By Diane Walsh, VP of Market Development & Channel Management for Shurtape Technologies, LLC
Across the country, painting contractors large and small are making one consistent concern clear: There’s a critical shortage of talent coming into the industry.
Many trades enjoy a direct funnel of talent from vocational education programs and trade schools, which are experiencing a renaissance in the wake of America’s mounting college debt problem and the de-stigmatization of education in the trades. But in the painting industry, organized recruitment initiatives or formal educational programs are incredibly scarce. And that puts painting contractors at a severe disadvantage in connecting with new talent.
One of the country’s few painting programs can be found at Williamson College of the Trades in Media, PA. The school’s Paintings and Coatings Technology program is a three-year stint designed to train students on all aspects of residential, commercial and industrial painting, covering everything from the basics (surface prep and application) to advanced knowledge (paint chemistry and color mixing) to business tactics (job estimating, business ethics and purchasing).
Program director Glenn Tomlinson says when it comes to job opportunities, most people only think of house painting. “But there’s a whole line of possibilities,” he adds. “House painting, industrial painting, starting your own business, estimating for big projects within the commercial world, sandblast work, working as an inspector or at a paint store as a salesperson or a manager—just to name a few.”
And though Williamson’s program shows an impressive employment rate, with 92% of a total of 45 recent graduates working in the painting field, programs like this are too few to provide a solution for the country-wide need.
Bootstrapping Solutions
Some contractors have turned to solving the labor shortage on their own, rethinking where to look for new talent, what to look for in candidates and how to keep good workers on staff.
Kevin Nolan has been ahead of this curve. With 111 employees, his Philadelphia-based company, Nolan Painting, is one of the largest residential painting companies in the mid-Atlantic. Nolan started his operation 40 years ago but has seen his most successful growth over the last 20.
He says a small labor pool isn’t a new challenge; rather he’s grappled with it for years. Nolan Painting only began to realize success once he started focusing his efforts on growing his employee base, rather than increasing profit margins through subcontracted labor.
Today, Nolan Painting uses no subcontracted labor. That’s no small feat when you consider the company does $12 million in annual revenue. Nolan dedicates roughly $300,000 annually (about 3 percent of his budget) exclusively to hiring, which includes about $100,000 for recruiting and $200,000 for marketing.
Before you write off that kind of spending as an approach reserved for companies with large operating budgets, remember that big operations like Nolan Painting start as small ones. And the ones that successfully make the transition understand growth is a long game and that the best way to win is with a dedicated team of employees.
The Secrets To Hiring
So what’s in their hiring playbook? Here are four tactics successful painting contractors use to grow their employee base—and their businesses.