In the dynamic landscape of the staffing industry, staffing culture transformation and performance are critical elements that can make or break a firm’s success. At the recent REACH Event in Newport Beach, California, Thomas Kosnik, Founder and President of Visus Group, delivered a compelling presentation on how staffing firms can cultivate a culture that attracts and retains top performers while aligning employee strategies with business growth. Here, we break down his key insights and actionable takeaways for staffing leaders.
Navigating Economic Uncertainty with Strong Culture
Kosnik opened his session by acknowledging the challenging economic climate staffing firms have faced, characterized by declining penetration rates and high turnover. The industry, he stated, has seen 39 consecutive months of declining penetration rates, a trend that is unprecedented in the staffing sector.
Despite these challenges, Kosnik emphasized that firms have a unique opportunity to focus on staffing culture transformation and performance management. He stressed the importance of aligning “people strategies” with overall business objectives, noting that 20% of producers typically generate 80% of gross profit.
Takeaway: The key to thriving in uncertain times is to strengthen organizational culture to retain A-players while actively working to upskill and engage B and C players.
The Power of Employee Value Proposition (EVP) in Staffing
Kosnik highlighted the significance of creating a compelling Employee Value Proposition (EVP) in staffing to attract and retain top talent. He outlined a structured approach for crafting a strong EVP:
- Interview Top Performers: Ask open-ended questions to understand what initially attracted them to the firm and what keeps them engaged.
- Identify Core Attributes: Focus on traits such as leadership, growth opportunities, and cultural alignment.
- Craft the EVP Statement: Develop a succinct message that communicates what makes the firm a desirable place to work, leveraging insights from the interviews.
- Integrate the EVP in Hiring and Onboarding: Ensure that the EVP is consistently conveyed during recruitment, onboarding, and ongoing employee communications.
Example: A staffing firm might position itself as the go-to place for recruiters seeking career growth, leadership training, and a collaborative work environment.
Optimizing Hiring Strategies for Staffing Firms
Kosnik emphasized the need for structured hiring strategies for staffing firms that align with both the EVP and the overall business culture. He recommended implementing two key tools:
- Personality Profiles: Tools that assess candidates on key attributes such as power, extroversion, analysis, and conformance. These profiles help firms identify natural salespeople versus those who may struggle in high-performance roles.
- Culture Surveys: Assess the overall cultural landscape of the firm to determine whether candidates align with organizational values.
Kosnik underscored that while a salesperson may have excellent individual skills, if they do not fit within the firm’s culture, they are unlikely to succeed long-term.
Takeaway: Implementing structured personality and culture assessments can significantly reduce turnover and improve hiring success rates for staffing firms.
Performance Management in Staffing Firms: Moving Beyond Job Descriptions
Kosnik was clear: Job descriptions are outdated. Instead, he advocates for using competency-based job profiles that outline specific responsibilities in a clear, one-page format.
- Focus on Competencies: Clearly define the key competencies required for each role, such as communication, negotiation, and time management.
- Performance Metrics: Assign specific metrics and KPIs that align with business goals.
- Ongoing Feedback: Implement structured feedback mechanisms, including quarterly reviews, to assess progress and address skill gaps.
Example: A sales manager’s job profile might allocate 40% to coaching and team development, 30% to revenue generation, and 30% to client relationship management.
Employee Engagement in Staffing: The 12 Key Questions
Drawing from the research in the book First, Break All the Rules, Kosnik outlined 12 essential questions that every manager should ask to assess employee engagement and retention. The top three questions he highlighted were:
- Do you know what is expected of you at work?
- Do you have the materials and equipment you need to do your work right?
- Do you feel that your contributions are valued?
Kosnik emphasized that managers who regularly ask and act on these questions tend to foster higher engagement and lower turnover.
Takeaway: Regularly assessing employee engagement in staffing through targeted questions can reveal key areas for improvement and help firms retain their top talent.
Leadership Development in Staffing: The Hidden ROI
Kosnik concluded his session by advocating for a shift in training investments — from sales training to leadership development in staffing. While many firms focus on equipping salespeople with closing techniques, he argued that great managers are the real drivers of organizational performance.
- Invest in Managerial Training: Equip managers with skills in coaching, conflict resolution, and performance management.
- Focus on the Top 20%: Prioritize resources toward developing high performers into leadership roles.
- Align Manager Goals with Business Objectives: Ensure that managers understand how their team’s performance impacts overall business growth.
Takeaway: The ROI on leadership development in staffing can be substantial, as strong leaders not only drive revenue but also foster a culture of accountability and excellence.
Key Takeaways from Thomas Kosnik’s Session
- Staffing Culture Transformation: Creating a strong EVP that aligns with the firm’s mission can differentiate a staffing firm in a competitive market.
- Employee Value Proposition (EVP) in Staffing: Implementing structured EVP strategies helps attract and retain top talent, ensuring long-term stability.
- Hiring Strategies for Staffing Firms: Personality profiling and cultural assessments are vital tools to reduce turnover and enhance team alignment.
- Performance Management in Staffing Firms: Moving beyond job descriptions to competency-based profiles clarifies expectations and drives accountability.
- Employee Engagement in Staffing: Regular engagement checks can uncover key areas for improvement and keep top talent motivated.
- Leadership Development in Staffing: Investing in strong managers creates a ripple effect that can transform culture and boost overall firm performance.
Take the Next Step Toward Stronger Leadership
At Access Capital, we believe that growth-minded staffing leaders thrive when they surround themselves with bold ideas and expert guidance. If Tom Kosnik’s insights on leadership development, scaling company culture, and strengthening your team’s alignment sparked new thinking, let’s keep the dialogue going. We’re here to help you turn vision into momentum.
To explore how Access Capital can support your growth, reach out to us by tapping here.
Want to continue the conversation on leadership and building high-performing teams? Connect directly with Tom Kosnik at tkosnik@visusgroup.com.