How to Create a Job People Value

Unlike machines, people will provide variable output.  Some employees will go above and beyond, some will fall short.  With the high cost of attrition, replacement, and micromanagement – especially in a call center environment – employers should be increasingly interested in how to find the right person for the job, get them up to speed as soon as possible, and keep them in the organization as long as it makes sense.

If you’re wondering if you’ve built a job that people value, consider asking yourself the following questions:

Do I pay the absolute minimum?  If your pay scale for your position is the lowest in your marketplace, consider what that says to your employees.  Even if you are able to get the requisite number of applicants and fill the open spots, employee output is still a dynamic variable, and you’ve created a subconscious message that sets low expectations.  Can you really expect excited, engaged, and creative employees when you are the lowest number in the marketplace (or the legal minimum wage)?

Do I provide benefits?  Managing employees’ lives outside of work is a questionable practice, but we can all agree that the fewer distractions workers have, the easier it is for them to be 100% while on the clock.  It’s a requirement for many employers now but, even if it’s not, what are the benefits of providing health, dental, and other insurance?   Maybe you can increase productivity and reduce cost by ensuring your employees don’t have to worry about their kid’s cavity or their prescriptions (it’s important to note that health issues are a significant cause of issues like absenteeism and attrition: here’s some more info).

Do my employees see their impact on the overall organization?  Executives and managers often have a handle on the mission and vision of an organization and they often expect the same when they visit with front-line employees.  However, it’s important to ask what you do that will keep these employees engaged when their job description is often more tedious than it is visionary.  Do you have stock options that your employees benefit from as the organization grows?  Do you have a promote from within policy that helps add career-pathing to your list of positive attributes?  Do you share profits with the employees that are actually touching your customers?

Does your company do something exciting?  Maybe, maybe not, right?  I firmly believe that every company does something truly exciting, even in the most boring industries.  If your company does not have something it does better than everyone else – if your company doesn’t have a single true differentiator, then why does it even exist.  However, many companies do not do a good job of communicating what is so interesting about their company throughout the entire organization.  Ask yourself, can every employee of mine answer the question: why do your clients/customers pick you?

Are your offices where they should be?  Another way of phrasing this is to ask how much competition do you have for your workforce?  If your goal is to create jobs that are valued, you need to figure out who else wants to hire your employees and what they would need to do to get your employees to leave.  With modern technology, remote offices and work-from-home are real options that can be considered as a way to ensure that you’re not just another potential paycheck that your worker will give up for $X+1 down the street.

Are You Picky About Who Your Clients Are?

Long-term business is the most profitable business.  According to the Gartner Group, for an average company, 80% of your profits will come from 20% of your customers.  It can cost between 5 times and 10 times as much to acquire a new customer as it does to keep an existing one.  Simply increasing the average tenure of a client/customer by a few months will increase growth without increasing sales.

A lot of selling is done by people who viewed the signed contract or the completed transaction as the goal.  In reality, this is the starting point of the relationship, and the sales and service process will be focused not on finding 10 customers that will be around for one cycle, but 1 customer that will be around for ten cycles.

Here’s the advice:

Be Picky

About who you work for and who you do business with.  Bad relationships based on a sales pitch will suck resources, energy, and money.  Good relationships based on mutual compatibility will generate profit, referrals, and a long-term engagement.

Be Honest

About what you do best and who can benefit from it.  Sell solutions to problems, not products and features.

Be Open

About the opportunity for things to happen in the future.  People do business with people.  If you can communicate your vision, your benefits, and your best attributes, a lot of those “no’s” will become “not right now’s”

The Era of Custom

The world is flat.  Really flat.  We have 7 billion people on the planet, meaning the perfect something, anything you want is out there.  And there are companies that will help you get it.

Do you have that favorite bar? restaurant? coffee shop? park?  Does it have some quality that is just hard to replicate anywhere else?  In a world of streamlined logistics, large-scale manufacturing, and streamlined marketing, it’s easy to buy things that everyone else has.  What we remember, however, are those one-of-a-kind things that represent not only their functionality (watch, desk, rug, etc.) but have a story.  Here’s 2 companies playing in the custom goods space, one old and one new, leveraging technology to bring together buyers of unique goods with the makers that provide them:

  • Etsy: An online platform allowing designers and makers of everything from jewelry and clothing to housewares and office decor to set up storefronts to sell to buyers worldwide.  Think of this like craft-y eBay, with Etsy taking a fee for each listing and a percentage of the sale for their role in providing the infrastructure, platform, website, and marketing to get these goods in front on anyone looking for a custom-dyed pashmina scarf or hand-carved Oak stool. (3 Color Linen Dress)
  • CustomMade:  This Boston-based firm takes the idea of Etsy a step further.  Specializing more on genres like high-end jewelry and custom-designed furniture, CustomMade staff will walk you through the design process, helping you figure out the rough cost of your end result and recommending a few makers who might be a good fit.  From there, a maker will be with you through the process, sending photos of the work in process, coordinating shipping, and making sure you are happy with the end result. (Adirondack Dresser with Owl Carvings)

Not only do you end up with you want, but it’s hard for you to find someone else wearing the same things.

Taylor