One of Shelley Metzler's most memorable early roofing experiences is shagging shingles for her father.
"I think I was in middle school," she says. "I got a bit behind, and in my rush, I swung a shingle and smacked my dad right in the forehead. He still wears a nice little scar on his noggin from that one."
It may not have been the most obvious sign of a future career in the roofing industry, but working on a roof with her father was an important step for Metzler, who now, years later, is president of Interstate Roofing, Portland, Ore.
Metzler is one of an increasing number of women who have earned leadership positions in a male-dominated industry.
When NRCA Chairman of the Board Lindy Ryan, senior vice president of service and leadership development for Tecta America Corp., Rosemont, Ill., started a career in the roofing industry 23 years ago, there were few women.
"Most folks thought women were always going to hold an administrative role," Ryan says. "Now I know women who are project managers, service managers, chief executive officers, estimators, service techs and controllers. Granted, roofing still is predominately a male industry, but women are much more involved than 20 years ago."
Jayne Williams, chief financial officer and safety director for KPost Company, Dallas, agrees.
"When I first entered the roofing industry 30 years ago, there were only office jobs," she says. "I had an interest in safety and was fortunate to have support to further develop my career. Now, a woman can do almost anything in roofing she wants."
Although challenges remain, women in the roofing industry are able to focus less on being women in a male-dominated field and more on becoming industry leaders.
Facing challenges
Many women begin their roofing industry careers the same way as men. Some need a job and find roofing companies pay well. For others, it is a family affair.
"I have the same story as many kids growing up in the industry," Metzler says. "You start out picking up trash in the yard then working summers through high school and college. Next thing you know, you've graduated and you're still working for dad."
Monica Cameron, vice president of Diamond Roofing, Manhattan, Kan., also entered the roofing industry through family—though it took a little longer to get there.
"Early on, I decided to pursue a traditional female-dominated career in nursing and had the privilege of working in a top-ranked pediatric hospital for five years," Cameron says. "Even though I loved being a health care provider and was successful, I always felt like something was missing."
While raising a family and going back to school to get her master's degree in organizational leadership, Cameron needed a steady income with flexible hours.
"My dad was looking for someone to help at our new office location," she says. "Being involved quickly led to active engagement in the business and encouragement from my father to grow into a leadership position."
However, mixing family and business isn't always easy. When Cameron's father unexpectedly passed away three years after she began working at Diamond Roofing, the transition was confusing.
"While the family business transitioned from the first to second generation without much of a succession plan, I experienced firsthand a tangled web of unclear boundaries between family, business and management dynamics," Cameron says. "These three spheres often conflicted and became difficult to untangle. To further complicate the situation, gender bias and sibling rivalry became the major decisive factors that influenced the leadership transition. Roofing is a deeply rooted, male-dominated industry, and it is a constant challenge to overcome the traditional stereotypical role of a woman as it relates to business leadership."
Williams says being a woman in a male-dominated industry can be frustrating.
"You have to deal with people who don't think you know what you're talking about," she says. "Once you have the knowledge and experience, speak up. Respect will come as people learn you do know what you're talking about."
Jennifer Ford-Smith, director of marketing and single ply for Johns Manville, Denver, agrees and says being seen as credible can be a problem.
"You never want to jump in with opinions and information too soon because you look to be trying too hard; but if you are silent, there is no benefit, either," Ford-Smith says. "Demonstrated success has always been my strategy for gaining credibility and trust from my colleagues, customers and industry partners."
Cameron believes confidence can be a barrier for women.
"When women are pushed toward administrative roles and capacities, they are forced to learn about roofing through the eyes of someone else," she says. "This, in turn, can create a confidence issue because they weren't given the same opportunities to learn through on-the-job experience. Women destined for leadership who have great mentors find another way to get past this barrier; however, most other women fail to earn the respect of their male counterparts because their environments weren't conducive to learning from the start."
Ford-Smith, who recently was named the first female chairman of the EPDM Roofing Association, points out challenges women face in the roofing industry aren't necessarily unique to that industry.
"I think the challenges women face in the roofing industry are challenges women face in general," Ford-Smith says. "Are we objectively assessing the capabilities of women who apply for jobs or are being considered for promotions? Are women being appropriately mentored? Is there parity in salaries between men and women? Although the gap is closing, I believe these are issues women will continue to face."
Metzler says being a woman in the industry has its advantages.
"I don't see being a woman in this industry as a challenge as much as an opportunity," she says. "It is true there are not as many women in the industry as there are men, but that gives women a significant upper hand because we are different and, therefore, memorable."
And despite the challenges, there are aspects of the industry that can be easier than expected.
"I am always impressed by people's willingness in this industry to help the 'new guy' out," Ford-Smith says. "I will never forget a particular supplier who always took me under his wing at industry events and brought me into his network to feel included. So meeting people—great people—was easier than I expected."
Ryan assumed entering the roofing industry as a woman would be more of an obstacle.
"Early on, I thought it would be more difficult to make roofing my career," Ryan says. "I was wrong.
"My guess is the challenges are no different being a woman than they would be if I were a man," she continues. "Most of the big challenges deal with communication, workforce and how to make sure we are doing the best we can and being the best we can be."
Finding workers
Many agree labor shortages currently top the list of the roofing industry's greatest challenges.
"Workforce issues are one of our big challenges," Ryan says. "Most contractors are faced with not being able to hire qualified employees."
Ford-Smith agrees, saying it is a common problem.
"The entire roofing channel has seen margin compression; the end customer demands higher quality and higher service than ever before," she says. "With shortages of labor and high demand, you would expect prices to rise to pay for quality labor and workers. However, the rules of supply and demand don't seem to apply in this industry. Everyone throughout the roofing channel is challenged every day to find and retain employees."
Metzler says drawing the younger generation into the industry can be difficult.
"Young people simply are not coming into the trades," she says. "As an industry, we need to do everything we can to demonstrate a career in roofing can be fulfilling, rewarding and lucrative."
Ryan believes women have great opportunities in the roofing industry, but old habits can get in the way.
"Sometimes, I think we miss opportunities in recruiting women," Ryan says. "However, I also think women don't necessarily look to the roofing industry as a career path.
"And generally, as an industry, we gravitate to men performing certain tasks and duties and having certain responsibilities," she continues. "We have to be more open to recognizing a qualified woman may be a good option."
Williams thinks there is room for more women in the industry.
"I think women would be great in all production-related jobs—project management, superintendent or estimator," she says. "We should do more job fairs and get women excited about our industry."
Ford-Smith believes there are signs women are returning to the construction industry after a sharp decline between 2007 and 2010.
"Statistically, the Occupational Safety and Health Administration reports that about 9 percent of the people who work in our industry are female," she says. "From my impressions gathered on the job, it looks like women are being given more opportunities. At Johns Manville, I am surrounded by women in a variety of roles, including product management positions traditionally occupied by men. We're also seeing more female customers making critical decisions about purchasing roofing products.
"I really don't see a benefit to labeling roles that women are more suited for," she continues. "I personally have witnessed successful women in all facets of the industry—engineers, project managers, owners, sales and even rooftop mechanics."
Cameron agrees there should be more opportunities for women in all industry roles.
"Since my career began in roofing, the industry has started to see occupational choices based on gender stereotypes quickly fading away," Cameron says. "Although women's participation currently is skewed toward administrative functions and roles, I'd like to think there will be continued growth for women in all capacities in the roofing industry. As the roofing industry continues to face labor shortages, I hope it will recognize the opportunity to attract women by emphasizing opportunities for advancement and pathways into leadership roles."
Cameron recognizes not all women would want a job in the roofing industry but believes those who wish to enter the industry should have a chance.
"Unfortunately, right now, women seeking nontraditional employment opportunities in the building trades may feel unwelcome on male-dominated job sites and seek employment elsewhere," Cameron says. "I will be the first person to admit roofing is a difficult and labor-intensive occupation, and it isn't the right fit for just anyone. The physical demand of labor positions won't be right for every woman just like it isn't right for every man.
"That being said, most women looking for nontraditional opportunities aren't trying to prove anything or take anything away from men," she continues. "Rather, they are seeking the same financial rewards and satisfaction as men. Too often, many traditional jobs held by women mark low pay with few opportunities for advancement. With appropriate training and encouragement to develop their skills, I don't see why there isn't plenty of sunshine for us all."
Metzler says it is crucial to recruit great people—male or female.
"I support anything the industry can do to recruit amazing people regardless of gender," she says. "Every year, I see more women at educational seminars, manufacturers' conferences, trade shows, etc. It's wonderful to see more women finding success in the roofing industry. I believe that by increasing the amount of women in the industry, we will strengthen the industry as a whole."
Cameron acknowledges the responsibility of getting women involved does not fall solely on the industry—women also must play a role.
"Even though there are many roadblocks—such as stereotypical assumptions about women's capabilities—that keep women from entering and staying in the roofing industry, it isn't the roofing industry's responsibility to bridge the gender gap for us," she says. "Rather, it is our responsibility as women in roofing to be engaged in our trade, take advantage of the opportunities in the industry and make our voices heard. There is always room for the industry to support women; however, for progress to be made, it is up to us to step up and make it happen."
Ryan agrees women need to take action to get what they want.
"If you are interested, participate; do what you say you will; have passion; continue to learn; have a good work ethic; have a good attitude; and handle yourself professionally," she says. "The opportunities are there—so go for it!"
Models of success
Women who succeed in the roofing industry serve as excellent models for those who would consider a roofing career.
Ryan credits her success to creating a good team.
"The right people on your team all working together for the same goal or objective is the key to a successful roofing business," she says.
Ryan says it also is important for women to not create their own barriers to success.
"There is a fine line between being too soft and being overbearing," she says. "I believe female leadership success can be found along that fine line."
Ford-Smith emphasizes the importance of listening to customers.
"It isn't a matter of 'if' a problem will arise in business; it always is a matter of 'when,'" she says. "And when that problem arises, you differentiate yourself from others by the way you handle it. If you listen, are patient and find good people who deliver great service, you will have a customer forever."
Metzler credits her team and her father's influence to her success.
"My dad is the quintessential entrepreneur and salesman," she says. "Although he and I approach business in completely different manners, he is a constant motivation. My greatest professional accomplishment is earning my dad's trust so much that he sold his business—his baby—to my brother and me and didn't fight us when we started making operational changes."
Cameron also appreciates those who have influenced her.
"My father taught me how to work hard and encouraged me to fight the fight worth fighting, and my husband is always willing to support me and stand by my side professionally," she says.
Additionally, Cameron says success comes from knowing your employees' skills.
"The roofing business is a service business, and the key to running a successful operation is through human resource and material management," Cameron says. "Thriving companies are able to use strategies, tactics, plans and programs to accomplish their organization's work through their employees. Therefore, to keep a competitive advantage, it is critical to get the right people wearing the right hats. Great leaders focus on developing their employees' individual skills and competencies to produce ongoing value and accomplish the organization's goals and objectives."
Industry action
As time goes on, it seems the roofing industry is taking action to help women succeed. One example is the increasing number of women becoming involved with organizations such as NRCA.
"I think NRCA already is doing some great things by bringing more women into the boardroom and having more leadership on NRCA committees," Ford-Smith says. "I am so excited to see Lindy Ryan was elected as NRCA's chairman of the board. I think that speaks volumes and will do great things for the industry."
Cameron sought NRCA's help when her company had to transition from first-generation leadership to second-generation leadership.
"I've reached out to NRCA on numerous occasions for help, and the staff has gone out of its way to be supportive and welcoming," she says. "Although NRCA's educational programming and networking opportunities haven't explicitly been for women only, it does a nice job providing powerful learning experiences focused on leading and managing a thriving roofing business for all participants. These types of inclusive opportunities have paved the way for women in our industry."
Cameron mentions NRCA University's Future Executives Institute (FEI) as an asset.
"Growing up in the industry, I've met a lot of people but always felt known as the daughter or sister," she says. "NRCA's programming, such as FEI, has made it easier to meet fellow contractors based on my own merit."
Ford-Smith says organizations such as Women in Roofing (WinR)—a new volunteer-based organization with the goal to provide networking, mentoring and education for female roofing professionals—will be beneficial.
"WinR really seeks to be a launching point, and I hope to see it grow beyond regional barriers and truly be a national platform for women in the industry," Ford-Smith says. "We are committed to mentoring and educating women who are entering the roofing industry. As a member of the leadership council for this organization, I've seen a tremendous outpouring of support for our efforts."
Finding inspiration
Future generations of women who enter the roofing industry will be able to look to the accomplishments and successes of women who currently serve as industry leaders for inspiration—just as current leaders are able to look to the past.
"Although Rosie the Riveter is a symbolic icon, I'm inspired by the real-life, hardworking 'Rosies' who filled factory and shipyard positions while men were away during World War II, proving that women could excel in a 'man's job,'" Cameron says. "The stories of their struggles, courage and dedication broke gender barriers and helped shape many of the best social innovations. Rosie is a reminder to all of us to try new things, test our limits, and believe in ourselves and each other."
Krista Berns is Professional Roofing's director of online communications.
A few more questions …
What's the best advice you have received in business that you would pass on to others?
"Businesses focused too much on leadership strategies without implementation usually fail … and businesses that constantly prioritize management tactics survive but don't thrive." — Monica Cameron
"You must have thick skin; seek to understand the people and customers you work with rather than to be understood; know what motivates people and how you can make them win, and you will win together; and empathy, which is not a bad word in the work arena. Embrace it. It doesn't make you soft. You will be a better leader, team member, parent, uncle, aunt, sibling, daughter, son and member of society when you choose to understand." — Jennifer Ford-Smith
"Do what you're good at." — Shelley Metzler
"Always take the high road." — Lindy Ryan
"Be confident, not cocky." — Jayne Williams
What is the most important lesson you have learned as a woman in the roofing industry?
"Being the minority in the industry, you'd think that women would go out of their way to be supportive of one another. However, too often, we fall into the same stereotypical trap by assuming that another woman is the wife or daughter of the man next to her." — Monica Cameron
"It's not about being a woman or a man. You have a shot to do anything you want in this industry with hard work, building your network and listening to your customer." — Jennifer Ford-Smith
"From the outside, the roofing industry may appear to be a 'boys club,' but in reality, the industry has proven to be warm and welcoming to me." — Shelley Metzler
"Be yourself." — Lindy Ryan
"Nothing is impossible!" — Jayne Williams
What is your No. 1 business goal for the future?
"We strategically value communication, and we established communication tactics to help us embrace and mentor new recruits." — Monica Cameron
"Continuing to see my company grow as a leader in the single-ply arena through the relationships we build." — Jennifer Ford-Smith
"As we're in a high-risk industry, safety is always my first goal. Keeping our 110 employees safe will always be my priority." — Shelley Metzler
"I have two. My business goal as it relates to my job responsibility is to train others (measurably) to produce bottom-line results. My business goal for my personal development is to enhance or improve my communication skills. It's the key to everything." — Lindy Ryan
"Keeping employees safe." — Jayne Williams
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