
00:07:34.012 --> 00:07:35.793
So what can you do to actually create this?
80
00:07:35.973 --> 00:07:37.995
Because we were talking about this in the home service boardroom,
81
00:07:38.855 --> 00:08:02.621
and discussing this whole idea that it is so easy to get wrapped up in getting new customers and developing strategies like your grand slam offer and we've got to make an offer so good people feel feel stupid saying no to okay great what about your employees for most home service businesses as you grow it's not about getting more leads it's about getting more labors and then getting more leadership that's why we talk about the 4l framework you get liquidity you got leads
82
00:08:03.221 --> 00:08:04.542
You got labor and you got leadership.
83
00:08:04.562 --> 00:08:07.764
Those are the constraints and why every home service business stops growing.
84
00:08:08.204 --> 00:08:10.485
And when you're first getting started, it's usually liquidity, some money.
85
00:08:10.505 --> 00:08:11.646
You don't have enough money to get started.
86
00:08:12.186 --> 00:08:13.827
It's leads, getting enough customers.
87
00:08:14.107 --> 00:08:17.989
But as you really grow it, the biggest companies, they're constantly thinking about recruitment.
88
00:08:18.029 --> 00:08:27.074
They're constantly thinking about getting new team members because the constraint is, can we actually get enough labor supply to get the work done?
89
00:08:27.374 --> 00:08:28.335
The demand that's coming in.
90
00:08:29.055 --> 00:08:30.436
Because there is an infinite amount of demand.
91
00:08:30.456 --> 00:08:31.758
There's so much work to be done.
92
00:08:32.298 --> 00:08:37.363
And for the vast majority of us, we might have 1, 2, 3, 4% of market share in our area.
93
00:08:37.383 --> 00:08:40.265
And if you're like, well, no, I own like 60% of the market.
94
00:08:40.366 --> 00:08:47.853
Okay, go on to ChatDBT, go on to Gemini, go on to Claudette, ask how many households in your market, in your area...
95
00:08:48.413 --> 00:08:52.434
have over $100,000 in household earnings.
96
00:08:52.815 --> 00:08:54.195
Ask over 150,000.
97
00:08:54.415 --> 00:08:55.015
You'll be surprised.
98
00:08:55.055 --> 00:09:02.498
There'll be like 10, 20, 50,000 households in your local market inside of your service area that could potentially buy your service.
99
00:09:02.578 --> 00:09:05.439
They're a homeowner in your local area that would be happy to pay you.
100
00:09:05.839 --> 00:09:06.760
There's a ton of work.
101
00:09:07.640 --> 00:09:10.402
It's whether or not you have the team to actually get the work done.
102
00:09:10.663 --> 00:09:16.988
And again, I'm talking to someone that's starting to scale and grow, and you're beyond the first constraint of liquidity, you're beyond the first constraint of leads.
103
00:09:17.308 --> 00:09:19.750
It's all about finding great labors and finding great leadership.
104
00:09:20.571 --> 00:09:25.195
And if someone has management ability, if they have sales ability, if they have leadership abilities,
105
00:09:25.815 --> 00:09:37.020
and they don't want to be their own boss, they don't want to have their own business, but they want to go find an employer, trust me, there are so many options because the skill of leadership and management and sales, it can go across home services.
106
00:09:37.340 --> 00:09:38.761
It can go outside of home services.
107
00:09:38.781 --> 00:09:40.582
It can go into just about every industry possible.
108
00:09:40.842 --> 00:09:42.723
So why in the world would they work for you?
109
00:09:43.823 --> 00:09:45.044
This could be things like benefits.
110
00:09:45.808 --> 00:09:51.252
This could be a 401k plan, healthcare benefits, dental benefits, life insurance.
111
00:09:51.492 --> 00:10:08.966
There's gonna be benefits like a gym reimbursement program where maybe you aren't ready to offer full healthcare benefits, but you're gonna offer $80 as a stipend or a refund or reimbursement if they go out to a gym or a healthcare facility that they might get chiropractic or something like that.
112
00:10:09.386 --> 00:10:10.787
Maybe at least some sort of a benefit.
113
00:10:10.807 --> 00:10:11.507
Okay, okay.
114
00:10:12.648 --> 00:10:13.649
Maybe you can't afford benefits.
115
00:10:13.969 --> 00:10:25.798
Okay, are we going to have our crew have the ability to take the trucks home so they don't have to have their own personal vehicle and spend the gas and the time getting to work or pay for tolls, but rather they can have a company truck?
116
00:10:26.278 --> 00:10:27.579
That may be really appealing to some people.
117
00:10:27.900 --> 00:10:29.521
Are you going to offer a flexible work schedule?
118
00:10:29.841 --> 00:10:31.402
Are you going to have four 10s?
119
00:10:31.522 --> 00:10:32.683
Are you going to have five 8s?
120
00:10:33.204 --> 00:10:34.585
Are you going to require them to work weekends?
121
00:10:35.245 --> 00:10:41.408
Are you going to have work year round or do they have to find something else for four or five months out of the year during your offseason?
122
00:10:41.808 --> 00:10:46.510
These are all benefits that you can speak to in your hiring process that could separate you from everyone else.
123
00:10:46.550 --> 00:10:56.914
If everyone else lays off their team for four or five months of the year and you figure out how to fix your offseason and get recurring revenue, figure out services that are going to keep your crew busy.
124
00:10:58.115 --> 00:11:02.838
That could be a differentiating factor that allows you to be able to retain the best talent in your market.
125
00:11:03.759 --> 00:11:09.123
If you're going to offer profit sharing for your managers, if you're going to give them compensation bands based upon revenue,
126
00:11:10.008 --> 00:11:13.229
And as they make more revenue for the business, they make more money.
127
00:11:13.249 --> 00:11:15.830
Their base pay goes up, they're able to take on more challenges.
128
00:11:16.170 --> 00:11:24.813
If you create stages of success for your technicians and for your managers to move up into, that as they do certain things inside the business, they unlock the next stage of their career.
129
00:11:25.073 --> 00:11:33.416
They unlock the next license or they get credits inside of your business to be able to move up inside the organization so they don't have a dead-end job.
130
00:11:33.756 --> 00:11:34.956
These are all things you can think about.
131
00:11:35.016 --> 00:11:36.397
How do I make my culture unique?
132
00:11:37.317 --> 00:11:41.679
And we were talking about this in the home service boardroom and some people were like, well, we have like a great culture.
133
00:11:41.720 --> 00:11:45.862
We have, these are terms that are very, I want the definition.
134
00:11:46.022 --> 00:11:48.923
Because as a new employee, if I have options, I want specifics.
135
00:11:49.344 --> 00:11:50.464
I wanna know what's different.
136
00:11:50.484 --> 00:11:52.926
Like, don't give me like, hey, we care about you.
137
00:11:53.366 --> 00:11:58.048
Don't give me a mission statement that is blasé and could be stuck on any home service business in the entire world.
138
00:11:58.529 --> 00:12:01.130
And saying you care about customers or whatever.
139
00:12:01.871 --> 00:12:03.792
I wanna know what can your business do for me?
140
00:12:04.632 --> 00:12:10.314
And at the end of the day, we're hiring our technicians for them to be able to serve the business and be able to serve the customers that we serve.
141
00:12:11.315 --> 00:12:15.016
Ultimately, people are going to care for their own goals.
142
00:12:15.397 --> 00:12:19.878
And we've got to know what those goals are so we can align the goals of the employee with the goals of the business.
143
00:12:20.179 --> 00:12:25.721
And so I want to speak in my recruiting message, in my interview process, in my training messages about...
144
00:12:27.448 --> 00:12:30.089
how I'm gonna be able to help them get to their goals.
145
00:12:30.449 --> 00:12:43.875
First off, I gotta know what their goals are, but whether it be stages of success, benefits, compensation, pay for performance, profit sharing, what inside of my business, the things that I can do for my employees is gonna get them closer to their goals.
146
00:12:44.235 --> 00:12:51.118
That's what I wanna speak to, so that when they're looking at 20 different job ads, mine sticks out because it aligns with their goals.
147
00:12:51.678 --> 00:12:55.299
It speaks to the fact that they don't wanna work on the weekends or they want four 10s.
148
00:12:55.319 --> 00:12:57.140
They don't wanna have to work every single day of the week.
149
00:12:57.560 --> 00:13:00.043
These are things we can think about to be able to retain the best employees.
150
00:13:00.163 --> 00:13:15.701
And honestly, I believe if you're just thinking this way, you're going to be ahead of 90, 95% of home service business owners that just throw an ad up on Indeed, hope and pray, cross their fingers that someone shows up and never puts thought into really what the offer is to their employees.
151
00:13:16.161 --> 00:13:18.044
Why would anyone want to work for you?
152
00:13:18.184 --> 00:13:20.867
Answer that question, and I'd love to know what it is down below.
1
00:00:00.111 --> 00:00:06.958
In this video, I'm going to talk about why it's so hard to find good employees, whether it be technicians, general managers, operations managers.
2
00:00:07.279 --> 00:00:12.624
Why is it so hard to find good talent and keep them inside your organization?
3
00:00:13.365 --> 00:00:21.334
And I'm going to talk about what you can do, just a couple small tweaks inside your business to ensure you get the best talent in your local area and they want to stay working for you.
4
00:00:22.852 --> 00:00:31.137
A lot of us as home service business owners understand the concept that we need to have a unique selling proposition when it comes to getting new customers.
5
00:00:31.517 --> 00:00:38.241
Because inside your market, you might have 10, 20, 30 other home service businesses that could do the work similarly to you.
6
00:00:38.801 --> 00:00:40.882
They could trim the bushes the same way.
7
00:00:41.542 --> 00:00:43.684
They could paint the fence the same way.
8
00:00:44.224 --> 00:00:45.164
They could mow the lawn.
9
00:00:45.645 --> 00:00:47.125
They could do whatever home service you do.
10
00:00:48.106 --> 00:00:49.487
And it's gonna be a comparable price.
11
00:00:50.922 --> 00:00:52.585
approximately the same type of equipment.
12
00:00:53.447 --> 00:01:02.004
And you generally understand that in order to be able to get the bid and get a sale accepted from the customer, you're going to have to show why you're different than everyone else.
13
00:01:03.045 --> 00:01:04.706
And this might be the fact that you enter the phone.
14
00:01:05.086 --> 00:01:06.526
This could be that you have a great website.
15
00:01:07.427 --> 00:01:09.187
This could be that your trucks are wrapped.
16
00:01:09.227 --> 00:01:11.068
This could be that you have uniformed employees.
17
00:01:11.528 --> 00:01:14.309
This could be that you offer money back guarantee.
18
00:01:14.369 --> 00:01:16.310
This could be that your prices are lower than everyone else.
19
00:01:16.750 --> 00:01:28.655
It could be that you run ads and you're in front of all your customers, but there's some unique selling proposition that you understand if you're gonna stand out from all the other competition, to get that customer, you're gonna have to show why you're different.
20
00:01:28.855 --> 00:01:29.835
You might answer your phone 24 seven.
21
00:01:31.517 --> 00:01:38.061
You might make sure that every single customer gets a personal call from you and make sure that the service was a 10 out of 10.
22
00:01:38.141 --> 00:01:41.884
Whatever it is, there's some reason they've chose you.
23
00:01:42.484 --> 00:01:48.168
And for most of us, we understand that in order to get a customer, we've gotta show why we're different than the other five estimates they got.
24
00:01:48.548 --> 00:01:50.230
Because they're just comparing apples to apples.
25
00:01:51.150 --> 00:02:07.826
if they're just comparing price when it comes to home services you become a commodity and this will cause a race to the bottom because if the only thing the customer can actually do is compare your price versus someone else's price they will usually choose the lower price but if you're able to offer something else
26
00:02:08.547 --> 00:02:12.969
that none of your competition can offer, that's when it's hard for them to compare apples to apples.
27
00:02:13.389 --> 00:02:34.259
Because if you have really nice trucks, nice equipment, well-trained staff, that are uniformed, a great looking website, it's hard for them to compare your price to the person that showed up in a truck with a muffler that was falling off, and they had no website, they had no online reviews, they've been in business for two years, and they took five days just to get back to them for the estimate.
28
00:02:35.233 --> 00:02:39.057
pretty hard for them to compare your prices and put you against them.
29
00:02:40.138 --> 00:02:41.139
We all understand that.
30
00:02:42.160 --> 00:02:48.626
But the next level, as you start getting five, six, 10, 15 employees, it's not so much getting new customers that's the hard part.
31
00:02:48.706 --> 00:02:56.473
It's about getting great employees that do the work at a high quality standard and as the best technicians in your local market.
32
00:02:57.034 --> 00:02:58.816
Especially if you live in a smaller market,
33
00:03:00.097 --> 00:03:18.443
You are competing for the best employees, the ones that do the best work, show up on time, take pride in their work, they stick with you for a long period of time, they have experience in the industry, and honestly, if they had enough money, and they had a desire to, the risk tolerance, they'd probably go start their own business.
34
00:03:19.323 --> 00:03:23.547
But those technicians that are out there, those managers that are out there, they would rather work for you.
35
00:03:24.027 --> 00:03:30.634
Usually because they'd rather the consistency of a paycheck, they don't want the stress or the risk associated with owning their own business.
36
00:03:31.214 --> 00:03:33.596
So how do you attract these great employees?
37
00:03:34.037 --> 00:03:37.160
How do you attract these unicorns into your business?
38
00:03:38.141 --> 00:03:42.084
It's the same exact way as how you bring in the best customers.
39
00:03:42.685 --> 00:03:44.467
And that is that you show how you are different.
40
00:03:45.521 --> 00:03:51.512
But so many of us do not have a unique retention or a unique recruiting proposition.
41
00:03:51.933 --> 00:03:53.816
In other words, why would someone come work for you?
42
00:03:54.638 --> 00:03:56.581
What makes you different than everybody else?
43
00:03:58.539 --> 00:04:03.443
We kind of understand that that's what customers are thinking when they're comparing us to five or 10 other competitors.
44
00:04:03.764 --> 00:04:07.386
What we don't understand is the best talent doesn't just have five or 10 options.
45
00:04:08.027 --> 00:04:15.032
They like to have 20, 50, 100 other businesses that would happily hire them and pay them and employ them.
46
00:04:16.033 --> 00:04:16.874
at their place of work.
47
00:04:17.854 --> 00:04:32.842
And here's the thing, if you're in home services and you have a technician and it's relatively entry level, meaning they don't need a ton of experience, certification, a diploma, a huge amount of education, it is likely that almost every home service or any labor-based job
48
00:04:33.823 --> 00:04:36.765
could be done from a technician that is your best technician.
49
00:04:37.005 --> 00:04:45.071
Like your best technician could probably go do 20 other different types of services, home services, labor-based jobs, et cetera, and excel in them.
50
00:04:45.852 --> 00:04:50.195
So you're not just competing with five or 10 of your local competitors for your customer.
51
00:04:50.895 --> 00:04:59.302
You're actually competing with hundreds of other local businesses that could also use that same employee in their business, and you've got to prove why you're different.
52
00:04:59.982 --> 00:05:00.723
You've got to prove...
53
00:05:01.813 --> 00:05:08.198
how working for you is going to serve them, be the best job for them, and what makes you different than all these other employers.
54
00:05:09.179 --> 00:05:16.986
And I talk about this because so many people in home services complain about how hard it is to find good employees, no one wants to work hard.
55
00:05:18.026 --> 00:05:26.714
And I appreciate the sentiment, but we put so much effort into getting new customers and looking different than the competition, but we never think for a minute,
56
00:05:27.494 --> 00:05:34.797
about the recruitment process as to why would those employees, those great employees, the ones that are out there, I guarantee you there's some out there.
57
00:05:35.017 --> 00:05:36.918
There might be a few of them, but they have options.
58
00:05:37.098 --> 00:05:38.998
And why would they work for you?
59
00:05:39.699 --> 00:05:46.461
And so I want you to ask yourself, if you were an employee, what makes you and your business different than everybody else?
60
00:05:47.221 --> 00:05:53.064
Again, not just your industry, but all home services, all labor-based jobs.
61
00:05:53.764 --> 00:05:56.185
Now, if someone has some skill in terms of leadership,
62
00:05:56.905 --> 00:06:11.390
if they have some skill that they can do remotely, like work remotely, it's not just even your local area, it's not just your industry, it's not just home services, it could very well, you are competing with thousands, tens of thousands of employers, if they can work remotely in the position,
63
00:06:12.250 --> 00:06:19.712
Or if they have some sort of management skills, because for example, if they can sell, they can sell boats, they can sell life insurance, they can sell real estate.
64
00:06:20.152 --> 00:06:22.432
And so why would they want to come sell your service?
65
00:06:23.013 --> 00:06:28.294
You are now competing with thousands of other businesses that would love to have that talent.
66
00:06:28.874 --> 00:06:33.075
And if you're like, well, I don't really put much time into that, you're probably attracting average employees.
67
00:06:33.635 --> 00:06:39.596
And so if you're going to put average levels of effort into your recruitment process, really defining why you're different,
68
00:06:42.177 --> 00:06:43.598
average employees showing up on your doorstep.
69
00:06:43.958 --> 00:06:46.879
Why you get all the best talent leaving and you're stuck with average.
70
00:06:47.179 --> 00:06:57.663
Because we haven't put as much time and effort into our recruitment strategies, our retention strategies, as we do into our marketing strategies, our sales strategies, getting more customers.
71
00:06:57.903 --> 00:07:05.926
The next shiny customer is so much more appealing than making sure that we have a recruitment process that consistently brings in the best talent in our market.
72
00:07:06.766 --> 00:07:07.707
So what can we do?
73
00:07:07.767 --> 00:07:08.747
What can we do to make sure
74
00:07:09.853 --> 00:07:18.019
that the best talent, when they are potentially thinking about working for us, can confidently answer the question, why should I work for these folks?
75
00:07:18.560 --> 00:07:19.641
What makes them different?
76
00:07:19.941 --> 00:07:26.466
If you can't answer that really quickly, you gotta think from first principles and ask yourself, well then why would someone work for me?
77
00:07:27.006 --> 00:07:28.487
Maybe that's why I don't keep good employees.
78
00:07:28.507 --> 00:07:33.031
Maybe it's because there's no clear, unique proposition that makes me different than everyone else.
79
00:07:34.012 --> 00:07:35.793
So what can you do to actually create this?
80
00:07:35.973 --> 00:07:37.995
Because we were talking about this in the home service boardroom,
81
00:07:38.855 --> 00:08:02.621
and discussing this whole idea that it is so easy to get wrapped up in getting new customers and developing strategies like your grand slam offer and we've got to make an offer so good people feel feel stupid saying no to okay great what about your employees for most home service businesses as you grow it's not about getting more leads it's about getting more labors and then getting more leadership that's why we talk about the 4l framework you get liquidity you got leads
82
00:08:03.221 --> 00:08:04.542
You got labor and you got leadership.
83
00:08:04.562 --> 00:08:07.764
Those are the constraints and why every home service business stops growing.
84
00:08:08.204 --> 00:08:10.485
And when you're first getting started, it's usually liquidity, some money.
85
00:08:10.505 --> 00:08:11.646
You don't have enough money to get started.
86
00:08:12.186 --> 00:08:13.827
It's leads, getting enough customers.
87
00:08:14.107 --> 00:08:17.989
But as you really grow it, the biggest companies, they're constantly thinking about recruitment.
88
00:08:18.029 --> 00:08:27.074
They're constantly thinking about getting new team members because the constraint is, can we actually get enough labor supply to get the work done?
89
00:08:27.374 --> 00:08:28.335
The demand that's coming in.
90
00:08:29.055 --> 00:08:30.436
Because there is an infinite amount of demand.
91
00:08:30.456 --> 00:08:31.758
There's so much work to be done.
92
00:08:32.298 --> 00:08:37.363
And for the vast majority of us, we might have 1, 2, 3, 4% of market share in our area.
93
00:08:37.383 --> 00:08:40.265
And if you're like, well, no, I own like 60% of the market.
94
00:08:40.366 --> 00:08:47.853
Okay, go on to ChatDBT, go on to Gemini, go on to Claudette, ask how many households in your market, in your area...
95
00:08:48.413 --> 00:08:52.434
have over $100,000 in household earnings.
96
00:08:52.815 --> 00:08:54.195
Ask over 150,000.
97
00:08:54.415 --> 00:08:55.015
You'll be surprised.
98
00:08:55.055 --> 00:09:02.498
There'll be like 10, 20, 50,000 households in your local market inside of your service area that could potentially buy your service.
99
00:09:02.578 --> 00:09:05.439
They're a homeowner in your local area that would be happy to pay you.
100
00:09:05.839 --> 00:09:06.760
There's a ton of work.
101
00:09:07.640 --> 00:09:10.402
It's whether or not you have the team to actually get the work done.
102
00:09:10.663 --> 00:09:16.988
And again, I'm talking to someone that's starting to scale and grow, and you're beyond the first constraint of liquidity, you're beyond the first constraint of leads.
103
00:09:17.308 --> 00:09:19.750
It's all about finding great labors and finding great leadership.
104
00:09:20.571 --> 00:09:25.195
And if someone has management ability, if they have sales ability, if they have leadership abilities,
105
00:09:25.815 --> 00:09:37.020
and they don't want to be their own boss, they don't want to have their own business, but they want to go find an employer, trust me, there are so many options because the skill of leadership and management and sales, it can go across home services.
106
00:09:37.340 --> 00:09:38.761
It can go outside of home services.
107
00:09:38.781 --> 00:09:40.582
It can go into just about every industry possible.
108
00:09:40.842 --> 00:09:42.723
So why in the world would they work for you?
109
00:09:43.823 --> 00:09:45.044
This could be things like benefits.
110
00:09:45.808 --> 00:09:51.252
This could be a 401k plan, healthcare benefits, dental benefits, life insurance.
111
00:09:51.492 --> 00:10:08.966
There's gonna be benefits like a gym reimbursement program where maybe you aren't ready to offer full healthcare benefits, but you're gonna offer $80 as a stipend or a refund or reimbursement if they go out to a gym or a healthcare facility that they might get chiropractic or something like that.
112
00:10:09.386 --> 00:10:10.787
Maybe at least some sort of a benefit.
113
00:10:10.807 --> 00:10:11.507
Okay, okay.
114
00:10:12.648 --> 00:10:13.649
Maybe you can't afford benefits.
115
00:10:13.969 --> 00:10:25.798
Okay, are we going to have our crew have the ability to take the trucks home so they don't have to have their own personal vehicle and spend the gas and the time getting to work or pay for tolls, but rather they can have a company truck?
116
00:10:26.278 --> 00:10:27.579
That may be really appealing to some people.
117
00:10:27.900 --> 00:10:29.521
Are you going to offer a flexible work schedule?
118
00:10:29.841 --> 00:10:31.402
Are you going to have four 10s?
119
00:10:31.522 --> 00:10:32.683
Are you going to have five 8s?
120
00:10:33.204 --> 00:10:34.585
Are you going to require them to work weekends?
121
00:10:35.245 --> 00:10:41.408
Are you going to have work year round or do they have to find something else for four or five months out of the year during your offseason?
122
00:10:41.808 --> 00:10:46.510
These are all benefits that you can speak to in your hiring process that could separate you from everyone else.
123
00:10:46.550 --> 00:10:56.914
If everyone else lays off their team for four or five months of the year and you figure out how to fix your offseason and get recurring revenue, figure out services that are going to keep your crew busy.
124
00:10:58.115 --> 00:11:02.838
That could be a differentiating factor that allows you to be able to retain the best talent in your market.
125
00:11:03.759 --> 00:11:09.123
If you're going to offer profit sharing for your managers, if you're going to give them compensation bands based upon revenue,
126
00:11:10.008 --> 00:11:13.229
And as they make more revenue for the business, they make more money.
127
00:11:13.249 --> 00:11:15.830
Their base pay goes up, they're able to take on more challenges.
128
00:11:16.170 --> 00:11:24.813
If you create stages of success for your technicians and for your managers to move up into, that as they do certain things inside the business, they unlock the next stage of their career.
129
00:11:25.073 --> 00:11:33.416
They unlock the next license or they get credits inside of your business to be able to move up inside the organization so they don't have a dead-end job.
130
00:11:33.756 --> 00:11:34.956
These are all things you can think about.
131
00:11:35.016 --> 00:11:36.397
How do I make my culture unique?
132
00:11:37.317 --> 00:11:41.679
And we were talking about this in the home service boardroom and some people were like, well, we have like a great culture.
133
00:11:41.720 --> 00:11:45.862
We have, these are terms that are very, I want the definition.
134
00:11:46.022 --> 00:11:48.923
Because as a new employee, if I have options, I want specifics.
135
00:11:49.344 --> 00:11:50.464
I wanna know what's different.
136
00:11:50.484 --> 00:11:52.926
Like, don't give me like, hey, we care about you.
137
00:11:53.366 --> 00:11:58.048
Don't give me a mission statement that is blasé and could be stuck on any home service business in the entire world.
138
00:11:58.529 --> 00:12:01.130
And saying you care about customers or whatever.
139
00:12:01.871 --> 00:12:03.792
I wanna know what can your business do for me?
140
00:12:04.632 --> 00:12:10.314
And at the end of the day, we're hiring our technicians for them to be able to serve the business and be able to serve the customers that we serve.
141
00:12:11.315 --> 00:12:15.016
Ultimately, people are going to care for their own goals.
142
00:12:15.397 --> 00:12:19.878
And we've got to know what those goals are so we can align the goals of the employee with the goals of the business.
143
00:12:20.179 --> 00:12:25.721
And so I want to speak in my recruiting message, in my interview process, in my training messages about...
144
00:12:27.448 --> 00:12:30.089
how I'm gonna be able to help them get to their goals.
145
00:12:30.449 --> 00:12:43.875
First off, I gotta know what their goals are, but whether it be stages of success, benefits, compensation, pay for performance, profit sharing, what inside of my business, the things that I can do for my employees is gonna get them closer to their goals.
146
00:12:44.235 --> 00:12:51.118
That's what I wanna speak to, so that when they're looking at 20 different job ads, mine sticks out because it aligns with their goals.
147
00:12:51.678 --> 00:12:55.299
It speaks to the fact that they don't wanna work on the weekends or they want four 10s.
148
00:12:55.319 --> 00:12:57.140
They don't wanna have to work every single day of the week.
149
00:12:57.560 --> 00:13:00.043
These are things we can think about to be able to retain the best employees.
150
00:13:00.163 --> 00:13:15.701
And honestly, I believe if you're just thinking this way, you're going to be ahead of 90, 95% of home service business owners that just throw an ad up on Indeed, hope and pray, cross their fingers that someone shows up and never puts thought into really what the offer is to their employees.
151
00:13:16.161 --> 00:13:18.044
Why would anyone want to work for you?
152
00:13:18.184 --> 00:13:20.867
Answer that question, and I'd love to know what it is down below.
