Eye on Rental

How to ATTRACT EMPLOYEES to Combat the Labor Shortage

Some rental company business owners feel that their business growth has been restricted by not being able to find qualified people. The labor shortage is severe in many areas of the country and is worsening.

Some applicants may be looking for something easier than their last or current position, while some applicants are looking for a more challenging position with a company in which they can perform duties that are not as boring or monotonous as the jobs they currently hold.

Of course, be certain that your compensation offerings are where they need to be. There may be some room to enhance them. Sometimes it’s difficult to compete with government institutions and the large corporations, but you may be able to offer a caring, family atmosphere and other perks that “corporate” businesses can’t offer.

It’s wise to try a fresh approach in order to entice applicants to apply and work for your company. Rental companies are desperate to land good workers – and good employees in other occupations can be very desperate to find what you are offering, which is often a fast-paced, interesting, and satisfying career in a great equipment rental company. One of the keys is the presentation of the opportunity, so be certain that an appropriate amount of time and effort is invested in this vital area.

When you do get someone with excellent potential, be sure to prepare them for success and growth. I am a firm believer in the importance of the initial, formative first week or two of the education process. It sets the stage for all the other equipment and technical training to come. In my more than 45 years in this industry, I have trained thousands of rental professionals and feel that without the proper initial introduction to the culture and systems of the rental company, the new staff member will be at a disadvantage.

The topic of the labor shortage highlights the importance of an effective employee retention program. What is being done at your rental company to keep your staff from drifting away? The possibilities and what works depend on a wide variety of factors and are rentalcompany specific.

Remember, some workers want higher level job responsibilities. When those aren’t delegated, it is unlikely that employees with tremendous potential will view their positions as anything more than temporary gigs. Too often people with good potential move-on. Be sure your supervisors are well-trained to excel in not only the technical portions of their positions, but also the “people part.” Train them to become great leaders. In many cases, employees quit because of their supervisor, not the job itself. Consider instituting rewards and other perks that your employees are not likely to receive elsewhere if they are ever tempted to leave your company. For example, have some well-crafted, specific to your rental company, performance-based incentives for your staff. I believe that performance incentives can be an important part of making work more interesting and can boost overall morale as well as retention.

Finally, remember that there are plenty of people who are totally dissatisfied with their current jobs at other companies and are seeking other employment options. So, keep trying. And always remember to compliment your staff. Even if you feel they know how much you appreciate them, it is important to say the words.

Dick Detmer is a nationally recognized consultant, lecturer and writer with 40+ years of experience in the equipment rental industry. In 2018, he celebrated the 30th anniversary of his business, Detmer Consulting Inc., and his column in Rental. Dick can be contacted at dick@detmerconsulting.com, (309) 781-3451 or by visiting his website www.detmerconsulting.com.