Problem: you post job ads and receive applications from people who have nothing to do with what you're looking for. Or worse — you receive nothing at all.
Solution: a 3-phase process (attraction, selection, assessment) that starts with a simple question: why should a good person choose to work for you?
Result: targeted applications from people who already know who you are and what you do, and a new hire who within a week is promoting the company on social media without anyone asking them to.
The question nobody asks
"Looking for an experienced fitter." That's the job ad. An A4 sheet on a noticeboard, one line on a job portal, maybe a post on Facebook.
Then people complain that few reply, and those who do aren't right.
The problem isn't the labour market. The problem is the question that's missing: why should a good person choose your company over your competitor's?
In Italy the problem is the same, with similar numbers. Finding qualified staff in construction has become the biggest growth obstacle for many businesses.The world has changed. People can earn from home, can switch sectors, can choose. Those in construction are competing for talent with every other industry — not just the competitor across the road.
Why generic job ads no longer work
A typical "Looking for a fitter" ad says three things: what you're looking for, where you work, maybe the salary. Full stop.
But the person reading that ad has specific questions:
- What's the working environment like?
- Who are the colleagues?
- What kind of sites do you work on?
- Is there room to grow?
- Do you work Saturdays?
- How do you handle problems on site?
If your ad doesn't answer any of these, good candidates move on. The people who apply are those looking for "any job". Then you complain about the quality of applications.
What to put in an ad that actually works
| Generic ad | Detailed ad |
|---|---|
| "Looking for an experienced fitter" | "We're looking for a fitter for high-end residential sites" |
| No detail about the company | Who we are, how many of us there are, how long we've been working |
| "Salary by negotiation" | Clear range: NaN € net per month |
| No photos | Photos of sites, the team, the vehicles |
| No information on benefits | Ongoing training, new equipment, clear hours |
The difference isn't aesthetic — it's substantial. The first ad attracts anyone. The second attracts people who recognise themselves in what you're describing.
Phase 1: attraction
Before you can select, you need to be visible. And visible doesn't mean paying a recruitment agency. It means that when someone searches "work in construction in your area", they find your company and immediately understand why it's different from the others.
Three concrete things:
Your website needs to speak to candidates too, not just clients. A "work with us" page with real photos of the team, a description of the work environment, employee testimonials. You don't need a creative agency website. You need authenticity.
Social media needs to show real life on site. A 30-second video of the team fitting a glazed panel. A photo of lunch together. The new van. No film production needed — just show what it's like to work with you, every day.
The job ad needs to be a story, not a list. Instead of "requirements: 5 years' experience, driving licence, flexibility", write what that person will be doing in their first week, first month, first year. Make the journey clear.
Phase 2: selection
The applications come in. Now the CV only counts up to a point. What really matters is seeing the person at work.
The practical trial
Instead of the classic office interview where everyone says the right things, bring the candidate to a site for half a day. Have them do some real work — even simple tasks. Watch three things:
- How they move in the space (tidiness, safety awareness, attention to detail)
- How they react when something isn't right (do they ask or improvise?)
- How they interact with whoever's already on site
A half-day practical trial tells you more than ten interviews. And the candidate immediately understands whether this role is right for them.
The group interview
If you have multiple candidates for the same role, run a group interview. Not to put them in competition, but to see how they behave when they're not the centre of attention. Who listens, who interrupts, who asks intelligent questions. On site you work as a team — not alone.
Organise your selection without losing the plot
BAU Agent automates application collection, interview reminders and candidate follow-up. You focus on the assessment — the system handles the rest.
See how it worksMade
Phase 3: assessment and onboarding
You've chosen the person. The work isn't done — it's just beginning.
The first day matters more than anything
Most construction businesses do this: "This is Marco, the new guy. Marco, go with Luca's team." Done.
The result? A week in, Marco still doesn't know where the tools are, doesn't understand the procedures, hasn't grasped how things work. He feels like a fish out of water. After a month he's already looking elsewhere.
The first day needs to be structured:
- Introduction to the whole team (not just the site crew)
- Full tour of the business, the depot, the active sites
- Issue of personal equipment (clean, working, with his name on it)
- Clear explanation of the rules: hours, safety, communication, who to go to for what
- A point of contact for the first week (not the boss — a colleague)
Involve the team in the assessment
After two weeks, ask the team how the onboarding went. Not just the site manager. Everyone. Those working side by side with the new person see things you can't see from the office.
If the team says it's working, it's working. If the team has doubts, listen to them before they become problems.
The sign that you've got it right
A company we work with hired a fitter following this process. After a week, the young man started posting photos of the sites on his personal social media. Nobody had asked him to. He did it because he was happy to be working there.
That single action generated three unsolicited applications in the following month. People who had seen the posts and written: "Are you looking for someone? I like the way you work."
That's real employer branding. Not a nice logo or a slogan. It's an employee who speaks well of you because they work well for you.
The quick checklist
- Does your job ad answer the question "why should I work here"?
- Do you have real photos and videos of the team and sites?
- Is a practical trial part of your selection process?
- Is the new hire's first day structured?
- Do you ask the team for feedback after the first two weeks?
If you answered no to more than two questions, the problem isn't the market. It's the process.
Want to build a selection process that works?
Book 30 minutes with us. We'll look at how you communicate today, how you select, how you onboard new people. We'll tell you what to change immediately and what to build over the next 3 months. No commitment, no contract.
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