Chief People Officer at Zenefits, responsible for all programs designed to drive and enhance the people experience.
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Small-business owners and leaders of companies everywhere find themselves in the middle of a juggling act: balancing business needs with those of employees and families in a whole new environment. This is creating a massive amount of stress for many, as Covid-19 upends our sense of normalcy, including business as we know it. A remote work revolution began this year, and work may never be the same again.
In this environment, small businesses must pivot to build stronger and more creative business initiatives that address the new needs of today's workforce, which are also flexible enough to survive the test of time. Leaders have a number of considerations as they determine their new paradigm — whether that's a return to the physical workplace or not.
Put on your oxygen mask first.
Take a deep breath and put your own oxygen mask on first. Employees are looking to you for leadership. Now more than ever, they need you to lead during this uncertain time. Be mindful of the fact that your employees will pick up on all kinds of cues you are sending, both overt and covert. Be sure to practice what you preach, take care of yourself and be mindful of what your employees need from you right now.
It will vary from business to business, so consider one-on-one meetings, group talks or surveys to ensure you have a constant pulse on your business. These pulse checks are critical to learning what your employees and customers need from you. Checking in will either validate your assumptions, help you prioritize or possibly teach you something you hadn't thought about before.
Be transparent.
Transparency is absolutely critical right now. Communicate clearly both to your employees and customers what the challenges are for the business, and enlist their help in thinking through how best to solve the issues at hand. Bring others into the fold to help your business not only survive but thrive as you continue to flex and adapt to the ever-changing landscape brought on by the pandemic. This will help employee motivation and engagement, and will also ensure that your customers rally to support you. This kind of engagement and support is nothing but good for business.
Be flexible and empathetic.
Where possible, allow employees to work from home, as flexibility and an understanding of your employees' personal situation are critical. Ensure they have the right tools and resources, and don't ask them to come into the office and put themselves at risk if you don't have to. This will in turn drive productivity and loyalty.
Many employees have kids at home, and leaders need to recognize that this puts tremendous strain on employees trying to balance work and parenting. Address it proactively by being flexible where you can with all of your employees. It's time to rethink not only where we get the work done, but how and when we get work done.
Safety is paramount.
Keeping your employees safe is critical. We all recognize that essential workers should be given appropriate safety gear. Equally important is ensuring that all employees are following the safety protocols you've put in place. Too many times I've seen businesses where some employees follow protocols while others don't. The best thing you can do to protect all of your employees — and customers — is to insist that safety protocols be followed consistently, and implement consequences for failing to do so. It really may be a life or death matter. And don't be afraid to crowdsource. By asking your employees if they have ideas for making the workplace even safer, you engage them in problem-solving for your business, and you may get some novel ideas.
Do a tech check.
Mobile-enabled technology will be the price of admission for workers and customers alike. This goes for those working from home full- or part-time as well as businesses that have pivoted from primarily brick-and-mortar to online. Do a tech check: Externally, make sure your website is up to snuff, as consumers have little patience for poor websites in this day and age, and if the user experience is poor, customers will look elsewhere. After all, it only takes 0.05 seconds for visitors to decide whether they'll stay on your website or leave.
Internally, it goes without saying that companies must embrace going paperless and leverage appropriate technology across the board. There are helpful applications for time and attendance, communication, training and even labor law posters, which will ensure a seamless employee experience from onboarding to offboarding.
Don't discount gig workers.
Another consideration is the rise of the gig economy. Treat gig workers well and ensure you bring on only high-integrity contract workers, as this will impact the brand. Post-pandemic, our entire economy is likely to have a greater appreciation for "essential workers" as it becomes crystal clear that people drive performance and are the lifeblood of business success.
Press local governments for support.
The public attention to the needs of small businesses may fade as people eventually return to some semblance of normal. Since thriving local businesses are immensely important to local communities, local business associations must continue to press local governments for continued support post-pandemic. It's no secret that the economic fallout will be felt by communities and businesses for years to come. Recognize that many small-town governments are unsophisticated, so the onus is on business leaders to engage local government in the cause. Build a stronger business by building a stronger community.
The face of small business will be forever changed post-pandemic. Brick-and-mortar stores will remain, but the pivot to online retail and services is here to stay. Customer loyalty has reached a whole new level during Covid-19, with customers going out of their way to support local businesses. Now more than ever, high-integrity brands that are transparent and good to both customers and employees will drive long-term value and revenue. Is your business prepared?
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