Power Home Remodeling (Power), a full service exterior home remodeling company, aims to increase the diversity of its pool of candidates and has launched “Strive for 35,” a call-to-action initiative, to do just that. Central to the initiative is an expanded employee referral bonus, offering an additional $1,000 on top of its existing $2,000 referral bonus, to employees who successfully refer candidates who identify as racial or ethnic minorities, or LGBTQ+.

“Historically, jobs in the construction and home remodeling industries have not been known as welcoming or inclusive to women, people of color or LGBTQ people,” said Olumide Cole, co-director of diversity and inclusion. “To overcome that stigma, we’re putting our money where our mouth is to say we believe cultural diversity and inclusion makes our organization stronger.”

Power has frequently used recruitment strategies such as referral and sign-on bonuses to reach applicant and hiring goals. Last year, the company added the additional $1,000 on top of its existing $2,000 referral bonus for employees who successfully referred women to jobs at the company, to help overcome the construction and remodeling industry’s average of nine-percent female inclusion. Today, women are 15.7 percent of Power’s workforce.

“This is all about expanding the applicant pool and encouraging employees to reach to and beyond their networks,” said Jennifer McGlinn, Power’s general counsel. “I’m proud that this company is never satisfied with the status quo, and continues looking for new incentives to attract diverse applicants.”

Over the last three years, the percentage of veterans and military spouses employed by Power has quadrupled as a direct result of the Power Veterans Initiative (PVI), an employment and leadership development program specifically for these individuals. Launched in 2016, PVI provides qualifying employees with a $3,000 sign-on bonus after 90 days, personalized communications during onboarding, opportunities for mentorship and customized programming, including the annual Power Veterans Summit.

“Your values are not in what you say, but in what you do. While we’ve always encouraged a diverse and inclusive workplace, our values and actions were not in complete alignment,” says co-CEO, Asher Raphael. “This additional incentive will help us reach our North Star of creating the best place to work for all.”