Brad Strawbridge in Forbes: The Trades Talent Gap Is a Leadership Problem, Not a Recruiting One
Capital City Roofing founder and CEO Brad Strawbridge was featured in Forbes, arguing that the construction industry's skilled labor shortage is a leadership and talent development problem, not a recruiting one, and sharing how structured apprenticeship and systems-first operations close the gap.
Capital City Roofing founder and CEO Brad Strawbridge was recently featured in Forbes, contributing to the Forbes Business Council. His article, "The Trades Talent Gap Is A Leadership Problem, Not A Recruiting One", challenges the conventional narrative about the skilled labor shortage in the construction and roofing industries.
The trades do not just need more job ads--they need better leadership and structured talent development.
The Talent Gap Is a Leadership Problem
Most contractors try to solve their labor shortage by poaching experienced workers from competitors. This creates a zero-sum bidding war that drives up costs without adding any new talent to the industry. Brad's argument in Forbes flips this approach: stop trying to recruit the perfect employee and start building the systems to develop raw talent from within.
"The contractors closing the gap aren't running better job ads--they're building better training systems. When you build an apprenticeship model and document your operating system, you can hire for character and train for skill."
Training Is a Retention Tool
When a company invests in structured apprenticeship and documented training systems, it does more than just create skilled workers. It creates loyalty. Crews stay at Capital City Roofing because they see a defined career path, not just a day rate.
This philosophy is baked into how Capital City Roofing operates. Through involvement with the NRCA workforce development committee, NRAP board membership, and the Georgia Roofing Workforce Initiative, we are actively building the pipelines that bring new talent into the trades.
Culture Over Compensation
Throwing money at the problem rarely solves it long-term. Culture beats money. But culture is not just ping-pong tables and free lunches--it is clarity. When your operating system is documented, and everyone knows exactly what success looks like, ambiguity vanishes. That disciplined, systems-first environment is what top talent actually craves.
Build a Talent System
The solution to the trades talent gap is not found on a job board. It is found in your company's training manual. Build a system that develops talent, and you will never be short on labor again.
This exact philosophy and operational structure is what our partners inherit on the Capital City Roofing Licensing Platform.
For more insights on leadership and building systems that scale, read Brad's personal brand companion article: The Trades Talent Gap Is A Leadership Problem, Not A Recruiting One.
Learn more:
Brad Strawbridge
Founder & CEO · Forbes Business Council Member • RT3 & NRAP Board of Directors • GAF Master Elite® • CertainTeed ShingleMaster™ • NRCA Residential & Workforce Development Committees
Brad Strawbridge is the Founder and CEO of Capital City Roofing, bringing over a decade of hands-on expertise to the industry. He is an official member of the Forbes Business Council, the invitation-only community for vetted senior-level business leaders, and serves on the Boards of Directors of the Roofing Technology Think Tank (RT3) and the National Roofing Apprenticeship Program (NRAP). A member of the National Roofing Contractors Association (NRCA), Brad has been appointed to the NRCA Residential Roofing Committee and the NRCA Workforce Development Committee, helping set national standards for installation quality and the future of the roofing labor force. Under his leadership, Capital City Roofing has achieved elite certifications held by fewer than 1% of contractors nationwide.
