The construction labor shortage isn't getting better. Every contractor I talk to says the same thing. "Finding good people is extremely difficult."
But here's the reality—good tradespeople are out there. They're just being selective about where they work.
Think about it: A skilled carpenter or welder with 10 years of experience has options. They're scrolling LinkedIn, Indeed, and Instagram just like everyone else. And when they look at your company, what do they see?
Probably the same thing they see everywhere else. Generic "we're hiring" posts. Stock photos of hard hats. Maybe some project photos.
Nothing that tells them what it's actually like to work for you.
That's where employee testimonial videos change everything.
When someone's considering a job, they want to know: What's the culture like? Do people actually enjoy working here? Will I have growth opportunities? Is the leadership decent?
A job posting can't answer those questions. Your "About Us" page definitely can't.
But your employees can.
When a potential hire sees your crew talking on camera about why they stay with your company, something clicks. It's authentic. It's real. It's not HR-approved corporate speak.
And here's the bonus: These same videos build trust with potential clients. When a property developer sees your team talking about craftsmanship and attention to detail, that's powerful. You're getting double ROI—better employees AND better clients.
Most companies mess this up. They script everything, film in a sterile office, and the result feels like a hostage video.
Here's what works:
Keep it real. Give your team 3-4 questions and let them answer naturally. No scripts. You want their actual words, not corporate talking points.
Film where the work happens. Job sites, the shop floor, in the truck. Show the environment. Let people see themselves there.
Ask the right questions:
Keep it short. 60-90 seconds per person maximum. Attention spans are short. Get to the good stuff fast.
Show different roles. Don't just film your foreman. Show apprentices, experienced tradespeople, project managers. Different perspectives matter.
Here's something most contractors don't think about: These videos don't just attract employees. They close clients.
When a potential client is choosing between three millwork companies, and they see your team talking about craftsmanship, detail work, and taking pride in their projects—that matters.
It shows you're not just a company with tools. You're a company with skilled people who care.
That's what wins projects in the $500K+ range. Not just competitive pricing. Trust.
You don't need a massive budget. You need:
Film 3-5 employees. Get 60-90 seconds from each. Edit it cleanly. Post it everywhere—LinkedIn, Instagram, TikTok, Facebook, YouTube.
Update them every 6-12 months with new people.
Employee testimonial videos are just one piece of the puzzle. If you're serious about attracting better employees AND better clients, you need a complete brand presence that positions your construction company as the obvious choice.
At ER Media, our Build Your Brand package includes everything construction companies need to dominate their market:
Ready to see if Build Your Brand is right for your business? Schedule a free 15-minute brand consultation, and we'll show you exactly how to position your company to attract top talent and premium clients.
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