Construction Today - September 2016 - 11

Using Carrots
You may already have an idea: steady work is
a big one, and job location often ranks near
the top. If, for example, you have a business
model that lands longer contracts and lands
them more quickly than the competition,
you definitely want to feature those carrots.
Retaining employees is the other side of this
coin, and it works hand-in-hand with recruiting. Carrots bring 'em in, but culture keeps 'em
on the team. When I bring up culture, a lot of
executives get that deer-in-headlights look.
They think culture is either squishy (can't put
it on a spreadsheet) or complex and mysterious
(requires training in subtle, arcane arts). Nope.
In fact, culture is easy.
Don't overthink it. I worked with the CEO
of a successful industrial contracting firm
in southern California. Turns out this CEO
also rides a Harley. I don't know the actual
percentage of people in the construction
trades who ride motorcycles, but at the risk
of stereotyping, I'm going to say it's pretty
high. We started featuring pictures of this
CEO with his hog in recruitment ads, and
candidates responded.
Is that huge in the company's big picture?
Not at all. But to the target audience, it's
significant. It communicates that this is not
a stuffy, three-piece suit culture, but one
with which members of the target audience
can identify. Put your head into their heads.
For example, when a new person joins the
construction crew, what happens? Maybe
the rest of the team razzes the new one and
plays some harmless pranks. That's not
your culture, that's theirs. But you can help
affirm their culture to promote retention.
For example, you could post a picture of the
new employee with "New Guy" or "New Gal."
Then, when the next new person comes on
board, the previous one gets to tear down the
picture and put up the new "New Guy/Gal."

It's like an initiation, and it builds loyalty. Want to take it a step
further? Set up an account with a local bar that your crew likes. At the
end of New Guy/Gal's first week, send your crew there to celebrate,
with the first round on you. Pay for the Uber rides home, and for $100,
you've just promoted culture. As a big extra bonus, you've just made
New Guy/Gal part of your recruitment team, as he or she tells coworkers from previous jobs about what a great company you have.
If this sounds a little like a page from a sales and marketing handbook, you're right. Secret No. 3: You have to court candidates just as
you court customers.
Both have choices, so you have to compel both groups to choose
you. Just as your marketing team develops customer profiles to focus
marketing efforts, you have to know your candidates so you can
focus your recruiting efforts.
If you've stuck with me this far in the article, you've probably
realized that these "secrets" are just common sense with a dose of
creativity. When the problem is the center of our focus, sometimes
we stare so hard at the center that we forget to look on the edges. Just
remember: your competitors are busy staring at the center, too. To
differentiate yourself, don't be afraid to be a little edgy.

Kim Shepherd joined
Decision Toolbox, a 100
percent virtual organization providing recruitment solutions in 2000 as
CEO. Today, she leads the
company's growth strategy, primarily through
developing partnerships
and alliances, and as an
active member of the
Los Angeles and Orange
County human resources
communities. Learn more
at dtoolbox.com. Contact
Kim at kshepherd@
dtoolbox.com and follow
her on Twitter at @
KimShepherd_DT.
Thomas Brennan is
senior writer at Decision
Toolbox. For more than a
decade, he has played an
integral role in developing strategic marketing
materials designed to
attract top candidates for
Decision Toolbox clients.

11

SEPTEMBER 2016 CONSTRUCTION-TODAY.COM

EMPLOYEE RECRUITING

controller probably isn't what's important to
carpenters, masons and backhoe operators.
Talk to your existing hourly team to find out
what's valuable to them.


http://www.CONSTRUCTION-TODAY.COM

Table of Contents for the Digital Edition of Construction Today - September 2016

Contents
Construction Today - September 2016 - Cover1
Construction Today - September 2016 - Cover2
Construction Today - September 2016 - 1
Construction Today - September 2016 - Contents
Construction Today - September 2016 - 3
Construction Today - September 2016 - 4
Construction Today - September 2016 - 5
Construction Today - September 2016 - 6
Construction Today - September 2016 - 7
Construction Today - September 2016 - 8
Construction Today - September 2016 - 9
Construction Today - September 2016 - 10
Construction Today - September 2016 - 11
Construction Today - September 2016 - 12
Construction Today - September 2016 - 13
Construction Today - September 2016 - 14
Construction Today - September 2016 - 15
Construction Today - September 2016 - 16
Construction Today - September 2016 - 17
Construction Today - September 2016 - 18
Construction Today - September 2016 - 19
Construction Today - September 2016 - 20
Construction Today - September 2016 - 21
Construction Today - September 2016 - 22
Construction Today - September 2016 - 23
Construction Today - September 2016 - 24
Construction Today - September 2016 - 25
Construction Today - September 2016 - 26
Construction Today - September 2016 - 27
Construction Today - September 2016 - 28
Construction Today - September 2016 - 29
Construction Today - September 2016 - 30
Construction Today - September 2016 - 31
Construction Today - September 2016 - 32
Construction Today - September 2016 - 33
Construction Today - September 2016 - 34
Construction Today - September 2016 - 35
Construction Today - September 2016 - 36
Construction Today - September 2016 - 37
Construction Today - September 2016 - 38
Construction Today - September 2016 - 39
Construction Today - September 2016 - 40
Construction Today - September 2016 - 41
Construction Today - September 2016 - 42
Construction Today - September 2016 - 43
Construction Today - September 2016 - 44
Construction Today - September 2016 - 45
Construction Today - September 2016 - 46
Construction Today - September 2016 - 47
Construction Today - September 2016 - 48
Construction Today - September 2016 - 49
Construction Today - September 2016 - 50
Construction Today - September 2016 - 51
Construction Today - September 2016 - 52
Construction Today - September 2016 - 53
Construction Today - September 2016 - 54
Construction Today - September 2016 - 55
Construction Today - September 2016 - 56
Construction Today - September 2016 - 57
Construction Today - September 2016 - 58
Construction Today - September 2016 - 59
Construction Today - September 2016 - 60
Construction Today - September 2016 - 61
Construction Today - September 2016 - 62
Construction Today - September 2016 - 63
Construction Today - September 2016 - 64
Construction Today - September 2016 - 65
Construction Today - September 2016 - 66
Construction Today - September 2016 - 67
Construction Today - September 2016 - 68
Construction Today - September 2016 - 69
Construction Today - September 2016 - 70
Construction Today - September 2016 - 71
Construction Today - September 2016 - 72
Construction Today - September 2016 - 73
Construction Today - September 2016 - 74
Construction Today - September 2016 - 75
Construction Today - September 2016 - 76
Construction Today - September 2016 - 77
Construction Today - September 2016 - 78
Construction Today - September 2016 - 79
Construction Today - September 2016 - 80
Construction Today - September 2016 - 81
Construction Today - September 2016 - 82
Construction Today - September 2016 - 83
Construction Today - September 2016 - 84
Construction Today - September 2016 - 85
Construction Today - September 2016 - 86
Construction Today - September 2016 - 87
Construction Today - September 2016 - 88
Construction Today - September 2016 - 89
Construction Today - September 2016 - 90
Construction Today - September 2016 - 91
Construction Today - September 2016 - 92
Construction Today - September 2016 - 93
Construction Today - September 2016 - 94
Construction Today - September 2016 - 95
Construction Today - September 2016 - 96
Construction Today - September 2016 - 97
Construction Today - September 2016 - 98
Construction Today - September 2016 - 99
Construction Today - September 2016 - 100
Construction Today - September 2016 - 101
Construction Today - September 2016 - 102
Construction Today - September 2016 - 103
Construction Today - September 2016 - 104
Construction Today - September 2016 - 105
Construction Today - September 2016 - 106
Construction Today - September 2016 - 107
Construction Today - September 2016 - 108
Construction Today - September 2016 - 109
Construction Today - September 2016 - 110
Construction Today - September 2016 - 111
Construction Today - September 2016 - 112
Construction Today - September 2016 - 113
Construction Today - September 2016 - 114
Construction Today - September 2016 - 115
Construction Today - September 2016 - 116
Construction Today - September 2016 - 117
Construction Today - September 2016 - 118
Construction Today - September 2016 - 119
Construction Today - September 2016 - 120
Construction Today - September 2016 - 121
Construction Today - September 2016 - 122
Construction Today - September 2016 - 123
Construction Today - September 2016 - 124
Construction Today - September 2016 - 125
Construction Today - September 2016 - 126
Construction Today - September 2016 - 127
Construction Today - September 2016 - 128
Construction Today - September 2016 - Cover3
Construction Today - September 2016 - Cover4
http://digital.construction-today.com/nxtbooks/knighthouse/ct_vol17issue5b
http://digital.construction-today.com/nxtbooks/knighthouse/ct_vol17issue5a
http://digital.construction-today.com/nxtbooks/knighthouse/ct_vol17issue4
http://digital.construction-today.com/nxtbooks/knighthouse/ct_vol17issue4a
http://digital.construction-today.com/nxtbooks/knighthouse/ct_vol17issue3
http://digital.construction-today.com/nxtbooks/knighthouse/ct_vol17issue3a
http://digital.construction-today.com/nxtbooks/knighthouse/ct_vol17issue2
http://digital.construction-today.com/nxtbooks/knighthouse/ct_vol17issue2a
http://digital.construction-today.com/nxtbooks/knighthouse/ct_vol17issue1
http://digital.construction-today.com/nxtbooks/knighthouse/ct_vol17issue1a
http://digital.construction-today.com/nxtbooks/knighthouse/ct_vol16issue6
http://digital.construction-today.com/nxtbooks/knighthouse/ct_vol16issue5
http://digital.construction-today.com/nxtbooks/knighthouse/ct_vol16issue4
http://digital.construction-today.com/nxtbooks/knighthouse/ct_vol16issue3
http://digital.construction-today.com/nxtbooks/knighthouse/ct_vol16issue2
http://digital.construction-today.com/nxtbooks/knighthouse/ct_vol16issue1
http://digital.construction-today.com/nxtbooks/knighthouse/ct_201712
http://digital.construction-today.com/nxtbooks/knighthouse/ct_201711
http://digital.construction-today.com/nxtbooks/knighthouse/ct_20170910
http://digital.construction-today.com/nxtbooks/knighthouse/ct_20170708
http://digital.construction-today.com/nxtbooks/knighthouse/ct_201706
http://digital.construction-today.com/nxtbooks/knighthouse/ct_201705
http://digital.construction-today.com/nxtbooks/knighthouse/ct_20170304
http://digital.construction-today.com/nxtbooks/knighthouse/ct_201702
http://digital.construction-today.com/nxtbooks/knighthouse/ct_201701
http://digital.construction-today.com/nxtbooks/knighthouse/ct_20161112
http://digital.construction-today.com/nxtbooks/knighthouse/ct_201610vol2
http://digital.construction-today.com/nxtbooks/knighthouse/ct_201610
http://digital.construction-today.com/nxtbooks/knighthouse/ct_201609
http://digital.construction-today.com/nxtbooks/knighthouse/ct_201608
http://digital.construction-today.com/nxtbooks/knighthouse/ct_201607
http://digital.construction-today.com/nxtbooks/knighthouse/ct_201606
http://digital.construction-today.com/nxtbooks/knighthouse/ct_201605
http://digital.construction-today.com/nxtbooks/phoenix/ct_201604
http://digital.construction-today.com/nxtbooks/phoenix/ct_20160304
http://digital.construction-today.com/nxtbooks/phoenix/ct_20160102
http://digital.construction-today.com/nxtbooks/phoenix/ct_20151112
http://digital.construction-today.com/nxtbooks/phoenix/ct_20150910
http://digital.construction-today.com/nxtbooks/phoenix/ct_20150708
http://digital.construction-today.com/nxtbooks/phoenix/ct_20150506
http://digital.construction-today.com/nxtbooks/phoenix/ct_20150304
http://digital.construction-today.com/nxtbooks/phoenix/ct_20150102
http://digital.construction-today.com/nxtbooks/phoenix/ct_20141112
http://digital.construction-today.com/nxtbooks/phoenix/ct_20140910
http://digital.construction-today.com/nxtbooks/phoenix/ct_20140708
http://digital.construction-today.com/nxtbooks/phoenix/ct_20140506
http://digital.construction-today.com/nxtbooks/phoenix/ct_20140304
http://digital.construction-today.com/nxtbooks/phoenix/ct_20140102
http://digital.construction-today.com/nxtbooks/phoenix/ct_20131112
http://digital.construction-today.com/nxtbooks/phoenix/ct_20130910
http://digital.construction-today.com/nxtbooks/phoenix/ct_20130708
http://digital.construction-today.com/nxtbooks/phoenix/ct_20130506
http://digital.construction-today.com/nxtbooks/phoenix/ct_20130304
http://digital.construction-today.com/nxtbooks/phoenix/ct_20130102
http://digital.construction-today.com/nxtbooks/phoenix/ct_20121112
http://digital.construction-today.com/nxtbooks/phoenix/ct_20120910
http://digital.construction-today.com/nxtbooks/phoenix/ct_201208
http://digital.construction-today.com/nxtbooks/phoenix/ct_201207
http://digital.construction-today.com/nxtbooks/phoenix/ct_201206
http://digital.construction-today.com/nxtbooks/phoenix/ct_201205
http://digital.construction-today.com/nxtbooks/phoenix/ct_201204
http://digital.construction-today.com/nxtbooks/phoenix/ct_201203
http://digital.construction-today.com/nxtbooks/phoenix/ct_201202
http://digital.construction-today.com/nxtbooks/phoenix/ct_201201
http://digital.construction-today.com/nxtbooks/phoenix/ct_201112
http://digital.construction-today.com/nxtbooks/phoenix/ct_20111011
http://digital.construction-today.com/nxtbooks/phoenix/ct_201109
http://digital.construction-today.com/nxtbooks/phoenix/ct_201108
http://digital.construction-today.com/nxtbooks/businessmedia/ct_201107
http://digital.construction-today.com/nxtbooks/businessmedia/ct_201106
http://digital.construction-today.com/nxtbooks/businessmedia/ct_201105
http://digital.construction-today.com/nxtbooks/businessmedia/ct_201104
http://digital.construction-today.com/nxtbooks/businessmedia/ct_201103
http://digital.construction-today.com/nxtbooks/businessmedia/ct_201102
http://digital.construction-today.com/nxtbooks/businessmedia/ct_201101
http://digital.construction-today.com/nxtbooks/businessmedia/ct_201012
http://digital.construction-today.com/nxtbooks/businessmedia/ct_201011
http://digital.construction-today.com/nxtbooks/businessmedia/ct_201010
http://digital.construction-today.com/nxtbooks/businessmedia/ct_201009
http://digital.construction-today.com/nxtbooks/businessmedia/ct_201008
http://digital.construction-today.com/nxtbooks/businessmedia/ct_201007
http://digital.construction-today.com/nxtbooks/businessmedia/ct_201006
http://digital.construction-today.com/nxtbooks/businessmedia/ct_201005
http://digital.construction-today.com/nxtbooks/businessmedia/ct_201004
http://digital.construction-today.com/nxtbooks/businessmedia/ct_201003
http://digital.construction-today.com/nxtbooks/businessmedia/ct_201002
http://digital.construction-today.com/nxtbooks/businessmedia/ct_201001
http://digital.construction-today.com/nxtbooks/schofield/ct_200912
http://digital.construction-today.com/nxtbooks/schofield/ct_200911
http://digital.construction-today.com/nxtbooks/schofield/ct_200910
http://www.nxtbook.com/nxtbooks/schofield/ct_200909
http://www.nxtbookMEDIA.com