Post Christmas and New Year de-motivation can potentially cost businesses a fortune in lost sales and revenue.
“Companies should put a motivation programme into place as soon as possible after Christmas. Traditionally New Year is a time when employees return to work a little sluggish and low in morale,” said Peter Davis, Managing Director, Frontline Recruitment Group. This is complicated by the fact that many people are on holidays for most of January. By the time they return to work their workloads have piled up and their next holidays are far off.
Davis adds, “New Zealand has always been behind the US in taking motivation seriously but companies are starting to realise that staff motivation is an integral part of business today. A positive start to the year is good for everyone.”
Retailers are hit especially hard by the Post Christmas Blues. Every retailer knows that the ride through Christmas trading is like no other! The crowds, the hype! The buzz and the record-breaking days! The long, long hours, and the break neck pace cannot be matched by any other industry. Of course, the wave rolls right through Christmas and into the Boxing Day/January sales.
Whilst the buzz of Christmas trade can be incredible, it can also take its toll, leaving team members tired and worn down. Often it is not until the adrenalin has been all burnt up and you have taken those first few deep breaths that you suddenly realise just how tired you are. Again, this is a critical time, if not managed carefully can result in increased staff turnover, and lost productivity.
Every year Frontline Retail sees the phenomena of the “Post Christmas Blues” when many retailers start to wonder how green the grass might be on the other side of the shopping mall. During January, Frontline Retail receives an increase in applications and contacts from candidates who interested in opportunities outside their existing organisation.
“As we are all aware, the start of a new year is an opportune time to evaluate career and other life goals, and begin to put in place strategies to achieve them. For many of us an evaluation of our current position and organisation will be a key part of doing this,” said Davis. What is essential at this time of year is that individuals can look to their current employer rather than immediately beginning to look externally.
Many of these candidates are not necessarily unhappy with their current role or seriously wanting a career move. However, the ‘hangover’ of the silly season creates a desire for change.
By being aware of and managing the “Post Christmas Blues” organisations can be proactive in managing its effects and be confident of minimising the impact on their business.
Remember also, this time is often an emotion charged time for customers (who start to get the bills for all the presents they have bought) so it is important that customer facing staff are positive and motivated when dealing with customers. Here are some suggestions to boost the morale of your employees at this time of year:
1. Goal Setting. There is no better time for goal setting than the start of a new year – be that work, career, health, or personal growth and development. It is also important to ensure that individuals are committed and accountable for these goals (rather than those New Year’s resolutions we all make and break with 24 hours of the fireworks!).
This could be simply ensuring all levels of management set aside time to discuss individual career and life goals and agree on strategies to achieve them with their teams (eg, State/National Managers with their Area Management team, Area Managers with Store Managers, and Store Managers with their teams). This is also an opportunity to focus on team and individual targets, and to promote the business goals and the role each individual will play in achieving them.
Similarly run team or group ‘goal setting’ sessions where the focus is personal goal setting – around not only career but areas such as health and fitness, personal growth, home and family, and personal financial goals. Assisting individuals to align their life goals with their work goals is an incredibly powerful motivator.
2. Recognise good employee performance. Post their pictures in the store. Give them a plaque and a small bonus. Let them wear an "honour pin" to show customers that employees are respected by the firm. Do not pick one or two "winners," choose several (perhaps one, two, or more per department). Throughout the manic Christmas trade ensure that all managers in the business are focused on recognising and thanking individuals and teams not just for their financial results, but also for the tremendous energy and effort that goes into working in retail at this time of year.
These thank yous do not need to be expensive gifts – just taking the time to thank people individually can have a huge pay off. Find opportunities to recognise and praise and make them as public as you can!
3. Award good employees with an extra day off. Everyone is busy at Christmas time, the opportunity of a day off reaps dividends when employees come back refreshed, recharged and less stressed!
4. Let employees have an EXTRA 10 percent off on products (besides their regular employee discount). If the cash registers are ringing you can afford to reward valued staff.
5. Empower your employees so that they can go beyond the standard company policy in handling customer complaints. Then, do not criticise any workers who take the initiative to help their customers. Remember, customers are stressed too, so how your staff handle their issues is important.
6. Make it Fun! The more fun you can make the Christmas trading period, the better equipped your staff will be to handle the stresses and strains of Christmas trading and lessening the risk of the blues!
Laughter is well known as one of the best stress relievers available to us, so ensure that your teams are enjoying themselves and laughing as much as possible. It sounds too simple to be true, but individuals who are enjoying themselves at work and enjoying the team they work with are less likely to consider external opportunities.
7. Make it Last. Ultimately, protecting your key employees at any time of year is a result of having a strong culture and business strategies that support employee growth and development.
Actively focusing on staff retention and motivation levels 365 days of the year will be key to ensuring your key people do not fall prey to the peril of the “Post Christmas Blues”!
Please feel free to contact us at Frontline Retail. with any recruitment requirements - we are here to help.