The employer brand review: what it means for a trade business
Fixed Heating Ltd is a heating and plumbing business that wanted to attract a higher calibre of applicants for skilled positions. When they came to us, they were struggling. The applications coming in didn’t reflect the quality of the business, and the recruitment process felt inconsistent.
We carried out a full review of their employer brand presence, including their job adverts, their website, their social media, and the candidate experience from application through to interview. What we found was typical. Good adverts don’t tell enough of the story. Good businesses don’t show enough of themselves online. And good hiring processes aren’t consistent enough from one role to the next.
We provided a detailed recommendations report and a full suite of recruitment templates: standardised job description and person specification templates, an interview scoring matrix to reduce bias and improve consistency, offer and rejection letter templates, and an induction checklist to give every new starter the same solid start.
Here’s what they said after working with us:
“Helen has been very helpful with our recruitment and has helped me see the importance of pitching our company to potential applicants. I have tweaked my approach to this, and I think I have seen a change in the response. I have more understanding of what we should highlight about the company and now, on initially reaching out to candidates, take a moment to talk about the company and why it is nice to work there.”
That shift in mindset, from advertising a vacancy to selling a workplace, is the difference between good applicants and the ones who don’t quite fit.
Where to start
- Read your last job advert as a candidate would. Is it clear? Is it compelling? Does it tell a story about the business, or just describe a vacancy?
- Check your website for anything a potential employee might look at. Is there anything that communicates what it’s like to work for you?
- Ask your best team members why they enjoy working for you. Their answers are the raw material for a much better employer story.
If you’d like a fresh set of eyes on how your business comes across to candidates, book a free 30-minute discovery call and let’s take a look together.
Frequently asked questions
Why are trade businesses struggling to recruit skilled workers?
There is a genuine skills shortage in many trades across the UK, particularly in heating, electrical, and construction. But the recruitment challenges for many small trade businesses are also driven by how they advertise and present themselves as employers. Vague adverts, limited benefits information, and no visible culture or employer story make it harder to compete, even when the business is genuinely a good place to work.
What should be in a job advert for a trade role?
A good trade job advert should include a clear description of the role and day-to-day expectations, honest pay information (a range is fine but no figure is not), benefits including van, tools, phone, uniform, or anything above statutory minimum, any qualifications required and those that would be advantageous, information about the business and what it’s like to work there, and a simple, direct way to apply.
What is an interview scoring matrix and why does it matter?
An interview scoring matrix is a structured tool that evaluates all candidates against the same criteria during the interview process. It reduces the risk of bias and makes hiring decisions more consistent and defensible. It also makes it much easier to compare candidates and justify the decision you made if it is ever questioned.
Can a small trade business compete with larger employers for talent?
Yes, often very effectively. Small trade businesses frequently offer things that large companies can’t: flexibility, direct access to decision-makers, a sense of being valued as an individual, variety of work, and a genuine team culture. The key is making sure candidates can see those things before they apply, not discovering them only after they join.
About the author
Laura Weston MCIPD, Senior HR Consultant at Limelite HR & Learning. Laura specialises in employment law, HR compliance, change management and policy support, helping organisations across Worcestershire and the UK navigate complex people challenges with confidence. Connect with Laura on LinkedIn.
