How can you attract employees?

Bob Urichuck

These were the questions posed to Business owners in a workshop at an Annual Conference at Disney’s Coronado Springs Resort this past summer. Thanks to their contributions, this article became possible as a learning tool for you. That is one of the great things about being a member of an Association. Everyone cooperates with each other, to help each other learn from each other’s successes and failures.

Teams were created to brainstorm answers to each of these questions. It wasn’t long before everyone started to see a common element in all three areas. The common element was people and how we attract them, retain them and motivate them, no matter what area they worked in. Everyone agreed that it is the people, and their attitudes that make the difference. Finally, we concluded that it is you the owner, and your management team that has to first make the difference. Therefore, let’s look inside.

You can’t have something on the outside if you don’t first have it on the inside. In other words you cannot attract good employees if you don’t first have the right attitude towards your existing employees, provide a good working atmosphere, tools and growth opportunities. So take a close look at how you are presently retaining employees and increasing their performance, since they are both under your direct management influence.

Here is a summary of the team’s top answers on retaining employees and increasing employee performance:

Retaining Employees
Keep your promises
Build employees self-esteem
Good access to management
Staff events / Team building
Incentives – recognition & rewards
Full time employment for key people
Added responsibility, empowerment
Good working environment
Advancement opportunities
Hire the right people
React on employee suggestions
Regular staff meetings, parties
Flexible hours, rotating shifts
Clear policies and expectations
Everyone is equal to each other
Partner with other businesses for off-season employment (ski resorts)

Increasing employee performance
Ongoing staff training
Keep employees informed of status
Frequent /consistent rewards and Training and Cross Training
Recognition for performance
Set goals, review, evaluate, feedback
Integrity, ethics, conduct, praise
Empowerment, creative input
Proper systems, good equipment and safe working conditions
Good management
Include employees in problem-Communications solving
Lead by example
Bonus – per hour retro
Discounts, family & friends
Mentoring programs
Be sensitive to personal issues

When you take a close look at these two areas, you can see a lot of overlap. What you do to increase performance also retains employees and vice versa.

Some of the main areas that are commonly overlooked are orientation training, the establishment of team and individual goals, having ongoing reviews and providing constructive feedback. Without these elements the employee is wandering around aimlessly, and doesn’t get any feedback on their performance. How can you expect the employee to meet or exceed your expectations if they don’t know what they are or how they are doing in relation to your expectations?

In a previous article that I wrote for Small Business Canada magazine, I pointed out what motivated employees the most and what kept them loyal based on the results of National research study. The three top elements were:
1. Full appreciation of work done
2. Feeling of being in on things
3. Help on personal problems

Full appreciation of work done is recognition. Recognition is positive reinforcement. Positive reinforcement of actions gets those actions repeated. Recognition and praise reinforces our beliefs about ourselves and helps make us think we are better than we may have thought we were.

Positive reinforcement is what builds our self-esteem. Our self-esteem is the way we see and feel about ourselves either internally, through our own beliefs, or externally through what we accept as the beliefs of others. If we feel good about ourselves and we believe others feel good about us, we perform better than we would when we see the opposite side of the coin.

People perform in a manner that is consistent with how they see themselves conceptually. So, the key is to help people build their self-esteem.

Unlike money which is an external motivator and never lasting, ones self- esteem is internal, and internal motivation is everlasting. In order to build a healthy self-esteem one needs recognition and praise, both from one’s self and from others. You can help build someone’s self-esteem and self-motivation through recognition, but also through advancement and responsibility where that person can obtain a sense of achievement and personal growth.

You cannot motivate another person to do anything. We all know we could only accomplish so much on our own and that everyone is a product of their environment. You have the opportunity to create the environment. You can only provide the means and the atmosphere in which others motivate themselves. You are the leader and you must set the example by demonstrating appropriate behaviors. Take the time to define the appropriate behaviours you want to see in your employees, then start demonstrating them.

If you haven’t already made it a practice, the beginning and end of a period, or event, is a great opportunity to have a staff meeting, followed by a employee & maybe spouse dinner, staff recognition awards and/or a party.

By bringing all employees together in a room for a meeting you create a team environment. By including them and sharing information with them, you are giving your employees an opportunity to share your perspective.

With inclusion, you are indirectly empowering them to contribute to the success of your whole operation, because it gives them a chance to see and understand the bigger picture. This in turn leads to them taking initiative and improving things in their own area of responsibility, particularly if they are recognized for it.

By sharing the results of the period with them and asking them what went well and what areas could use some improvement, you are obtaining a wealth of information, and including them in the overall success of your operation. What do you think will happen when it comes time to implement some of their suggestions? Do you think they will object, or, do you think they might take ownership in implementing them beyond your expectations.

What about personal problems, do you take the time to listen, to understand, to show you care? Personal problems often interfere with work performance. Take the time to help your employee with their personal problems. Coach them to look for solutions and they will feel closer to you. In turn, they will perform better because you showed you care. People don’t care how much you know, until they know how much you care.

From this point on you will notice that employees will go out of their way to do a great job, because you took the time to include them, empower them, to thank them and to show them that you care. Keep in mind, actions that get recognized or rewarded get repeated. Are you demonstrating those behaviours?

Now how does all this benefit attracting employees? Well, if you have happy employees, you will have happy customers. Happy employees and happy customers leads to loyalty. When you have loyal employees and clients, you will never have a problem attracting staff. Why? Because they will always be on the look out for you, and you know you should always be recruiting.

Here is the summary of the team’s responses to attracting employees:

Recommendations / referrals – friends, family, staff, ski resorts
Existing culture – staff caring
Working environment, team spirit
Steel from other businesses
Use HR on the web
Provide a higher than industry average wage scale
Assist in finding winter employment
Provide enhanced benefits, perks
Advertise – internet, job fairs, colleges, local and national magazines
Educational programs
Flexible hours, shorter or longer work weeks
On-site accommodation, transportation, training
Community involvement, special events
Manpower services
Signage, posters

All of the above ideas are great. Consider them for use in your operation. The one I think will give you your best return on your investment in time and money is the first one – recommendations and referrals – word of mouth. You yourself know how important word-of-mouth is. It is by far the most cost effective and the best marketing available, but only if you are worthy of it.

Afterall, it is your reputation, and your reputation comes from you and the way you treat your employees. Your employees in turn will follow your behaviour and treat the customers in the same way. Maybe it is time to take a close look in the mirror and ask yourself if you are demonstrating the appropriate behaviours, and if not, create a plan to implement the appropriate ones

If you have happy and loyal employees, it is because you care for them. You care for them in the way you retain and motivate them. In turn they will care for your customers and you. When your employees and customers care for you, they will help you and refer good people to you.

Then when you have candidates to interview be prepared. Create yourself a standard series of questions that you feel need to be asked to uncover the person’s attitude, desires, interests and work or service ethics. Share your policies and/or working guidelines with them and get their commitment to following them, even singing off on them. Group all the interviews at once, if possible, to allow you best choices.

When hiring, also remember the acronym A.C.E.S. Always be looking for people with a great Attitude, who value Cooperation and use the word “we” and not “I”, have Energy and a Service ethic because it is the right thing to do.

And when you do hire someone, remember how that person came about. If that person was referred to you, thank and reward that person somehow. Actions that get recognized or rewarded get repeated. You are the leader, and you must first demonstrate the appropriate actions and behaviours that you want to see in your employees.

Have a great year!

Bob Urichuck is an International Professional Speaker, Trainer and Author of “Up Your Bottom Line, Featuring the ABC, 123 Sales Results System” and “Online for Life: The 12 Disciplines for Living Your Dreams” Bob Urichuck is recognized as a Platinum Speaker for Meeting Planners International (MPI) and As the Consummate Speaker of the year by Sharing Ideas News magazine. Bob is also the Founding President of the Canadian Association of Professional Speakers (CAPS) Ottawa and is a Certified Sales Professional (CSP).

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