RCAT Blog: Hire Smarter, Build Stronger: Workforce Development with Bill Elliott

Building a strong, sustainable workforce is one of the biggest challenges in the roofing industry today. 

That’s why we’re excited to share insights from Bill Elliott, a workforce development expert and coach, who recently delivered a powerful presentation on creating an internal workforce development model for roofing companies.

In his hour-long session, Bill covered everything from hiring smarter in today’s job seeker’s market to building a strong company culture that retains top talent. 

This blog highlights some of his key takeaways—but with so much valuable information packed into his talk, we highly recommend watching the full presentation to get the complete picture.

Watch it here: https://www.youtube.com/watch?v=R2IpMTWzToY 

Why Workforce Development Matters in Roofing

The roofing industry faces an ongoing labor shortage, making it increasingly difficult for contractors to find and retain skilled workers. 

Without a solid workforce development strategy, businesses risk high turnover, unfilled positions, and operational inefficiencies.

Bill Elliott emphasizes that workforce development isn’t just about hiring—it’s about attracting the right talent, training effectively, and creating a culture that keeps employees engaged. 

By investing in workforce development, roofing companies can:

• Reduce turnover and retain skilled workers.
• Improve job performance and customer satisfaction.
• Build a positive reputation as a great place to work.
• Future-proof their business by developing the next generation of skilled tradespeople.

The Employer’s Role in Workforce Development

While today’s job market often favors job seekers, Bill emphasizes that employers still hold the upper hand when it comes to workforce development. 

A structured approach ensures that companies don’t settle for hiring just anyone but instead bring in employees who align with their company’s values.

Key takeaways from Bill’s insights include:

• Set clear standards – Avoid compromising expectations just to fill open positions. Employees should meet company values and work ethic standards.
• Hold employees accountable – If workers are consistently late, unmotivated, or disengaged, it may be time to rethink their place in the organization.
• Emphasize commitment over entitlement – Employees must earn their position, not feel entitled to it. Showing up on time, being engaged, and demonstrating reliability should be non-negotiable.
• Develop a workforce plan – Having a clear training and retention strategy ensures employees know expectations from day one.

By taking a proactive approach, employers set the tone for a strong, dedicated team rather than reacting to hiring challenges as they arise.

Lessons from Bill Elliott’s Workforce Model

Bill’s approach to workforce development centers around three core principles, known as the Three R’s:

• Respect – Creating an environment where employees feel valued and appreciated.
• Readiness – Ensuring new hires are properly trained and equipped for their roles.
• Responsibility – Holding employees accountable while also supporting their growth.

He stresses the importance of hiring for character and essential skills first, rather than just technical ability. 

Roofing contractors often make the mistake of focusing solely on experience, but Bill explains that work ethic, integrity, and problem-solving skills are just as critical. 

With the right training, a reliable and motivated hire can become a long-term asset to the company.

The Challenge of Attracting Talent

One of the biggest hurdles in workforce development is attracting new talent. Many young job seekers don’t consider roofing as a viable career path because they lack exposure to the industry.

Bill shared an example from his time as a vocational school director in Ohio, where he discovered a legal pathway to get students into the trades earlier. 

By working with vocational tech centers and local high schools, his program created hundreds of new career opportunities for students who otherwise would not have considered a trade job.

Roofing companies can take similar steps to attract talent by:

• Partnering with local trade schools, community colleges, and high schools.
• Running recruitment campaigns that showcase roofing as a lucrative, stable career.
• Making their company visible in the community through job fairs and outreach programs.

The Power of Branding in Recruitment

Bill highlights that many roofing companies struggle to attract talent because they are “the best-kept secret”—people simply don’t know they exist as an employer.

To stand out and become an employer of choice, roofing businesses should:

• Leverage social media – Regularly post about company culture, employee success stories, and job openings.
• Attend job fairs & community events – Make the company visible to potential recruits.
• Offer referral bonuses – Encourage current employees to recommend candidates, turning your team into recruiters.
• Develop a reputation as a great place to work – Word-of-mouth from happy employees is one of the best recruitment tools.

Even something as simple as having hiring materials ready (such as a business card with a QR code linking to a job application) can make a difference. 

The more roofing companies actively promote their workplace, the more likely they are to attract strong candidates.

Keeping Your Workforce Engaged and Retained

Attracting talent is just the first step—keeping employees engaged is equally important. 

Bill emphasized that many roofing companies lose employees because they fail to create a work environment that fosters growth and appreciation.

To build a strong company culture, Bill suggests:

• Identifying the “Relentless” employees – Those who go above and beyond should be recognized and nurtured.
• Avoiding “Energy Vampires” – Negative employees who drain morale should be addressed promptly.
• Managing “Divas” effectively – Talented but high-maintenance employees need structured performance management.
• Celebrating success – Recognizing work anniversaries, team accomplishments, and individual contributions boosts morale.

A company’s reputation as a great place to work directly impacts recruitment, retention, and overall business success. Investing in team culture isn’t just good for employees—it’s good for business.

Take Action: Build Your Workforce Development Plan

A workforce development strategy doesn’t happen overnight. It requires intentional planning, execution, and follow-through. Bill advises roofing business owners to start by:

• Defining clear hiring standards – Know the character traits and skills you value most.
• Creating structured onboarding and training – Equip new hires with the tools they need to succeed.
• Establishing a mentorship program – Pair new employees with experienced team members to accelerate learning.
• Setting expectations early – Communicate company standards and ensure employees understand their role in the business’s success.
• Monitoring progress – Workforce development plans should be reviewed regularly and adjusted as needed.

Wrapping Up Workforce Development

Building a strong internal workforce isn’t just about filling positions—it’s about creating a culture of growth, accountability, and long-term success.

Bill Elliott’s insights provide a roadmap for roofing contractors looking to improve their hiring and retention strategies, but this blog only scratches the surface of what he shared in his powerful presentation.

RCAT is dedicated to helping roofing professionals navigate these challenges. 

From industry-leading education to advocacy efforts, we provide the resources you need to build a stronger, more sustainable business. Explore our membership benefits here: https://www.rcat.net/membership.html 

If you want detailed strategies and actionable insights, we highly recommend watching the full talk.

Check out Bill Elliott’s complete presentation here: https://www.youtube.com/watch?v=R2IpMTWzToY 

Thanks again, Bill!