Valuing and investing in technicians is critical for HVAC contractors, especially with the labor shortage in the skilled trades. Contractors should invest in recruiting, hiring, and training the top talent in this area. However, contractors should also be sure not to lose focus on valuing employees who might otherwise be overlooked. Roles such as those in administrative support, the call center, or dispatch might be deprived of regular recognition and praise. Or warehouse workers, apprentices, and delivery drivers, for example.