D’Gnome Undercover

attractiNg taleNt

photo by Todd Kent - Unsplash

baSED on the chatter D’Gnome listened into at this year’s HIANZ conference, things seem to be pretty positive in our industry. We got through the worst part of Covid okay (spare a thought for the event people) and most construction-related activity has bounced nicely. Most are looking to add a staff member of two. Problem is, where to find the good ones. In the hire industry we’re handicapped by a couple of factors. We’re constrained by how much we can afford to pay new employees. You’d be hard pressed to find any hire company paying todays astronomical tradesman rates for non-tradesman roles. Rates have gone up and they make up a major chunk of the expenses in our P&L. There’s a limit to what we can pay. And potential employees are like car parks: all the good ones are taken. We can bemoan the current lack of suitable employee prospects but take a good hard look at your own business from a prospective employee’s perspective. Consider your Employer Brand, especially what current and potential employees think about your business. It’s not just about the money.

1. thE ULtIMatE Man caVE.

Does your place look awesome? Working in a hire business should be like walking into Santa’s grotto, akin to the ultimate Mancave or Fairy Palace. Most hire companies are continually adding such great gear that it should take your breath away. D’Gnome was chatting to a business owner at conference who argued the concept of ‘workshop’ versus ‘showroom’ and he’s right; you should be walking into a showroom, not someone’s crappy workshop. Party hire aside, few of us give much thought to merchandising. Much of it looks ‘ordinary’, with no ‘point of sale’ information. Where would you rather work?

2. thE tEaM

Look at the team and the work environment. Is it fun? Is there goodnatured banter? Are there any toxic dickheads who should have got the sack yonks ago? Think about your team and how welcoming they would be. Seriously would I want to work here?

3. SocIaL MEDIa

Social Media is your shop window. Your local community probably gets to know you through what they see on social media. If you’re posting regularly about good positive stuff about new gear or a bit of light humour then your image and employer brand is probably going to increase. Your company’s social media platform is not the place to rant about your political views or grievances. You’ll get noticed for the wrong reasons.

4. It’S not JUSt aboUt MonEY

We’ll always struggle to compete against the pay rates of many other industries, but we do have some unique perks. Never underestimate the prestige of a crapped-out Ute, especially getting your Millennials or Generation Z to and from work. If your staff need gear for a DIY project, let them use if free of charge as part of their training. They’ll be much more knowledgeable when it comes to dealing with customers. It’ll cost you buggar all but have far greater value to the individual.

5. Job aDS

The HIANZ website talks about ‘Escape from Planet Dull’ and it’s true. There are some many exciting things happening in the hire industry, yet we seem to write the most boring job ads in creation. Think about describing the variety and fun we encounter, and put that in your ad. Good Companies only become great companies by employing great people. The good news is they’re out there. The tough news is you’re going to have to work smarter to find them and even harder to retain them. ■

D’Gnome is a undercover character, quietly operating in the hire industry and listening to what’s going on.