Not long ago, I called two different fast-food businesses with the question, “Are you hiring?” McDonald’s answered, “Yes! We’re always hiring.” My lightning fast mind quickly deduced that McDonald’s was either growing quickly or had high rates of turnover.
Chick-fil-A’s response was, “I’m sorry, we’re not.” Only after I pressed for more information did they say that they were happy to accept an application and call the next time they had an opening.
Two companies, same industry and yet only one company was hiring. Why?
If we agree that both fast-food and car wash jobs are rarely considered to be bastions of glamour by employees, there is a way of attracting great people to your company. I call this, “becoming an employer of choice.”
First reality: ALL employees come to work for their own reasons (as do you!). Of course money is one reason, but if it’s the only reason, they will leave you as soon as your competitor offers them an extra 25 cents an hour. Understanding this is critical. You have much more to offer than money!
Second reality: Great employees have many employment options before them. A drive down Main Street, USA, will reveal a multitude of help wanted signs. Why would they choose you over others? We need to answer that.
Third reality: People talk. Employees are people. Therefore, employees talk.
This third reality begs the question: What are your employees saying about working at your car wash? You could have a great reputation with your customers but if the reputation among your employees is poor, you may as well frame your help wanted sign because it’s not going to be coming down any time soon. One more question that needs answering: What kind of reputation have you built among the employee base in your community?
They like their boss
Horst Schultze, founding president of The Ritz-Carlton, had quite an invitation to all the prospective employees. “Come with us and achieve great things. We are ladies and gentlemen serving ladies and gentlemen.” He wasn’t blowing smoke. His passion for excellence at every level inspired dishwashers, housekeeping and management. The Ritz-Carlton is the one of only seven companies to have received the Malcolm Baldrige National Quality Award two different times. Schultze, now 77, is the CEO of the ultra-luxury Capella Hotel Group and last year won the Hotelier of the Year award.
Recognition and appreciation
Schultze also understands recognition and appreciation. He was known for saying to employees before opening a new hotel, “Your work is more important than mine. Tomorrow I won’t be here to greet our guests, and they won’t miss me. If you don’t come to work tomorrow, our guests won’t be served.”
Training and development
When business owners put this principle to work, teaching their employees not just about how to do their job, but about success and excellence, they stay around to learn as much as they can. Yes, even at car washes. Shultze spoke of one of the dishwashers at Ritz-Carlton who always donned a clean, white uniform. He admitted that he was concerned the employee wasn’t working. As it turned out, he was a very hard worker, who changed his uniform frequently to look like “a gentleman” when he was serving ladies and gentlemen. Shultze offered him a promotion only to be turned down. The employee said, “I’ve still not achieved the excellence that I’d like in this job. Please let me do this first.” Shultze acquiesced, but he eventually promoted him to hotel manager.
Work environment
There is a saying, “What’s practiced in the halls speaks louder that what’s written on the walls.” The work environment, the last of the four reasons, is clearly the responsibility of leadership. Another company excluded from the bastion of glamour category was Sid Torres’ SDT Waste and Debris Services in New Orleans. Sid started his company right after Hurricane Katrina struck. So why did strangers actually applaud when he drove by in one of his shiny black garbage vehicles? Because these guys were warriors turning trash strewn roads into pristine roadways. Sid and his employees transformed the look and smell of the French Quarter. Great people wanted to work for him.
There you have it, three realities and four reasons great people go to work. Put those realities and reasons into practice, and you’ll be an Employer of Choice as well. Maybe your “help wanted” sign will be retired.