Finding, training and keeping the right people

Panelists discuss strategies for small business owners to attract and retain quality employees amid economic turmoil.

Crain’s Cleveland - April 21, 2022 07:59 AM

It’s become a common refrain over the past couple of years as employers struggle to fill positions: “nobody wants to work.”

But that’s not entirely true, said Eric Dillenbeck, director of work experiences for Youth Opportunities Unlimited, a Cleveland organization dedicated to finding jobs and opportunities for teens and young adults.

“It’s not that people don’t want to work,” said Dillenbeck, one of three panelists in the latest installment of the “How to Grow Your Business” webinar series targeted toward small business owners, this one focused on hiring, talent retention and leadership. “I think COVID created an environment that reset employees’ expectations.”

Another panelist, Jennifer Osborn, owner of TalentSENSE, a provider of human resources and recruitment services, said this staffing shortage should be a moment of introspection for companies – and not necessarily just when it comes to salary.

“A lot of organizations have looked at what it takes to improve their culture,” she said. That can take the form of a variety of incentives, particularly when it’s a small business that can’t necessarily compete on higher salaries. It might be some kind of work-from-home or hybrid schedule. It might be more flex time or paid time off.

“I’m not saying that the solution is remote work,” she said. “The point is to find ways that the company has a good culture and people want to work there. What can you offer that’s attractive to get people in?”

Recruitment can be difficult as well. Osborn highlighted LinkedIn, but realizes that not everyone is on that social media network. ZipRecruiter can work as well, but Osborn advised caution in the case of Indeed, even though it’s possibly the most popular job site available.

“I find that I get 100,000 unqualified candidates for every qualified candidate on Indeed,” she said.

Some companies are leery of hiring people of a certain age group – and that can be to their detriment. Dillenbeck said there are companies who don’t want to be someone’s “first real job,” denying themselves a potential employee who is creative and passionate about their work.

Conversely, there are companies that try to avoid hiring older workers, fearing they can’t grasp the technology of the job. And those companies can miss out on experience and a strong work ethic, said Sandra McKnight, vice president of access, learning and success and workforce partnerships at Cuyahoga Community College.

But getting people through the door is only part of the equation. Companies should find employees that are willing to stay, and make sure that willingness continues. Too many employers go through what’s called “churn-and-burn,” making a high quantity of hires and then replacing them after their quick departure.

Dillenbeck said that small businesses are particularly important in the development of other entrepreneurs, because of the variety of experiences employees can have – and McKnight agrees.

“I think that’s one of the opportunities of being at a small business,” she said. “You can wear so many hats. You can diversify your portfolio and skill set.”

Osborn encouraged regular feedback with employees, noting that even tough and awkward conversations can be opportunities for growth. She also said it’s important to have regular one-on-one meetings with employees to make sure they’re satisfied.

“Just like an employee should know if they’re at risk to be fired, a manager should know if someone’s going to resign,” she said. “Who are your flight risks?”

Small business owners can look to a variety of examples of effective leadership. McKnight said that when Tri-C selected Michael Baston as its new president earlier this year, he went on a listening tour with students, staff and faculty, offering his time in a casual and trust-building manner.

“The most effective leaders recognize the value of employees’ opinions and input, and can incorporate that to create momentum and stability in their workplace,” McKnight said.