Recruiting, Hiring & Retaining Snow Management Staff

With the snow season fast approaching, we tapped our partners (and one of our customers) to get some quick tips for staffing seasonal snow operations—both in recruiting and in retention. Below, they share actionable insights and advice to help you connect with the workforce you need to get through the busy snow season.

STAFFING TIP: Recruit new employees and engage past employees all throughout the year, but start to really ramp up in the summer.

We are in the recruiting and hiring process now. We become very active in September for staffing. We are preparing for winter all year long, but we find that talking with people and having them stay committed to the position needs to happen closer to the start of the season. We try to connect them with our landscape operation to get them working in the fall. Staying connected is key to making sure they are ready for the season.

— Brett Lemcke, CEO of RM Landscape

Start having conversations with existing employees in July to clarify each person's role for the upcoming winter. Equip them to become recruiters to bring in more winter employees.

— Phil Harwood, Grow The Bench and Snowfighters Institute

I was in the snow business for 30 years. Our sales were approximately $3 million a season, depending on the amount of snow. To staff this much work we did the following:

• Talked it up with our current work force to see if they had friends that were available.
• Advertised in the local paper (Today it would be with Team Engine, for sure)
• Advertised on our local and very popular radio station. We had it set up so that when we called them (usually eight hours before a storm) they would start our ads. That really worked, especially when the colleges were out for the holidays.
• Contacted roofing companies. Their people are used to working outside all winter doing heavy work, so snow shoveling was nothing for those workers.
• Lastly and only if needed, we called the local temp agencies.

The best time to start is about two months before it snows in your area, and as the weeks pass, intensify your efforts.

— Ed Laflamme, The Harvest Group

Yesterday—that’s when you should start ramping up for the snow season. Even if you aren’t actually hiring just yet, you need to begin identifying the individuals that would like to work with you. Build a bench. Get creative. There’s legitimate competition out there in the labor market, so you must stand out. Be flexible. Offer more than just a check.

One place to look would be military reservists or National Guard soldiers. This would be something that’s right up their alley. Make a flyer, head up to an armory and tell them what you are offering. They’ll help spread the word.

— Levi Jett, Jett Facility Consultants, LLC

I think owners of snow removal companies can learn from those who are in the school bus business. Both are seasonal. I think you must continually "ramp up." Keep snow removal operators feel like they belong to the team throughout the year. Perhaps have a picnic or get together with your snow removal operators in the summer and find ways to connect with them in the spring and early fall.

— John Gronski, Leader Grove, LLC

The best way to ramp up is to retain past employees. Stay in communication with them and align yourself in the community with a give-back that resonates to core employees. Offering a retention bonus for employees who do a good job and stay with you throughout the entire season will lead to them coming back next year.

— Todd Downing, Best Human Capital & Advisory Group

RECRUITING TIP: Use video testimonials that position the job as an essential, first-responder position that is paid well and offers on-the-job training.

The wage is higher for these positions, respecting the effort and exposure to the elements. We show them how we will prepare them for the job. Sidewalk teams are provided winter PPE. Our hope is they see that we value them and want to keep them safe in these elements. We often share the perspective that they are the first responders of winter events. We help fire, police, and ambulances get out to help the community, and without our services that can become a challenge. We want them to take pride in the work we do. Being a Snow Professional is a high value career.

— Brett Lemcke, CEO of RM Landscape

It is about providing them with an overarching purpose. They must feel that they are working for something larger than themselves. Explain how they keep the wheels of the economy turning, even during snowstorms by allowing people to get to work. Explain how their efforts allow doctors and nurses to get to the hospital and how they make it possible for people to worship.

— John Gronski, Leader Grove, LLC

What we did to "sell" candidates on doing this work was to literally pay them the day after the storm. This is a huge incentive. Second, you need to pay very well. Third, we made sure they were dressed correctly for the storm. If they weren't, we kept extra boots, socks, gloves and hats just in case. Lastly, when at all possible, we would bring them donuts and hot coffee.

— Ed Laflamme LIC, The Harvest Group

Understand that this is the winter season’s version of severe weather. It disrupts logistics, forces businesses to close, and causes unsafe commuting conditions for many. The Snowfighter is a first responder, hands down. That is the message operations teams should be sharing with prospective candidates.

— Levi Jett, Jett Facility Consultants, LLC

Paying an exceptional wage is absolutely a key driving factor in attracting snow shoveling workers. In addition to having exceptional pay, the best way to attract new employees is to meet with them, listen to them, understand their goals, and show them a path towards reaching their goals if they align with the company. In your marketing, share video interviews with top employees about their career path and story.

— Jack Jostes, Ramblin Jackson

Video testimonials are powerful and easy to produce. Many people are very passionate about snow work, and that passion is contagious.

— Phil Harwood, Grow The Bench and Snowfighters Institute

COMMUNICATION TIP: Leverage text messaging as your key communication channel.

During the long winter, when fatigue sets in, it can be hard to stay connected. People need time to recover, and doing the work night after night can be too much for some. Burnout is a real issue in this industry. We utilize Team Engine to share start times, the severity of the event, and our plan to respond to that event. Text and phone calls are huge during the winter.

— Brett Lemcke, CEO of RM Landscape

The best and really only way is calling or texting their mobile phones. I love the way you can reach everyone using the Team Engine platform with just one click.

— Ed Laflamme LIC, The Harvest Group

Communication with frontline snow talent is best done over SMS text messages. Email is checked less regularly than texts. Leveraging a program like Team Engine allows you to send out updates quickly via SMS. It also helps you save time by managing it through an easy-to-use system, while also collecting valuable employee feedback, which increases retention and prevents turnover.

— Jack Jostes, Ramblin Jackson

The uncertainty of snow events makes it challenging to keep winter employees engaged. Increasingly, employers are retaining staff year-round and raising prices to cover increased costs. And regular communication is key as well, using Team Engine, of course.

— Phil Harwood, Grow The Bench and Snowfighters Institute

RECOGNITION TIP: Provide endless thanks for their hard work and provide rewards (financial and otherwise).

Acknowledge how hard the team works through notes and direct texts from leadership. When we had the catastrophic snow in Buffalo, after the event we gave a cash bonus to recognize the efforts. Recognizing immediately vs. at the end of the season has had stronger impact.

— Brett Lemcke, CEO of RM Landscape

Thank them profusely for coming in and pay them right away.

— Ed Laflamme LIC, The Harvest Group

Recognition in the form of high quality winter clothing (Carhartt jackets, bibs, hats, gloves, boots) is a great way to share some love and also better equip your team for the elements.

— Phil Harwood, Grow The Bench and Snowfighters Institute

Hold pre-season and season’s end parties and develop some company awards. Even if your awards turn into Michael Scott’s “Dundee’s” a la “The Office,” it will be something that employees look forward to. Offer them year round employment opportunities. Even if your company is not able to hire them directly, partner with another company that could use good summer laborers.

— Levi Jett, Jett Facility Consultants, LLC

Praising team members for continual good work can come in the form of employee appreciation games, prizes, and even simply positive comments on a group chat thread. Recognition and achievements can be rewarded with cash prizes, gifts, paid time off, etc.

— Jack Jostes, Ramblin Jackson

Recognize and celebrate the behavior you are looking for. Encourage people to work together and reward people who do. Stay in touch with people throughout the year and recognize people for their achievements in the other areas of their life. For example, someone might complete a training course or reach an educational milestone. Another may have a child who made an achievement. Recognize the workers and their families.

— John Gronski, Leader Grove, LLC

Don't take “Thank you” for granted. The RIGHT gift cards work well but require communication. Find out what interests each individual and align a "thank you" gift card to that interest.

— Todd Downing, Best Human Capital & Advisory Group

PERKS & BENEFITS: Get creative & ask employees what they want.

Here are a few ideas:

New equipment, proper PPE, training, team work on large sites—all of these things target giving them the confidence and strength to get the job done well. We will come together at the start of the season to train and build the team, and at the end of the season we will celebrate the wins.

— Brett Lemcke, CEO of RM Landscape

Some possibilities include finding companies who will discount cold weather gear or finding companies that might provide discounts on hot beverages and meals. Perhaps offer the workers a stipend so they can have one free meal during their shift.

— John Gronski, Leader Grove, LLC

If you’re able to pay people a Readiness Retainer (i.e. paying them consistently to be “on call,” and bonuses when going above the retainer hours) you’ll give employees a sense of security and consistency in their income, and also rewards for going above and beyond. Track these measurements in easy to access reports so they know where they’re at.

— Jack Jostes, Ramblin Jackson

Provide for the needs of the front-line workers in terms of basics such as food, drinks, a place to sleep, washer/dryer, dry socks, gloves, hats, etc.

— Phil Harwood, Grow The Bench and Snowfighters Institute

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Want more pro-tips on staffing strategy for the snow season? Check out our article from John Paganini, CEO of CrewTracker software, Strategy Tips for Snow Management Staffing, or download our free job description templates below.