How to Turn Seasonal Employees into Brand Ambassadors: The Workforce Institute Weigh-In

This month, The Workforce Institute Weigh-In explores the topic of turning seasonal workers into full-time employees and brand ambassadors.

The Workforce Institute Weigh-In for June 2022:

The Workforce Institute Weigh-In for June 2022: Given today’s tight labor market, how do you attract seasonal employees? Moreover, how do you turn seasonal workers into long-term/full-time employees as well as brand ambassadors for your company who can help recruit new talent?

“Duh. Treat them right. Make sure their managers know how to set expectations, measure performance, and communicate with seasonal staff, then make sure managers — and everyone else — listen to them about their experience. Listen and take action where appropriate to improve their experience.” — Kate Bischoff, employment attorney, k8bisch, LLC

“I know this isn’t the answer employers will be looking for, but I think it’s worth pondering what you will do if you just can’t get them. So, of course, you’ll consider improving wages, advertising more broadly, and perhaps having better working conditions. But there’s a real chance that your best efforts won’t get you enough seasonal workers, so you’d better think about a Plan B.” — David Creelman, CEO, Creelman Research

“The key to successfully recruiting and retaining seasonal employees is to think of the relationship as long term. Create opportunities to touch base during the ‘off season.’ Preboarding technology could be great for this — send updates, videos, etc. Let employees know that you’re looking forward to their return. Depending on what the business does, maybe give seasonal employees a limited benefit, similar to the types of perks that a retail or hospitality employee gets (e.g., merchandise discounts, free tickets). If the organization is out there communicating with seasonal employees on a regular basis, then you can start letting those employees know when regular full-time or part-time opportunities come up. Maybe give them the same notice as an internal job posting, so they can apply before the opening is promoted externally.” — Sharlyn Lauby, author, HR Bartender blog

“You attract seasonal employees like any other employee. Start with competitive pay, an environment where people can contribute but also have lives outside of work, and a culture of recognition and appreciation where people are thanked and publicly applauded for a job well done. People are attracted to organizations with fair pay, clear expectations, managers who lead with integrity, and a culture of recognition. All of that is so rare in today’s modern workscape. If you can meet those basics, you’ll have people knocking down your door for employment opportunities.”— Laurie Ruettimann, host, Punk Rock HR podcast