Hiring Seasonal Employees: Leveraging Your Small Business Culture to Attract and Retain Top Talent

Summer is a bustling season for many small businesses, especially in industries such as retail, hospitality, and tourism. The flood of customers and increased demand for services often means hiring additional staff to manage the workload. However, hiring seasonal employees for these roles can be challenging.

One critical differentiator that can significantly impact the success of your hiring efforts is your company culture. Although 64% of employed Americans say they would rather work for a smaller business over a larger one, you face unique recruiting challenges compared with larger organizations. This requires innovation, especially in the summer hiring market.

In this blog post, we explore how to leverage your unique company culture to attract and retain the best seasonal candidates.

The importance of hiring seasonal employees

Seasonal hiring is essential for small businesses to maintain operational efficiency and customer satisfaction during peak periods. The right seasonal employees can help manage increased demand, provide excellent customer service, and contribute to a positive work environment. However, the temporary nature of these roles can make it difficult to attract and retain high-quality candidates. This is where company culture comes into play.

Understanding company culture

Company culture refers to the values, beliefs, and behaviors that define how a business operates and interacts with its employees, customers, and the community. It encompasses everything from the work environment and management style to the company’s mission and vision. A strong, positive company culture can make your business more attractive to potential employees and increase employee satisfaction and retention.

Why company culture matters in seasonal hiring

• Attracting talent: A well-defined company culture can help your business stand out to job seekers. Candidates are more likely to apply for positions at companies where they feel they will be appreciated, supported, and aligned with the company’s values.
• Employee engagement: Seasonal employees who feel connected to the company culture are more likely to be engaged and motivated. This can lead to higher productivity, better customer service, and a more positive work environment.
• Retention: Even though seasonal roles are temporary, retaining employees for the entire season is crucial. A strong company culture can increase employee loyalty and reduce turnover, saving time and resources on recruitment and training.

Seasonal hiring and company culture by the numbers

Recent data highlights the growing interest in seasonal summer jobs. According to OysterLink, summer job interest hit a new record high in late March 2025 and early April. This surge indicates that job seekers are starting their searches earlier each year, making it critical for businesses to be proactive in their recruitment efforts.

Furthermore, the hospitality and leisure industry remains one of the largest employers of seasonal workers, particularly during peak travel seasons such as summer.

Company culture can play a significant role in successfully hiring seasonal employees. Research shows that workers who feel connected to their company’s culture are four times more likely to be engaged at work and nearly six times more likely to recommend their workplace to others. This connection is essential in an era where talent attraction and retention are key competitive advantages.

Strategies for leveraging company culture in seasonal hiring

Define and communicate your culture

Before you can leverage your company culture when hiring seasonal employees, you need to clearly define it. What are your core values? What is your mission? How do you treat your employees? Once you have a clear understanding of your culture, communicate it effectively in your job postings, interviews, and onboarding processes.

• Job postings: Highlight your company culture in job descriptions. Use language that reflects your values and emphasizes what makes your business unique.
• Interviews: Ask questions that help you gauge whether candidates align with your culture. Share stories and examples that illustrate your company’s values and work environment.
• Onboarding: Reinforce your culture during the onboarding process. Provide new hires with information about your mission, values, and expectations.

Create a positive work environment

A positive work environment is a key component of a strong company culture. Ensure that your seasonal employees feel welcome, supported, and valued from day one.

• Training and development: Provide comprehensive training to help seasonal employees succeed in their roles. Offer opportunities for skill development and growth.
• Recognition and rewards: Recognize and reward employees for their hard work and achievements. This can include verbal praise, bonuses, or other incentives.
• Team-building: Foster a sense of community and teamwork among your employees. Organize team-building activities and social events to help employees connect and build relationships.

Offer competitive compensation and benefits

While company culture is important, competitive compensation and benefits are also crucial for attracting and retaining top talent. Ensure that your seasonal employees are fairly compensated for their work and consider offering additional perks.

• Competitive pay: Research industry standards and offer competitive wages to attract high-quality candidates.
• Benefits: Consider offering benefits such as flexible scheduling, employee discounts, or health and wellness programs.
• Perks: Provide additional perks that align with your company culture, such as free meals, transportation assistance, or access to recreational activities.

Promote work-life balance

Work-life balance is increasingly important to job-seekers. Ensure that your seasonal employees have a healthy balance between work and personal life.

• Flexible scheduling: Offer scheduling options to accommodate employees’ personal commitments and preferences.
• Time off: Provide adequate time off and encourage employees to take breaks and recharge.
• Supportive environment: Create an environment where employees feel comfortable discussing their needs and concerns.

Foster open communication

Open communication is important for a positive company culture. Encourage feedback and create channels for employees to voice their opinions and suggestions.

• Regular check-ins: Regularly touch base with your seasonal employees to discuss their progress, address any concerns, and provide support.
• Feedback channels: Implement mechanisms such as surveys to gather valuable input from employees.
• Transparent communication: Maintain transparent communication about company goals, changes, and expectations.

The role of HR and payroll technology in building company culture

By implementing an HR and payroll technology solution, small businesses can significantly enhance the seasonal hire experience by streamlining processes and improving overall efficiency. Automated onboarding and payroll management help ensure that new hires are quickly integrated and paid accurately, promoting trust and satisfaction. Centralized communication and real-time updates keep seasonal employees informed and engaged, while self-service options empower them to manage their own information and tasks, reducing the need for HR intervention.

Additionally, such software helps your business ensure compliance with labor laws and maintain accurate documentation, reducing legal risks. Performance tracking and feedback tools help seasonal hires feel valued and supported, contributing to a positive work environment. System scalability allows it to adapt to varying workforce sizes, making it ideal for managing seasonal variations.

Conclusion

Hiring seasonal employees is a critical aspect of managing increased demand for small businesses. By leveraging your company culture, you can attract and retain top talent for your open roles. Define and communicate your culture, create a positive work environment, offer competitive compensation and benefits, promote work-life balance, and foster open communication. These strategies will help you build a strong, engaged, and loyal seasonal workforce that contributes to the success of your business and potentially returns year after year.

Investing in your company culture not only benefits your seasonal hiring efforts but also strengthens your overall business year-round. A positive culture can lead to higher employee satisfaction, better customer service, and increased profitability. As you prepare for the summer season, remember that your company culture is a powerful tool in attracting and retaining the best talent for your small business.

To learn more, join us for our webinar, Cultivating Culture for Small Business Seasonal Recruitment. Our experts will show you how a strong, positive culture can help your small business successfully compete for seasonal talent, explore the role of culture in recruitment, and offer game-changing insights on how you can stand out this summer hiring season and beyond.