He Who Has the People, Wins: Why Culture Is Roofing’s Next Competitive Edge
By Luke McCormack
When I took the stage at the STG - Sales Transformation Group event earlier this year, I said something that’s only grown truer with time - a principle that defines where our industry is heading.
He who has the people, wins.
At the time, I meant it in the context of recruitment, the reality that the companies attracting and retaining great people are the ones pulling ahead. But the more I’ve watched the industry evolve this year, the more I’ve realised that this idea goes deeper than hiring.
It’s about culture.
And in the roofing industry right now, culture might just be the biggest differentiator there is.
The Real Crisis in Roofing Isn’t Materials or Margins, It’s People
We talk a lot about supply chain challenges, pricing pressure, or project delays. Those are real issues. But the real constraint, the one shaping every roofing business across the country, is people.
According to the National Roofing Contractors Association and the Roofing Alliance , nearly 90% of U.S. roofing contractors say they’re struggling to find and retain skilled workers.
That’s not a short-term challenge; that’s a structural one.
The same research shows that these shortages are driving up costs, reducing efficiency, and limiting the number of projects companies can even take on.
At the same time, the U.S. Bureau of Labor Statistics reports that construction overall faces one of the highest workforce turnover rates in any sector, and other studies estimate that more than half of employees in construction change jobs each year.
And here’s a sobering truth: around 80% of contractors don’t make it past their third year in business, with most failures linked not to financial collapse, but to leadership and staffing challenges.
These numbers all point to the same thing, the labor issue isn’t just operational.
It’s cultural.
You Can’t Out-Hire a Culture Problem
Too many businesses treat hiring like triage: something you do to plug gaps, not to build foundations.
They rush to fill roles, and for a moment it feels like the problem is solved.
But the cycle always comes back around, people leave, teams lose momentum, and leaders end up back at square one.
Why? Because you can’t out-hire a culture problem.
Culture determines who stays, it determines how people show up, it determines whether someone gives 80% or 110%.
And it starts at the top, with clarity of purpose, alignment of values, and consistency of action.
Fit Before Function: The Shift That Changes Everything
The companies growing fastest right now, even in a tough labor market, are the ones who’ve stopped hiring for speed and started hiring for fit.
They understand that:
- Skills can be taught.
- Experience can be built.
- But belief, in the mission, in the culture, in the work can’t be manufactured.
According to Gallup, employees who feel connected to their company’s purpose are five times more likely to stay long-term.
And Deloitte’s research shows that companies with strong, well-defined cultures are up to four times more profitable than those without one.
This isn’t a soft concept.
It’s a hard-edge business advantage.
When you get culture right, recruitment becomes easier.
Retention improves.
Leadership pipelines develop naturally.
And your company starts to build a reputation that attracts the very best people in the industry, the kind who could work anywhere but choose to stay with you.
Culture as a Strategy for Growth
At Roofing Talent America (RTA), we start every partnership the same way: by understanding a company’s culture before we ever talk about roles.
We ask questions like:
- What kind of people thrive here?
- What do your best employees have in common?
- What’s the story you want people to tell about working for you?
Because culture isn’t a recruitment filter, it’s the foundation of performance.
It’s how you scale a business without losing your identity.
And in an industry projected to reach $31 billion by 2025, culture isn’t just a leadership talking point anymore, it’s a survival strategy.
The Future Belongs to the People Builders
Roofing is an industry of builders.
We build systems, structures, and legacies that last.
But the next era of growth will belong to the companies that build people with the same level of intention.
When I said he who has the people, wins, I wasn’t talking about headcount.
I was talking about alignment.
About culture.
About leadership that invests in people the way we invest in projects.
Because in the end, it’s not just about who you hire, it’s about who stays, who grows, and who helps you build what comes next.
And that’s where the real legacy begins.
If you'd like to discuss strategies to find a retain the best talent for your roofing firm, please reach out to our team Roofing Talent America (RTA) via hello@roofingtalentamerica.com or book in my diary for a discovery call to discuss your wider talent strategy www.calendly.com/lukemccormack
