Recruiting Video Script
Generate a contractor recruiting video script for attracting top reps. Works for roofing, solar, HVAC, and home improvement.
Built by Tim Nussbeck — 20 years in home improvement sales, 1,000+ reps trained, founder of GhostRep
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Built by Tim Nussbeck
Founder of GhostRep · 20+ years in home improvement sales · Trained 1,000+ reps
Every tool on this page is based on real field experience, not AI-generated templates.
What Is a Recruiting Video Script?
The best recruiting tool in home improvement is not a job post — it is a 60-second video of your real team on a real job site. Landing pages with video see an 80% increase in conversions, and the same principle applies to recruiting — candidates who watch a team video apply at dramatically higher rates. According to Glassdoor's recruiting content research, candidates who watch a company video before applying are significantly more likely to complete the application and stay past 90 days. The problem is that most contractors are still competing for talent with the same generic Indeed text listing that every competitor in their market is also running.
A recruiting video solves differentiation. When a motivated sales rep or installer is evaluating three similar opportunities, a 60-second video from the owner that directly answers "how much can I make, what does the culture look like, and what happens in my first 90 days" closes more candidates than any paragraph on a job board. Whether you run a roofing company, solar installer, HVAC shop, or general contracting crew, the candidate is watching on their phone and deciding in under a minute. For more on building a recruiting-first mindset, read our guide on always-be-recruiting.
GhostRep AI Recruiter screens every applicant your video attracts — 24/7 voice interviews so you only talk to the ones who pass.
How to Use This Tool
Select the role you're recruiting for
An outside sales rep script and an installer script are completely different documents. Sales rep videos lead with earning potential and freedom from a salary cap. Production crew videos lead with stability, weekly pay, and what the team culture is like on a job site. This applies whether you are hiring for roofing, solar, HVAC, or any trade — the candidate persona determines the hook, not the industry.
Enter your compensation highlight
This is the most important input in the entire form. Candidates scroll recruiting content constantly — a specific earning number in the first 10 seconds stops the scroll. "First-year reps earn $80K to $120K" is a hook that filters for motivated, results-oriented candidates. "Competitive pay and benefits" is noise that no motivated person stops for. If you have a real earning number to share, put it here and the entire script leads with it.
Add a culture point or company differentiator
What makes working at your company different from working for the competitor paying the same commission? A structured training program, a family-run culture where your input matters, the opportunity to build and own your own territory, a track record of promoting from within — these details tip the candidate who is evaluating two similar offers. Skip this field and the script still produces a viable video. Fill it in and you get a video that answers the second question every serious candidate asks after "how much can I make?"
Film with a real owner or top performer on camera
The business owner or a top performer delivering the script outperforms a generic company overview every time. Candidates are partially evaluating who they would be working for. Film at 7am on a job site or in the office — not in a studio. The authenticity of a real environment adds credibility that no production value upgrade can replicate.
Post on Indeed, LinkedIn, Facebook, and Instagram
Recruiting videos perform best as paid social ads targeted to job seekers in your area. Facebook and Instagram: target adults aged 22 to 45 with interests in sales, construction, real estate, or entrepreneurship. LinkedIn: effective for project manager and operations roles where candidates actively job search on the platform. On Indeed, a video on your employer profile increases application rate significantly compared to text-only listings for the same role.
Common Mistakes to Avoid
| What Most Reps Do | What Works Better |
|---|---|
| Leading with company history instead of earning potential | Candidates do not care about your founding story in the first 10 seconds. Lead with the number — "first-year reps earn $80K to $120K" stops the scroll; "founded in 2012" does not. |
| Using polished HR language | High-performing candidates in home improvement are turned off by corporate-speak. Talk like a real owner talking to a real person. Authenticity beats production value. |
| No specific earning number anywhere in the video | Vague compensation claims attract vague candidates. If you cannot share a specific number, share a range. "Our average first-year rep earns $85K to $110K" is infinitely more effective than "competitive compensation." |
| Directing candidates to a multi-page application | "Text APPLY to this number" or "send your resume to this email" converts more candidates than a 15-field online form. Reduce friction at every step. |
Pro Tip
Film at 7am on a job site — authenticity beats production value for recruiting every time. A shaky phone video of your real crew starting the day, with the owner delivering 60 seconds of honest talk about the opportunity, outperforms a studio-shot corporate recruiting reel. Candidates want to see what Monday morning actually looks like. For more on how AI is changing the screening process, read our AI recruiting vs. human recruiters breakdown.
Frequently Asked Questions
How do I recruit sales reps with a recruiting video?
Lead with earning potential in the first ten seconds — this is the primary motivator for the candidates you want, and leading with it filters for results-driven people immediately. Follow with 15 to 20 seconds on what the role looks like day-to-day: territory, leads, training, and what support the company provides. Close with what makes your company the better choice over the competitor offering similar compensation, then give one low-friction application step. Keep the total runtime under 90 seconds — longer videos lose the audience before you reach the CTA.
Where should contractors post recruiting videos?
Facebook and Instagram as paid ads are the highest-volume channels for roofing sales rep recruiting — target adults aged 22 to 45 in your service area with interests in sales, real estate, construction, or entrepreneurship. LinkedIn works better for project manager and operations roles where candidates are actively job searching on that platform. Indeed employer profiles with an embedded video see significantly higher application rates than text-only listings. Post the video organically on your company Facebook page as well — current employees sharing it multiplies reach without additional ad spend.
What compensation should I share in a recruiting video?
Be as specific as you are comfortable sharing publicly. Commission-only roles typically communicate first-year OTE of $70,000 to $120,000 for storm and insurance sales, and $60,000 to $100,000 for retail. Base-plus-commission roles should state the base salary clearly rather than leaving it vague. Deliberately vague compensation in a recruiting video attracts candidates who are not confident evaluating an opportunity honestly — which is not the profile high-growth roofing companies need. Specific numbers attract candidates who can self-select based on realistic expectations.
Do contractors need a recruiting video if they post on Indeed?
Indeed text listings compete against hundreds of similar roofing postings with no visual differentiation. A video on your Indeed employer profile is one of the most effective ways to stand out — candidates evaluate your culture, leadership, and energy in 60 seconds before deciding whether to apply. Candidates who apply after watching a recruiting video have pre-qualified themselves into your compensation model and culture, which reduces early-stage turnover compared to cold applicants who had no idea what they were walking into.
How long should a recruiting video be?
60 to 90 seconds is the proven sweet spot for social media recruiting content — long enough to cover earning potential, culture, and the application step, short enough to hold attention on a platform where the candidate is evaluating multiple opportunities simultaneously. For an Indeed employer profile, up to 120 seconds works. Never exceed two minutes for a video targeting candidates who have never heard of your company. The most important structural rule: get to the specific earning potential in the first ten seconds. If you have not earned their attention by then, the rest of the video is irrelevant.
Should the business owner appear in a recruiting video?
Yes — an owner-led recruiting video consistently outperforms a generic company overview because candidates form part of their hiring decision around who they would be working for. The owner's communication style, energy, and authenticity are evaluated within the first few seconds. A brief, direct message about why they built the company, what they value in their team, and what they are looking for in the next hire converts significantly better than polished corporate recruiting content. In any local home improvement market, authenticity is your most powerful recruiting asset.
Your Recruiting Video Gets Applicants — AI Screens Them
AI Recruiter conducts voice interviews with every applicant your video generates — you only talk to the ones who pass.
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