In many cases, it’s the entry-level or frontline associates that make an organization hum. In a tight talent market, it’s strategic for a company to concentrate on setting these employees up for success.
This task often falls to the HR department. Today, HR leaders are relied on to be more strategic. A high-churn, high-vacancy environment pulls them and their teams into a daily war for adequate coverage. It forces them into a reactive mode versus a proactive one. It's difficult to lead strategically when you start your day already behind.
Recently, I hosted some HR leaders of companies in Florida who expressed such extra strain around hiring and retaining talent in their roles that tended to see higher turnover at or close to minimum wage. Industries such as long-term care, retail and hospitality were represented. We brainstormed tactics to engage employees in these vital, service-oriented, frontline roles. As I see it, these are the engagement tactics with the most potential to be the most effective:
1. Know what they do.
You’ve heard of fostering empathy by “walking a mile in someone else's shoes.” Well, in this scenario, consider “working some hours of their schedule” to see what it’s really like to do another individual's job. I know a physician who has risen to a hospital’s senior administration ranks but still makes the time to work in the emergency room once a month. Another leader in a long-term care facility occasionally fills a schedule and audits how easy or difficult it is to read and execute on individual patients’ instructions. With this type of involvement, improvements can be made more quickly as leaders experience the challenges facing the frontline people.
2. Provide resources for them to win.
HR leaders know it’s not one benefit that solves all needs; it's best to have a range of benefits to serve diverse needs. These can include:
• Transportation/commuter benefits.
• Prioritizing internal hires as path to advancement.
• Employee loan programs and/or partnerships with banks for financial planning.
• Transitioning to a daily or more frequent payroll schedule.
• Allowing for self-directed shift swapping.
• Conducting culture surveys and management training.
• Appointment of a job coach.
• Providing company-branded apparel to wear on the job.
• Sponsoring meals, especially those shared with management.
3. Offer sincere recognition and rewards.
Frontline employees often chose their profession from the heart, rather than for the paycheck. Think of the person who loves working with young children in a daycare, the person who works nights so a family member can pursue his or her dream, the person learning food service so he or she can someday become a chef. That’s why HR leaders say recognition is key. Be regular about shout-outs on lobby screens, awards given by peers or leaders, and opportunities for additional training.
Every employee wants to feel valued and listened to. This is especially important for those in entry-level positions. Take the time to package the value proposition of working for your company, and then be certain to live it out — not just day one on the job, but in year three, four and down the line. It’s more efficient to retain talent than add new. What can you change today to make a difference in the lives of your very important team members?
