It’s tough out there. If you’re struggling to fill frontline and hourly jobs right now, chances are you really feel this.
Finding good people for these jobs has never been more difficult—or more important. There’s a perfect storm right now. But is this a new problem? No. For years, companies have been missing on delivering for our hourly and frontline employees. Now that the job market is hot, potential employees are telling us in no uncertain terms that we need to do better.
Luckily (not really luck, our model represents years of experience and research) we’ve identified four areas that will help you create what we affectionately call a “Good Job”. Because if you don’t have a good job, you’ve got no chance at attracting good people.
What does Nike sticking by Colin Kaepernick after he took a knee at the super bowl have to do with the server job you can’t fill? Along with a number of other instances over the last few years, they both represent a trend we’re experiencing across our economy.
Now, employees expect more from companies than they did in the past. It’s not enough to just maximize shareholder wealth. They want their employers to do the right thing. They want the companies they work for to have a reason for existing that isn’t just about making as much money as possible.
Employees want the same thing from employers as we all want from companies like Nike: Be good citizens, have a purpose we can understand and connect with, show us how we can contribute to that purpose, help us uncover our personal purpose, and give us an opportunity to live this through our work. It sounds like a lot, and it is. But isn’t it a privilege that we get to live in an age where we get to work on this rather than just exchanging paychecks for time spent?
Take a look at the 5-star Google reviews of your biggest competitor for frontline employees. (Go ahead, do it now.) Now look at all the 2- and 1-star reviews. Notice that both likely reference culture 8 times out of 10? Culture is “how we do things here….” and it matters to everyone, not just the CEO who has seen the Peter Drucker quote on a slide deck somewhere.
Companies who want to attract and retain great frontline employees need to manage their culture, lest they end up on the wrong end of a Glassdoor review. If you need any more convincing, we recently reviewed a study showing that companies with a rating of 4 or higher on Glassdoor outperformed those below 4 on revenue growth over a four year period (>4 = 15.68% avg year over year growth, <4 = 6.2%).
So what can you do to improve the culture in your workplace? There are two parts to this: 1. Your Culture Strategy, and 2. Your Culture Implementation. (We have a couple of pieces of IP you might want to check out here: Culture Canvas & Culture Competency Matrix)
Compensation and benefits are the places most employers go first to improve employee experience. Are we paying enough? Do we give enough vacation? Sure, this is part of it, but good jobs go further. They consider the profiles of their frontline employees in detail. Where do they live? What do they do with their downtime? Do they have families? Etc.
Then, they build a job that makes their employee’s lives better. How do they do that? They find the areas of friction. Is your office in a place that doesn’t have any bus routes? Might want to reconsider that. For a workforce that’s passionate about health, an onsite gym might be worth considering. Young parents make fantastic employees, if they can get adequate child care. An onsite childcare provider could be a complete game changer for attracting talent.
High on the list of reasons people leave their jobs is that they find leadership lacking (studies report that up to 50% of people leave jobs because of a bad manager). More and more it’s not just about their direct manager, either. Recent surveys have shown that people are increasingly leaving organizations when they don’t believe in their executive leadership—even if their direct manager is great.
The In-vogue Leadership Theory is a combination of what’s known as empowerment-based leadership theories (or post-heroic leadership theories in academic circles). These include servant, cultural, moral, and visionary. The one thing they all have in common is that they’re based on the idea that people are at their best when their leaders are empowering them rather than commanding them.
So, what’s to be done? We think a great place to start is by establishing a leadership philosophy (what we like to call a Leadership Way). This sets a clear expectation across the organization as to what good leadership looks like. It gives leaders a standard to live up to, and hopefully exceed. It also tells team members what they can expect from their leaders. The next step is to decide how much support you will offer to your leaders. The best companies are offering comprehensive leadership development programs that support the core competencies suggested by their leadership philosophy.
We’re at a time when the gap between people and their employers seems to be getting larger every day. A focus on these four traits provides the antidote; a way to help companies reconnect their people with purpose, deliver for their higher order needs, and give them a place to belong and do good work. In short, we can provide people with good jobs. When this happens, we begin to close the gap between people and employers and fill vacant positions with great talent.
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