With a smaller pool of businesses still considered essential in Ontario, it is becoming very apparent that the employer branding of those companies is vastly increasing in importance.
Here is why:
- With fewer and fewer companies currently operating, every move companies make is much more visible, like being under a highly sensitive social microscope.
- More people are reporting what their world of work is really like through social media.
- The level of interest in protecting those still in the workplace is present in the minds of EVERYONE, not just the staff you hire. The general population is looking for and finding information on companies that aren’t taking care of their staff – for their own health purposes.
- Businesses that are still hiring risk more exposure than ever before if they fail in protecting their staff – or eliminating staff without performing their due diligence.
How businesses treat their employees, how they pay them, protect and interact with them can have a lasting impact. If handled in a manner incongruent with humanities needs right now, that company could- dare we say- lose business and risk a whole lot more simply due to social networking exposure. Right now millions of Ontarians have time on their hands, time to read, time to connect with friends and loved ones, and time to absorb more social media and news. The word will get out somehow.
Bad news spreads faster than good news. In a time when we really need to protect our workforce and ensure the potential of the spread of COVID19 is mitigated, the way a company treats its employees BECOMES their employer branding. The impact of poor planning and execution right now may not just be a loss of customer base – but a loss of current and potential future employees.
During conversations with some business owners, we at TART found there were some major discrepancies and confusion in information on how to lay off staff, how to allow staff to take time off and how to continue to operate knowing your staff may be reduced due to protective leaves being utilized.
So much information is floating around which can become overwhelming and confusing, especially for small business owners who rely on external resources to help manage and mitigate risks. We understand the importance of having robust, relevant and legally defensible policies and procedures in place. Policies can be amended, updated and implemented. Guess what? That’s not as hard or as scary as some may lead you to believe. What can’t be easily amended is how we treat our employees whether it be now during uncertain times, or any time in the future.
We’ve compiled a few tips and best practices that we believe can help you move forward and be the best employer you can:
Focus on Your Employees
We know as business owners our natural inclination is to quickly turn our attention to our customer base and business continuity. There is no shame in that nor should there be. We are in business to be in business. It goes without saying, without the people working in and for our business – there won’t be a customer to worry about. What are a few ways we can show our commitment to our employees?
If you are in a situation where you are needing to reduce your workforce, communicate with empathy and authenticity, don’t just rely on the wording of a policy (or employment contract) to explain why something is happening. Understand that your folks are just as worried about their financial well-being as you are of your own. Dignity, respect, compassion, fairness, and honesty can go a long way.
DO NOT use this time to “weed out” problem employees.
If an employee is needing time off for medical reasons, or other reasons protected under the Employment Standards Act, support them. Give them as much reasonable time off as possible and try to work together. Now is not the time for a “one size fits all” approach and you may find you are getting creative on work arrangements.
Check-in with your people often whether they are actively working, on layoff or absent due to medical reasons. They are uncertain for their future. They are feeling isolated and afraid and at a time when our relationships matter, the one we have with our manager/supervisor can prove to be very important. Maybe you can set up a chat group weekly where everyone can check-in and just connect.
Communicate proactively. Communicate consistently. Communicate frequently.
Ensure Your Actions Align With Your Values
Moments matter. How you handle these moments and every interaction you have with your employees will create, strengthen or weaken your culture and drive employee loyalty. Where possible link business decisions to possible positive outcomes. It’s never easy to make difficult decisions that may result in employee hardships. This doesn’t just relate to workforce reductions, even maintaining a workforce may call for changes in how a job is done such as increased health and safety measures and/or increased responsibilities. Employers need to be prepared to address the “why” in their decisions. This will help employees garner trust and show people that the company as a whole respects them enough to be as transparent as possible.
Prepare for Tomorrow
Some companies will undergo a significant transformation as a result of this pandemic. One major change for many organizations has been having employees working remotely, and this may have future implications as we are all uncertain of when “return to normal” will happen.
Whatever changes your company is facing today or may face in the future, planning will be important for your employees. They need to be reassured you have a plan – or you are at least working on a plan. Don’t be afraid to ask your people for insight and input. Give them a voice and listen. At the same time (and we can’t say this enough) make sure you are communicating new business goals and vision.
Furthermore, if you are in an industry still deemed essential in Ontario, you are competing with many other essential businesses seeking talent in an environment where those employees may be risking themselves quite a bit more than if they stayed at home. Your employer branding can engage and encourage your current employees as well as inspire potential candidates to apply to open positions now despite knowing the risks or run for the hills.
What does your employer branding say? Should you revisit it due to the new environment we are conducting business in? Leave your comment below – we’d love to hear from you!
Lastly, be safe, keep well and talk soon.
Clover Raftis and Tracy French
Co-founders of Talent Attraction and Retention Team