It’s the holiday season. Neighborhoods, towns, and malls are lit and decorated. People are constantly checking ecommerce sites for deals and discounts. Holiday sales are in full force, leaving retailers scrambling to meet delivery deadlines. Despite the continued pandemic-induced supply chain disruptions this year, the National Retail FederationOpens a new window forecasts up to a 10.5% uptick in holiday shopping. With this projected sales growth, shrewd businesses are planning their headcount requirements ahead of time and typically turn to the external workforce comprised of independent contractors, contingent workers, temporary staff, and freelancers to fulfill the requirements. Some companies in the retail, logistics and hospitality sectors have been touting the number of headcounts they need to hire to get through the holiday rush. While recruitment of contingent workers is one aspect of the holiday surge, engaging them is another.
An engaged seasonal worker can make a vast difference to the business by delivering high customer satisfaction and increased productivity. At the same time, increased working hours during peak season can amount to frustration and overextension among workers, which could hurt the business. After all, it’s the holiday season for them too, but to help businesses meet demands and run efficiently, the workers often sacrifice their own time with family and friends. Therefore, a clear engagement plan for seasonal workers will prove helpful for businesses in meeting and exceeding the season’s demands.
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1. Determining the Need for Seasonal Workers Must Begin Early
Well-run businesses are aware of what they need to accomplish in the upcoming fiscal year to increase profits, endure uncertainties, compete better, and drive growth. That includes talent planning for the year — full-time, part-time, and external. To prepare for the next holiday season, planning must begin immediately after the current holiday season ends. With the right technology and systems to track contingent workers and evaluate performance, HR and procurement functions can collaborate and look at re-engaging seasonal workers. With specific data such as time in/out, skills, and capabilities, businesses can determine how else a resource can be utilized and upskilled to do more. For instance, if a contingent worker is hired for packaging goods and they are interested in driving a vehicle, they could be assigned to deliver items. In this instance, investment in a driving course to increase competency and confidence in driving different types of vehicles, including heavy-loaded trucks, can be useful to assign the worker multiple projects that satisfy both the business need and worker interest — a win-win.
2. Good Worker Experiences Lead To Positive Customer Experiences
From the time a contingent worker is contacted with a job requirement, they must be provided with good experiences, just like a full-time employee. That includes a smooth hiring and onboarding process; training, tools, and resources required to execute their jobs; open communication; constant feedback; and a hassle-free exit process towards the end of the contract. Small gestures like treating them as part of the team and including them in staff lunches and meetings, virtual and in-person, go a long way. When a project goes well, it’s also a good idea to stay connected with them after the project is complete. Consistent communication will help them stay informed about what’s going on with the business, foster connections that will leave a positive impression, and keep them coming back. The business may want some seasonal workers to ultimately become full-time employees, and for these workers to consider taking the opportunity, such experiences matter.
Several companies offer discounts, vouchers, benefits like tuition payments and recognition bonuses to attract potential new hires, re-hire former contingent workers, or simply appreciate an existing worker. A mix of tangible and intangible experiences leads to higher engagement, productivity, and motivation. When people feel cared for, they are more likely to be genuinely and emotionally invested in their jobs and employers, which ultimately leads to positive customer experiences and better sales.
3. Recognition Is Vital To Boost Morale
The pandemic has undoubtedly taken a toll on the physical and mental health of many. During this holiday season, businesses have an opportunity to stand out as top employers. One way to do so is by rewarding and recognizing good work and doing it often. Given that the jobs are “seasonal†and the workers are hired for a fixed duration, companies must set clear goals for them to achieve to keep them motivated and focused. When the goals are met, companies should take a moment to recognize them. Seasonal workers who feel valued and appreciated by their supervisors can impact morale and boost performance. Going beyond a mere “Thank You†to really acknowledge the contribution and how it ties to organizational success enables managers to build stronger connections with the workers. And these personal gestures should be timely to really build trust and respect.
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Focusing on engaging seasonal workers is one key step to building a healthy talent pipeline and adding value to the business. Knowing that holiday seasons come every year, planning can contribute to a more engaged workforce, happier consumers, and better brand perception.