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Are You Missing Out on Top Talent? What Every General Contractor Website Needs to Attract the Best in the Industry

In today’s competitive construction market, the challenge isn’t just winning projects—it’s winning the war for talent. General contractors across the U.S. are struggling to find and retain qualified employees. While competitive salaries and benefits packages are a given, many contractors overlook a powerful tool that’s already at their disposal: their website.

Your website is more than a digital business card. It’s often the first impression potential employees have of your company. If your site doesn’t have the right elements to convey your culture, opportunities, and commitment to excellence, you could be missing out on top talent. So, what exactly should you include on your website to stand out?


1. Dedicated Careers Page with Clear Job Listings

This may sound obvious, but a well-structured, easy-to-navigate Careers page is essential. This page should not just list open positions; it should also give a snapshot of what it’s like to work at your company. For each job post:

  • Provide a detailed description of the role, including responsibilities and requirements.
  • Include information about your company culture, mission, and values.
  • Use visuals like team photos or job site images to humanize your business.
  • Offer clear instructions for how to apply, including links or forms that make it simple for prospective employees to reach out.
A pro tip: Regularly update the page, even if you’re not hiring. This shows that your company is growing and can prevent your website from looking stagnant or out-of-date.


2. Highlight Company Culture and Employee Testimonials

In a labor market where skilled workers have options, company culture is often the deciding factor. Your website should tell a compelling story about why people love working for your company. Consider these elements:

  • Employee Testimonials: Include written or video testimonials from current team members, discussing their experiences and what makes your company stand out.
  • “Day in the Life” Content: Create videos or blogs showing what a typical day looks like for different roles within your company.
  • Community Involvement and Awards: Share any community projects, partnerships, or awards your company has won. This speaks to your commitment to making a difference.


3. Career Growth Opportunities and Training Programs

Potential employees want to see that they’ll have opportunities to grow, learn new skills, and advance their careers. Dedicate a section of your site to talk about career paths, training programs, certifications, and mentorship opportunities. Show that you’re not just hiring for today’s project but investing in the long-term development of your employees.


4. Competitive Benefits and Perks

It’s not enough to say you offer “competitive benefits.” Spell it out. Do you provide health insurance, 401(k) matching, or performance bonuses? Is there a sign-on bonus for hard-to-fill roles? Are there perks like company vehicles, tool allowances, or flexible work schedules? The more specific you are, the more appealing you’ll be to prospective employees.


5. Diversity and Inclusion Statement

General contracting isn’t a one-size-fits-all industry, and neither should be your approach to hiring. Make sure to include a diversity and inclusion statement on your website to show that you’re committed to providing equal opportunities for all.


6. A Career Blog or Resource Center

Including a blog or resource center that focuses on career-related topics can help position your company as an industry leader. Topics could include:

  • Tips for standing out in a job interview for a construction role
  • The importance of safety certifications
  • Insights on the latest industry trends and how your company stays ahead
This content not only provides value but also helps improve your SEO rankings, increasing the chances that job seekers will find your site organically.


7. Mobile Optimization and Fast Load Speed

Finally, don’t underestimate the technical aspects of your site. Many potential employees will be browsing from their smartphones, so make sure your site is mobile-friendly. And since today’s job seekers have little patience for slow websites, optimizing for load speed is a must.

By including these elements on your website, you’ll create an attractive digital storefront that showcases your company as the best place to build a career in the construction industry. It’s not just about filling a position; it’s about finding the right fit—someone who will grow with your company for years to come.