It’s always been an arduous task to staff companies with people who fit the culture and have the right skills, experience, and character to become valuable members of the team. COVID-19 simply added a multiplier onto the difficulty factor of finding employees. The “good old days” haven’t returned and possibly never will. So, what can we do about this? Let’s examine why we even need to be adding employees in the first place.

Violand Management’s Sustained Profitable Growth (SPG) model is separated into three distinct dynamics—business, executive, and personnel. The SPG model operates on the theory that the three dynamics are self-leveling, and we cannot expect sustained profitable growth in a company unless all three dynamics grow in unison. For example, if a company has a good leader who has assembled and trained a good team, but has archaic business practices, the growth of the company will be stalled by the failure of the business dynamic to keep pace with the executive and personnel. The same holds true for the other two dynamics.

During Violand’s annual business planning programs, it’s not unusual to see company owners make some interesting forecasting statements. For example, a company that’s currently producing $2 million in annual revenue might make the statement that they intend to grow to $3 million in the coming year. While I applaud the optimism and enthusiasm, sometimes those statements aren’t completely thought through before being made. Here’s what I mean:

A company currently has six technicians who are managed by one project manager. Each technician produces about $30,000 per month in revenue. However, the project manager is working at capacity; to produce another $1 million in annual revenue, the company will need another project manager along with three more technicians. That’s four additional employees to recruit, hire, and train in order to hit the million-dollar increase. The number of necessary employees will continue to increase over the year if there’s any attrition. That’s a tall order! It’s certainly attainable, but when looking back at how long it probably took to recruit, hire, and train the team already in place, the question arises of whether the goal is realistic.

The point here is that if we fall short of our recruiting goals, then the personnel dynamic is holding back the proposed growth of the business. Without some out-of-the-box thinking, the growth of the company will be restricted to our ability to recruit, hire, and train those we need to help us attain our goals.

Frequently, business owners believe that staffing is finite, meaning many think staffing is a box we can check off after making that next hire. Unfortunately, this is just not the case. Staffing is the second function of management: planning, staffing, organizing, directing, and controlling.  As a manager, you never stop doing any of these five functions if you intend to be successful—so, recruiting, hiring, and training simply never ends.

I previously mentioned attrition, which is simply a fact of life in business. It’s frequently heartbreaking to lose those people we’ve worked so hard to recruit, hire, and train. However, attrition can be drastically limited when we make a conscious effort to create a company culture that people don’t want to leave. By extension, we become “the employer of choice” in our region, which then attracts good people. Let’s face it—a company run by a maniacal totalitarian with a terrible company culture and bad morale doesn’t attract the best and the brightest. Those people go to well-managed companies full of happy employees.

Putting this altogether, we know it’s harder than ever to find good people, but you should now understand that recruiting, hiring, and training never ends. If you plan on being successful, you can’t just throw your hands in the air and give up. To attract and retain top people, you need to become “the employer of choice” in your area. But you should also know that the effort put forth will yield huge dividends and help you reach those lofty goals you’ve established. And let’s face it—a company full of happy, competent people is just downright fun to operate!

The post Recruiting, Hiring, and Training: The Never-Ending Story appeared first on Cleanfax.

So you know that investing in effective marketing is critical for your business’s growth, but knowing what you “should” be doing and “how” to do it—while keeping up with the constant and never-ending changes—is another thing altogether. Outsourcing has become an essential tool for businesses looking to level up their marketing efforts. By delegating specific tasks to external experts, you can focus on your core competencies and achieve better growth and success in a shorter time frame.

Ultimately, outsourcing the tactical marketing functions from paid ad campaigns, online rankings, website optimization, listing management, conversion optimization, and all the other work needed to produce new leads and customers, enables you and your staff to focus on your core operations of delivering great services by great, well-trained staff, while benefiting from specialized knowledge and resources that might not be available in-house. By streamlining your marketing efforts through effective outsourcing, you can gain a competitive edge, expand your customer base, and increase your revenue growth.

Understanding Your Service Business’s Marketing Needs

One common question when deciding to outsource marketing activities is, “How do I determine which tasks should be outsourced?” If you lack expertise or experience in certain areas such as digital advertising or social media management, then outsourcing those tasks will help. You’ll also want to consider the time and resources required to learn, implement, monitor, and keep up with the scope of effective marketing activities. Learning new skills can be fun, but if it takes you away from the core focus of your business, then outsourcing can shorten your path to growth and success.

Another important question is knowing when it’s the right time to outsource marketing efforts. One sign that indicates outsourcing might be necessary is when a business is wanting to grow, but its current marketing efforts are just not producing the necessary leads. This could result in missed opportunities and a decline in overall business performance. Other signs include struggling to keep up with new trends, platforms, and technologies available to gain new customers. In these cases, outsourcing can provide access to specialized skills and knowledge that can drive better outcomes for your business.

Benefits of Outsourcing Marketing Efforts

Access to specialized expertise and industry knowledge is one of the main advantages of outsourcing marketing efforts for small- and medium-sized cleaning industry businesses. By working with a niche-specific marketing agency, these businesses can tap into a wealth of experience and knowledge that they might not have in-house. This allows them to benefit from proven strategies and techniques that have been successful in similar industries, ultimately helping them to achieve better results.

Outsourcing your marketing efforts can be a cost-effective solution for you as well. Instead of hiring full-time employees or investing in expensive software, training, and tools, outsourcing allows you to access the necessary expertise on an as-needed basis. Working with professionals who already have the required resources and infrastructure in place will save you both time and money.

If you are like most smaller businesses, you likely have limited resources, so delegating your marketing tasks to external experts can free up valuable time and energy that can be directed toward other important aspects of your operations. This enables you to prioritize activities such as nurturing customer satisfaction, developing new products, or expanding your service offerings while still paying attention to your marketing needs.

Types of Marketing Activities to Consider Outsourcing

Website development and optimization: Having a well-designed and user-friendly website is crucial for any business, including service businesses. A professional website will enhance your credibility and increase customer lead conversions (i.e., more calls), while a properly optimized and maintained website will rank higher in search results, increasing visibility and attracting more organic traffic.

Search engine optimization (SEO) and local search: The vast majority of people turn to search engines like Google to find local businesses, including cleaning and restoration services. But SEO is a constantly moving target, and having skilled and knowledgeable professionals working to rank your business can mean the difference between your website generating tons of traffic and leads…or hearing crickets.

Content marketing and blogging: By creating informative blog posts, articles, and videos related to cleaning and restoration advice, cleaning businesses can establish themselves as a local industry authority and generate much more traffic to their website. Sharing this content through social media platforms and email will drive traffic to your website and help build trust with potential clients and referral partners.

Social media: Leveraging social media platforms such as Facebook or Instagram is an excellent way for cleaning and restoration service businesses to connect with their target audience on a more personal level. By engaging with potential clients in a friendly and informative manner, cleaning and restoration service businesses can establish themselves as trusted authorities in the industry.

Pay-per-click (PPC) advertising: Placing ads on search engine pages or websites that have the attention of your ideal customer will allow you to reach new customers who are actively searching for the services you offer. However, managing paid ad campaigns requires expertise and time, which could be better spent focusing on other aspects of your business.

Email marketing: Building an email list of interested prospects and existing customers to send them regular updates, promotions, and valuable content will keep your cleaning and restoration service top of mind. Email marketing builds trust and loyalty with your audience over time but creating compelling email campaigns and managing subscriber lists can be time-consuming tasks that might benefit from outsourcing to an experienced marketing agency.

Online reputation management: For your cleaning and restoration service business to succeed, it’s essential to maintain a positive online reputation by monitoring reviews on platforms like a Google Business Profile (formally, Google My Business) or Yelp. Outsourcing this task ensures timely responses to customer feedback and helps mitigate any negative impact on your brand image. Additionally, professional reputation management services can implement strategies to encourage satisfied customers to leave positive reviews and boost overall ratings.

Marketing analytics and reporting: By leveraging data analysis and reporting tools effectively, businesses can optimize their campaigns and focus on what is working best, while eliminating ineffective or outdated strategies more quickly. Ultimately, this leads to increased customer acquisition and retention rates, as well as improved overall business growth.

Types of Marketing Activities to Consider Doing In-House

When running a service business, it’s important to decide which marketing activities can be handled in-house. Here are some key areas to focus on:

Social media management: Engaging with followers and responding to comments is crucial for building a strong online community and fostering trust. By actively interacting with your audience, you show that you value their opinions and concerns. Sharing valuable content and participating in local online groups relevant to your ideal customers can establish you as an expert and directly connect you with potential customers who are already interested in the services you offer.

Customer relationship management (CRM): Maintaining strong relationships with your customers is essential. Personalized emails, phone calls, service reminders, follow-ups, and targeted personal outreach campaigns play a crucial role in this. Implementing a robust CRM strategy allows you to stay connected with your customers and provide exceptional service.

Local partnerships and collaborations: Forming partnerships with complementary service providers in your area is a powerful tool for growing your local business. By partnering with other local businesses for cross-promotion and referrals, co-hosting events or workshops, and pooling resources and expertise, you can showcase your services while gaining more visibility and a valuable endorsement.

Online review management: Monitoring and responding to online reviews and feedback is crucial for managing your online reputation. Addressing both negative and positive reviews promptly and professionally is important for mitigating their impact. A positive online reputation is vital for attracting new customers and maintaining trust with existing ones.

Targeted email marketing campaigns: Designing and sending targeted emails and offers allows you to directly reach past and potential customers. Taking the time to segment your email lists based on demographics, interests, or past interactions and then tailoring your emails to each segment’s needs and preferences will capture the attention of recipients and better encourage them to take action.

Event planning and local community involvement: Organizing or participating in local community and charity events allows you to create brand awareness and build trust, and credibility with potential customers. Setting up booths at trade shows or expos, and networking with potential customers and other businesses in your community is key to long-term success. Building relationships through outreach and community involvement establishes trust and increases the likelihood of referrals.

Photography and visual content creation: Quality photos play a crucial role in showcasing the transformative impact of your cleaning and restoration services. Potential customers want to hire a cleaning service that takes pride in their work. Consistently sharing well-curated photos captures attention and builds trust.

Customer testimonials and case Studies: Featuring testimonials and case studies from satisfied clients provides social proof of your company’s reliability and effectiveness. Potential customers are more likely to trust a business recommended by others who have had a positive experience and case studies showcase your expertise in handling different types of cleaning challenges and the results you achieved.

By focusing on these marketing activities in-house, you can strengthen your brand, foster customer relationships, and differentiate yourself from competitors. Remember, marketing is an ongoing process, so continually refine your strategies and adapt to changing trends to unlock success for your cleaning and restoration service business.

Evaluating the Right Time to Outsource

One important aspect of assessing your business’s marketing needs is analyzing your current marketing performance and return on investment (ROI). How effective your marketing strategies have been in attracting new customers, increasing brand awareness, and generating revenue? By examining key metrics such as customer acquisition cost, conversion rates, and overall revenue generated through each marketing effort, you can gain valuable insights into which aspects of your marketing strategy are working well and which ones need improvement.

By identifying bottlenecks early on, you can take proactive measures to address them and ensure smooth growth for your service business. It’s crucial to assess whether you have sufficient resources allocated to your marketing activities such as budget, personnel, and tools. Taking stock of any limitations in these areas will help you make informed decisions about outsourcing certain aspects of your marketing efforts for optimal results.

Selecting the Right Marketing Agency or Freelancer

When it comes to outsourcing marketing efforts one of the first decisions you need to make is whether to hire a marketing agency or a freelancer. Both options have their advantages and disadvantages, so it’s important to define your requirements and desired outcomes before making a choice.

If your cleaning and restoration service business has specific marketing goals and requires a comprehensive strategy, hiring a marketing agency that specializes in working with your industry might be the best option. Agencies typically have teams of professionals with diverse skill sets who can handle integrating all aspects of your marketing campaigns.

On the other hand, if you have a very specific project that requires specialized skills, hiring a freelancer might be more suitable for your needs. Freelancers can often focus solely on the tasks you assign them; they are usually experts in a specific field and can deliver high-quality work within shorter timeframes. However, freelancers may lack the resources and support that agencies provide.

Regardless of which option you choose, thorough research is essential before making any decisions. Look for reputable agencies or freelancers with relevant experience in the home cleaning service industry. Check their portfolio or ask for references to assess their previous work quality and client satisfaction levels.

Overall, outsourcing your marketing efforts can significantly contribute to the speed at which you grow and scale your cleaning and restoration service business. By leveraging specialized skills, you can save time and maximize your resources toward delivering a great customer experience.

The post Unlocking Success: Deciding How and When to Outsource Your Marketing Efforts appeared first on Cleanfax.

With globalization, digitalization, and rapid technological advancements, the business landscape has become more competitive. This is especially true for disaster restoration companies. They face intense pressure to innovate, streamline their operations, and stay ahead of the curve to remain relevant in today’s fast-paced business environment.

One of the primary challenges restorers face today is competition. Companies must differentiate themselves from competitors to stand out, attract customers, and get work from insurance companies. This requires them to develop a unique value proposition, create a strong brand image, and constantly innovate. Furthermore, companies must continuously monitor the market and stay informed of emerging trends, new technologies, and shifting consumer preferences to remain competitive.

And the need to network to be personal at the same time can’t be overstated.

Another significant challenge faced by businesses is the rapidly evolving digital landscape. With the proliferation of smartphones, social media, and e-commerce platforms, companies must have a robust online presence to reach their target audience effectively and respond to questions and concerns. This requires them to invest in digital marketing, optimize their website for search engines, and leverage social media channels to engage with customers. In addition, businesses need to ensure that their websites and online stores are mobile-friendly, secure, and provide a seamless user experience. Is this the entire list of staying abreast of technology in the digital world? Not at all, but it is a good start.

Another critical challenge businesses face today is the need to recruit and retain top talent. With the rise of the gig economy and remote work, employees have more options than ever, and companies must create a work culture that fosters originality, creativity, and growth. This requires businesses to offer competitive compensation packages, provide opportunities for professional development, and create a supportive and inclusive work environment that fosters collaboration and teamwork.

What does all this mean? Running a successful restoration company isn’t easy; you don’t just build it and hope it keeps growing. One strategy that Cleanfax provides is information, including success stories within the industry. Read on and see what three successful companies have done—and are doing—to remain competitive and relevant in the marketplace.

The players

Scott Vogel

First up is Emergi-Clean. Scott Vogel is the chief operating officer and partner. The company is a second-generation, woman-owned, family-owned and operating business specializing in biohazardous, infectious, and hazardous material remediation since 1995. Emergi-Clean serves the New Jersey, New York City, and Philadelphia metropolitan areas, working out of two locations in Rahway and Flemington, New Jersey.

James Stephenson

Then we have Stephenson Restoration, a disaster restoration company serving the Salt Lake City market. The firm had its genesis as a carpet cleaning company and then expanded. The owner is James Stephenson, who spent much of his career in law enforcement before launching a “side gig” company called Big Jim’s Carpet Cleaning in 2020 to supplement his income. Since then, he has turned to restoration management services (RMS) consulting, tapping into the industry knowledge of principals Gregg Sargent and Nate Cisney to launch Stephenson Restoration into full-scale operations.

Ken Chambers

Last but not least is Pro-Care Restoration, with Ken Chambers as president. The company is based in Summerfield, North Carolina, and serves Greensboro, Winston-Salem, High Point, and other regional areas. The company provides traditional restoration services as a family-owned and operated business with over 20 years in the industry.

Elevator pitch

For Emergi-Clean, Vogel said it’s all about “believing in unparallel service and knowledge throughout our company.” From leadership to technicians and office staff, education has always been a primary focus for the company. “We have developed and implemented an apprenticeship program that entails our technicians completing 295 hours of classroom training and 4,000 field experience, making us unique when servicing our clients. Continuing education is key.”

Speed is the name of the game for Pro-Care Restoration. “We are a full-service restoration company,” Chambers said, “and we strive to be the quickest on rebuilds in the industry. Our motto is: We do it all, large or small!”

Property disasters are unplanned events, and, most often, property owners are unprepared, unsure, and uneasy as they seek solutions to their urgent needs, according to Stephenson. For his company, “It is all about restoring peace of mind for the affected property owner along with rectifying the physical issues impacting the property.” He has pride in what his company does “through clear communication, proven processes, and strong relationships with the partnering parties, such as insurance companies.” This all adds up to a quick and affordable resolution to projects.

Challenges faced and fixed

Chambers recognizes strong competition, embraces the challenge, and determines the best way to compete. “There are several well-known franchises that serve the areas we also serve,” he explained. “This was a challenge we had to overcome to grow our company successfully. We advertised on Google and in the community and depend heavily on agent referrals.” It has paid off for Pro-Care Restoration as the company continues to enjoy success.

For Stephenson, a challenge they identified and resolved was finding knowledgeable and driven employees who fully support the business plan. He cites two examples: “In the case of our business manager, we hired a person with deep experience with a major restoration company in a neighboring state. We provided a better pay opportunity and covered the cost of relocation, and she is performing spectacularly. In the case of our crew foreman, we found a person with the personality and character qualities we wanted long-term, and, despite their inexperience in the industry, we invested in the training courses, seminars, and on-the-job training needed to bring the required skillsets.”

On top of that, Stephenson Restoration struggled with being an “unknown” among the company’s key lead sources and had to build a marketing plan to resolve that. The focus was on local insurance agents, adjusters, plumbers, and property managers, tapping into the resources again of RMS Consulting.

Emergi-Clean sees some of the same challenges as others in the industry and has figured out the best way to resolve them. From financial management, cash flow, budgeting, and forecasting, the staff has educated itself through professional development and networking. “While it may be tedious at times, we continue to grow and plan our finances to be more prepared.”

Competition is another factor, and Emergi-Clean has invested in its brand. They stand out. “To me, a brand isn’t just a logo or name; it’s the company,” stated Vogel, “from your leadership to your new hires.” The company is doing it right because that motto is working.

On top of that, Emergi-Clean tackles employee retention with its apprenticeship program, Vogel said, “to give our new hires a plan to develop themselves to be leaders in this company.” He believes in building a positive company culture, providing opportunities for career development, and offering incentives for employee retention, such as a bonus system and flexible work arrangements. “Identify the problem, develop a plan, and act,” Vogel said. “It’s also essential to be adaptable and willing to make changes as needed to ensure the business’s long-term success and employee longevity.”

Business strategies

Stephenson Restoration operates in an outlying community adjacent to a large metro area: Salt Lake City. “Buying local is a meaningful thing here, where they prefer to do business with those who live in the community versus those who must travel to our valley from the big city,” Stephenson explained. “We are heavily involved in local organizations such as the Realtor^® association and a business networking group, where we are becoming known as the local resource for disaster response.” On top of that, his company is active on the community Facebook groups for each of the small towns in its valley. Stephenson Restoration holds Plumber Appreciation Day barbecue events at the local plumbing supply house “so that we become tight with those who are often the first to be called when a property is flooded,” he said.

For Emergi-Clean, it’s all about innovation. “Innovation is a strategy I used a lot; it can involve developing new products, services, or processes that are unique and offer a competitive advantage,” Vogel explained. “We focus and specialize in crime and trauma scene mitigations, allowing us to market our services to other restoration companies.” Part of the strategy for this is something Vogel knows everyone sees: “We tend to offer the same thing; for example, how many water, fire, and mold companies are there? I feel like there is one on every corner.” So Emergi-Clean doesn’t directly compete with that but instead offers solutions to complex problems that many mainstream restoration companies do not specialize in or have the training to do, such as bioterrorism response.

Then there is the “customer-centric approach” that Vogel embraces. “A customer-centric approach involves focusing on the needs and preferences of customers to improve the customer experience and build brand loyalty,” he said. “This can be achieved by listening to a customer, gathering feedback, making changes and implementing new ideas, and always providing exceptional customer service.”

Chambers has a strategy like other successful companies: Focus on the people. “We hire great people,” he explained. “In this industry, you need people who will do the job right and do it right the first time. It takes time to grow your team, but it is essential.” Chambers also works diligently to keep as much of the contracted work in-house, which adds to his excellent customer service philosophy.

The technical advantage

Vogel loves technology. He might not argue the point if you called him a tech junkie. “There are so many new ways of technology. I research every new piece of equipment that comes out,” he proudly stated. “But just because they say it is the best does not mean it is. We need to learn, research, and understand what is being developed. Technology has allowed us to enhance capabilities through efficiency and productivity and will continue to be an essential part of our company.”

Stephenson points to customer relationship management systems, cloud-based software, thermal imaging, and the latest in drying technology to help his company with precision restoration.

Chambers agrees and points to documentation technology, management software, and other technological services that enhance what his company is already doing with a solid team.

Real success identified

Vogel knows that success can mean different things to different people, as it is highly personal and subjective. “To me, real success means having a sense of fulfillment and purpose. It means using my abilities and talents to positively impact the world, whether that’s through helping people, advancing knowledge and innovation, or contributing to the greater good,” he explained. “Ultimately, success is a journey rather than a destination, and it requires ongoing self-reflection, learning, and growth. It’s important to set goals and strive for excellence, but it’s also important to celebrate small successes along the way and be grateful for the blessings in life.”

Stephenson sees solving serious issues for others as an essential component of success. “We take great personal satisfaction in solving another person’s dilemma, and this industry allows us to do this repeatedly,” he said. “Success, in our minds, would be to serve our community by resolving the damage issues that arise while making a good living for ourselves and our employees.”

And what about doing what you like to do? That’s top of mind for Chambers. “Real success looks like doing something I love daily,” he said. “I am thankful that I get to help others in stressful times of their lives. We create relationships with many of our customers, which defines success to me.”

Leaving a legacy

Creating a positive legacy is essential for many people, as it allows them to make a lasting impact on the world and leave a meaningful mark on the people and communities they touch. “When thinking about my legacy, I first want to be known as a loving husband and father; no matter how stressful and busy work can get, I always try to make it home at a reasonable time to have some family time,” Vogel stated. “Within the community, my legacy is a service of charity and unity. I started a nonprofit called the Bearing Hope Foundation to ensure that when a child goes through a rough/traumatic event, they have a teddy bear to hold onto.”

On his own legacy, Vogel said: “The size of my company will not be my legacy but making that significant difference will be. Instilling values of health and safety with employees and other restorers and promoting professional development in the industry is critical to a path of a great legacy for me; you might be one of the best in the industry, but if you aren’t willing to share and help others achieve their full potential, then to me, you won’t be remembered,” he said.

Chambers values the positive difference he and his company make in the lives of others. “I want to have a lasting impact on people’s lives,” he explained. “Some qualities I strive to leave behind are honesty, character, and work ethic.”

Stephenson echoes similar sentiments. “This may sound a bit over-the-top, but we want to build a heroic business, one that our clients view with a sense of gratitude for the solutions we provide and the genuine care we display as we undo significant effects of their disaster.”

The post The 2023 Restoration Industry Leaders Review appeared first on Cleanfax.

“We need to discuss ways to reduce this staggeringly high number,” Michael Wilson, AFFLINK senior vice president of business development, said regarding the topic. “Fortunately, it is doable.”

Wilson offered the following four suggestions to help prevent a business from failing in its first year.

1. Have a business plan. According to the Harvard Business Review, entrepreneurs with a formal strategy are 16% more likely to succeed. Rather than seeing a business plan as a burden, view it instead as a road map to successfully growing and retaining your business.

2. Master money management. Entrepreneurs must focus on how much money is coming in and how much is going out, if they want their company to be successful. From the get-go, they should have a cash reserve of at least three to six months for operating expenses, in order to weather any possible downturns.

3. Monitor employee performance. To properly evaluate employee performance, set clear goals in writing regarding what is expected of each employee in every position. Invest in employee training and development, and conduct regular employee evaluations. These evaluations will further help the owner and management better understand how to monitor employee performance.

4. Keep your eyes on the future. Many new entrepreneurs just focus on daily tasks and putting out fires. Doing so could cause them to miss opportunities.

“We can list other reasons why new businesses fail,” added Wilson. “But invariably, it comes down to a lack of planning. To survive, have a plan and focus on the future.”

The post 4 Ways to Keep Your New Business From Failing appeared first on Cleanfax.

Corporate recruitment manager

In 2021, we made the decision to centralize our recruitment team and created a recruiting manager position at our corporate office. Previously, a recruiter had resided in each of our five regions and reported up through a human resource generalist. Our goal was to better align recruiting activities and have the team roll up to one person responsible for executing recruiting initiatives. This has proven to be a very successful business model for us, as we have been consistently meeting our recruiting key performance indicators (KPIs) since the transition.

Use of real-time data

One major upgrade we made to our recruitment strategy was to use real-time data as a vehicle of information to influence our decision making. Our business intelligence analyst created a dashboard where we could track many of our activities, such as headcount, new hires, separations, open positions, and vacancy percentages. This information is updated automatically every night and is programmed to track how we are progressing through the year toward meeting our company goals related to turnover and retention. Many views are available within the dashboard based on the time period and workgroup or site in mind.

Now with real-time data readily available, we are able to play offense instead of defense. On a day-to-day basis, we can look at how each of our regions are performing and have the ability to redirect resources and attention as needed. We look at several KPIs: Vacancy percentage, time to fill, turnover percent, and retention rates. We can drill down on our dashboard all the way from a broad region to a specific building we service to monitor our performance. When we start to fall short of our targets, the recruiting manager will provide additional support by reallocating resources, whether it’s additional recruiting help, extra dollars spent on advertising, or an outside-of-the-box solution to address the gaps.

Recruitment toolkit

With a focus on hiring quality candidates and maximizing productivity, we developed a recruitment toolkit for our team to follow. The plan documents the process our recruiters follow to address openings, including the indicators that determine when to escalate our efforts. Based on how long the position has been posted and the vacancy percentage of the region, our team will move up to the next level of recruiting services. Each tool in our escalation plan has an associated cost to help our operations team understand how it will impact their budget. It also serves as a one-stop shop for our operations team to find any forms or process documentation associated with recruiting.

Diversity, equity, and inclusion

In 2022, one of our initiatives was focusing on diversity, equity, and inclusion. We have a standardized set of interview questions our hiring managers and recruiters use to ensure fairness and remove any bias from our hiring process. A current project of ours is to generate gender and ethnicity statistics for our leaders similar to what is reported to the U.S. Equal Employment Opportunity Commission (EEOC) each year. We hope to create a sense of inclusion and bring to light any gaps that need to be addressed. This year, we plan to utilize the ISSA Hygieia Network in support of the incredible women of our organization.

Benefits and training

As the labor market has continued to contract, our team has had an increased focus on employee retention. Many of our company goals and initiatives are in support of providing additional benefits and training for our employees. We’ve made significant changes to our profit-sharing plan, implemented an advanced payroll program, enhanced our health care plans, and created an Individual Career Advancement Plan (ICAP). Our hope is to move the needle through these enhancements on retaining quality employees.

No matter the type of company or organization you run, it is my hope that we all can learn better strategies from each other. The next time I see you at an industry event, perhaps at ISSA Show North America, let’s talk about this.

The post Overcoming Challenges With Employee Recruitment appeared first on Cleanfax.

What makes a team happy?

A happy team is one that is motivated, engaged, and satisfied in their work. They are more likely to be productive, take ownership of their responsibilities, and go above and beyond to deliver excellent results. A happy team also tends to have better communication and collaboration, which leads to smoother operations and fewer conflicts. Additionally, a happy team is more likely to stay with your company long-term, reducing turnover costs and maintaining a stable workforce. In short, a happy team is an invaluable asset to your business.

So, how can you keep your team happy? Here are three ways to ensure that your team remains motivated and satisfied in their work:

1. Provide a positive work environment

Creating a positive work environment is essential to keeping your team happy. Foster a culture of respect, inclusivity, and open communication. Encourage teamwork and collaboration, and provide opportunities for professional growth and development. Recognize and reward hard work and achievements, and be approachable and accessible as a leader. Show genuine care and concern for your team’s well-being, and be responsive to their needs and feedback. A positive work environment not only boosts team morale but also increases loyalty and commitment to the company.

2. Offer competitive compensation and benefits

Compensation and benefits are important factors in employee satisfaction. Ensure that your team is fairly compensated for their work, and regularly review and adjust salaries to stay competitive in the market. Provide benefits such as health insurance, retirement plans, and paid time off to show that you value your team’s well-being and work-life balance. Consider offering incentives and bonuses to recognize and reward exceptional performance. When employees feel adequately compensated for their work, they are more likely to be motivated and satisfied in their roles.

3. Foster work-life balance

Maintaining a healthy work-life balance is crucial for employee happiness. Encourage your team to take breaks, use their vacation time, and disconnect from work outside of business hours. Avoid overloading your team with excessive workloads or unrealistic expectations that can lead to burnout. Instead, promote a healthy work-life balance that allows your team to recharge and maintain their well-being. This will not only keep your team happy but also improve their productivity and overall job satisfaction.

A happy team is the foundation of a happy regime. By creating a positive work environment, offering competitive compensation and benefits, and fostering work-life balance, you can keep your team motivated, engaged, and satisfied in their work. A happy team is more likely to deliver exceptional results, provide excellent customer service, and stay committed to your company, leading to increased profits and satisfied return customers. So, invest in the happiness of your team, and watch your business thrive.

The post Leadership Tips: Happy Team, Happy Regime appeared first on Cleanfax.

Walt Disney famously said, “Do what you do so well that they will want to see it again and bring their friends.” And with that spirit, a cartoonist from California built the largest entertainment business in the world. 

Disney understood retention. Retention is universal, it’s not a new idea, and it has always been a part of a healthy business, whether that was a 15th-century blacksmith shop or a 21st-century service-based business. Retention matters. 

As the internet makes our world increasingly smaller, adapting and changing our retention strategies becomes more necessary to keep fighting for that Disney-sized goal of “doing it so well.” Why do we do this? Why is it hard to do this? The more pressing question is, what can we do to build greater retention?

I start with the why.  

The why: Retention creates a healthy business

Retention creates a healthy long-term business. It does this by diminishing costs. Simply put, acquiring new customers is expensive, and retaining old customers costs less. To onboard a new customer, whole departments join forces to see a single customer cross the finish line, advertising teams, marketing teams, and sales teams. The costs – when you add them up – are astronomical. Retention doesn’t require these other efforts and expenses. 

Also, there’s the reality of increased customer lifetime value. A loyal customer tends to spend more money over time, resulting in a higher customer lifetime value. This means that a business can generate more revenue from a single customer than from multiple new customers.

Another value is word of mouth. Satisfied customers refer their friends. And the friends of satisfied customers tend to be the type of people who are also likely to be satisfiable type people. This then creates brand loyalty as customers stick with what they know works. Over time this creates something of a competitive advantage because you begin removing potential customers from the lake of available customers. 

Your business thrives, and your competitors can’t find a way in. At least, this is how things work in a perfect world. 

Why retention is hard

Let’s be honest; things don’t also work the way they should. Retention is hard. There is a reason companies struggle to retain their customers. 

I list three reasons that come to mind. 

First, customer preferences evolve. Preferences and expectations are constantly changing from moment to moment. What was once normal and fine is now old and out of date. Just ask any car maker who feels the need to recreate and redesign vehicles year after year constantly. “2022 must be different than 2021,” so the story goes. If we fail to respond positively to these expectations, our “loyal” customers just might jump ship.  

Second is communication. Customers want to feel valued and appreciated, and businesses must communicate with their customers regularly to achieve this. Failure to communicate can result in customers feeling neglected and choosing to switch to a competitor who shows more interest in their needs. 

And finally, negative experiences. Negative experiences can kill a business and undermine healthy retention efforts. One negative experience – just one! – can turn a loyal customer into a hater. And it can be challenging to win them back. Businesses must work to avoid negative experiences by addressing customer complaints promptly and effectively. 

What you can do to drive retention 

Retaining customers can be challenging due to many factors, many of which may be out of your control and have nothing to do with your business. But there is something you can do. 

You can listen. You can personalize. You can follow up with your customers in obvious human ways. And you can find them where they are, online.

1. Listen

If you can practice active listening, you will be able to learn what your customers want, what they need, and what they expect. Listening to their preferences, clear communication, and immediate attention will give you the edge in working towards a consistently high retention rate for your company.

1. Personalize

Personalization is the key to customer retention in the modern era. Customers want businesses to understand their needs and preferences and offer them personalized experiences. Personalization can be achieved through a variety of ways, such as personalized emails, customized offers, personalized recommendations, and personalized content. Personalization can and will help businesses build stronger relationships with their customers and increase customer loyalty.

1. Be human

Customer feedback is a powerful tool for businesses to improve their products and services and retain their customers. Businesses need to actively seek customer feedback and act on it in real-life human ways to improve the customer experience. Customer feedback can be collected through surveys, social media, and customer reviews. The most traditional type of feedback from customers is a good ole conversation. Creating an opportunity for the customer to give you direct feedback can be invaluable. Analyze customer feedback and identify areas of improvement. They should then take action to address the issues and communicate the changes to customers. Customer feedback can help businesses build trust and loyalty with their customers, which can lead to increased retention.

1. Find them where they are

Social media has become an important channel for businesses to engage with customers and retain them. Businesses need to have an active presence on social media and engage with customers through social media platforms such as Facebook, Twitter, and Instagram. Using social media to communicate with customers, provide updates, and address concerns and issues can make all the difference. They should also use social media to promote their products and services and offer exclusive discounts or offers to their followers. Social media engagement can help businesses build strong relationships with their customers and increase retention.

A final word

What does all this mean, really?

In this digital age, customer retention is more important than ever. With endless options at their fingertips, customers can easily jump ship and find a better deal almost daily. It’s up to businesses to step up their game and keep their customers coming back for more over and over again. 

And, so what? Retention is hard. You’re up for the challenge, and I am too. At the end of the day, we need to do what Walt suggested, do what we do “so well they want to see it again and invite their friends.” That’s not bad advice. 

The post Leadership Tips: Modern Customer Retention Strategies appeared first on Cleanfax.

As a business owner, you might be wondering whether you should aim to be feared or loved by your team. Should you be a hard-nosed boss who demands respect or a friendly leader who earns loyalty through kindness? The truth is there are pros and cons to both approaches, and the best leaders know how to balance fear and love to create a positive workplace culture.

The pros and cons of fear and love

Let’s start by looking at the pros and cons of being feared as a leader. On the one hand, fear can be a powerful motivator. If your team knows that you demand excellence and won’t tolerate mediocrity, they may be more likely to push themselves to work harder and achieve better results. Additionally, fear can create a sense of order and structure in the workplace, which can be important for productivity and efficiency.

However, there are also some significant downsides to being feared. For one thing, fear can create a toxic work environment where employees are afraid to speak up or make mistakes. This can stifle creativity and innovation and can lead to high turnover rates as employees become burnt out or disengaged. Additionally, fear can erode trust and respect, which can make it harder to build strong, collaborative teams.

On the other hand, being loved as a leader can also have its pros and cons. When you cultivate a culture of kindness, empathy, and collaboration, you can create a workplace where employees feel valued and supported. This can lead to increased job satisfaction, improved retention rates, and better overall morale. Additionally, when employees feel comfortable approaching you with concerns or ideas, you can benefit from their insights and perspectives, which can help you make better decisions.

However, there are also some risks associated with being loved. When leaders prioritize being liked over being effective, they can sometimes avoid difficult conversations or make decisions that aren’t in the best interests of the business. Additionally, when leaders are too lenient or permissive, they can create a culture of complacency where employees don’t feel challenged or held accountable for their performance.

Balancing fear and love as a leader

So, how can you balance fear and love as a leader to create a positive workplace culture? The key is to focus on respect rather than either extreme. When employees respect you as a leader, they will be more likely to follow your guidance, work hard, and be loyal to the company. Here are some tips for earning the respect of your team:

1. Set clear expectations

Make sure your team understands what is expected of them in terms of performance, behavior, and goals. Be consistent in your communication and hold everyone accountable to the same standards.

2. Lead by example

Show your team how you want them to behave by modeling the behavior yourself. Be respectful, honest, and ethical in all your interactions.

3. Listen actively

Take the time to listen to your team’s concerns and ideas, and be open to feedback. When employees feel heard and valued, they are more likely to be engaged and committed to their work.

4. Provide feedback

Give constructive feedback regularly, both positive and negative. Be specific and focused on behaviors rather than personalities.

5. Recognize and reward

Acknowledge and reward employees for their hard work and achievements. Celebrate successes as a team and create a positive culture of appreciation.

6. Be empathetic

Understand the challenges and pressures that your team members face, and be supportive and empathetic when appropriate.

In conclusion, the idea of being feared or loved as a business owner is a complex one, and there are pros and cons to both approaches. However, the most effective leaders know how to balance fear and love to create a workplace culture based on respect. By setting clear expectations, leading by example, listening actively, providing feedback, recognizing and rewarding hard work, and being empathetic, you can earn the respect and loyalty of your team while still maintaining a sense of order and structure in the workplace. So, don’t choose between fear and love – strive for respect, and you’ll create a successful and fulfilling workplace for yourself and your employees.

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While experience is important, hiring based on passion can create a team of dedicated and faithful employees who are willing to learn and grow with your company. In this article, we will explore why passion should be a priority in the hiring process and how companies can create compassionate marketing campaigns to acquire and retain loyal and dedicated team members.

Passion vs. experience

When it comes to hiring, experience is often seen as the most important factor. However, experience alone is not enough to create a successful team. Passion is what drives employees to go above and beyond, to learn new skills, and to excel in their work. Passionate employees are more likely to be dedicated and faithful, to show up on time, to take pride in their work, and to go the extra mile to ensure customer satisfaction.

On the other hand, experienced employees who lack passion may be apathetic and disengaged, leading to a lack of motivation, low productivity, and a negative impact on the company culture. Moreover, hiring experienced employees who are not passionate about their work may lead to high turnover rates, as they may be more likely to leave for other opportunities.

How to acquire a passionate team through compassionate marketing

Now that we have established the importance of hiring based on passion, it’s essential to consider how companies can create compassionate marketing campaigns to attract and retain dedicated and faithful team members. Here are five ways that companies can do this:

1. Highlight Company Values: When creating marketing campaigns, it’s essential to highlight the company’s values and how they align with the values of potential employees. For example, if your company values teamwork, highlight how your team works together to achieve success.

2. Provide Training and Development Opportunities: Passionate employees are often eager to learn and grow in their careers. Offering training and development opportunities can show potential employees that you are invested in their success and are willing to help them grow in their roles.

3. Offer Competitive Salaries and Benefits: While passion is important, it’s also important to offer competitive salaries and benefits. This shows potential employees that you value their skills and are willing to compensate them accordingly.

4. Foster a Positive Company Culture: A positive company culture can go a long way in attracting and retaining passionate employees. When employees feel valued and supported, they are more likely to be engaged and committed to their work.

5. Show Appreciation: Finally, it’s essential to show appreciation for your employees’ hard work and dedication. This can be as simple as saying thank you, recognizing accomplishments, or providing incentives for exceptional performance.

All in all, hiring based on passion can create a team of dedicated and faithful employees who are willing to learn and grow with your company. By creating compassionate marketing campaigns, companies can attract and retain loyal and dedicated team members who are passionate about their work. By highlighting company values, offering training and development opportunities, providing competitive salaries and benefits, fostering a positive company culture, and showing appreciation, companies can create a team of passionate employees who are invested in their success and the success of the company.

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By Kyra Bruce

A buyer persona is a powerful tool for marketers, social media managers, graphic designers, and just about everyone on your team. It helps you understand your customers more deeply and discern their motivations, likes and dislikes, and more. This information can help you craft the right message to reach your ideal customer base. Creating a buyer persona can be done fairly easily, and it can be worked on and further developed as your company shifts and changes. If you’re wanting to develop a buyer persona, keep reading, and we’ll walk you through the process!

What is a buyer persona?

A buyer persona is a fictional representation of your ideal customer or audience. It’s based on real data, but it’s not a real person-it’s an amalgamation of characteristics that you collect through market research and other sources to create a fictional ideal customer that you keep in mind while creating marketing materials and more.

A buyer persona helps you understand your target audience, their needs, what websites they frequent, what products they buy, what brands they engage with on social media, and much more. This can help you make more informed decisions about how to reach them with marketing campaigns, products, services, or anything else related to business development.

Why do you need to develop a buyer persona?

You need to understand your audience if you want engagement. As they say in marketing, if you’re selling to everyone, you’re selling to no one. This saying emphasizes the importance of targeting your advertisements to a specific audience rather than a general audience that may not have interest in what you’re selling. This is especially important if you are investing money and resources into your advertisements; you want to be sure you’re getting a return on that investment!

If you’re selling a product or service, it’s important that you know who will be buying it. A buyer persona is a specific type of profile used in marketing and sales that describes the typical characteristics of people who purchase products or services like yours. The more detailed and accurate your buyer persona becomes, the better able you’ll be able to adapt your strategy for reaching out to potential customers–and closing deals!

Who can use a buyer persona?

If you’re a product manager, it’s likely that you already have a buyer persona in mind. You might even have created one for your team to use as a reference point when building products and deciding on marketing strategies. If not, this is an excellent opportunity to do so!

A buyer persona can be useful in many ways:

• It helps marketers and social media managers understand who their target audience is, so they know how best to reach them.
• It gives sales reps more insight into the needs of potential customers and allows them to better communicate those needs with potential clients.
• As an executive or manager at any level within an organization, having access to key information about who makes up your customer base will help ensure that all decisions are made with their best interests in mind.

How to create a buyer persona, step by step

Now that we know all the ways a buyer persona is so helpful let’s talk about how to create one for your company!

A company-wide brainstorming session is a great way to start this process. Get everyone in the same room and cover some of these topics:

• Identify your target audience. Who are you marketing to? Who is your ideal customer?
• Describe their demographics, including age, gender, location, and income level.
• Discover what they buy in other categories and what they like about those brands. Consider those brands’ marketing tactics; what is working for them? How are they getting through to your ideal customer?
• Create a detailed description of your target customer’s life stage and lifestyle. Do they live with a roommate or a spouse? Do they live with their parents? Do they have a job? Are they a homeowner? Dive into the details.
• Define their pain points: what frustrates them about their current situation? What problems do they have, and how can you supply the solution?

Take all of these fictional traits into consideration, and create your buyer persona! Have fun with this part; maybe create a sketch of them or give them a fun name. 

Buyer persona examples

Large and small companies create buyer personas; check out these examples for inspiration:

• Starbucks: the “coffee connoisseur.” This persona represents a customer who likes to try new things and has an appreciation for quality. Usually, a millennial working professional looking for a workspace or a pick me up on their way to the office. 
• Apple: the “tech enthusiast.” This buyer persona is interested in technology but also wants convenience and simplicity. They are usually loyal to the brand and have been for years.
• Spotify: the” music lover.” This persona loves music and wants it to be easily accessible and as affordable as possible.
• Taco Bell: the “fast food enjoyer.” This persona is a young adult male looking for convenience and affordable food.

Keep these example personas in mind as you’re developing your own, and maybe draw some inspiration from them.

Ways to utilize your buyer persona

Now that you’ve developed a persona, implement it in a few branches of your company and see how it can keep your team streamlined and working towards the same goal.

• Sales: Your sales team will be able to better understand who they’re selling to and what their needs are. This will help them close more deals and sell more products or services.
• Marketing: The marketing department can use your buyer persona as an outline for creating content that resonates with each group of buyers in the audience. They’ll also know how best to reach those groups through advertising on social media, email marketing campaigns, etc.
• Graphic designers: This team can use the buyer persona to create more effective graphics that will be more interesting to the specific demographic.

A buyer persona is a key tool for any company to use in order to better understand its target audience. It allows you to develop more personalized messaging so that your customers will feel like they’re being spoken directly to when they see your ad or hear about your product. This can help keep your team working toward the same goal, increase engagement and conversion rates, and improve customer satisfaction overall!

The post Leadership Tips: Developing a Buyer Persona appeared first on Cleanfax.