With employment figures on the rise, Danielle Howe asks what marketers have to do to keep their teams happy
The UK’s unemployment rate is at its lowest for seven years. While this is undoubtedly good news, it also presents challenges for marketers who are seeking the finest candidates to join their teams. According to recruitment firm Robert Walters’ most recent Jobs Index, sales and marketing vacancies in the City of London increased by 10 per cent in April, so as the pool of job seekers grows smaller, what can you do to ensure you’re attracting and keeping the best staff?
The key is creating an environment in which staff will thrive, and employee wellbeing is at the core of this. Many businesses are now taking an innovative approach to employee wellbeing, with the majority also finding that it’s good for business. There are some notable examples, such as Netflix’s unlimited holidays policy – recently adopted by Richard Branson at Virgin Group – allowing staff to take holidays whenever they want, for as long as they want (as long as their absence won’t damage the business). However, if you aren’t yet prepared to find out whether or not your employees would take a permanent holiday as soon as they’re given the chance, there are plenty of other ways to encourage your staff to jump enthusiastically out of bed every Monday morning.
Jasper Martens, head of marketing and communications at Simply Business, which topped the Sunday Times’ list of Best Companies to Work For in 2015 says: “Make sure you get the basics right. Marketers want to be challenged. A great brand with a great mission will help. A great office location doesn’t hurt either. Working with the latest marketing tools and training courses will contribute, but the most important thing for me is to create an environment where truly motivated and engaged marketing teams will group themselves around projects and campaigns rather than just focusing on their channel or expertise. Retaining talent is breaking down silos within the marketing team and as a result you can deliver truly integrated marketing campaigns.”
Alex Kent, senior director at marketing communications consultancy Man Bites Dog, which has previously won PR Week UK’s Best Places to Work Gold award for five consecutive years, recognises that companies have to help employees cope with the demands of the job: “Marketing communications is a fast-paced and demanding industry, but employees should never be put in a position where they feel overwhelmed. It’s important to set high standards, but these should always be underpinned by a supportive and collegiate approach. A no-blame culture means employees can openly and honestly seek help when they need it, without feeling embarrassed. At Man Bites Dog we work as a pack, stepping in to help each other out when the going gets tough.”
Cultivate a positive culture
Establishing a positive working culture is paramount, and if you’re trying to attract the best candidates, making sure the world knows about it. Free conference call service provider Powwownow takes such an approach, with MD Jason Downes commenting: “The public’s perception of Powwownow is of a fun and vibrant company and that is exactly what we look to create internally.”
Kent explains that Man Bites Dog sees culture as key to attracting and keeping the best professionals in the industry: “It’s important to find people that share the values of the business but in order to do so, you need to be shouting about what those values are and living and breathing them. Social channels like Facebook and Instagram are brilliant ‘windows’ for your culture.”
Benefit from benefits
Offering a competitive benefits package is not only likely to help you keep your staff, but will also attract the best job candidates. Martens confirms how important it is at Simply Business: “We offer staff the choice of a range of benefits including gym membership, flexible hours, dental care, private healthcare and shopping vouchers which allows us to accommodate the fact that people have different lifestyles and preferences.”
However, you should avoid generic benefits, and instead listen carefully to your staff. Man Bites Dog’s approach confirms this, and Kent explains: “Benefits are hugely important and can have a significant impact on engagement and retention – as long as they are not generic. The rewards that employees value most are those that are tailored to the stage they are at in their lives. For example, younger members of your team might value a season ticket loan for travel or free gym membership more than private medical insurance. Consult with your employees to see what is important to them and don’t make assumptions.”
A healthy mind in a healthy body
Sufficient exercise is naturally another major factor in boosting employee wellbeing, as we’re continually being told that sitting at a desk all day will inevitably lead to a range of health problems. In fact, sales of standing desks, and even treadmill desks, are reportedly booming. Before turning the office into a gym though, there are some more straightforward techniques to encourage an active lifestyle among your employees.
You may be familiar with the hugely popular cycle to work scheme, but why not boost uptake and enable people to run or walk
to work too by installing showers in your office? Man Bites Dog makes the most of its seaside location: “Our HQ is by the beach and we have a shower room for anyone keen to take a dip in the sea on their lunch break, says Kent”
Be flexible
Although an active workforce is most likely a happier one, there is no doubt that businesses willing to embrace flexible working will reap the rewards. Kent comments: “Flexibility over working hours
is becoming increasingly important, as people choose how they work most productively and balance their responsibilities.”
Flexible working doesn’t just mean flexible hours, as technology now means that many workers don’t even have to turn up to the office. Gareth Foster, marketing director at Powwownow, confirms this: “We champion remote working and strongly believe this is the direction in which the world is moving. Many of our staff have laptops and the option to work remotely means they can have a better work-life balance. The technology we have available these days makes working remotely, and connecting with colleagues and clients from wherever you are, very easy.” Martens at Simply Business also believes: “Everybody has a different lifestyle and if you’re able to offer that flexibility in their roles, their performance will improve and they will be able to meet their goals.”
Having said this, making the office an interesting and enjoyable place to spend time also helps to encourage creativity – particularly important for marketers. While social tech companies are perhaps best known for their innovative approach here, this doesn’t mean that it’s out of reach for everyone else. Foster explains: “In the office, we have a large breakout area where employees can relax, socialise, play foosball etc, allowing them to take time away from their desk.”
So, while you may feel encouraged that the job market is in a better place than it’s ever been, remember that by focusing on employee wellbeing and valuing your best talent, you’ll also attract the best marketers out there, have a stronger marketing team, better marketing campaigns, and as a consequence, a more successful business.
