By Jesse Sanchez. 

How roofing leaders and recruiters align hiring, flexibility and safety to strengthen culture as teams expand. 

Company culture can determine whether a roofing business scales smoothly or struggles as teams expand. On this episode of Roofing Road Trips®, host Karen Edwards spoke with Kristen Case of Hi-Peak Staffing Solutions and Erika Teasley of Stonescape Steel Roofing and Exteriors about what it takes to keep culture intact while hiring, training and managing growth. 

Erika described culture as something that requires ongoing attention from leadership rather than something that maintains itself automatically. Reflecting on a difficult period both personally and professionally, Erika said they realized the culture they had built would not sustain itself without continued involvement. “I kind of lost sight of my culture,” Erika said. “I just expected what I had grown and invested in for so many years to simply continue doing what it did on its own without me.” 

That pressure increases as workforce dynamics shift. Kristen noted how contractors are increasingly willing to bring in people from outside the roofing industry, which can broaden the talent pool but requires clearer expectations and stronger onboarding protocols. “Roofing is small, and there’s a whole workforce leaving the roofing industry,” Kristen said. “So, we’re working on bringing people from outside in.” 

For candidates, Kristen said a company’s culture is often revealed in the practical everyday details, including flexibility, communication methods and jobsite standards. In interviews, prospective employees may ask whether schedules allow them to manage family responsibilities and whether a company’s approach to safety matches what it promises. Kristen said safety enforcement can be decisive for field workers, noting a phrase heard often, “I don’t want to work at X company because there’s no safety enforcement and I don’t feel good about this.” 

Leaders set the tone by balancing ambition with sustainability and by treating employees as people with lives beyond the job. “Just truly understanding that there’s life outside of work as well,” Erika said. “My team deserve as much out of me as what I’m expecting out of them.” 

Listen to the entire podcast to learn more about company culture in roofing!

Outdoor Influencers celebrate their inaugural year of giving back to the outdoor industry. 

The Coffee Shops™, the award-winning websites where the industries meet for technology, information and everyday business, announces the 2026 Influencers for OutdoorCoffeeShop™.    

Each month, Influencers respond to a topic that is relevant and timely such as business growth, sustainability and eco-friendly solutions, design inspiration and more. OCS features Influencer responses through interviews, videos and articles. These Influencers represent every corner of the outdoor living industries, including contractors, associations, distributors, manufacturers and service providers. Their contributions are showcased in dedicated sections on the website and shared on social media. 

“Our mission with OutdoorCoffeeShop is to amplify the voices of professionals shaping the outdoor living industry,” said The Coffee Shops’ President and CEO Heidi J. Ellsworth. “From landscaping to hardscapes, pools, spas and decking, these Influencers are on the frontlines, bringing insights that will strengthen businesses and elevate professionalism across the industry.” 

We are proud to announce the following 2026 OutdoorCoffeeShop Influencers: 

• Rachel Mohorn – Heritage 
• Brittany Klein – Heritage  
• John Kenney – Cotney Consulting Group 
• Trent Cotney – Adams & Reese 
• Rob Murray – IM (Intrigue Media) Landscape Growth 
• Cindy Code – Project Evergreen 
• Kristin Case – Hi-Peak Staffing Solutions 
• Garrett Harris – Sherwin-Williams 
• Julissa Chavez – SRS Building Products/Heritage 
• Amanda Gay – Brava/Aspire 
• Taylor Dahlquist – Elevated Outdoors 

Find more information on the 2025 OCS Influencers.

About OutdoorCoffeeShop 

OutdoorCoffeeShop™ (OCS) is a community and resource hub for professionals in the outdoor space to share ideas, tell stories, research, find learning opportunities and offer help. OCS is the one of many websites under the umbrella of The Coffee Shops (thecoffeeshops.online), which went online in 2002.  OCS is the latest online community for contractors specializing in hardscape, pool and water features, decking and flooring, landscaping and outdoor living. Like the other Coffee Shops, OCS delivers award-winning content, education and information with a focus on outdoor living that will build professionalism and networking opportunities. We are the place where the industry meets!  For more information, visit www.outdoorcoffeeshop.com. 

About The Coffee Shops 

Award-winning websites and online communities make up The Coffee Shops. Starting with RoofersCoffeeShop, which launched in 2002, the growth of the sites has been explosive for the construction trades of roofing, metal, coatings and their customers. Currently featuring four Coffee Shops, RoofersCoffeeShop, MetalCoffeeShop®, CoatingsCoffeeShop®, OutdoorCoffeeShop™ and their sister site AskARoofer™, all the sites are committed to advocating for the construction trades by supplying consistent information, education and communication avenues for all contractors, while promoting positive growth, education and success of construction industries overall. The Coffee Shops also feature strong microsites with RoofersCoffeeShop.ca, RoofersCoffeeShop.uk and En Español. Visitors to the site continue to find excellent opportunities for sharing information while participating in important ongoing conversations concerning new technologies, safety and overall construction information and education. The Coffee Shops are “Where the Industries Meet!” For more information, visit www.thecoffeeshops.online. 

By Jesse Sanchez. 

How flexibility, clear expectations and modern recruiting are redefining what it takes to build teams that last. 

As roofing contractors compete for talent in a tighter labor market, leaders are finding that pay and perks only go so far if the day-to-day experience does not hold together. In this episode of Roofing Road Trips®, host Karen Edwards discussed what that reality looks like with Erica Teasley, owner of Stonescape Steel Roofing and Exteriors, and Kristin Case, co-owner of Hi-Peak Staffing. The discussion traced how company culture influences hiring decisions, employee longevity and even the way customers experience a brand. 

Erica said a positive culture is not optional for a business that wants to grow without burning out its team. “You know, to be quite honest with you, I will have to admit that your company culture truly can define the success of your company on whether or not you are going to thrive or if you're going to die,” she shared. After nearly 10 years of business, Erica described refining her approach to building and maintaining her company’s culture to protect that foundation. “I would say that, today, I have a kind of a role where I'm slow to hire and quick to fire,” she said, noting that interviews can mask whether someone will actually thrive in the role. 

Instead of forcing people into rigid positions, she emphasized structured opportunity and clear incentives. “Not putting people in boxes but simply starting them out at a reasonable level within my company and then giving them a growth path to where they can excel, and the sky is the limit for them [can help them thrive],” she explained. She also added that everyone has a base salary and a performance-based component. “Everyone in my company, from the lowest person to the highest person is all on a, you know, they have a salary, a base salary, but they also have a commission structure.” 

Kristin said that mindset matters because hiring conditions have changed. “Roofing is small and there's a whole workforce leaving the roofing industry,” she said. With more companies willing to train employees, she focuses on what happens after the hire, including tenure and leadership support. Kristin said those questions are central to how she evaluates employers on behalf of candidates, explaining that hiring no longer ends at filling an open position. When speaking with roofing contractors, she said she often presses them to look inward at their own retention patterns. “I’ll ask them, ‘How’s the tenure?’” Kristin explained. “Do you have a lot of people who stick around, or are people jumping ship every six months?” 

Erica connected retention to flexibility that respects life outside the office.  She added, “If I can alleviate as much headache and stress of the outside world off of my team, they seem to perform better and give me better production in my company.” 

 Kristin added that social media is increasingly becoming a part of recruiting and culture visibility. “There's a huge growth on TikTok for roofing,” she explained. Together, their perspectives underscore how empathy, adaptability and visibility are becoming practical tools for building teams that stay engaged, perform consistently and see a long-term future in roofing. 

Listen to the podcast to learn more about Stonescape Steel Roofing and Exteriors, Hi-Peak Staffing and National Women in Roofing!

By Emma Peterson. 

Learn about the importance of aligning your hiring with your company goals.  

In a new episode of Roofing Road Trips®, host Karen Edwards is joined by Kristin Case of Hi-Peak Staffing Solutions and Erika Teasley of Stonescape Steel Roofing & Exteriors for a conversation about developing a strong company culture. This is a crucial topic for business owners across the industry, as company culture is deeply connected to business success. Erika has experienced this firsthand, sharing, “Your company culture truly can define whether or not you are going to thrive or if you're going to die as a company. I have learned the hard way in many different situations throughout my time how important it is to hire people that truly are aligned with you in mission and company goals.”  

This is also a topic that Kristin knows well, as a main part of her work at Hi-Peak is based around connecting companies with talent that will mesh well with their culture. Kristin explained, “When I'm helping a client fill an internal position, I always ask what their onboarding and training process looks like. It’s a key conversation because you are very unlikely to find someone that is already perfect for a culture, but you can find people who are ready to grow into that.”  

So, what kind of training process is Kristin hoping to hear about when she starts that conversation? One championed by strong leaders that are willing to meet people where they are and help them grow. Something like what Erika has developed at Stonescape Steel Roofing. Erika shared a bit about how she onboards new team members, saying, “What I've learned is to start everyone out at a reasonable level within my company, and then give them a growth path to where they can excel and the sky is the limit for them. Everyone in my company, from the lowest person to the highest person, has a base salary. From there, I use a commission structure that allows them to grow based on their ability and dedication.” 

Listen to the whole episode for more on the importance of hiring with company culture in mind.

By Emma Peterson. 

Contractors can mitigate the labor shortage and close roofing’s growing age gap by meeting the next generation where they are. 

Labor shortages and finding new ways to bring new talent into the field is not a new topic in the roofing industry. It has been a challenge for decades, but it’s not an unsolvable one. To talk about how contractors can get involved in engaging the next generation of roofers, Karen Edwards sat down Kristin and Tony Case for a Roofing Road Trips® episode. 

Kristin and Tony are co-owners of Hi-Peak Staffing, a company that specializes in placing talent in the roofing industry. Kristin explained, “Here at Hi-Peak Staffing, we specialize in job placement within the roofing world. Anything from your laborers to project managers, estimator sales to C-suite. We work nationwide and we are growing to fill the need in the industry.”  

This role has given them a front row seat to the challenges contractors are facing when it comes to labor. Kristin shared some thoughts on this, “A lot of contractors are looking to be competitive in the market through labor and the best way to do that is by bringing on the new generation. We’ve got massive age gaps in roofing right now, so we have to grow and evolve to solve that.”  

There are a variety of ways that contractors can evolve to connect with the new generation that Kristin and Tony suggested, such as getting out into the community and involved with schools and trade programs. Tony explained, “It’s important to meet the next generation where they are. You’ll need to figure out where these programs and schools are and get in front of them to introduce them to our industry.” Kristin added, “And not only do you need to be on the ground at these places, you need to be talking about it. Promote your visits to schools on your social media, show people that you care about the next generation and the future of roofing.” 

Read the transcript or Listen to the whole podcast to hear more of Kristin and Tony's insights about recruiting the next generation of roofers. 

By Jesse Sanchez. 

Sharing how thoughtful retention strategies can strengthen trust, culture and long-term employee commitment across roofing companies. 

For roofing employers navigating a tight labor market, counteroffers can feel like a necessary tool to retain talent. In this episode of Roofing Road Trips®, leaders from High Peak Staffing Solutions unpacked why that instinctive response often falls short. Co-owners Tony and Kristin Case joined host Karen Edwards to discuss the pros and cons of counter offers and what they reveal about leadership, culture and long-term workforce stability. 

A counteroffer, as Kristin explained, is “the company’s response to an employee’s decision to leave” with the intent of convincing that individual to stay. In the roofing industry, where experienced talent is increasingly difficult to replace, those offers are appearing more frequently. According to Tony Case, many employers reach for counteroffers out of urgency rather than strategy, reacting to the immediate risk of losing a top performer instead of examining why that employee started looking elsewhere. 

That urgency often translates into financial incentives. Raises and bonuses become the default solution, even when compensation is not the primary driver behind an employee’s decision. Tony noted that “a lot of the time, the counteroffer has nothing to do with money,” pointing to leadership challenges, long hours or limited responsibility as more common sources of dissatisfaction. When those underlying issues remain unchanged, additional pay may ease tension temporarily but rarely address the real problem. 

The results tend to follow a predictable pattern. Kristin shared that 80 percent of employees who accept counteroffers still leave within six months. Based on High Peak’s recruiting experience, she explained that money alone rarely resolves deeper frustrations tied to burnout, morale or lack of growth. As she put it, “money doesn’t solve all problems,” particularly when employees feel overlooked or stuck. 

Still, counteroffers are not inherently negative. Tony emphasized that they can serve as a meaningful turning point when leaders treat them as a signal rather than a setback. When employers use the moment to reflect on management practices, workplace culture and communication habits, a counteroffer can open the door to real improvement instead of prolonging discontent. 

Both speakers stressed that retention should begin long before a resignation conversation. Regular performance reviews, clear advancement paths and ongoing feedback help employees understand their value and future within the company. Kristin noted that many candidates leave simply because they are unsure how they are performing or where they stand. 

From a recruiting standpoint, High Peak takes a selective approach, prioritizing employers that demonstrate stability, growth and healthy culture. Kristin explained that sometimes that means turning away work when the fit is not right. The broader lesson is consistent throughout the discussion: lasting retention is built on trust, transparency and leadership accountability, not last-minute negotiations. 

Read the transcript or Listen to the podcast to learn more about how High Peak Staffing Solutions helps roofing companies and professionals navigate retention, culture and long-term career growth through informed recruiting strategies!

By Jesse Sanchez. 

Why counteroffers often fail and what really keeps employees loyal. 

In a labor market stretched thin, counteroffers have become a common tactic for employers scrambling to keep top talent. But as Tony and Kristin Case of Hi-Peak Staffing Solutions explained on this episode of the Roofing Road Trips® podcast, simply offering more money won’t patch over deeper issues like poor leadership, lack of growth or toxic work environments. 

“Money doesn’t solve all problems,” said Kristin Case. “Usually there is a reason, like what Tony had mentioned before, the root causes, a toxic work environment, you know, working, 15-18 hour days, working weekends.” The co-owners of Hi-Peak shared insights drawn from years of recruiting in the roofing industry, where they’ve seen firsthand how often counteroffers backfire. “Eighty percent of people leave within the first six months of accepting a counteroffer,” Kristin noted, highlighting that the initial pay bump rarely addresses why the employee wanted out in the first place. 

Tony added that these offers are frequently born out of panic. “Counteroffers that are happening are more from desperation than they are from, ‘I had an eye-opening moment, and I understand that I’m going to lose good talent or talented people if I don’t change my ways as a leader.’” Instead of resorting to reactionary raises, Tony and Kristin encourage employers to do the hard work of identifying and resolving internal issues well before a resignation letter hits the desk. “You have to look at, ‘If my employee is trying to leave, what am I doing on a day-to-day basis?’” Tony said. “How can I make their job better?” 

They argue that companies should implement regular performance reviews, not just for employees, but for leadership as well. Creating a culture where people feel heard and appreciated, they suggest, is a far more sustainable solution than throwing money at a problem. 

Kristin summed it up this way: “People want to know if they’re doing a good job at the end of the day. And when they do feel like they’re doing a good job, they’re not looking—because they love where they work.” 

Read the transcript or Listen to the podcast to learn more from Tony and Kristin about why counteroffers miss the mark and what employers can do instead! 

By Jesse Sanchez. 

Online branding and short-form video are opening doors for Gen Z in unexpected ways. 

As roofing companies struggle to fill labor shortages and bring in the next generation of workers, many are finding their most powerful recruiting tool isn’t a job board or a trade fair, it’s social media. In this episode of Roofing Road Trips®, Tony and Kristin Case of Hi-Peak Staffing spoke with host Karen Edwards about how platforms like LinkedIn, TikTok and Instagram are transforming how young people discover and consider careers in roofing. 

Kristin, co-owner of Hi-Peak and a seasoned recruiter, is seeing a major shift with how social media has expanded brand exposure to a much broader audience. “What I’ve been seeing over the years with LinkedIn is roofing contractors making a brand image for themselves, sharing these humongous projects that they’ve done and getting that exposure,” she said. “That can create more jobs. And that’s what I think the younger generation likes to see. They’re visual.” 

While traditional perceptions of roofing may conjure up images of hot summers and manual labor, social media is pulling back the curtain on an industry with far more to offer. From sleek flat-roof installations to behind-the-scenes team shoutouts and day-to-day operations, companies are learning that authenticity, not polish, is what drives engagement. 

“I follow a hundred companies on Instagram just because I like to see what they’re doing,” Kristin said. “Whether it’s just to throw them a referral or whatever, I’m always happy to share that. So, I find that stuff really exciting.” Tony added that younger job seekers and even current tradespeople are drawn to content that highlights skill, purpose and pride in work. “Everyone is looking for those inspirations or those highlights of craftsmanship and innovation,” he said. “And when we see those things, it’s immediately attractive.” 

Their advice to roofing companies? Use your phone. Post that shoutout. Film that install. Highlight the people behind the work. Gen Z is watching and looking for places where they can build careers with meaning. 

Read the transcript or Listen to the podcast for more insights on how social media is reshaping the roofing workforce and why authenticity is winning over the next generation! 

By Jesse Sanchez. 

Resilience, attention to detail and emotional intelligence are proving valuable on and off the roof. 

In this episode of Roofing Road Trips®, industry recruiters and leaders shared how roofing companies are increasingly benefiting from hiring women because the skills they bring are making a real impact. “Women tend to be more empathetic. I think of myself as somebody who has an emotional maturity where I can recognize when somebody’s having a hard day,” said Rae Fistonich, director of business development at Chinook Building Envelope Services. That insight, she noted, shapes her leadership and drives better performance from her teams. Kristin Case, co-owner of Hi-Peak Staffing, hears similar feedback from clients. She said, “The feedback is, ‘Wow, what a strong communicator I’ve hired. The attention to detail this person has is incredible.’” 

Both agreed that another stand out talent women bring to the roofing industry is resilience. Kristen noted, “When women jump into a roofing position, they don’t just give up. They say, ‘I want to be here. I deserve to be here and I’m cool with being here.’” According to Rae, there can be some stigma for women entering a male-populated industry, which is why resilience is so key. Rae shared, “We’re approaching every problem with a chip on our shoulder. I have something to prove. I'm going to figure this out. I'm going to get it right. I'm going to show you that you're making the right decision by promoting me to this role or hiring me for this role. I think that's why you find that they're not giving up so easily because we have something to prove.”  

As the industry continues to evolve and adopt more advanced tools and safety protocols, physical barriers for women in roofing are fading. Noting how precision and patience translate into high-quality work Rae said, “If you look at the way coatings are installed, that fluidity in the motion of your hands, it honestly reminds me of icing a cake. It's that fluidity in the motion, these soft skills that become applicable to women in general.”  

Companies that recognize and value these strengths are seeing clear benefits, from stronger leadership to improved job site dynamics. Kristen has noticed this with the female business owners in the NWIR Denver council and shared, “Women are so knowledgeable and that shines. And then by being so knowledgeable and being great leaders, they're able to hire on the crews to help. So it's a big family. They're all helping each other along the process.” 

Read the transcript, Listen to the podcast or Watch the webinar to learn more about how a changing workforce is improving how business gets done in roofing! 

By Jesse Sanchez. 

Strong communication isn’t a bonus of the roofing recruitment process; it’s the foundation. 

For roofing contractors navigating a highly competitive labor market, finding the right talent is only half the battle. The other half? Keeping canidates engaged through a hiring process that’s fast, clear and tailored to real-world expectations. That’s where communication becomes more than a best practice; it becomes a make-or-break factor. In this episode of Roofing Road Trips®, Tony and Kristin Case of Hi-Peak Staffing Solutions shared their candid perspectives on how poor communication costs companies top-tier candidates and how a simple shift in their hiring process can turn things around. 

“We are in the relationship business,” said Tony. “If we can’t communicate clearly, if we can’t communicate openly, we don’t know if we can build that relationship.” That clarity starts early. When a roofing company reaches out to Hi-Peak for help, Kristin insists on a deep discovery call, focusing not just on job descriptions but on deal-breaking must-haves, skills, certifications and software experience that define a successful match. “You have to be a chameleon,” Kristin said. “Some of my clients love being on the phone. Some say, ‘I’m so busy, I can respond very quickly in a text or email.’” Learning a client’s style helps her tailor communication so there’s less back-and-forth and fewer mismatches. 

But the conversation didn’t stop there. As the search progresses, Hi-Peak emphasizes proactive feedback. That’s especially important when roles evolve mid-search or when expectations don’t match the local talent market. In these cases, Kristin leans in with hard truths. “If I know a market rate in a certain area and I know my client’s not going to reach it, then we go back to the must-haves,” she said. “We need to scratch one.” Pacing is just as important as transparency. With skilled candidates in high demand, delays can sink the deal. “We cannot wait two weeks or three weeks or four weeks,” Tony said. “Once we have that decision made, we try to make it a seamless process to the offer stage.” 

And sometimes, a simple personal touch is all it takes. If a Hi-Peak client is tied up after interviewing a candidate, Kristin doesn’t hesitate to suggest they send a quick message to keep the connection warm: “Hey, I’m out of town. I can’t wait to get you on my calendar when I return.” That small gesture, she explained, can make a big impact. 

“When the candidate hears that from a client,” she said, “they will drop everything.” 

For companies still wondering whether their recruiting process is working, the Cases say the proof is in the follow-up. According to Kristin, “The best reward is right after we place someone and if we turn around and get another job order right after that.” 

Read the transcript or Listen to the podcast to learn more about how Tony and Kristin use smart, human-centered communication to fill critical roles and how your roofing business can, too!