Business

Creating a Purpose-Based Culture through Community Outreach

Who doesn’t struggle with attracting applicants, retaining employees, and maintaining your current employees’ commitment and morale? In order to address this issue, you first need to understand the needs of the applicant pool and this generation of employees.
Millennials and Gen Z place importance on a company’s culture, values and a purpose in their work. This demographic is looking for more than a job with good pay and benefits, as you may have experienced in your own recruiting efforts. They are driven by a desire to make a positive impact on the world—meaningful work that affords them the opportunity to contribute to something bigger.
The good news is that people in our industry already have the common value of love of animals…but so does every other pet-related business. However, what most of your competitors don’t do is build on that pre-existing commitment with carefully planned nonprofit programs that will give you a leg up on the competition for labor, and for clients.
Because this generation wants to work for an organization that makes the world a better place, creating a purpose-based culture by volunteering in community organizations or fundraising for nonprofits is a great way to make your business stand out from the rest. Here I’ll share with you how to make the most of it to attract, retain, and energize your workforce and build your client base.
In addition to attracting applicants, a purpose-based organization leads to better-performing and committed staff. With this generation, pizza parties or pay raises are great but will not lead to the loyalty and commitment from your employees that you need in order to succeed in a hyper-comparative market.
You may be thinking, “Why would I risk bringing illness and pets with behavioral problems into my facility?” That’s why it’s important to get vet records and evaluate the pets’ behavior before bringing them into your resort. Yes, it’s some extra effort, but in addition to the positive effects with your staff, it will literally pay off in the form of increased revenues.
Community involvement is a unique selling proposition for your pet resort, helping your brand to stand out from your competitors in many ways. Highlighting your commitment to giving back in your marketing materials, website, and social media will resonate with clients and potential clients whose values are aligned with an organization that has a purpose. Additionally, being involved with nonprofits attracts media and social media attention, which is invaluable marketing that supports your brand.
Such programs can also lead directly and quickly to increased revenues. Recently, an organization that I work with had fostered a dog who was adopted by an existing client. The client promptly purchased a package of daycare, immediately doubling that client’s spend with the resort.
Even if supporting rescues within your resort is not an option, there are still ways to give back as a business. You and your staff could volunteer at shelters, help out at rescue events or organize fundraisers. Posting about such efforts on social media provides unpaid, invaluable marketing that clients, applicants and potential clients see. This demonstrates to both clients and employees your resort’s commitment to something more than money.
Actively engaging with the community will have numerous positive impacts on your pet resort business. It attracts candidates, retains employees, and boosts employee morale and retention, as employees who feel connected to a social cause are proud of their employers and are more likely to be engaged, motivated and committed to delivering exceptional service.
These types of programs will also attract new customers who may hear about your business through social media and media coverage, enhancing your overall brand and translating into immediate increased revenues. There is no reason not to do good for your business by doing good!
Tania Isenstein spent 17 years as a Human Resources Vice President at Goldman Sachs before leaving the high-flying world of corporate finance to pursue her passion for pets as the founder of Camp Canine, a premier dog boarding, daycare, and grooming facility in New York City. After growing and eventually selling that facility, Tania is now Principal at Big Dog Consulting. She is also on the Board of Directors at El Faro de los Animals, a no-kill rescue in Puerto Rico. Her mission is “unleashing” potential in humans for the benefit of animals.