Branding, not just building

By Jesse Sanchez. 

Experts say reframing the roofing industry’s image is key to attracting young talent. 

In this episode of Roofing Road Trips®, hosts Karen Edwards and guests Tony and Kristin Case of Hi-Peak Staffing Solutions tackled a challenge gripping the industry: how to attract a younger generation to careers in roofing. The answer, they argue, starts with changing the narrative. 

“When people hear roofing, they just think of a roofer as a certain person who’s going to be, like my dad, doing tear-offs in the summer,” said Kristin. “That is not what the world of roofing is today.” 

With over a decade of roofing industry recruitment under her belt, Kristin says Hi-Peak Staffing Solutions is seeing a growing demand across the board, from laborers and warehouse workers to C-suite executives. The problem isn’t the jobs, it’s perception. Kristin stressed the need for better branding and messaging. “It provides so many opportunities,” she explained. 

That perception shift is happening at trade schools and through company-run academies, where newcomers can learn about roof systems, sales, service coordination and more. “Being a roofer is absolutely essential and awesome,” Kristin added, “but there are other careers within the roofing industry that you might also be attracted to.” 

Tony Case expressed the importance of early engagement. “What we’ve noticed is that we want to get them early and often,” he said, referring to partnerships with trade schools and even universities. Drawing on his own athletic background, Tony noted how student-athletes, in particular, bring qualities like discipline and resilience that make them strong candidates. 

Their insights point to a broader industry trend: companies must reintroduce roofing to Gen Z not as a fallback but as a forward path. That means showing up at job fairs, aligning with educational institutions and amplifying success stories online. 

“Get that messaging out there,” Kristin urged, “because you never know who’s going to see it and say, ‘Wow, those people take a lot of pride in their company. That’s a place I can picture myself working.’” 

Read the transcript or Listen to the podcast to learn more about how companies are transforming their recruiting tactics and why roofing could be the next big thing for young job seekers!