5 key steps to building loyalty among your temporary staff?
Faced with an increasingly competitive temporary employment market, and the growing importance of digital temporary work , it is becoming vital for user companies, as well as temporary work agency networks and groups, to build loyalty among their temporary workers.
In fact, a number of HR, managerial, social and marketing initiatives all play their part in retaining temporary workers and boosting their commitment and performance.
The benefits for both parties are more than advantageous, and constitute a real challenge for their development strategy: building loyalty helps to establish a relationship of trust with temporary workers, and to stand out from the competition.
So what can you do to build loyalty among your temps? What are the concrete benefits of building loyalty among temps? What role does digitalization play in this loyalty strategy? Find out in this article.
The temping market and building loyalty among temps
With a temporary staffing population of nearly 3 million, the temping market remains limited, partly due to the many legal constraints governing it under the French Labor Code.
What's more, the temping market fell by 54.3% between February and April 2020 (Prismemploi.eu), but is now picking up again thanks to the economic recovery. It's a fragile market, but one that continues to satisfy its players.
76% of temporary workers say that their experience has helped them to develop their skills
MonCDI
The main source of satisfaction for temps is therefore the quality of their relationship with their temping agency. As the head of a temporary employment agency, it is therefore essential to encourage and adapt your exchanges with your temps, in order to win their loyalty over the long term.
Furthermore, the welcome and support provided by the temporary employment agency are also a source of commitment for temps. Which brings us back to the same conclusion: building loyalty among temps is a point not to be overlooked.
Follow the 5 key steps to a successful temporary worker loyalty strategy for your temp agency.
5 steps to building temporary worker loyalty
1 - Organize temp data
It's not as easy as it sounds to methodically and rigorously organize all your temp applications and contracts. But it's the first step in a successful temporary worker retention strategy. How else can you adapt your marketing and HR actions to each individual candidate?
Indeed, at a time when digitalization and digital tools have taken on a major role in the world of employment, temping is no exception, and has become an indispensable tool for today's managers to gain in efficiency and productivity.
👉 Tip: Adopt an online interim management platform. A real performance lever for your teams, it enables you to collect and store all your candidates' data on a single platform, while automating your time-consuming tasks (reminders, sending emails...).
2 - Find the right time to solicit them
Now that you have all the information you need to communicate with your candidates and customers, you need to approach them in a way that' s adapted to their profile, history and status.
Pay particular attention to your temps' availability. If you approach them when they're already on assignment, it's rather clumsy and discrediting. Once again, the solution is digital and very simple.
👉 Give them the option of declaring their availability online, so you can call on them at the right time. Your temps will be able to organize and structure their schedules simply and efficiently.
👉 This also reduces unnecessary exchanges and speeds up processes; an element that is not negligible for user companies, who will have access to your services quickly and without difficulty.
It's a win-win situation. The three-way relationship is considerably improved.
3 - Offer assignments close to home
The loyalty of your temporary worker depends considerably on the attractiveness of your assignment proposals. Now that you have access to your temps' information and know their availability, offer them assignments that match their profiles. This is a real sign of trust and commitment on their part.
👉 By offering assignments close to your temps' homes, you're not only committing yourself to an environmentally-friendly approach, but you're also considerably reducing the rate of absenteeism within your company.
It's clear here that welcoming, listening and adapting assignments to different profiles are the main ways of building temporary worker loyalty.
4 - Make it easy to apply
Applying for an assignment shouldn't be that complicated. You need to enable your temps to respond to an assignment or apply for a job with a single click. And all from their cell phones, for even greater flexibility.
Smartphones will considerably improve exchanges and relations between user companies and temps. Limit or even eliminate long queues at temping agencies to make an appointment or apply for a job.
💡An online temporary staffing solution enables users to:
- book appointments online,
- access assignments in real time,
- sign contracts electronically,
- receive pay slips, etc.
5 - Offer personalized support
Personalize your service to temps as much as possible. For example, you can give them access to a personal space where they can access all their professional documents:
- employment contracts,
- pay slips,
- interim career path, etc.
👉 This avoids lost paper documents and unnecessary phone calls.
To ensure that your support is as personalized and effective as possible, support your temps even during periods of inactivity between assignments. This can be a difficult time for them if they don't have any other support. For example, you can offer them
- help from advisors
- or training to improve their professional skills.
👉 This will considerably increase their sense of belonging and thus their loyalty.
Finally, for even greater efficiency, you can monitor your temps' satisfaction by collecting feedback through satisfaction surveys, online questionnaires or in-branch. You can also set up HR KPIs.
🛠 To offer more value to your temps, consider turning to a digital solution that frees up your valuable time, while securing all your data.
Troops, for example, is an all-in-one 100% customizabletool specially designed to facilitate the digital transition of temporary employment agencies.
With information updated in real time, it automates your administrative management and enables you to offer your temps assignments tailored to their needs, as well as comprehensive support.
But that's not all! Thanks to our dedicated mobile application, temps can easily view and manage their availability, assignments and contract signatures. By adapting to their digital habits, you can boost your attractiveness and build loyalty.
Loyalty benefits for the user company
Improved temporary worker productivity
User companies often tend to overlook the importance of retaining temporary workers, due to the short duration of their employment contracts. However, an employee's commitment and loyalty considerably improve their productivity, which in turn benefits the company by providing a quality service.
Reduced risk of turnover
Although temping is a form of temporary work, this doesn't prevent companies from having ongoing, constant needs that force them to call back known temps. This is highly advantageous for them, since the temp already knows the team, has already had training and is therefore more inclined to integrate with the staff.
You could, for example, subsequently offer them a permanent temporary contract.
Improved employer brand
Building loyalty among temporary workers plays a major role in enhancing your employer brand. The temp agency will play the attractiveness card to develop its business and stand out in the highly competitive temping market.
Benefits of loyalty for the temp agency
Fostering a sense of belonging
As mentioned above, a sense of belonging among temps is essential for temping agencies, enabling them to build loyalty and increase their sense of belonging.
Qualified temps
By securing the loyalty of their temps, temping agencies can quickly identify the temping needs of user companies, both quantitatively and qualitatively. For example, if a company needs temps specialized in data protection, the agency will be able to provide qualified profiles by collecting information on their past experience.
Develop your employer brand and stand out from the crowd
Building loyalty among temporary workers can considerably increase recognition of their values and profession, and enhance their value to the agency.
The fact that they feel considered and recognized encourages them to apply again to the same agencies, which will then be able to enrich their base of temps and always offer more qualified profiles for client companies.
Developing temporary worker loyalty: a real performance driver
So, as you can see, retaining temporary staff is a real challenge and performance driver for all parties involved. Companies are satisfied with the work they do, temps are more fulfilled professionally and can expand their network, and temping agencies benefit from a key competitive tool.
It's a win-win situation for all concerned, and one that considerably improves the tripartite relationship. From now on, it's up to you to use our tips and tools to build loyalty among your temps!
Article translated from French