People-Focused Culture Diversifies Roofing Company’s Workforce

People-Focused Culture Diversifies Roofing Company’s Workforce

By Target Roofing / Published November 2020

Photos courtesy of Target Roofing & Sheet Metal

One year ago, an article titled “When Opportunity Knocks, Women Break into Male-Dominated Industries” appeared right here on the same pages of the Florida Community Association Journal. That article outlined how women were able to step in and succeed in historically male-dominated fields, noting that more than one-third of positions in Target Roofing & Sheet Metal’s sales, operations, service, finance, and administrative departments were held by women.

     Although that ratio is commendable and exceeds industry averages, the frontline workers for the company—the roofers—were still men. A lot has changed in one year.

     Target Roofing now has five female roofers completing projects in Southwest Florida. They weren’t hired because of gender; they were hired because they’re good at what they do. They work hard, are detail-oriented, and are committed to excellent workmanship.

     These five women are on the roofs of high-rises, apartment buildings, condominiums, shopping plazas, churches, schools, and government facilities. They are repairing and installing flat, metal, tile, and shingle roofs. And, not surprisingly, they have been welcomed with open arms by their colleagues.

     The key to diversifying the workplace, whether that’s by gender, race, ethnicity, age, or other characteristics, is to create a supportive workplace culture. Every employee must feel valued, respected, and appreciated.  Job titles should not determine who speaks and who is silent. Departments and work crews must operate like families and know their colleagues will have their backs. That is the recipe to creating a successful, people-focused culture.

     Customers calling into Target Roofing might hear a female voice answer the telephone. A woman might explain their manufacturer’s warranty or the permitting process. A woman might review a project’s itemized estimate. A woman might handle their deposits. A woman might be their project manager and direct point of contact for all questions. A woman might be responding to a late-night or weekend emergency call for a roof repair. In the office, in the boardroom, and on the roof, women and men are equals. Equal responsibilities. Equal trust. Equal respect.

     All field employees at Target Roofing begin as apprentices. As their skills and abilities increase, they earn more responsibilities, like being trusted to use power tools or work on more challenging projects. Eventually, they can move into lead roles on roofing material installations and repairs. Every employee has access to a comprehensive training and development program that not only teaches the ins and outs of their positions but also how the business as a whole operates. This allows employees to envision a future with the company while ensuring the business will have strong leadership for years to come.

     Every year, Target Roofing participates in Women in Construction Week, an initiative of the National Association of Women in Construction that highlights women as a visible component of the industry while raising awareness of career opportunities in the field.

     Why would a woman apply for a job at Target Roofing? Their reasons for applying are the same as a man’s reasons:

  • Competitive pay
  • Industry-leading benefits package
  • Paid on-the-job training
  • Opportunities for professional growth
  • Family-friendly atmosphere
  • Employee recognition programs

     Women will pursue jobs in male-dominated fields like construction or engineering if they see a match, professionally and personally. Creating a diverse workplace starts by actively recruiting job candidates across multiple platforms, including employee referrals. Policies and practices must be inclusive. Employees should be celebrated and have equal opportunities for career advancement.

     The first female astronaut. The first female referee in pro sports. The first female billionaire. The first female to win a Nobel Prize. American history is full of firsts for women, and each was successful by taking advantage of the same thing—opportunity.

Target Roofing & Sheet Metal

     Target Roofing & Sheet Metal is a licensed and insured commercial roofing specialist headquartered in Fort Myers. For more information, please visit or call (239) 334-7496.