Great Resignation Archives

Pandemic’s Over, but Challenges Remain

By Editorial September 28, 2022

Editorial

President Joe Biden famously, and matter-of-factly, announced recently that the pandemic is “over.”

Whether that’s true or not remains to be seen, but what isn’t in question is the fact that, while the pandemic may indeed be a matter for the past tense, businesses large and small continue to face a mountain of challenges, many of them stemming directly or indirectly from the pandemic.

This much was made clear in a recently released MassINC survey that revealed, among other things, that just over half the businesses polled, 53%, are reporting revenues lower than before the pandemic.

Meanwhile, inflation is at a 40-year high, supply-chain issues persist, a labor shortage continues, the Great Resignation is far from over, and now there is apparently a new workforce issue to contend with — so-called ‘quiet quitting,’ whereby employees don’t officially leave their jobs; they just do the bare minimum.

We’re not sure if quiet quitting is a byproduct of the pandemic or not — it’s a relatively new phenomenon, and there is not much data on it — but just about everything else is, from inflation to the supply-chain issues to the persistent problems companies are having with staffing up.

So while it’s good to hear that the pandemic is over — at least in a technical sense; we’re now told that COVID is in the same category as the flu — the ‘normal’ that everyone in the Western Mass. business community was seeking ever since we first heard of COVID seems like it is still a long way off.

Especially with growing talk about a recession, when it will come, how severe it will be — and whether or not we are already in one, which many economists already believe we are, as well as headlines about soaring energy costs and escalation of fighting in Ukraine.

Maybe the biggest issue, though, is the Federal Reserve’s ongoing fight against inflation. The Fed recently raised interest rates again, this time by three-quarters of a point for the third straight time, an aggressive tactic that might — that’s might — bring inflation back down to its 2% goal, but at a potentially high cost when it comes to the economy and the plight of businesses large and small.

Indeed, the tactics used to fight inflation may well tip the economy into a recession and, in the meantime, make it harder for businesses to attain the capital they need to expand, prompting more job cuts; many businesses have already gone from hiring to laying people off. Fed policy makers are projecting that the jobless rate will reach 4.4% by the end of 2023, up from its current level of 3.7%.

Overall, the cure may be worse than the disease, as the nation witnessed 40 years ago, when, to tame inflation, the Fed pushed the country into a protracted recession.

President Biden also said recently that he believes that a “soft landing” is possible for the economy. Perhaps, but many economists are predicting a much harder fall.

That’s not what area business owners want to hear after two and a half long years of battling the pandemic and its many side effects.

Technically speaking, the pandemic is over, but the challenges remain. We said back in March 2020 that the local business community was resilient and up to the challenge. We still believe that, but this resilience is certainly being tested, and the quest for normal — whatever that is — goes on.

How to Succeed in Hiring Gen Z

By Contributor July 22, 2022

Employment

Employers Should Look at Each Candidate as an Individual

By Kelly Moulton and Mia McDonald

In the midst of the Great Resignation, employers are desperate to hire new staff. Insider Intelligence reports that in 2022, approximately 20.2% of the U.S. population will be made up of Generation Z, meaning employers will increasingly need to turn to this group to fill roles.

Born between the years of 1997 and 2012 and sometimes called ‘screenagers’ for their attachment to mobile devices and upbringing in a digital environment, the strengths and weaknesses of Gen Z, as well as what they have to offer to the workforce, differ significantly from previous generations in some ways, but mirror their predecessors in other ways.

Kelly Moulton

Mia McDonald

Edward Segal, in his Forbes article, “How and Why Managing Gen Z Employees Can Be Challenging for Companies,” discussed the challenges Gen Z applicants present to employers. Among those, noted several executives, are a lack of discipline and patience as well as the need to develop a work ethic.

Gen Z is not unique in facing broad generational criticisms. Baby Boomers and Millennials can relate to the struggle of being defined by their generation. But just like prior generations, Generation Z is diverse in its composition, motivations, and beliefs. Working to understand each of these components can help generate success for both employers and Gen Z employees, while increasing Gen Z commitment to the employer.

Raised in different decades and growing up utilizing different technologies, it can be a challenge to integrate intergenerational individuals employed in the same workplace. But with the influx of young workers entering the market, employers need to continue to learn and adapt so they can obtain and retain the best applicants, just as they require their new hires to adapt, learn, and grow within their roles.

A great way to help acclimate new hires to the community and culture of the workplace is to integrate them into a working team of established professionals who can help ease their introduction. This is a strategy we both experienced when we started at Meyers Brothers Kalicka.

MBK created a space where both of us could work directly and collaboratively with a team of other young professionals, allowing us to quickly meet and bond with co-workers in various specialties. This made for a welcoming, and less intimidating, entrance into the firm and the demands of public accounting in particular. This strategy also provides a broad base of different people to go to with questions, improves motivation and accountability, and fosters a teamwork-driven environment.

“Gen Z is not unique in facing broad generational criticisms. Baby Boomers and Millennials can relate to the struggle of being defined by their generation. But just like prior generations, Generation Z is diverse in its composition, motivations, and beliefs.”

Another important consideration is that many Gen Z workers entering the employment market have just completed school during a global pandemic. This has fostered adaptability to different styles of working and learning, as many recent graduates were required to manage their own time and resources with remote education. Employers should try to mirror this and offer similarly flexible work hours and locations.

Companies need to ask themselves, are we truly devoted to our employees maintaining work-life balance? Taking this non-traditional approach can, in turn, allow employees to pursue other interests and certifications. Generation Z is very aware of the importance of mental healthcare, often seeking out employers that understand and support a balance between their work and personal pursuits, from time with friends and famil to higher education or community events. Allowing more flexibility for staff ultimately makes for a happier work environment and more productive, connected employees.

Employers can successfully integrate and take advantage of the strengths of Gen Z new hires if they take a multi-faceted and individualized approach. This can be encompassed with the collaborative work environment, as well as flexible work hours and locations arranged to accommodate the needs of each individual. Employers need to allow for independence — showing that they trust and value contributions — while also setting clear expectations and providing consistent feedback to foster growth. This will create a sense of empowerment, which will be a vital trait for these future leaders.

For this more hybrid, flexible strategy to work effectively, communication is essential. Whether it be a quick phone call, email updates, or regular in-person check-ins, setting standards for communication will help to keep everyone on the same page.

It is important to understand that there is no cookie-cutter approach that will work in all cases, and employers should not try to generalize a strategy for all young applicants. Perhaps the most important thing employers can do is set aside preconceived notions about the generation, and instead look at each candidate as an individual. They should consider the ways in which each individual learns best, as well as the specific projects assigned. What is the overarching goal of the project, and what is the key takeaway that can be taught? Where can we allow for flexibility to best accommodate their needs and set them up for success?

For Gen Z applicants, it is important to remember that what is valued most by employers is a positive attitude and a willingness to learn. Beyond this, new hires and even current employees should always look for ways they can pull down tasks from higher-ups; offering time to check in and help on any available tasks will show initiative and generate more respect. Employ your strengths in digital communication and technology, but be open-minded and use your first few years to further diversify and learn as much as you can from those around you. Immerse yourself in your environment and seek out opportunities to bond with your co-workers and make connections. Networking not just outside of your company but within it as well will help hires work well with a variety of people and grow invaluable interpersonal skills that cannot be taught in a textbook.

With compromises in attitude and an appreciation for change and development from everyone in a workplace, employers will be able to reap the benefits of the upcoming generation of workers and future leaders.

Kelly Moulton and Mia McDonald are associates at the Holyoke-based accounting firm Meyers Brothers Kalicka, P.C.

Today, Companies Must ‘Meet People Where They Are’

By Contributor June 24, 2022

Features

A Changing Dynamic

By Amy Roberts

It is no secret that the workplace has changed significantly over the past several years, requiring employers to adjust their operating principles to keep pace with what employees need and want. While many have labeled this time as the Great Resignation, this movement might better be explained by the term…the Great Re-evaluation!

For whatever the reason, and there have been plenty in these last few years, people are re-looking at how they work, what they do for work, and the impact their work has on the world around them. Employees expect that their job brings purpose to their lives and expect an employer to help them meet this need. If they review their current job and don’t find the connection with their own purpose, they are leaving for a role in an organization that they feel can provide them with this crucial requirement.

Amy Roberts

When attracting candidates and holding on to talent, Employers are being challenged to improve their impact on just about everything. The people they employ, the people they serve and the value they bring to the greater good. This challenge has led many employers to look at their impact on the world and revamp their entire value system in order to compete.

Attractive benefit programs and competitive pay will only get an organization so far in an evolution of their value. Organizations have to consider more broadly their impact on the lives of people. All the people! Not just the people who buy their products or services or their shareholders or the people that work for them. This means caring about the communities in which they are a part and also caring about the world beyond their headquarters, subsidiaries, and offices.

While there are many ways to create an employer value proposition that helps an organization stand out and compete for talent, perhaps the most impactful is to establish a corporate purpose that considers the company’s role and contribution to society. In the development and communication of this purpose an organization can articulate their value to an employee and in turn attract people who see value in being a part of the work being done by the organization.

Once established it is critical to provide employees with meaningful ways to reflect on the company’s efforts and their impact as well as ways to participate in these efforts. In other words, employees want to be a part of a company that strives to make the world a better place and they want to do the work that helps to make it so.

Another aspect for employers to consider is how work gets done within the organization and the systems and structure around work. While more a practical component of an employer value proposition than a corporate purpose, this area of work has become increasingly scrutinized by the workforce. People want to be challenged in their work, excited by the mission of an organization, and contribute to the outcomes of the organization in a way that makes sense for them.

In order to do this, an employer has to consider the person doing the work as an important aspect of how the work will be done. This represents a huge paradigm shift in workforce planning and it requires an organization to examine its policies and procedures of work to determine how to go about this in a consistent and sustainable way.

We all know it would be impossible for an organization to design its work structure to handle all of the elements of a person, so one approach an employer can take is to set some basic tenets of how work gets done, usually in the form of establishing goals and outcomes required of each role in the organization and then be flexible enough to meet people where they are when it comes to how that work gets done. This can look different depending on the organization type and can vary even within an organization depending on the position. Flexibility in the workplace isn’t new, but the fact that it is a requirement for many people in the workplace has caused many organizations to rethink work hours, days of work, and the location of work.

In different times companies were doing great things to provide an inviting and calm workspace with nice desks, décor that complimented the values of the organization and convenience amenities like a café, gym or dry cleaner. Now an employer is seriously considering four-day work weeks, 35-hour schedules, remote work, hybrid work, work from anywhere, and unlimited time off, just to name a few.

The stakes are higher than ever to implement programs that provide an organization with the desired outcomes to be successful in a way that allows employees to live a meaningful and well-balanced life. u

Amy Roberts is executive vice president and chief human resources officer at PeoplesBank.

COVID, Other Factors Inspire Entrepreneurial Energy

By George O'Brien December 8, 2021

Cover Story

Changing Course

Susan Beaudry, founder of Beau Co. Wine

Among the many side effects of COVID and the so-called Great Resignation that has accompanied it has been a recognized surge in entrepreneurial activity. It has manifested itself in many ways, from soaring registration for the “Basics of Starting a Business” course at the Massachusetts Small Business Development Center to the absorption of many vacant storefronts, to area chambers filling their calendars with ribbon cuttings. Each story is different, but there are some common threads, including a desire to use the time and inclination provided by the pandemic to realize what’s important. And in many cases, it’s starting that business that one has always dreamed about.

Susan Beaudry says there’s a story behind every wine label she distributes.

That’s certainly the case with one called Sophie, a product of South Africa.

“The locals … their accents couldn’t pronounce sauvignon blanc,” she explained. “And it kept coming out ‘Sophie,’ so they named the wine Sophie. The wife of the husband-and-wife team that own it created this beautiful young woman that’s on the label — Sophie. The tagline is ‘the most beautiful woman that never was.’”

It is these stories — and, again, she has dozens of them — that go a long way toward explaining Beaudry’s fascination for wine, and her dream of creating a business that brings labels like Sophie to the 413.

It’s a dream she’s had for some time now, and one that became real because of COVID-19 — at least in some respects.

Beaudry, as many readers may know, was the executive director of the Springfield Symphony Orchestra, which was essentially shut down by COVID in early 2020, and there are now questions about when and if it will return to the place in regional culture it occupied before COVID arrived.

But that’s another story.

This one is about how Beaudry found the time — and the inclination — during COVID to move ahead and make that dream, called Beau Co. Wine, reality.

“Toward the end of 2020, we started seeing many people who were either laid off or who had left their jobs, for whatever reason, who wanted to start their own businesses.”

The wines she imports can be found, among other places, at the Springfield Wine Exchange, a new storefront in Tower Square owned by Carlo Bonavita, who is part of this movement, if we can call it that, as well. He decided a few years ago to go back into business — the liquor-selling business — for himself and found some additional motivation during the pandemic (more on that later).

Beaudry and Bonavita are far from the only ones to use this crack in time to pause, re-evaluate, and perhaps fulfill an entrepreneurial urge, said Samalid Hogan, executive director of the Massachusetts Small Business Development Center’s Western Mass. office. But not for much longer, which we’ll get to in a minute.

She told BusinessWest that, as a result of a number of colliding factors — from people losing their jobs to individuals losing interest in what they were doing, to remote workers not at all excited about orders to return to the office — there has been a surge in entrepreneurial energy.

“Toward the end of 2020, we started seeing many people who were either laid off or who had left their jobs, for whatever reason, who wanted to start their own businesses,” she explained. “And in 2021, we’re seeing a huge surge in people calling the office looking for help in starting a business. There were so many that we had to create another ‘Basics of Starting a Business’ class; we usually offer one a month, but we had to double up and increase the number of registrations from 30 people to 40 people.”

And now, she is part of this story, although she certainly doesn’t need the “Basics” course.

Indeed, she will be stepping down from her role with the MSBDC later this month to start her own consulting business.

Samalid Hogan says many people reached a crossroads during the pandemic and chose the road to business ownership — and she’s one of them.

She said that, like others during this time of COVID, she did a lot of thinking about what was important and what she wanted to do with her life. And she decided that now was the time to put her own name in the door.

Actually, that name will be Greylock Management Consulting, a nod to the highest mountain in the state, a venture that will be focused on both existing businesses and the agencies providing services to startups, especially minority-owned ventures.

Hogan said she is launching this venture with both eyes open, and full acknowledgement of the fact that consulting is often a challenging way to earn a living and a significant departure from a steady job with a steady paycheck. But it’s a gamble she’s ready to take.

Actually, she’s taking two gambles. In addition to her own business, she has become chief operating officer for the Latino Marketing Agency, launched by Veronica Garcia, who also fits the profile of someone who found time and inspiration during the pandemic to move ahead with an entrepreneurial venture.

A television producer, soap-opera actress, and influencer in the Latino community, she worked for many years at New England Public Media, where she was the host of a popular and award-winning bilingual series named Presencia. In April of this year, when NEPM announced it could no longer produce the show, she left the station to start to Viviendo Sin Limites (Living Without Limits), with the goal of having it become the go-to resource for mental health and emotional well-being for the Spanish-speaking population. She also started the Latino Marketing Agency, in conjunction with Hogan, to help Hispanic-owned businesses with that critical aspect of their operations.

“I now have the privilege to know many entrepreneurs in this region, and I’ve found that marketing is one of the areas where they need assistance, especially Latino businesses,” she said, adding that, like Hogan, she is confident that her change of course career-wise, from steady paycheck to the uncertainty of being a business owner, is the right course.

Proof Positive

As noted, Bonavita is no stranger to wines and the liquor business. Indeed, his family owned and operated several liquor stores in the area, including Riverside Liquors in Agawam, and he worked at them for a number of years.

When he left in 2002, he signed a non-compete agreement that was 15 years in duration. It wasn’t long before he started counting the years down, and after a decade or so of working in property management, specifically condominium projects, he was quite ready to go back to working for himself.

COVID only served to accelerate the process further.

Veronica Garcia has launched two new ventures, Latino Marketing Agency and a platform called Viviendo Sin Limites — Living Without Limits.

“When COVID hit, it changed the way we did business a zillion percent,” he explained. “It meant more hours, more everything, and at the age I was getting to, I was getting burned out and tired of this. I knew it was time to do what I wanted to do.”

And that was to open another business of his own, one he calls the Wine Exchange. He has a wide variety of labels with price tags from $7.99 to $115, and features a variety of gift baskets as well. He opened in October, good timing considering the approaching holidays, and said he’s off to a good start thanks to those who are returning to the office tower in his building and the others in the downtown area.

As for his decision to strike out on his own?

“I absolutely love it — I really do,” he said. “I’m not a guy who could retire completely, and I couldn’t sit at home. So this is perfect; it’s where I want to be at this point in my life.”

Beaudry, who provides most of the labels on his shelves and in his racks, said essentially the same thing, but her story — her dream of becoming a wine wholesaler, importer, distributor, and ‘enthusiast’ — is much different and took a lot longer to become reality.

“I was getting burned out and tired of this. I knew it was time to do what I wanted to do.”

She said her love of wine developed over time and especially when she was traveling extensively for her former employer, Simplex. Her travels would take her to its various branch offices around this country and other countries, and would inevitably involve visits to local attractions — and restaurants, preferably the ‘hole in the wall’ she asked to be taken to.

The good food she encountered was almost always accompanied by good wine as well. She would attempt to replicate what she encountered, food and beverage-wise, at dinner parties that would grow in size over time, with many of the attendees encouraging her to start her own restaurant or other related business.

She said she long desired to venture into wine importing and distributing, but life and family responsibilities made it difficult to leave a steady paycheck and take that leap.

“I think COVID presented the opportunity, with the symphony not performing and all the employees furloughed,” she explained. “Meanwhile, my daughter had just completed her first year of college, so the stars were aligned for me; I went ahead and got started.”

There are many stories like these being written in the region at this unprecedented time, when many have been sidelined by COVID and others have taken stock of their lives and decided they wanted — and needed — something different. The so-called Great Resignation (Bonavita and others we spoke to could be considered part of that) has prompted some to leave for other jobs, but others to absorb some risk and go into business for themselves, Hogan said.

The phenomenon has manifested itself in many ways, from new beer labels to the absorption of vacant storefronts, to area chambers of commerce giving their giant ceremonial scissors a workout with seemingly non-stop ribbon cuttings.

And also those soaring registration numbers for the MSBDC’s “Basics of Starting a Business” class, which is now offered online because of the pandemic, said Hogan, adding that she has seen a very diverse group of individuals gravitate to that offering.

By that she meant both older and younger men and women, those representing many ethnic groups, and people with varied backgrounds, from professionals to retirees, to some not far removed from the college classroom.

The class, as might be gleaned from its title, focuses on the basics — writing a business plan, legal considerations, licensing, insurance, business entities, and much more.

Many of the labels Susan Beaudry now distributes can be found at the Springfield Wine Exchange, founded by Carlo Bonavita, left.

“We don’t give advice during the class,” she stressed. “The goal is to give information to the attendees so they understand all that is involved with starting a business from an administrative, practical point of view; we don’t get into business models, and we don’t get into whether you have a good idea or not.”

Many who sign up for that class will eventually reach out for one-on-one advisory services from the agency, she said, adding that there has been a decided uptick in the number of people seeking such services.

Grape Expectations

As for her own venture, Greylock Consulting, Hogan is confident she has a good idea, one born from a desire help more small-business owners, especially minority-owned businesses. Her plan is to consult for individual businesses and also the various groups assisting such businesses and help streamline and improve the programs they provide.

She said she has several clients in the pipeline and is confident she can succeed in the challenging world of consulting.

“I’ve done consulting before,” she said. “You have to have a good, healthy pipeline of clients, there’s a lot of proposal writing involved, a lot of meetings prior to revenue-generating activities that you have to be willing to do and invest your time in. It’s a different world, but I like it.”

It’s a different world for Beaudry, as well, but one that she long desired to be in.

That said, she acknowledged that starting her importing and distribution company required more than time and inclination. It also requires capital, and a lot of contacts.

“It took a lot of tenacity — finding a warehouse, securing the insurances, the licenses, and everything else you need,” she told BusinessWest. “It’s really just been about working my contacts, people I know who tell me, ‘this is where we buy our great wines; the person who owns it is this … go introduce yourself.’ It’s been typical sales-call daily activity: going out, shaking hands, letting people know who I’m representing and some of the wines that I have available.

“It’s also very new — it’s just starting to gain momentum now,” she went on, adding that there have been distribution issues to contend with and other challenges, but, overall, she is making steady progress.

The next step is to create her own import activities, Beaudry said, adding that she will soon be traveling to Europe to meet with some small, boutique vineyard owners and winemakers, with the goal of importing some labels on her own.

She has a 2,000-square-foot warehouse in Westfield, one she hopes — and expects — to outgrow in only a year or two, and plans to distribute the wines she brings there to restaurants, country clubs, liquor stores, concert arenas, “anywhere you can buy a glass of wine.”

At present, she carries 58 different SKUs, and she’s connected with another distributor who will give her another 100, all them small, boutique winemakers that have a story.

“These are small businesses, family-owned, multiple generations for many of them,” she said. “I want to stick with these family-owned small options that have a lot of historic value — and they have interesting stories; the further back the history of the vineyard goes, the more interesting the story is, and a lot of people who love wines also love the stories.”

As for Garcia’s story, it’s another one where the opportunity and inclination were there to propel her to her current status as business owner.

She said she has long understood that, in general, and within the Hispanic community in particular, mental illness is something that isn’t talked about — or really understood. And she has long desired to create a forum where such issues could be discussed and both information and inspirational stories could be presented. So when NEPM announced that it would no longer produce Presencia, she gave her notice and created Viviendo Sin Limites.

Its stated mission is to “motivate, inspire, educate, and inform in a dynamic environment through interviews, blogs, conferences, sharing personal experiences related to our emotions and well-being, and offer tools to have an open, lively, positive, creative, and joyful mind,” and the goal is to be one of the first talk shows in New England for the Latino community through social media such as Facebook, YouTube, and Instagram.

As for the Latino Marketing Agency, it has already signed on a few clients to provide marketing and consulting services, she said, adding that she believes there is enormous potential for such a venture in this market — for both Hispanic-owned businesses and companies looking to market effectively to the region’s growing Hispanic community.

Dream Weavers

Summing up what she’s seeing, hearing — and doing herself, Hogan said that, because of the pandemic and issues springing from it, including those leading to all those resignations, many people are finding themselves at a crossroads.

And increasingly, they’re taking the road to entrepreneurship, one that certainly has its share of dangerous curves, speed bumps, hills, and dips. This road is not for the faint of heart, but in this climate, many people are finding they have what it takes to at least start down that road and pursue a long-held dream.

That’s how it is for Beaudry, who spends a good amount of time telling stories like the one about the Sophie label from South Africa and countless others now in her warehouse and on area shelves.

As for her own story, it’s still being written, and like the many others now generating some entrepreneurial energy, she’s finding each chapter to be everything she hoped it would be, and more.

George O’Brien can be reached at [email protected]

Companies Need to Understand What Matters to Job Seekers

By Contributor October 27, 2021

Employment Special Coverage

Coping with the ‘Great Resignation’

By Sarah Rose Stack

You’ve just woken up. As you sip your morning coffee, you open your e-mail and give it a quick glance. Wedged in between your work and personal mail, you have several e-mails with the subject line ‘We’re Hiring’ or ‘Join Our Team.’ You switch over to social media and see that your neighbor just announced she’s left her place of employment for a new opportunity. There are few more posts from friends who are frustrated with their employers’ lack of communication or insistence on returning to the office.

How many ‘We’re Hiring’ signs have you seen or talked about today?

There has been much discussion about the current hiring crisis, and while many thought that this would be resolved once Pandemic Unemployment Assistance ended, that has not been the case. In fact, the Bureau of Labor (BOL) recorded the highest number of people who quit their jobs in August 2021, with 2.9% of people quitting (4.3 million people). This is the highest number of quits since the BOL started recording this data in 2000. Probably even more concerning is that August was the sixth consecutive month of massive quitting numbers.

Coined the ‘Great Resignation’ by Anthony Klotz, a professor at Texas A&M, people are leaving their jobs at record-breaking rates as the pandemic is waning. This is only expected to be amplified as 2021 comes to an end and people reflect on what they want in life. Employees are demanding more from their current and potential employers. Companies should be very careful to pay attention to the change in dynamics if they want to retain or attract new talent to their workforces.

“Employees are demanding more from their current and potential employers. Companies should be very careful to pay attention to the change in dynamics if they want to retain or attract new talent to their workforces.”

As part of my position at Meyers Brothers Kalicka, I assist clients with finding new talent, such as controllers, accountants, HR, marketing, and other administrative professionals, for their organizations. Prior to the pandemic, I would see 50 to 100 applications from people in Western Mass. applying for every posted job opportunity. That number has drastically declined, the geographical representation has widened, and the questions and concerns from potential employees have also significantly changed.

So, what are employees expressing that they want? Here’s a hint: it’s not just about salary. People had a lot of time to reflect during the pandemic about what work means to them and what role they want their careers to play in their overall lives.

Work-life Balance

Prior to the pandemic, Americans were obsessed with ‘hustle culture.’ People were happy to rise and grind and wear their burnout like a badge of honor. Perhaps people were too distracted working around the clock to ever consider what they truly wanted. You’ve probably noticed the shift in sentiment in social media from #hustle to the idea that inner peace is the new success.

Working through the pandemic came with its own unique set of stresses. Some workers had to compensate for poorly staffed jobs, while others lost a feeling of security at their jobs, causing them to work even harder to show their value. Indeed recently posted a study that surveyed 1,500 employees about burnout, and a shocking 80% of people said the pandemic made the burnout worse.

As a result, potential employees have been asking:

• What is your company’s view on work/life balance?

• Does management regularly e-mail or call after hours or on weekends?

• Is the schedule flexible if I have a family event or event for my child?

• Do people actually take their paid time off?

According to PR Newswire, “poor work-life balance tops the list of job-seeker deal breakers, ranking above other immediate turnoffs, including lower salary (50%) and a company’s decreasing profits and lack of stability (48%)”.

Flexibility and Remote Work

Employees are actively seeking remote or hybrid work opportunities just as many companies are now demanding that employees return to in-person work. Some have even pre-emptively started seeking flexible work opportunities out of fear that their current remote-work situation might change.

Many are expressing that the ability to work from home and have more flexible work schedules in general have helped to prevent burnout. People have enjoyed ditching the morning commute and 5 p.m. rush hour. The returned pockets of time have come with myriad benefits, including more sleep, more time with family before and after work, less wear and tear on vehicles, more time with pets, and an overall more comfortable environment.

It isn’t all hypothetical, either. Stanford conducted a study of 16,000 remote workers over a period of nine months and showed that productivity increased by 13%. Further, with more workers reporting they were happier working from home, attrition rates were cut by 50%.

Time is the only non-renewable commodity, so when employers are demanding that their people return to in-person work, employees are asking themselves, “at what cost?” The most-asked question I have received from potential employees over the last year is: “can this position be done fully or partially remote?” If the answer was no, most candidates politely declined to continue in the application process, presumably in favor of remote opportunities.

I would also attribute the increase of applicants from other regions to the normalization of remote work. I’ve seen applications from all over the country because most people in professional positions are now of the mindset that they can work for anyone, from anywhere.

Company Culture and Shared Values

At its core, company culture is its identity. It’s how the company’s values, attitude, approach, and ideals dictate the inner workings of the organization. Generally, this is set and modeled by the leadership and then mirrored by the people within the organization, driving the way the company does everything.

Companies with attractive corporate culture actively value their people in ways that are both tangible and intangible. They may have perks such as food, drink, cocktail hours, paid time off, tuition reimbursement, and professional-development opportunities. More than that, they will also have a solid mentorship program, encourage open communication, speak to each other with respect, and show clear indicators that the work and growth of their people are valued.

As part of corporate culture, shared values are another important consideration for many job seekers today. Whether they are directly impacted by certain causes or not, they are looking to work for companies who have values that align with their own. Employers need to understand that potential employees are doing as much vetting and interviewing of the organization as the organization is doing of them.

Employees want to know what your company culture is like and what your values are. They are asking direct questions such as:

• What is the company’s leadership like?

• Describe the company’s culture.

• Does your company have a diversity, equity, and inclusion (DEI) program?

• How does your company implement its DEI statement?

• How involved is your company in the community?

• How does your company handle discourse among employees?

Pandemic Protocols in General

While we all have pandemic fatigue and want the pandemic to be over, there are still so many open issues that need to be faced head-on. Potential employees are very concerned with how companies handle current guidelines regarding masking, social distancing, quarantine, and vaccination.

This would be simple if everyone had the same passionate stance on the subject, but they don’t. Employees tend to be divided into three camps: Those who wants the strictest protocols in place, those who prefer more lax protocols, and those who are indifferent and will simply follow whatever protocols are set. Regardless of which camp your organization falls into, companies should be aware that their response to these questions will either encourage or deter certain prospects from continuing with the interview process.

I’ve found that most candidates were generally satisfied to hear that the organization is simply following the current federal, state, and municipal guidelines. In addition to the actual protocols, candidates have been very concerned with how those protocols are communicated. They routinely ask:

• Does the leadership communicate changes to protocols in a timely manner?

• Have they listened to employees’ questions and concerns?

• Are protocols safe, fair, and reasonable?

In Conclusion

We are in an employee market, and employees want the best of it all. They want work-life balance and more remote-work opportunities, but also want to feel connected with their company’s mission and their colleagues.

This may feel like an impossible balance to achieve, but I believe it can be done. People want to work, they want to feel connected, and they want their work to mean something. That’s the good news. Companies who understand these needs can take action and translate them into powerful employment opportunities that almost certainly will yield happier and more productive workers, better products and services, and stronger businesses.