The personnel crisis continues to loom in our economy. A good friend and fellow supplier was lamenting his labor needs. His staffing level was about 160 employees, pre-Covid, and business was great. Covid forced him to layoff an incredible amount of people and basically tread water waiting for it to end. Well, it hasn’t but, as of this writing, the vaccine has changed the dynamics somewhat. He, like thousands of other businesses, have sought labor. From top to bottom, this continues to be a problem.
The problem within the problem is to identify what restraints there are either in the job offer or the people seeking work. In my supplier friend’s case, many of his workers were nonskilled and learned the specific job functions as they worked. Some are not returning as they can find better paying jobs elsewhere. Witness my granddaughter who left a part-time, after school job at a minimarket for a job at Target and is getting 1/3 more in pay in a safer environment. Some are not returning as they have to stay home for a variety of childcare issues. Some have taken retirement; some cruised on added benefits that have now ended. It all adds up to a cacophony of reasons. On the white-collar level, many more than expected have bailed out completely. Is there a role for promotional product consultants in this HR crisis? Yes, it may be small and limited, but it can have impact.
Thank You For Considering Us
Most basic is the old-world method of simply saying thank you. However, it may not be enough. We (Soundline) have produced a handful of thank you card orders for recruiters to sign and send the minute an applicant’s interview is over. It is a powerful statement about the quality of the company as this arrives in a mailbox within a day or two of the interview. In a digital world, a card in the mail leaves a greater impression then an automated email note.
Walk In Candidates
More than ever, retail establishments have signs in the windows. That means they are looking for walk in candidates. Walk in candidates should be walk out billboards. In many cases, the retailers are paying minimum wage and the applicants are people in need. A small, branded gift can build a bit of quick pride, say thank you and let others around see the brand on a shirt, a tote bag or other item of appreciation. Were it a food service business, giving a travel mug and suggesting the candidate have a drink on the house before they leave can be the finishing touch. Taking something home for the family can even be more influential. Offering a free meal, if used in a certain period of time, puts gentle pressure on the candidate to decide, while the facility can be showcased for the family to see.
Walk in traffic could be treated with a gift after the interview. This token reward goes home, differentiates one business vs. the other and presents a visible, tangible reminder. What the product is only you can prescribe.
Internet Search
Welcome to the intangible world. The very fact that a candidate is scouring the internet means they have access (save the few that use an outside computer). Once contact is made, perhaps an interview is scheduled. That is the time to send a note and perhaps a computer/phone related branded item. Seeing it on a frequent basis can build brand comfort and acceptance. Keeping a note card and prepackaged promotional item on hand is a rapid-fire approach that needs only a signature and address label.
Referral
Here is where your premium and gift background comes in. A simple PDF form with a gift selection, a mini company store or so many other vehicles can be used to create a gift selector and order form. A referral is one of the best recruitment tools a business has. When you consider the percentages an employment agency gets and the fees an online service gets, referrals are cheap. there is no one price that fits all budgets for a referral gift. If the client wants rewards at $500, you can do it. It is just as easy to collect $25 gift reward or use one single item for all referrals.
Sign onBonus Gift
Signing bonuses are not limited to sports teams. A box of branded products, including apparel, are a great token of appreciation and signing bonus. It is all about employee appreciation from the get-go.
More than anything else, this is a time when the “premium” side of your business can go to work in recruiting, retention, and referrals. You have a very big bag of tools - let the HR people, local retail managers and your customers know about this capability. Finally, scour LinkedIn for local HR groups and see if you can post an advisory or “how to” article that gives you a cache of expertise. Within crisis is opportunity. Carpe diem.
Joel D. Schaffer, MAS is CEO and Founder of Soundline, LLC, the pioneering supplier to the promotional products industry of audio products. Joel has 48 years of promotional product industry experience and proudly heralds “I was a distributor.” He has been on the advisory panel of the business and marketing department of St. John’s University in New York and is a frequent speaker at Rutgers Graduate School of Business. He is an industry Advocate and has appeared before the American Bankers Association, American Marketing Association, National Premium Sales Executives, American Booksellers Association and several other major groups. He has been a management consultant to organizations such as The College Board and helped many suppliers enter this industry. He is a frequent contributor to PPB and Counselor magazines. He has facilitated over 200 classes sharing his industry knowledge nationwide. He is known for his cutting humor and enthusiasm in presenting provocative and motivating programs. He is the only person to have received both the Marvin Spike Industry Lifetime Achievement Award (2002) and PPAI’s Distinguished Service Award (2011). He is a past director of PPAI and has chaired several PPAI committees and task forces. He is a past Chair of the SAAGNY Foundation, Past President of SAAGNY and a SAAGNY Hall of Fame member. He was cited by ASI as one of the 50 most influential people in the industry.