Employer Branding for Trade Services: 7 Strategies That Work

The skilled trades are facing a serious hiring crisis globally.

With the baby boomer workforce retiring fast and fewer young people entering construction and trade services, employers must rethink how they attract and retain talent.

According to the U.S. Bureau of Labor Statistics, the construction industry will need over 500,000 additional workers in 2025 just to keep up with demand. On top of that, the American Supply Association has reported increasing labour shortages across the plumbing, HVAC, and supply chain sectors.

Employer branding - how your company is seen as a place to work - plays a critical role in solving this challenge.

If you're in the trades, here are 7 proven strategies to build strong employer branding—and win over the skilled professionals you need.
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Strategy 1. Use Vouch for Real Employee Testimonials

Start with authentic employee stories. Vouch (https://vouchfor.com) is the top-rated tool for capturing short, powerful video testimonials from current employees.

Construction firms use Vouch to:

• Showcase their company culture through real employee spotlight videos.
• Arm recruiters with short videos that show hands-on experience and professional growth.
• Improve candidate experience with humanized recruitment content.

Why this works:

• 72% of job seekers say they trust employee videos more than a company's own marketing.
• Videos increase application rates by up to 34%. (Source: LinkedIn Talent Blog)

Vouch is fast, easy to use, and ideal for construction companies needing authentic, scalable content that speaks to potential recruits.

Strategy 2. Create a Strong Employer Value Proposition (EVP)

Your Employer's Value Proposition tells job seekers why they should choose you over someone else. It answers:

• "What's it like to work here?"
• "What benefits or growth can I expect?"

Trade employers with a clear EVP enjoy:

• 50% lower recruitment costs
• 28% less turnover (Source: LinkedIn)

Tips for building your EVP:

• Highlight career in construction pathways.
• Promote ongoing training, wellness programs, and safe work environments.
• Be clear about career stability and advancement in construction jobs.

Use your EVP across job postings, career pages, and social media.

Strategy 3. Partner with Schools and Trade Programs

To beat the talent shortage, build relationships early.

Educational institutions, vocational schools, and even middle schools are vital in reshaping perceptions around construction careers.

Many students still view trades as a "lesser" path—when in reality, the economic stability of trades and their demand is stronger than ever, especially with AI starting to replace many white-collar jobs.

Successful trade companies often:

• Sponsor development programs and offer hands-on experience.
• Speak at career fairs and events in your area.
• Offer internships or short training tracks to introduce potential job candidates to the field.

Strategy 4. Highlight Flexible Work and Safety

Work-life balance and wellness programs are now essential to strong employer branding—even in physically demanding fields like construction.

While some jobs require on-site presence, you can still promote:

• Flexible work arrangements for planning roles or admin staff.
• Tools that improve workforce management and reduce burnout.
• Mental health resources and strong safety records.

Especially with supply chain disruptions and tight project timelines, safety and flexibility build trust.

Strategy 5. Showcase Skilled Trades as High-Tech Careers

Trades are not what they used to be—and that's a good thing.

Today's construction projects involve:

• Cutting-edge technologies like drones, BIM, and AR/VR.
• Advanced equipment and climate control technologies.
• Tools like Modular construction and AI-powered project management.

Use this to attract tech-savvy talent who may never have considered a career in construction. Show off your tools and processes through blogs, videos, and job ads to connect with the next-gen worker.

Strategy 6. Invest in Employee Growth & Referral Programs

Today's workers want to grow and develop, not just get a paycheck.

Investing in ongoing training, leadership development, and upskilling helps you retain talented workers and fill key roles from within. You also boost loyalty, reduce your recruitment process burden, and build a true employer-of-choice brand.

Strategy 7. Use Data to Target and Attract the Right Candidates

In a competitive job market, you can't rely on luck. Use recruitment software and data-driven insights to understand:

• What your potential employees are searching for.
• Which job postings perform best?
• What language connects with the skilled candidates you want.

Use platforms like:

• LinkedIn Recruiter
• Vouch for capturing employee stories and video insights
• Job boards targeting construction hires and manufacturing industries

Fine-tune your recruitment strategy by A/B testing content, measuring success, and adjusting fast.
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Who Are The Top 10 Trades & Services Companies By Revenue?

While not a definitive list, the trade industry is comprehensive. Here is a list of the top 10 notable trade companies by revenue.

Daikin Industries Ltd. – ~$31B

Global HVAC leader based in Japan.

Johnson Controls – ~$31.6B

Building systems, including HVAC, security, and fire.

Carrier Global – ~$21B

A pioneer in air conditioning and refrigeration.

Trane Technologies – ~$13B

HVAC systems and building climate solutions.

Quanta Services – ~$11.8B

Major U.S. electrical and infrastructure contractor.

MYR Group – ~$3.6B

Electrical construction for utility and commercial projects.

Rosendin Electric – ~$2.8B

Employee-owned electrical contractor.

EMCOR Group – ~$2.78B

Mechanical and electrical construction & facilities services.

Roto-Rooter – ~$844M

Top plumbing and drain service provider in North America.

Comfort Systems USA – ~$518M

HVAC and plumbing for commercial/industrial sectors.
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Summary

There's no one-size-fits-all formula—but applying these 7 employer branding strategies will help your construction business or trade service stand out.

Strong employer branding isn't about perks or slogans. It's about showing who you are, how you grow people, and why skilled workers should want to be part of your team.
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FAQs

What is employer branding in construction?

It's how your company is seen as an employer. It covers culture, benefits, values, and growth opportunities.

Why is there a labour shortage in skilled trades?

Aging workers, fewer young entrants, and outdated industry perceptions have led to a shortage.

How can construction companies attract young talent?

Through schools, digital campaigns, flexible work options, and showcasing tech.

What are the top job benefits tradespeople want?

Growth opportunities, job stability, safety, and wellness programs.

How important is video content in recruitment?

Extremely - authentic videos improve engagement and increase applications.

How can I improve retention in construction teams?

Training, safety, clear paths to promotion, and strong leadership.

What is the ASA, and how can they help?

The American Supply Association offers talent tools, events, and leadership programs.
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See Why Employer Branding Managers Love Vouch!

Loved by companies like Canva, Nike, Cisco, Stryker, HubSpot, Amazon, and more, tools like Vouch make leveraging employer branding strategies in your business remarkably easy.

Book a Vouch demo today and chat with an employer branding expert about your business needs.