Culture That Connects: Rethinking How We Attract and Keep Talent in the Renewable Energy Industry

November 19, 2025

In the solar industry, talent and trust are inseparable.

The next generation of solar professionals, especially Gen Z, care deeply about where they work, how they’re treated, and whether their employer’s mission aligns with their values. Our recent article,‘Why Younger Talent Chooses Sustainable Employers,’ explored exactly that: how purpose-driven companies are attracting and retaining top talent.

Maintaining talent through workplace culture is no longer just an HR buzzword. It has become a business strategy that directly affects both performance and customer satisfaction. Culture now shapes how teams perform in the field, how they communicate with homeowners, and how long they stay.

That message came through in a recent Generous Benefits podcast, where Solar Insure’s Human Resources team joined host Amanda Brummitt to discuss what it takes to build cohesive, high-performing teams and how those same practices can help solar companies keep employees engaged and motivated.

Culture as the Quiet Differentiator

In solar, trust is the foundation of every sale, installation, and long-term relationship. That trust starts internally. The tone a team sets behind the scenes ultimately defines how homeowners and providers experience the brand.

As HR Manager Amanda Boyer shared during the interview, culture is “the heartbeat of a company, the tone we set in meetings, how we handle mistakes, and how we celebrate wins together.”

HR Director Ariel Bradford expanded on that point: “Culture is not something that’s on our website, it’s in the interactions we have day to day with our clients. When we build a strong internal culture, it has a ripple effect. It comes out in the interactions we have with our customers as well.”

Culture is not a tagline. It is a driver of performance. Companies with healthy cultures see up to 40 percent lower turnover and 70 percent higher employee engagement (Gallup, State of the Global Workplace, 2023). For solar providers, that means steadier crews, fewer project delays, and smoother customer experiences that build long-term trust.

Remote, Local, or Hybrid: It All Comes Down to Connection

company culture regardless of hybrid, local, or remote work

Many hands are needed to grow a successful solar business, and most of those hands rarely share the same roof. Between field crews, service teams, remote coordinators, and office staff, maintaining connection can be a real challenge.

Engagement and connection are not just about morale. They are business drivers. Teams that communicate effectively and feel connected move faster, solve problems more quickly, and deliver more consistent results.

As Amanda Boyer explained, “Looking at company culture, especially in a remote-first work setting, we’ve made a real effort to create opportunities for people to connect across departments and build rapport outside the usual work setting. This has made an impact on how we work together as a company and is more seamless when it comes to interpersonal interactions as well.”

When people know the faces behind the emails, the crews behind the projects, and the coordinators behind the schedules, trust and accountability grow. People stop working in silos and start working in sync. Research by McKinsey & Company shows that teams with strong internal communication are 25 percent more productive and report higher morale.

Time spent intentionally connecting your team is not time away from work; it’s time invested in building a stronger team. It is an investment in efficiency, retention, and trust. When your people feel connected, your customers feel it too.

Retention Starts Before the Offer Letter

Retention does not begin with onboarding. It begins with purpose. The next generation of solar talent is not only looking for stability but also meaning.

As we explored in Why Younger Talent Chooses Sustainable Employers, Gen Z values transparency, flexibility, and employers who stand for something bigger than profit. That connects directly with what Ariel Bradford shared in the interview: “We’ve definitely had a lot of success in finding individuals that align with our mission and core values. This has led to a lot of our employees having quite a long tenure.”

That kind of alignment is what keeps teams engaged through the ups and downs of project work. Research from Deloitte shows employees who feel connected to their company’s purpose are three times more likely to stay. For solar companies, that means your recruiting story should go beyond job requirements. It should explain why your work is important and how each role contributes to the broader renewable energy movement.

When people believe in the mission, they do more than take a job. They take ownership. That sense of purpose builds loyalty long after the offer letter is signed.

Leadership That Sets the Tone

Culture follows leadership. The way managers communicate, make decisions, and handle challenges sets the standard for how teams show up every day.

As Ariel Bradford explained, “It starts with communication for us. We’ve established a good cadence of communication with our managers, allowing them to schedule meetings with us and hold office hours where they can openly discuss team or departmental challenges. Then, beyond that, making sure they are being proactive in some of the skills they need to lead people with intention, empathy, and compassion.”

That kind of leadership builds alignment. It fosters communication, trust, and accountability. Employees know their voices matter and that their leaders have their back.

Companies where leaders communicate consistently and authentically see 59 percent higher retention and 41 percent lower absenteeism (Gallup, State of the Global Workplace, 2023). For solar providers, this means fewer last-minute callouts, smoother installations, and customer experiences that reflect a cohesive team effort.

Leadership sets the emotional tone for the organization. When managers lead with clarity and empathy, their teams reflect that behavior in their work, communication, and relationships with homeowners. In a trust-driven industry like solar, that tone does not just define culture. It becomes your brand.

Culture Is the Current That Powers Your Business

In a field built on trust and long-term performance, your people are your strongest differentiator. From leadership communication to team connection, culture drives every outcome — efficiency, retention, and customer loyalty.

As the workforce evolves, especially with a new generation seeking purpose over position, solar companies that invest in their people will stand out. The lesson from Solar Insure’s HR team is clear: connection, communication, and leadership are not internal priorities — they are strategic advantages.

When your team feels aligned, valued, and heard, that energy is reflected in every installation, every service call, and every homeowner interaction. Culture does not just live inside your company. It shines through it.

Special thank you to host Amanda Brumitt and the Generous Benefits podcast. To learn more about Generous Benefits or the Solar Insure Human Resources Team visit:

Generous Benefits: linkedin.com/company/generous-benefits/

Ariel Bradford, Director of Human Resources, Solar Insure: linkedin.com/in/ariel-bradford-b81328bb/

Amanda Boyer, Manager of Human Resources, Solar Insure: linkedin.com/in/agboyer/

Follow Solar Insure on our social media channels for all the information you could ever need about solar. Stay up to date with the latest in solar tips, trends, SI-30 product notes, and pro tips for success in your solar business.