An installer with a job doesn't apply on impulse. He has a truck, a route, a rotation he understands, and a paycheck that clears. Something has to be worth the trade. So when he opens your careers page, he's not reading an ad. He's trying to picture what working for you would actually be like, and he doesn't start with the pay range.
The principle holds for any service business: your careers page is a marketing page.
The truck and the tools get read first
Ask an installer what he wants to know about a company. The questions are all about the truck and the equipment. Is the van his or shared? Who stocks it, and is it ready before the first call? What equipment lines does the company install, and does it stock parts for what it sells? What shape is the fleet in? Does the company supply gauges, recovery machines, and meters, or does everybody bring their own?
None of that shows up on a benefits list. It's just the job, every day, and he can tell fast whether the company has thought about it. A page that says what's in the van, who stocks it, and which tools the company buys does more selling than any adjective.
Name the work, because HVAC jobs aren't all alike
New construction rough-in, change-outs in occupied houses, light commercial rooftop, duct work in an attic in the worst part of summer, service on equipment somebody else installed: those are all different jobs with the same job title. An installer who has spent years on change-outs reads a page that could mean any of it, and he assumes the part he'd like least.
So name the mix. Residential or commercial or both. Whether crews run as a lead with a helper or as pairs. Whether the company installs what it sells or hands pieces to a sub. Whether there's a slow season, and what happens to hours during it. Everybody in this trade knows about the slow season. Pretending it doesn't exist tells him you think he has never worked a quiet February.