Build a Hiring Page That Attracts Top Home Service Talent

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If you’re in the home service business, chances are your hiring page looks like every other one out there—vague, boring and all about you.

That’s a problem. Great people aren’t job hunting like they used to. They’re shopping for teams—and your hiring page is the shelf you’re sitting on.

“Your next best team member is already employed somewhere else. Your job is to make them want to leave.”

Why your current hiring page isn’t working

Scroll through five local competitors’ hiring pages. What do you see?

  • Generic “join our team” headlines
  • List of benefits without context
  • Stock photos of smiling people in uniforms
  • And absolutely zero personality

That’s not what makes someone hit “Apply”. The best techs, installers and office pros are busy. They don’t need another job. They need a reason to consider yours.

So what does work?

Let’s break it down. Here’s how to build a hiring page that actually pulls in top talent—instead of hoping they stumble into your inbox.

1. Start with a headline that talks to them, not about you

Your hiring page isn’t about your company. It’s about the person you want to hire. What do they care about? Use your headline to speak directly to that.

Bad: “Join Our Growing Team”
Better: “Tired of Working Weekends? You Don’t Have To.”

See the difference? One is a request. The other is a hook.

Tip: Talk to your best current team members. What made them apply? Use their words in your headline.

2. Show, don’t tell: What’s it really like to work for you?

Skip the buzzwords. Instead, use real images and real stories. Give them a behind-the-scenes peek.

Include things like:

  • Photos from job sites and team outings (ditch the stock photos)
  • Short video clips of team members explaining what they like about working there
  • A “Day in the Life” breakdown for each role

People want to picture themselves on your team. If they can’t see it, they won’t apply.

3. Lead with what matters to THEM—not you

Don’t start with your history. Start with what you offer that most jobs don’t:

  • Consistent hours
  • No weekends or on-call
  • Steady year-round work
  • Modern equipment
  • Supportive team culture

Then talk about your mission, values and what kind of people thrive there. Think of this as an invitation—not a company bio.

“People don’t leave jobs. They leave bad environments. Your hiring page should prove yours is different.”

4. Call out the wrong fit on purpose

This sounds counterintuitive—but it’s powerful. You don’t want everyone to apply. You want the right people to raise their hand.

Try adding a “This job is NOT for you if…” section.

Example:

This job is NOT for you if you:

  • Hate working outside in the summer
  • Show up late and make excuses
  • Think “good enough” is good enough

This job IS for you if you:

  • Take pride in a job well done
  • Like solving problems on your feet
  • Want to work with a crew that’s got your back

This section helps filter out the noise—and shows confidence in your culture.

5. Use short, simple copy that feels like a conversation

This isn’t a resume. It’s a page on the internet. People skim. That means:

  • Use short paragraphs and bullets
  • Write like you talk—no HR jargon
  • Ask questions in your copy to keep them engaged

Example: “Ever worked for a company that actually appreciated you? That’s what we’re building here.”

Warning: If your copy sounds like a lawyer wrote it, you’re losing people.

6. Make applying feel ridiculously easy

If your application is more than one page or asks for a resume—stop. That’s a wall, not a welcome mat.

Do this instead:

  • Use a 3-5 question form (name, contact info, work experience, availability)
  • Allow them to apply from their phone in 60 seconds or less
  • Add a short follow-up text or video call to screen for culture fit

Bonus: Let them schedule their own interview slot. Tools like Calendly make this seamless and impressive.

7. Show off your crew

Your best recruiting tool is the team you already have. Feature them.

  • Spotlight employees on your hiring page
  • Include real quotes from team members
  • Let them talk about how their life improved since joining

This builds instant trust and credibility. You’re not saying it—they are.

“Don’t talk about how great your company is. Let your people do it.”

8. End with a strong call to action

Your last section should do three things:

  1. Make them feel excited
  2. Tell them what to do next
  3. Reinforce that it’s worth it

Example:

If you’re tired of being treated like just another number, we’d love to hear from you. Click below and tell us where to reach you—we’ll take it from there.

Here’s the one thing you should do today

Look at your current hiring page like a first impression—because that’s exactly what it is. Then, make just one change based on what you’ve read today. Maybe it’s the headline. Maybe it’s ditching stock photos. Maybe it’s rewriting your job descriptions in plain English.

Whatever it is, do it now—because the people you want to hire are already looking.

Action Item: Choose one improvement from this guide and update your hiring page right now!