Hiring for Snow and Ice

by Neal Glatt, Grow the Bench

With winter rapidly approaching, many companies are starting to focus on recruiting and hiring seasonal employees to shovel, operate equipment, manage sites, or assist with admin work. But for many, the very thought of winter staffing is enough to consider reducing snow and ice obligations. There are, however, proven strategies that can make hiring for winter positions much, much easier, no matter if you need to hire 10 or 1,000 people.

Advertise the Purpose

Most job postings I see for snow work do a terrible job of advertising the mission of the company. Snow management often requires long hours working in the cold, usually in the dark, doing lot of tiring work. It’s certainly not as comfortable as working at a gas station or fast food restaurant. And when those alternative options offer comparable (or higher) hourly

rates along with vacation, 401(k) matching, consistent hours, and advancement opportunities, snow and ice companies don’t stand much of a chance of winning over potential employees.

But there is one key way to shift the tables. When we can connect the mission and purpose of our companies to individual jobs, interest, safety, and retention skyrockets. In fact, Gallup reports that mission-driven workgroups have 30% to 50% fewer accidents and 15% to 30% less turnover. Stand out by incorporating marketing language into job postings such as:

We help people get access to groceries, prescriptions, and their place of work safely by clearing snow and ice at supermarkets, pharmacies, and offices throughout New Jersey. Working with our firm allows you to make a difference in your community no matter what mother nature brings this winter.

Studies have shown that mission-driven companies which advertise the purpose of their organization in job ads receive a boost in job posting interest and quality equal to that of offering a 30% higher wage. There is simply no better or more affordable way to increase recruiting effectiveness.

Provide Growth Opportunities

Of all the things that employees are seeking in jobs today, the top priority is an opportunity to learn and grow. Seasonal positions in snow and ice are often treated by employers as transactional and rarely are the employees that hold them given developmental opportunities. This is the biggest mistake companies repeat to cause turnover. The reason why most companies don’t invest in their seasonal employees is that they are concerned about the time and money commitment to do so. But Gallup studies have proven that teams which strongly agree they have had opportunities to learn and grow at work are 10% more profitable than those who do not. Plus, with advancements in online learning, employee training has never been easier. Consider for example Snowfighter’s Institute Virtual Bootcamp. For only $49, 10 employees can experience two weeks of onboarding completed in short, ondemand video segments. By teaching employees a holistic approach to snow and ice management, they see the larger picture of the company and industry while feeling valued and invested in as team members. No wonder they have higher levels of commitment and involvement as a result. You can learn more about Bootcamp at https://SnowfightersInstitute.com/ Virtual-Bootcamp/.

Find Niche Labor Markets

In sales, we are always looking for a niche market – a way to sell our services in a way that very few others have considered.

When done successfully, sales are easier, more profitable, and more reliable. But the same is true when we recruit from niche labor markets. Creatively approaching where and who should be recruited can make a world of difference.

First, let’s consider what advantages seasonal snow and ice management jobs have over other jobs. For one, employees don’t usually interact with customers, so appearance isn’t nearly as important compared to a restaurant or retail job. Second, work is performed outdoors so security concerns and background checks aren’t as cumbersome as an office job or trades that work inside of buildings. Third, work hours are not consistent, meaning that they won’t necessarily interfere with other obligations. Finally, basic positions require little to no previous experience or extensive training, so work can begin immediately.

With these considerations, it’s clear that snow and ice companies can succeed by employing people who aren’t as suited for other roles. Visible tattoos or less-than-conservative appearances may stop some from obtaining certain opportunities but have no impact for snow operations. Those with poor driving or criminal records may be prohibited from many jobs, but can thrive in winter-focused companies. For people with full-time jobs that slow down in the winter or pause work when it snows, jumping on a winter crew means they make extra money without sacrificing their career. And applicants who are new or returning to the workforce can begin work immediately if they were to pursue a snow and ice seasonal position.

For these reasons, snow and ice companies tend to have great success recruiting from seasonal companies such as pavers, roofers, and painters as well as fertilization or pest control firms. Or, consider recruiting from addiction rehab

organizations, work-release programs, or other rehabilitative programs. Perhaps community colleges or technical training schools can be a potential labor source. Once you start brainstorming, the number of niche labor markets can become extensive.

Putting It All Together

It takes an intentional effort to change and see real results from your recruiting efforts. But if you consider more of the same - unanswered job posts, disappointing interviews, and no-show employees – it’s clear that our snow and ice operations need a recruiting overhaul. Getting started now will enable you to get fully staffed fast and enjoy the benefits all winter long.

Neal Glatt, CSP, ASM is the managing partner of GrowTheBench. com and a snow industry veteran. You can contact him at Neal@ GrowTheBench.com.