RoofViews

Residential Roofing

Looking to Boost Employee Retention? Launch a Rewards Program

By Satta Sarmah Hightower

January 10, 2020

From bonus incentives to profit sharing, you can reward employees in several ways.

Good employees are key to building a successful contracting business—but recruitment and retention don't happen all on their own.

Employee rewards and recognition programs can help you foster workplace loyalty and strengthen employee retention, and there are many ways to reward your staff and crew for the work they do every day.

Why It's Important to Reward Employees

It's crucial to create an environment that prioritizes rewarding and acknowledging employees—without them, you wouldn't be able to sustain your business or serve customers. Paying someone a salary is great, but establishing a workplace culture where people feel that they're valued for their contributions is just as important. Building a successful company comes with a lot of sacrifices, and not just for you as an owner. Your employees work long hours, deal with challenging projects, and provide great service to customers even when they may test their patience. This loyalty is worth acknowledging.

But rewarding employees is more than just its own reward. There's also a more practical reason: incentives have a concrete impact on employee recruitment, morale, and retention. According to SHRM, nearly 10% of employees who quit their jobs do so because of compensation and benefits, which includes rewards and incentives. Staff turnover is expensive. Studies have found it costs between six and nine months' salary to replace and train a salaried employee. During this time, other team members may have to assume more responsibility, which only hurts your company's productivity, efficiency, and profitability.

Bonuses

Everyone desires financial stability, and bonuses can provide an additional way for your crew to support their families. In addition to rewarding staff and crew, though, developing a bonus incentive program can be a tool to reach quarterly or annual goals. The key to an effective bonus incentive is to align it with performance metrics.

For instance, you might reward a crew for finishing 90% of their projects on time or ahead of schedule. Or, your office staff may earn a year-end team bonus tied to marketing goals and customer satisfaction targets, such as if they achieve a year-over-year increase in customer referrals, win a record number of positive online reviews, or bring the company's social media following to a certain number.

Financial incentives can be a huge motivator for employees, but they also demonstrate that you appreciate their efforts to drive better results for your business.

Profit-sharing

You can also recognize employees' loyalty by letting them financially share in your company's success.

With a profit-sharing program, you set a goal for your annual revenue and net profit. If the company achieves its goals, all team members get an equal share of the profit at the end of the year. This approach gives every employee an equal stake in the company's future and overall performance. It also boosts employee retention, since profit-sharing can foster collaboration and camaraderie—everyone is working toward the same goal.

Rewards & Gifts

Acknowledgment may come in the form of smaller gifts and rewards. This could be as simple as giving your office manager a $25 gift card for providing exceptional service to a homeowner throughout a challenging project or handing out sporting event tickets to your crew after they complete a huge roofing project.

While bonus and profit-sharing programs come with a more formal structure, giving small gifts throughout the year is a casual way to say thank you to employees for all the little things they do every day to make your business thrive.

Recognition

Sometimes the most effective way to show employees you appreciate them is to just say so. Employee of the month programs and staff appreciation awards offer a way to publicly praise employees throughout the year and highlight their contributions. Sending a company-wide email detailing how they made an impact can show employees how much you value them.

Keep in mind that you don't have to call these recognition programs by their traditional names—if "employee of the month" sounds trite, then lose the name and keep the spirit of recognition. The most important thing is to find a way to highlight your employees' contributions and show your gratitude on an ongoing basis.

How You Can Fund a Rewards Program

While you can fund your rewards program out of the revenue coming into your business, you also can leverage existing programs such as the GAF Rewards program. Forty-six percent of contractors in the GAF Rewards program use the rewards they earn from buying qualifying GAF residential roofing products to give back and reward employees. You can redeem GAF rewards for gift cards, merchandise or even a vacation—both of which you can pass on to deserving employees.

Through GAF Rewards*, GAF Master Elite® contractors earn 2.5%, GAF Certified™ earn 2%, and Non-certified contractors earn 1.5% just by simply submitting a valid purchase receipt or invoice containing qualifying GAF residential roofing products. Submitting your invoices to earn points will take you a step closer to reinvesting back into your business, or rewarding your employees! It's as simple as 1 – 2 – 3. Submit. Earn. Redeem.

Whether you take advantage of the GAF Rewards program or create your own bonus, profit-sharing, or awards initiatives, it's important to thank employees for their loyalty, dedication, and hard work. Making this effort shows employees that you don't just recognize them—you recognize how indispensable they are to your success.


*GAF Rewards is open to individuals and professional roofing contractor, builder and remodeler companies. U.S. only. Points earned may vary based on membership tier. GAF reserves the right to audit all claims. Cannot be combined with any other promotion or offer unless specified by GAF. Visit gaf.com/rewards for complete terms and conditions, special offers and qualifying GAF products.

About the Author

Satta Sarmah Hightower is a freelance writer who covers business, healthcare and technology topics for a wide range of brands and publications. A former journalist, Satta holds a bachelor's degree in journalism from Boston University and a master's degree in journalism from Northwestern University's Medill School.

Related Articles

One of the new GAF manufacturing plants set to open in 2024
In Your Community

GAF Expands Manufacturing Footprint, Positively Impacts Communities

GAF is expanding its footprint with new manufacturing facilities, increasing its plant network to over 30 locations nationwide.Summer 2024 is kicking off with the construction of a 275,000-square-foot residential shingle plant in Newton, Kansas—the first GAF location in the state. In Peru, Illinois, the new polyiso plant recently sent out its first shipment of GAF EnergyGuard™ Polyiso Insulation, the new TPO plant in Valdosta, Georgia, is gearing up to begin production this year, and in Avon Lake, Ohio GAF partnered with a third-party plant to support the research, development, and production of silicone products.New state-of-the-art facilities such as these allow GAF to continue innovating and "meet growing customer demand for our market-leading roofing product," says GAF CEO John Altmeyer. These developments also offer benefits to the surrounding areas. For instance, regional plants can help shorten product haul times (benefiting customers and the environment) as well as bolster local economies and support the communities where GAF employees live and work.Expansion to Help Meet Increasing Customer DemandThe Newton, Peru, and Valdosta plants will help meet ever-growing residential and commercial market demand, enhance best-in-class GAF service to customers, and help strengthen the overall construction industry by increasing manufacturing capacity.Currently, one in four US homes is protected by a GAF roof. To better meet residential demand, the GAF shingle plant in Newton will produce Timberline HDZ®—America's best-selling roof shingle—and Timberline® AS II shingles. Timberline HDZ® offers homeowners a high-definition look with patented GAF features like the StrikeZone™ nailing area, GAF Time-Release algae protection, and LayerLock™ Technology. For hail-prone markets, the Timberline® AS II is a UL2218, Class 4 impact resistant shingle that can also help protect roofs from wind, and algae discoloration.To better meet commercial and residential demand, the GAF plant in Valdosta, Georgia will manufacture TPO, one the most popular products for low-slope roofs. Nearly 2 billion square feet of TPO are installed annually, making up over 50% of single-ply roofs installed today.Meanwhile, the plant in Peru is helping to better serve commercial customers by manufacturing a full line of EnergyGuard™ Polyiso Insulation and EnergyGuard™ NH Polyiso Insulation. Additionally, the plant will soon offer new composite polyiso insulation boards. Polyiso Insulation is used on more than 70% new and retrofit commercial buildings, and is the highest R value per inch of any board stock insulationThe Opportunity for Economic and Social BenefitsGAF expansions can generate local, good-paying jobs and empower surrounding areas through meaningful community involvement. These benefits have been seen in the locations where GAF currently manages its workforce of 4,800, and the organization hopes to continue its progress. GAF actively invests in community resilience through its Community Matters initiatives. Community grants, in-kind donations, and hands-on support through employee volunteer efforts allow GAF Community Matters to build meaningful area relationships and help address the area's unique needs.Another benefit of adding manufacturing plants closer to end markets is the potential to reduce operational carbon emissions. Shipping products shorter distances and with fewer packing materials could positively impact energy efficiency and further support GAF sustainability commitments.Here's a look at how GAF is having a positive impact on its newer communities with the expansions.Newton, KansasIn the city of Newton, Mayor Rod Kreie notes the greater region is "excited about the significant economic and community impact this GAF expansion will bring." In addition to the jobs created through the investment GAF is making in Newton, the plant is anticipated to stimulate broader growth."We believe that this [plant] could possibly spur more development," says Erin McDaniel, director of communications for the city of Newton. "GAF is going to be a high-quality corporate partner for Harvey County and make a big positive difference in our community."The Newton plant is expected to have far-reaching impacts across the state. "The career opportunities this [plant] will provide for Kansans right now—and for future generations—will help us continue our unprecedented economic growth by keeping more of our young talent right here at home," notes Kansas State Lieutenant Governor and Secretary of Commerce David Toland.With construction work underway, shingle production is anticipated to begin in 2027 and reach full capacity by mid-2029.Valdosta, GeorgiaGAF commercial roofing operations continue to grow alongside the residential roofing business. In Valdosta, GAF has committed to purchasing 130 acres for a future GAF thermoplastic polyolefin (TPO) roofing manufacturing plant. The plant will bring 135 jobs to Lowndes County over the next six years—adding to its Georgia operations in Savannah, Statesboro, and Cumming that collectively employ 225 residents."We are dedicated to creating a more innovative future for Georgians," says Valdosta Mayor Scott James Matheson. "GAF is a great partner and addition to our community, creating new opportunities for residents and the region for years to come. We deeply appreciate the collaboration from Valdosta-Lowndes County Industrial Authority and Georgia Power on bringing GAF to Valdosta.""GAF strives to become an integral part of the communities in which we operate, and supporting the city and its residents is a top priority for GAF," explains Daniel Duston, plant manager at the Valdosta facility. For example, during the 2023 Thanksgiving for Thousands, 22 GAF employees volunteered with Second Harvest Food Bank to help distribute pantry boxes to over 865 cars and direct traffic to help keep everyone safe. Many local residents were greatly impacted by Hurricane Idalia in 2023, and participating in the food bank distribution alongside other community volunteers helped local folks who were still "displaced from their homes or recovering from the damage," Duston says.Peru, IllinoisGAF bought over 100 acres of land for the facility site in Peru and ensured over 70 advanced manufacturing and engineering jobs new to Bureau County, Illinois. Today, the 450,000-square-foot polyiso plant in Peru manufactures EnergyGuard™ polyiso products. These polyiso products have all received GREENGUARD Gold certification, verifying they have low emissions of volatile organic compounds."As a leader in modern manufacturing, we know GAF will be a great asset to this community bringing high-quality jobs and a true commitment to innovation that will benefit the city for years to come," Peru Mayor Ken Kolowski notes."GAF is dedicated to becoming a proud member and employer within the community and is excited to support the positive work happening in Peru," says Gary Ashley, plant manager at the Peru facility. One way GAF has demonstrated its commitment is through a donation to Maitri Path to Wellness in October 2023. Wellness and Recovery with Maitri is a local nonprofit organization dedicated to providing individualized, quality care for individuals struggling with addiction and mental health issues. GAF donated all the roofing materials needed for the installation of new roofs for the facility and its addition."GAF's involvement is catalyzing profound change in the lives of those on their recovery journey," explains Kelly Jones, LCSW CADC at Maitri Path to Wellness. The new roofs will help protect the facilities where the organization "offers individuals the chance to access support, cultivate relationships with peers, secure employment, pursue education, and flourish within their own community," says Jones.GAF team members in Peru have also hosted meet-and-greet community events with local nonprofit organizations within the community and continues to explore future partnership opportunities.Silicone Production in Avon Lake, OhioGAF recently partnered with a third-party plant in Avon Lake to support the research, development, and production of silicone products, expanding GAF roof coatings manufacturing capabilities. In addition, GAF is creating a CARE Training room at the site to help equip participants with hands-on skills, product knowledge, and business expertise.As North America's largest roofing and waterproofing manufacturer, we are committed to our brand promise to protect what matters most in the communities where we live and work. "Bringing world-class manufacturing plants online strengthens our ability to deliver best-in-class service and innovative solutions across the country," said John Altmeyer, CEO of GAF.Learn more about the products we manufacture, the culture of our people, and the communities we call home with this interactive map.

By Authors Annie Crawford

July 15, 2024

Dior Vass son a test roof speaking to GAF Roofing Academy students
In Your Community

Roof Raiser: How Dior Construction Is Giving Back to the Roofing Industry

"Everyone deserves a roof," says roof raiser Dior Vass of Dior Construction, "and we want to give it to them."Thanks to hard work, a commitment to community service, innovative technology use, and ongoing contributions to the roofing industry, Dior's been nailing that goal since 2010. Learn how this GAF Master Elite Contractor* and his northern New Jersey company are raising the roofing game.Raising the Roofing WorkforceEncouraging future roofers is one way Dior raises up the industry. At a recent GAF Roofing Academy course held at GAF headquarters in Parsippany, New Jersey, Dior shared industry insights and advice with an all-female class from Edison Job Corps.Women are vastly underrepresented and underutilized in the industry and only comprise about 4.6% of roofers. Dior is helping encourage a new wave of skilled laborers by supporting the Roofing Academy as it teaches the necessary skills to enter the roofing industry."Making roofing more appealing and friendly to women opens up a whole new level of opportunities from a business perspective," says Dior. Whether they're going to install shingles, manage projects, or sell jobs, "not actively seeking women out is one of the biggest mistakes a business can make."Dior is excited to see and support GAF making roofing more accessible to women through job training. "GAF Roofing Academy is really creating jobs and building the industry more than I've seen anyone else do," says Dior.As an industry leader, Dior knows the learning never ends. He regularly has GAF come out to teach his staff and notes that "GAF is the world's largest roofing manufacturer and still takes the time to create programs that educate existing roofers."Sharing the Keys to SuccessHow has Dior built such a successful company? Communication. "We've come to learn nothing is possible without it," he says. Along with strong internal and external communication, he attributes Dior Construction's success to people and processes.Dior has a well-planned approach to hiring the right team members and implementing the right processes. "Without the right people, processes will never be followed," he says. And without the right processes, "you can have great people, but they might be on the wrong seat on the bus and not have the opportunities they need to excel in their lives and careers."With solid communication, people, and processes, Dior's teams can provide "the highest level of quality and best service possible."Advancing with AI TechnologyTo stay ahead of the curve, Dior Construction has been using artificial intelligence (AI). One example is its use of AI chatbots to provide instant answers to employees who need technical data. This saves his employees time and his company money."There are thousands of technical bulletins and guides and code books," says Dior. Instead of an employee needing to dig into online manufacturer libraries or search hard copies at the office, Dior uploads roofing resources into an AI database. "Now, the employee can ask detailed and technical questions to the AI like it's a real person, and the AI chatbot will search thousands of papers and quickly provide the correct answer."Dior also uses AI to screen job applicants. "It costs us—and the applicant—time and money if we hire someone who's not the right fit," he says. Based on Dior's parameters, an AI program efficiently filters through job applicants, does a preliminary interview with them, and scores their resumes before they can progress to in-person interviews. "It's amazing," says Dior. "We wouldn't be who we are without our team. That's why it's so important to get the right candidate on board."Giving Back to the CommunitySince the company started in 2010, it has been involved in several programs to help provide safe, affordable housing to those in need. Some of these efforts are in partnership with GAF and Habitat for Humanity, where GAF donates roofing materials and a System Plus Limited Warranty, and Dior donates time and labor for the Habitat for Humanity roofing project.Dior has also helped provide added rebates for US military troops. The GAF Roofs for Troops program offers a $250 rebate when eligible military troops install a qualifying roof system. Dior Construction then matches the GAF rebate, providing local military members with $500 savings total for their new roof.Getting InvolvedDior is a true leader in roofing, from community service to empowering the industry and innovating new strategies for business success. Are you a contractor feeling inspired to get involved, too? Contact your local territory manager to see how you can help support your community, and look for a GAF Roofing Academy class in your area to help inspire future generations of roofers.*Contractors enrolled in GAF certification programs are not employees or agents of GAF, and GAF does not control or otherwise supervise these independent businesses. Contractors may receive benefits, such as loyalty rewards points and discounts on marketing tools from GAF for participating in the program and offering GAF enhanced warranties, which require the use of a minimum amount of GAF products.

By Authors Annie Crawford

July 20, 2023

Employees at GAF Tuscaloosa, AL
In Your Community

Roofing Could Be Your Key to a Thriving Career in 2023

The last few years have been a rollercoaster for workers in the U.S. The country saw its greatest job loss since the Great Depression and almost a year later faced the challenge of not having enough workers to fill job openings. It's an experience experts say has changed the American workforce and workers.As a result, 45% of employers are shifting their hiring practices and focusing more on skills and competencies versus degrees. So what jobs can help build the right kind of skills that will open more doors? Try roofing.Whether the interest is in finding a side hustle, a fresh start, or learning about different career paths, roofing helps build skills that translate across industries and sectors— from building and construction to manufacturing, human resources, sales, and more.From Side Hustle to Business OwnerErasmo "Mitos" Fuentes started his career as a teacher and got into roofing as a way to bring in extra money—but after his first day on a roof, he knew he could grow it into a full-time job. He made his way up from roofer to business owner and now works for the largest roofing manufacturer in North America.It all started when Fuentes was purchasing roofing materials and met a representative from roofing and waterproofing manufacturer GAF, whose expertise helped open new doors. "He explained the differences between shingles without dismissing any other brands or promoting GAF; he was just there to help me," said Fuentes, who found a mentor in his fellow roofing professional as he built his business.Passionate about sharing his knowledge with others, Fuentes later became a trainer at GAF's Center for the Advancement of Roofing Excellence (CARE) where he teaches courses in Spanish to roofing contractors. He and other industry experts guide more than 364,000 professionals across North America, teaching them everything in roofing—from installation to sales techniques. The courses are provided in both English and Spanish and range from live, hands-on training in centers across the country, in locations such as Minneapolis, MN; Michigan City, IN; Dallas, TX; Parsippany, NJ, and more, to virtual seminars that cover the industry's best practices and trends.Today, Fuentes is referred to by his peers as The Maestro because of the way he's helped and impacted others through roofing. A teacher, roofer, business owner, and GAF CARE trainer, he represents the roofing community's passion for lifting others up.No Formal Education? No Problem, in Roofing It's All about the Training!Roofers are among the construction industry's unsung heroes—they help families and communities protect what matters most, starting with the roof over their head. There's a need for skilled roofers and demand for 19,000 new jobs is expected by 2028.Roofing is a profession with few barriers—no degree or schooling required and national programs like GAF Roofing Academy help people of all backgrounds get into the field. Roofing Academy started three years ago and today includes a free two-week training course that combines classroom and on-the-roof training, led by expert instructors that prepare students for an entry-level position. After completing the program, graduates have access to job opportunities from thousands of GAF-certified contractors nationwide.To date, GAF Roofing Academy has trained over 2,000 graduates and, in 2022, 57% of its students were placed in jobs across the country. Training goes beyond installation and includes skills for roles such as solar installer, sales, estimator, foreman, project manager, and more. More than 20 trainings are expected to take place across the country in 2023 from Baltimore, MD to New Orleans, LA to Kansas City, MO, and beyond.Apprenticeships and training programs like these are also critical to diversifying the workforce and increasing earnings. More than a third of 2022 GAF Roofing Academy students were at-risk, justice-involved, or transitioning military. More than 60% were Black or Hispanic and nearly 15% identify as female.Roofing Teaches You Skills in Construction—and BeyondThe roofing industry opens the door to multiple career paths—some don't even require you to get up on a roof every day. Kelvin Thomas, for example, has had a 44-year career in roofing operations and held 16 different positions that helped expose him to opportunities in manufacturing, maintenance, quality, supply chain, and human resources in multiple cities.His first "real paying" job was in his hometown of Tuscaloosa, AL, starting on the clean-up crew at a GAF manufacturing facility. Over the course of his 44 years with GAF, Kelvin explored careers at GAF and held roles that ranged from a Lab Tech, a Regional Manager of Warehouse Operation, to a Sr. Director of Distribution. Today, Kelvin holds the position of Vice President of Operations Culture and Employee Engagement. This leadership role has brought his career full circle, giving him the opportunity to shape the culture and develop the future for frontline manufacturing professionals—the exact place his career started. Being a leader for the next generation of frontline employees allows him to share the valuable lessons he's learned in his roofing career, while driving continuous improvement in roofing operations and beyond."Sometimes our qualifications don't check all the boxes, but if you keep trying and have faith in yourself, someone will be willing to take a chance on you," explains Thomas.Roofing is an often overlooked opportunity for anyone interested in starting a career with endless opportunities for professional and personal growth. It's also a chance to make a meaningful impact on communities, helping neighbors to protect their homes and build resilience that can have a lasting impact on their families and lives.More information about roofing programs and opportunities can be found at gaf.com/LearnToRoof.

By Authors GAF Roof Views

July 13, 2023

Don't miss another GAF RoofViews post!

Subscribe now