Alexandra Levit's Water Cooler Wisdom

2023 Business and Employment Trends for Small Business

While business is generally stabilizing and neighborhood institutions are finding innovative ways to stand their ground against larger competitors, concerns including inflation and stubborn supply chain disruptions continue to dog many owners.

According to the November 2022 Small Retailer Report from American Express Business Class, which surveyed 300 small business retail decision makers, most small retailers currently operate in both online and brick-and-mortar settings, and retailers view their brick-and-mortar stores as a place for customers to discover and try products, as well as for boosting brand awareness and recognition.

Creating an In-Store Experience

Small retailers are encouraging their customers to shop in-store and make their in-store shopping experience more social. According to the Small Retailer Report, 69% of small retailers have offered in-store shopping experiences or events in the last 12 months, and 74% hope to offer in-store shopping experiences or events within the next six months.

State of Kid is one of those retailers that values in-store shopping experiences. A hybrid concept that combines a boutique retail experience and enrichment classes for children ages 0-8, the store launched in late 2019 and now has three brick-and-mortar locations in South Florida. Founders Alana Oxfeld and Cheryl Gonzalez created State of Kid after moving to Miami from New York and Switzerland, respectively, and struggled to find modern parenting solutions that met their needs.

“State of Kid combines retail with experiential programming. Parents can shop while they bring their children in for art, music, science, cooking, and much more,” says Oxfeld. “We offer a highly curated selection of kids’ clothes and gifts that aren’t often found at major big box retailers or on Amazon. Additionally, we are known for our exceptional service and personal connection with our customers.”

The State of Kid owners have worked hard to make their stores appealing for kids and parents alike. “Our aesthetic is inviting and playful. Children generally leave our enrichment classes—from Tumbling Tots to Jam with Jamie—with huge smiles on their faces. That sense of fun extends into the retail space, and often families congregate long after the class has ended, continuing the party-like feel,” says Oxfeld.

Milk Room, a vintage, luxury streetwear and sneaker boutique with three locations in southern California, prides itself on its custom sneakers. Founder Greg Monterrosa provides a memorable in-store experience for customers by hosting fashion, art, and music shows at each location, and running a podcast.

“Milk Room is a true community,” Monterrosa says. “Our stores are run by local designers. When you walk in, you see local art and emerging brands, and you’ll catch a scent from a local candlemaker or essential oil maker.”

Standing Out From the Competition

The Small Retailer Report also found that small retailers plan to prioritize (46% versus 37%) the online shopping experience than the in-store shopping experience in the next six months. For small retailers that operate via online stores and e-commerce, 96% hope to enhance their online shopping experience within the next six months.

Although concern about competition from big box retailers and larger chains is high, ahead of Small Business Saturday small retailers are positioning themselves for competition through customer loyalty, their prices, and their specialty products.

The owner of Dallas-based Taco Ocho, Mani Bhushan, works hard to stand out from other local restaurants. When you walk in to Taco Ocho, you will probably notice the colorful walls painted by a local artist, Latin music playing in the background, and the smell of tortilla chips baking in the oven. Bhushan, who is in his seventies and still works shifts at his restaurants, opened Taco Ocho in 2011 and has been in the industry for over 40 years.

For the rest of the piece, check out AMEX Business.

Creating a Culture Where Employees Feel Safe

Each month, the UKG Workforce Institute poses a top-of-mind question from the world of HR and include several perspectives from our advisory board (including me!)

“What are two ways companies can create a culture where employees feel safe speaking up, asking questions, and/or providing feedback?”

“Rather than focus on aggregate corporate culture, ask where in the organization this is a problem that is impacting business results, then look deeply at the individual cases to determine the root cause. Be careful about assuming speaking up and asking questions is the natural and correct way of being. There are many ‘good’ reasons why managers may not want employees to speak up, and we need to be open to understanding — not merely dismissing — those reasons.” — David Creelman, chief executive officer, Creelman Research

“First, start early by conducting candidate experience surveys. Not only does the organization make sure its strategy is on target but, when done right, it sends the message that the organization values employee feedback. Then, practice empathetic listening. This will help to reduce misunderstandings and create better connections.” — Sharlyn Lauby, author, HR Bartender blog

“Leaders should look at their new hybrid cultures as an opportunity to boost employees’ sense of belonging and take diversity, equity, and inclusion (DE&I) efforts to the next level. Consult your employees — especially those in marginalized groups — before establishing new rituals to ensure they are as fair and inclusive as possible. Additionally, hybrid-workplace communication must be more frequent and purposeful, with employee-listening mechanisms built into the daily experience, so people can provide opinions and feedback on their needs and wishes. Scheduled digital messages and verbal check-ins are standard protocol top to bottom, but what about side to side (peer) and cross-functionally?” — Alexandra Levit, author, Humanity Works

“First, start with trusting your employees and train managers to trust their employees. Consider this sentiment from Aron Ain, the CEO of a well-respected worldwide company: ‘employees have to un-earn my trust.’ State clearly to employees that you trust them and also state the kinds of actions or events that will likely result in losing your trust. Second, develop managers in such a way that they communicate with their employees whenever they are on the pathway that will result in a loss of trust, unless the respective employee changes their path. Clearly state (to an employee) how to change the path in such a manner that will avoid the loss of trust. It is only from a position of mutual trust that we can expect employees to be open in their communications to management and each other, such as asking questions, making suggestions, or providing feedback.” — Dennis Miller, assistant vice president of HR and benefits administration, The Claremont Colleges

“Employers create a culture where employees feel safe giving feedback by 1) asking for it and 2) responding positively and transparently to it. Asking for feedback should begin from their first interview encounter with the company. Ask candidates about their experience: what went well, what could have been improved, whether or not the experience makes them more/less excited to work with the company. Within their first 30 days of work, ask about their onboarding and orientation experiences, as well as how the job is measuring up compared with what was shared during the interview process. Ask about their benefits, their compensation, the systems being used, the processes being followed, their managers, the coworkers — everything you can think of! Solicit their feedback as early and often as possible. Once you receive their feedback, respond to it. If you send out a survey, publish the results. If you ask an employee for their feedback, thank them. If your employees make suggestions, acknowledge them, especially when you use those suggestions as a factor in business decisions. If you cannot use their suggestions or take action on something they’ve requested, explain why the petition isn’t possible at the time (or ever). When we treat our employees like capable adults who contribute value to our organizations, they will feel the safety and support they need to behave as such.” — Sarah Morgan, chief excellence officer, BuzzARooney, LLC

“Vulnerability goes a long way in creating a culture where employees feel safe speaking up or asking awkward questions. For example, leaders shouldn’t be afraid to anticipate what’s on the mind of employees, go first, and ask and answer the tough questions that people are thinking. Technology can also aid in the creation of a culture where employees feel secure providing feedback. Using surveys and communicating the anonymity behind the questionnaire can be one way to ensure workers that employees’ psychological safety is a priority.” — Laurie Ruettimann, host, Punk Rock HR podcast

How to Make the Most of Your DEI Initiatives

For most organizations, diversity, equity, and inclusion (DEI) goals are aspirational. Businesses, and the leaders within them, want to be as inclusive as possible. However, they often languish at the stage of simply getting a diverse group of employees into the room.

In Ceridian’s 2022 Pulse of Talent survey of more than 6,800 workers from around the globe, we see some positive news about the state of diversity, equity, and inclusion in the workplace today. Fifty-four percent of respondents described their organizations as very or extremely diverse, and only 2% said their organizations aren’t diverse at all. Sixty-eight percent rated their employers as being good or excellent at fostering a culture of belonging.

However, there is still room for improvement. Just over half (53%) of this year’s Pulse of Talent respondents said their organizations are committed to addressing inequities in the workplace, and only 49% reported knowing that their employer has a DEI strategy.

Of those respondents who said their organizations have a DEI strategy, less than one-third (32%) felt they are making progress towards diversity, equity, and inclusion goals. Only 14% said their employers are leaders in DEI.

This data may indicate that efforts to ensure diversity, equity, and inclusion in the workplace are occurring behind the scenes but aren’t impacting the employee experience.

Also of note in the latest Pulse of Talent survey findings is that an overall lack of alignment between employer and employee values – which may include DEI – is driving some turnover. Twenty percent of respondents who are seeking a new job cite it as the reason they’re leaving.

So, how can employers move beyond just paying lip service to diversity, equity, and inclusion in the workplace and ensure their DEI initiatives have a meaningful impact on their workforce and culture? Here are five tips.

Set appropriate DEI metrics

Unfortunately, some efforts aimed at achieving diversity, equity, and inclusion in the workplace are undertaken for optics, with little intention to change an organization’s culture. But DEI programs are only as valuable as the degree to which they sufficiently motivate a diverse group of employees to join and stay with your company, which means accurate progress tracking is essential.

Many organizations already have representation metrics, meaning they measure whether the number of diverse employees in a department or job level is suitable given overall demographics. However, your DEI initiatives should also move the needle on metrics such as a diverse group of employees interviewed, a diverse group of employees promoted, a diverse group of employees retained within the company, and a diverse group of employees in senior leadership positions.

Perform a DEI analysis

Here’s where employee listening, or the process by which you capture and understand the employee experience, can get you started on taking your DEI initiatives to the next level.

Just because you’ve taken actions to focus on DEI or set up employee resource groups (ERGs) or committees already doesn’t mean you shouldn’t regularly revisit your strategy. You can engage a third-party expert to perform a DEI analysis to understand how various programs, messaging, and measurement techniques fit together and where you stand compared to your competitors.

People analytics platforms can also help you understand what marginalized groups experience throughout your employee lifecycle and identify any issues, how these came about, and what to do about them.

Your best source of information, however, may come from asking people directly. By surveying or interviewing diverse employees about what they think of workplace DEI efforts to date and what else they feel needs to be done, you will gain a more accurate picture of the true impact of your efforts.

For the rest of the piece, head over to the Ceridian blog.

Pre-empt the Great Resignation with Creative Sourcing

By now, most everyone in human capital and workforce circles has heard the term “Great Resignation.” The general idea is this: as the economy improves and companies are mandating that employees head back to the office, disengaged workers who have stayed put through the pandemic are taking the leap. In fact, according to the 2021 Microsoft Work Trend Index, 41% of employees are planning to leave their current job within a year.

Over the next year or two, we can expect the current employer’s market to evolve into a job seeker’s market, especially for seasoned employees in hot industries. This means that no matter how prestigious your employer brand, or how desirable your positions are, you may find yourself at a loss for talent.

The obvious way to pre-empt the Great Resignation is by improving the experience you’re offering to current employees. However, talent acquisition is an essential piece of the puzzle, and if you recruit the way you’ve always recruited – for example, insisting on candidates who check two dozen specific boxes or who graduated from the “best” universities – your hiring process is likely to drag on far longer than it needs to. And this, in turn, negatively impacts the employee experience for current employees who are doing more with less.
Let’s look at a few creative sourcing strategies through which you are most likely to interface with passive candidates who are the best fit for your organization.

Contact people who started a new job during the pandemic.

I heard this one in a recent HR expert roundtable, and it makes a lot of sense. Combine the fact that many companies have been terrible at onboarding during COVID-19 with the notion that employees are most likely to quit a job in the first three months, and you have a whole lot of good people sitting on LinkedIn wishing they’d made a different choice. Talk to them. You never know what you might find out.

Don’t insist on FTEs or local candidates.

Are you sure you require someone full-time and/or someone who lives close to headquarters? Because when you insist on these two things, you narrow your candidate pool considerably. Contract workers especially are so common now that the U.S. government even addresses them on the W4 form. I encourage you to consider whether a given job can be done just as easily by a worker in another state, or one who earns money another way when you don’t need them.

Join an industry guild or association.

This is admittedly not a new sourcing tip for me, but after joining several groups over the last few years, I’ve personally realized its power. Through my associations with the Grey Swan Guild, the Future Today Institute, and the Association of Professional Futurists, I’ve casually met enough talented futurists to fill my collaboration cup for the rest of my career.

For more where this came from, head over to the SilkRoad blog.

Don’t Be a Victim of the Great Resignation

By now, you’ve likely heard the term “the great resignation.” Anthony Klotz, a professor at Texas A&M University, coined the term in a May Bloomberg article to refer to the great numbers of workers expected to exit the workforce after the pandemic.

Klotz does his own research, but a recent Microsoft study, the 2021 Work Trend Index, mirrored his findings. Microsoft surveyed more than 30,000 people in 31 countries and analyzed trillions of productivity and labor signals across LinkedIn and Microsoft 365 to forecast the pending workforce departures.

According to Microsoft, over 40 percent of the global workforce are considering leaving their employer this year, 46 percent are planning to make a major pivot or transition, and only 38 percent of employees are thriving in their careers right now. The situation is worse for women. McKinsey’s Women in the Workplace 2020 study found that one in three working mothers have considered leaving the workforce or downshifting their careers because of COVID-19.

The Microsoft and McKinsey data suggest that the pandemic led employees to question their priorities and either transition to work they found more meaningful or decrease the focus on their job generally. But while this was certainly a factor, new data from Stanford University illustrated that how companies treated their employees also played a significant role.

According to Stanford, the pandemic had a cascading effect on organizations with unsupportive cultures. Companies that had historically laid people off, decreased compensation, held back promotions, or sacrificed psychological safety to preserve the bottom line engaged in more of these behaviors during COVID-19. Stressed-out employees who might have been disgruntled before were downright disgusted. And now they’re ready to quit.

Interestingly, food service, hospitality and retail – some of the sectors hardest hit by the pandemic – are experiencing the most resignations. A “We Quit” sign left on the door of a Nebraska Burger King restaurant after the entire staff walked out really said it all.

For more, check out the full piece on the SilkRoad blog.

Managing a Team You Never Meet: The Remote Small Business

Small-business owners who offer remote work as part of their hiring perks packages may find themselves a step ahead of competitors who don’t in the search for talent in a tight labor market. But how can small-business owners be sure they’re prepared to manage a part-time or fully remote workforce?

To make the most out of remote-work policies, consider what jobs are best suited for remote work, the differences between the types of remote work, and how you can apply key organizational principles to your workforce to ensure it is effective, responsive, and productive.

How Remote Work Has Changed

Although remote work isn't new, just two years ago, the landscape looked quite different. In late 2019, the U.S. Bureau of Labor Statistics shared a report based on the responses of 10,000 salaried workers in 2017 and 2018. It found that that only 15 percent of "wage and salary workers had days they only worked at home" and "just over one-half of these workers worked one day or more per week at home, and about one-seventh worked at home five or more days per week."

Among salaried and non-salaried workers alike, these numbers were about to change drastically. According to a June 2020 policy brief from the Stanford Institute for Economic Policy Research, 42 percent of U.S. workers were working from home full-time, accounting for more than two-thirds of economic activity. (The report surveyed 2,500 employees in May 2020.)

The report also found that nearly one-quarter of U.S. employees expected to continue working from home full-time post-pandemic, and an additional 28 percent expected to work from home part-time. And after COVID-19 dissipates, the report indicates that most organizations will facilitate a hybrid of in-person and remote working.

It can be tempting to think these WFH trends mainly apply to large corporations with thousands of highly compensated employees, but that isn't always the case. In June 2020, an occupational analysis done by the University of Chicago indicated that 37 percent of all U.S. jobs could be done at home.

Some small-business owners seem to intuitively understand this. Also in 2020 (April), more than half (57 percent) of the 250 small and midsize business owners surveyed by Intermedia planned to adopt remote working options for employees in the long term. After shifting to remote working, employee availability went up 19 percent and life satisfaction 7 percent. The surveyed owners also experienced falling overhead costs and improved worker attitudes and productivity.

The Different Types of Remote Work

If you're going to run your business using remote teams, understand that a variety of arrangements constitute remote work. Many successful business owners know that remote work isn't a one-size-fits-all proposition, and that choosing the mix that works best for you and each individual employee will ensure a more effective team down the line.

For simplicity's sake, the primary types of remote work are fully or hybrid virtual teams—that is 100 percent virtual versus some mix of in-person with remote work.

Fully virtual teams describes arrangements in which all team members are 100 percent remote with no office time, explains Lauren Bidwell, senior research scientist at HR technology firm SAP Success Factors.

"Hybrid teams encompass some team members working remotely but coming in occasionally, and others working from the office all or most of the time,” she adds.

A fully virtual team may be preferable if your team members work independently and don't require the resources of a physical office space to do their jobs efficiently. After all, going fully virtual means you can offer your employees the maximum flexibility while potentially saving a bundle on overhead and expenses.

On the other hand, if you have a business in which in person creativity and brainstorming are core components, you may consider requiring the regular physical proximity that hybrid work offers. 

Carlos Castelán, managing director of retail consulting firm The Navio Group, suggests some additional benefits of hybrid work.  “An in-person environment can be beneficial to build a company culture, to give younger employees more hands-on training and to foster innovation,” he says. 

The key for small-business owners? Don't just do what your neighbor or competitor is doing. Take the time to think through whether you really need people in the office, and if so, when, and how much. And there's no harm in asking others for their opinions as you strive to make sense of the issue.

“HR is often called in to decide on the most optimal arrangement, which is usually one that balances employee autonomy, cultural cohesion and productivity,” SAP's Bidwell says.

Jobs Suited to Remote Work

Many are familiar with traditionally remote jobs, including IT and programming, marketing and public relations, accounting and finance, professional services, and customer care. While these roles remain key remote-work candidates, other jobs are increasingly proving they’re remote-friendly. 

“There really are a variety of businesses that work well remotely," says Rachel Brenke of business coaching firm Real Biz Accelerator. Inspired by the location needs of her military spouse employees, Brenke has managed wholly virtual teams around the world for more than a decade and today leads an all-women remote team of 16.

As an example of a type of small business that is evolving with respect to remote work, Brenke cites law firms. "The mindset has always been that you must be in a suit and tie and in an office every day in order to provide value to your boss and or your clients," she says. "The pandemic has highlighted that this mentality is no longer needed in a world with the technology available at our fingertips, and the quality-of-life improvements that have resulted are very encouraging."

If you are a small-business owner embracing remote work, there are a variety of sources you can tap for ideas and potential employees. Specialized staffing firms, for example, can help you target appropriate remote employees in a variety of functions. You might also consider reaching out to former employees who left on a good note, who understand your business and whom you trust. Their circumstances may have changed, and they could be amenable to a remote work opportunity.

Keep in mind, though, that while remote job categories have certainly expanded this year, working in this way is still best suited to a specific personality: namely someone who can work and solve problems independently without a great deal of supervision. A hands-off, but supportive management style is may be best for these individuals provided they have demonstrated that they are reliable and trustworthy. 

There may well be times when you must manage employees who are not as well suited to virtual work but are doing their jobs to the best of their ability. Be prepared to offer more general assistance and helpful strategies, schedule frequent check-ins, and review their deliverables so excellent (or subpar) contributions don't slip under the radar.

Organizing Your Company in a Remote-First Era

Whether you're starting a new company that will operate fully or semi-remotely or are reconfiguring because of recent events, the way you manage and structure your workforce can be critically important to its success.

Bob Pozen is a professor at the Massachusetts Institute of Technology’s Sloan School of Management and the co-author of Remote, Inc., which explores how to think about management in a remote-first era. "Generally speaking, if you're a small business owner, I don't think it makes sense to run an all-remote team in most situations. Instead, consider how you might design a hybrid work structure," Pozen says.

To do this, Pozen suggests leaders consider five factors he calls FLOCS: function, location, organization, culture, and schedule.

Function

A team member function, for instance, plays into whether employees will be more productive collaborating in person or focusing quietly at home. Determine this by taking an inventory of what each of your employees does on an everyday basis, as well as their unique personality and preferences and customize work arrangements accordingly.

Location

Pozen says that location is critical because if team members are 100 percent geographically dispersed from each other already, there’s no point in making them come to a company location where they'd simply sit in an empty cubicle by themselves. On the other hand, if your employees are somewhat geographically proximal, a hybrid work structure could involve them traveling to an in-person get together a few times a month. 

Organization

In this context, organization refers to your degree of hierarchy, or how many levels of management, you establish for your company. 

“Some research has found that a flatter organizational hierarchy facilitates virtual work, and the more autonomy employees have to do their jobs without micromanagement, the higher their productivity outside the office will be,” Pozen says.

Culture

Be honest about whether your culture is conducive to remote work. The more traditional and bureaucratic your company is, the harder the adjustment may be. For example, Pozen says that companies with an individualistic culture make a smoother transition to virtual work as do companies with employees whose work doesn’t immediately depend on other team members’ actions.

"But, companies that stress collectivism, or have a "we" or "us" mentality, may struggle in a remote-first arrangement," he adds.

If your company isn't suited to remote work, all is not lost. You can still offer your employees other types of flexibility, such as self-scheduling and fluid hours.

Lisa Hudson, president of The Growth Coach, a firm that advises small-business owners on remote work. recommends that remote-first leaders set up clear expectations and timelines, as well as check-in points. 

“Launching a remote or hybrid team requires clear responsibilities, direct lines of leadership and a consistent communication tool,” she says.

“You have to be more strategic and stop relying on ‘drive-by conversations.’ Using virtual collaboration apps like Slack, Zoom and Microsoft Teams, leaders can touch base face-to-face, build rapport with employees they might not have met in person and improve their coaching effectiveness.”

For more, head over to the AMEX Business site.

 

How to Work Effectively on Project-Based Teams

Not long ago, employees would have ample time to build relationships with their colleagues while working together in the same office. But as organizations transition to more project-based work, workers need to understand the steps they need to take to foster trust and cooperation immediately.

That's where business owners and managers come in. Whether you have a full-time employee or gig worker working on a series of projects, you'll need to carefully consider the unique communication, inclusion, management and culture issues that arise with remote project work.

Communication

Even before the pandemic, the majority of project-based teams worked virtually. Organizations assembled teams from across locations and skill sets to solve specific business problems. Your team members most likely will be required to work closely with people they’ve never met before, and may in fact never encounter in person at all.

So much meaning is translated via body language, so working with someone entirely online adds a layer of communication complexity. When you don’t know someone, it's difficult to infer their tone, their motives or even whether or not they’re joking. Someone might perceive positive messages in email or instant message as neutral, and neutral ones as negative.

In the history of work, some of the most meaningful and rewarding one-to-one interactions have happened over chance meetings in the hallway or elevator. Many project-based teams don’t have such opportunities, so encourage team members to be direct and deliberate in communicating respect, collaboration and concern.

Inclusion

When most people worked in person for long time periods, the workplace could resemble high school. Some bosses would give the best assignments to their favorites, and it wasn’t unusual for some employees to feel left out when a clique of coworkers headed out to lunch together.

In other words, there were many ways to feel excluded and marginalized.

Virtual project-based teaming is a great equalizer. It provides flexibility for people, regardless of their situations. While webcams do offer a personal view into team members’ lives, people can purposely create the desired impression with dress, virtual backgrounds and decor—or simply choose to turn their camera off.

Project-based team members can still, however, be victims of microaggressions—statements, actions or incidents regarded as indirect, subtle or unintentional discrimination against members of a marginalized community.

New teams don't often have a reservoir of trust or comfort established at the beginning. Managers and leaders should be sensitive and mindful that microaggressions can occur and ensure that during online dialogue, all member's contributions are appropriately valued.

Make inclusion a value that's established through your hiring and onboarding process, and have systems in place that properly address any issue that does arise in a way that respects and affirms the harmed party.

Management

Many project-based teams are self-managed, meaning they have no formally assigned leader. About a decade ago, economist Elinor Ostrom received the Nobel Prize for her studies of self-governed communities in Africa and Asia.

Ostrom found that many human societies establish agreements among themselves for sharing and maximizing resources without the “help” of higher-order authorities. In other words, self-managed teams work. The best ones have several parameters:

• well-defined operational boundaries,
• access to resources to achieve their goals,
• a system for monitoring member behavior and performance,
• an internal process for dispute resolution and
• sanctions for rule-breakers.

According to SAP Success Factors (which refers to project-based, self-managed teams as "dynamic teams"), these groups are defined by the following:

• workflow that changes rapidly as new ideas are introduced and implemented,
• membership that is cross-functional and frequently in flux and
• the encouragement of failure in pursuit of innovation.

For the rest of the article, head over to the AMEX Business site.

 

Don't Be a Victim of the Great Resignation

By now, you’ve likely heard the term “the great resignation.” Anthony Klotz, a professor at Texas A&M University, coined the term in a May Bloomberg article to refer to the great numbers of workers expected to exit the workforce after the pandemic.

Klotz does his own research, but a recent Microsoft study, the 2021 Work Trend Index, mirrored his findings. Microsoft surveyed more than 30,000 people in 31 countries and analyzed trillions of productivity and labor signals across LinkedIn and Microsoft 365 to forecast the pending workforce departures.

According to Microsoft, over 40 percent of the global workforce are considering leaving their employer this year, 46 percent are planning to make a major pivot or transition, and only 38 percent of employees are thriving in their careers right now. The situation is worse for women. McKinsey’s Women in the Workplace 2020 study found that one in three working mothers have considered leaving the workforce or downshifting their careers because of COVID-19.

The Microsoft and McKinsey data suggest that the pandemic led employees to question their priorities and either transition to work they found more meaningful or decrease the focus on their job generally. But while this was certainly a factor, new data from Stanford University illustrated that how companies treated their employees also played a significant role.

According to Stanford, the pandemic had a cascading effect on organizations with unsupportive cultures. Companies that had historically laid people off, decreased compensation, held back promotions, or sacrificed psychological safety to preserve the bottom line engaged in more of these behaviors during COVID-19. Stressed-out employees who might have been disgruntled before were downright disgusted. And now they’re ready to quit.

Interestingly, food service, hospitality and retail – some of the sectors hardest hit by the pandemic – are experiencing the most resignations. A “We Quit” sign left on the door of a Nebraska Burger King restaurant after the entire staff walked out really said it all.

As reported by the Washington Post in June, 649,000 retail workers put in their notice in April, the industry’s largest one-month exodus since the Labor Department began tracking this data more than 20 years ago.

The so-called “great resignation” will collide with other demographic factors impacting who is available to work and where – including baby boomer retirement, a small population of midlife employees, and a young worker population plagued by stalled education and career growth. If this doesn’t point to a coming labor shortage, I don’t know what does.

If you’re an HR professional or manager, is there anything you can do to avoid becoming a victim? The answer is yes, and it starts with self-awareness of common employer blind spots.

Want to learn more? Catch the replay of my webinar on HR blind spots with SilkRoad!

 

A Futurist's View of the Post-Pandemic Workforce

Given that I wrote a book about the rapid transformation of work as we knew it back in 2018, people often ask me what has surprised me about how human capital is evolving today. As a Workforce Institute Board Member, I’d like to share my topline thoughts, some of which have been derived as the result of quantitative research, and others which came about through engagement with organizations and futurist groups such as the Association of Professional Futurists (APF), the Future Today Institute, the Grey Swan Guild, and the foresight certification program I recently completed with the University of Houston.

The Acceleration of What We Saw Coming

Pandemic or no pandemic, several workforce-related trends were inevitable, including the rise of the gig economy, the contract workforce, internal talent marketplaces, and talent assembly – in which teams are constructed from different types of workers to solve specific problems in hot areas of the business.

We also surmised that organizations would begin to look closely at how human capital quantitatively drives businessvalue; the use of Big Data, analytics, and executive dashboards to determine what is and isn’t working in talent acquisition, learning, scheduling, and performance; the use of artificial intelligence (AI) to combat unconscious bias and measure productivity; and the focus on data quality, integration, and governance.

The shift in the flow of work due to new players like Facebook, Microsoft, and Amazon entering the online collaboration market was expected, as was theincreasing popularity of curated learning content by in-house subject matter experts, personalized course recommendations, and targeted certifications and microcredentialing. Given the technology available today, there is no reason individuals shouldn’t upskill and reskill using all the resources at their disposal, and at their own pace and convenience.

What Has Surprised Me

There have been a few head scratchers along the way. The first involves digital transformation. It is a bit disappointing how, during the pandemic, some organizations have simply slapped in-office processes up online. That was fine for the first six months of the crisis, but now it’s time to move on. One size doesn’t fit all. We must permanently adapt certain processes to be antifragile and an effective mix of high tech, high touch.

Also, with respect to digital transformation, it surprises me that no one is talking about what we’ll do when we are entirely dependent on technology and it breaks, what happens when it gets seriously hacked, what happens when we have bandwidth challenges and access inequity, what happens when there are too many systems and usability and adoption falter, and what data and privacy concerns will arise with increased employee monitoring. In my opinion, these are issues that every company should be closely tracking.

While the labor shortages occurring as a result of demographic shifts like baby boomer retirement and smaller generational cohorts like X and Z were anticipated, organizational attitudes toward post-pandemic employee retention are not. Many companies are currently issuing decrees about exactly when people should return to the office and how and when they should work. After a successful 18-month trial of much greater flexibility, this is not going to fly with top (and increasingly rare) talent, and I fear a “great resignation” is about to take place.

Finally, I’m perplexed that more leaders aren’t acknowledging that they were caught completely off guard by the pandemic and are now engaging in strategic foresight to be adequately prepared for what’s certain to be future disruptions.

While we can’t predict the future, we have a responsibility to look around corners as best we can and plan for a variety of potential scenarios. I look forward to continuing to be part of this process!

This post was originally published on the Workforce Institute blog.

Everyone Can Have Good Brand Positioning

Northwestern University Kellogg School of Management professor Philip Kotler made a career breaking down brand management into its component parts. His 2003 book Marketing Management defines brand positioning as the act of designing the company’s offering and image to occupy a distinctive place in the mind of the target market. Brand positioning is at the intersection of brand and product, and business owners must focus on both.

Why Companies Should Lead With Brand Positioning 

Simply changing an offering or releasing a new one may not be enough to affect purchase behavior because the customer has no reason to trust you. “Many companies put the product at the center of their organization. They lead with a laundry list of product features, and if the company has more than one category or wishes to expand, it can be tough to get customers to shop the whole brand,” says Sunny Bonnell, co-founder of branding agency Motto and co-author of Rare Breed: A Guide to Success for the Defiant, Dangerous and Different.

"Plus," Bonnell continues, "when product overshadows brand, the company is always at the mercy of the market.” By also considering the mark a brand’s image makes on a customer’s heart, effective brand positioning primes customers to view new and improved products as favorable and credible choices. “A better bet is to put your brand’s point of view at the center of the business. The brand is the emotional hook that ties everything together, superseding the product," she adds. 

“Brand positioning is essential because it captures your unique proposition, value statement, essence, aesthetics and appeal,” says Liem Le, CEO and founder of virtual community Little Lion. “Often, it may be your first interaction with the customer, and you want to make an ‘amazing, I can't look away and want to hear more’ first impression. It may be your only chance to ‘pitch’ your audience, so you can’t skimp.”

“Brand positioning that means something special and appeals to your audience creates tremendous value and can work wonders for your bottom line, employee morale and customer loyalty,” says Bonnell. “Strong brands are like a magnetic force. They draw people in and become revenue-generating machines, yielding benefits like ability to charge a premium.”

When they feel connected and close to a brand, customers are also more likely to accept product mishaps and foibles. This is why some argue that you perfect your brand positioning before you adjust an existing product or experiment with a new one.

For the rest of the piece, head over to the AMEX Business site.