Small Business Saturday – the “shop small” holiday that falls on the last weekend of November – has received nationwide support from civic leaders, Congress and even the White House as a way to encourage holiday shoppers to patronize small retailers and support their local economies.
This annual celebration of small retail businesses isn’t all about profit – it’s also a way to strengthen community ties and customer relationships. And while non-retail businesses may not have their own day, they also need to build customer loyalty and satisfaction, which means they need employees who are enthusiastic and engaged.
Keeping employees engaged can be a challenge for today’s small businesses. Many are still bouncing back from the pandemic and finding that competition for employees is making it harder to keep positions filled. Existing workers are under pressure to pick up the slack, leaving employees feeling exhausted and underappreciated. In a recent Robert Half survey of workers nationwide, more than half of employees said they feel they are putting in more effort on the job than they did two years ago. In addition, 44% said they’re becoming less engaged or more burned out on the job.
If you’re a small business employer, here are some ways to show employees they matter, and remind them why working for your small business can be so fulfilling.
1. Offer flexible working schedules
Hybrid and remote work options are no longer a nice-to-have perk, they are an expectation. Improved engagement and higher productivity are just a few of the benefits – flexible work schedules can also help you attract and retain top-quality talent.
If you’ve resisted allowing employees to work from home at least part of the time, it might be time to reconsider. Give some thought to how you can put in place and manage a remote team, as well as the communication tools and training that employees would need to succeed.
If your business model can’t support a hybrid or remote workforce, then consider other arrangements such as flex time, which allows workers to determine the start and finish times of their shifts. Even a small adjustment in hours can make a commute smoother, a school pick-up less rushed — and an employee happier.
2. Benchmark salaries
Competitive pay is critical to employee engagement — and retaining a loyal workforce. Do your research to find out what your competition is offering, and make sure you’re paying the market rate or higher. Most likely, your employees have already done their homework.
The 2023 Salary Guide from Robert Half reports national average starting salaries for hundreds of positions. The guide’s Salary Calculator can localize the figures for your area. Regularly benchmarking your salaries and making adjustments can help employees feel they are being fairly compensated, keeping staff retention and engagement high.
3. Get creative with perks and recognition
Perks are those extra frills that help distinguish you from your competitors in the minds of your employees and show appreciation for their hard work. You don’t have to reach for extravagance when creativity can be just as effective. A monthly subscription to a popular entertainment streaming service, a subsidized gym membership, or an office- or home-delivered lunch on the last Friday of the month are all modest investments that can bring a smile to a worker’s face.
An employee recognition program is another way to help instill pride. Numerous studies confirm that workers who receive recognition are much less likely to be burned out and more likely to be engaged and loyal. Take time to spotlight staff for specific achievements. Whether it singles out the accomplishments of one worker or an entire team, public recognition for a job very well done should be a part of any workplace culture. Even a personal note from the CEO can go a long way toward helping employees feel like they make an impact.
4. Kick-start training and development
If staff training has fallen by the wayside these past couple of years, your employees may feel stuck in their careers because they’re learning nothing new. That kind of frustration can drive workers to look for opportunities elsewhere. To keep morale high and valued workers on the payroll, talk to individuals about their career goals and discuss strategies to help them advance toward them. Keep in mind that professional development is a win-win. Here are a few ideas:
- For the truly industrious employee, one who’s willing to give up their evenings or weekends to study, reimbursement for college tuition or professional certification fees is a golden ticket. If that’s out of line with your budget, then look into more affordable group memberships at LinkedIn Learning or other e-learning training sites. Training can serve a dual purpose when you invite employees to share what they learn with other team members (but don’t make it a requirement to receive the training).
- No matter the size of your business, cross-training is a smart practice. Training staff in roles not typically assigned to them gives employees the opportunity to gain skills and experience as well as an inside look at roles they might be eyeing but are uncertain whether they want to pursue. And it gives your organization the backup it might need when someone is out for an extended time.
- Sometimes the best resource is just down the hall. Ask your most seasoned employees to share their knowledge with colleagues, either through organized training sessions or continuous mentoring. If you can, give them a bonus or some other reward for the extra work.
5. Embrace your smallness
Many consumers are passionately loyal to small businesses. They value the personalized service, uniqueness and community roots these companies display. That smallness, that intimacy, should be reinforced as part of your company culture.
Your team members already know how to make a client’s day, whether it’s a prompt and tailored response for a service request or simply remembering the client’s first name when they interact. If a customer is delighted, make sure all of your team hears about it. Praise people when they accomplish something a bigger firm would struggle to handle. Instill pride in your staff by reminding them why a small business is a great place to work.
6. Create a culture of belonging
Many successful small businesses cultivate a “family” feel that keeps employees connected. You can foster a collaborative and welcoming environment that recognizes everyone’s unique point of view to keep employees energized and engaged.
Create opportunities for team members to get to know each other outside of work. Host a pizza party, schedule a Zoom happy hour, or sponsor an employee networking group, after-work club or sports team to help people bond on a personal level. Social activities are especially important for remote workers who may be missing out on in-office conversations or activities that can help employees feel like part of the team.
7. Understand managers’ critical role
Don’t underestimate what you can do as a manager to improve engagement and boost morale. By and large, workplace culture is an organic, amorphous order of attitudes, practices and values. It can’t be codified, nor can it be created and imposed by a firm’s leadership. But company policies and your personal behavior can influence and help shape the culture and how employees build on it.
Demonstrate support, inclusivity and empathy through your own actions. Give your employees a sense of empowerment. When workers can make decisions, either on their own or with minimal direction, they will feel more invested in their roles and the jobs they do.
Remember that high percentage of workers mentioned earlier in this article who say they’re more burned out today than the year before? Don’t let your employees slide into that unsettling stat. Instead, loudly and repeatedly promote a healthy work-life balance. If an individual or team is struggling to meet an important deadline, either bring in contract professionals to help or put aside your own work and pitch in yourself.
A manager’s role is even more important in a hybrid environment than it used to be when everyone was in the office. You’ll need to check in more often to show your remote team you’re there for them and get a feel for how they’re faring when you’re not just a walk across the workspace.
There’s no one-size-fits-all approach to building morale at small businesses. What works for a small legal practice might not fly at an accounting firm or boutique marketing agency. But you can start by showing your team your appreciation, respecting their needs and limits, and offering them engaging, worthwhile work.