ATTRACTING


If you ask your peers in the industry what is one of their biggest pain points, majority will say it is finding labor. With this being such a common issue, you have to get creative with where you’re looking for potential employees and how you are attracting them to your company.


DEVELOP MORE DIVERSITY The first step to attracting a more diverse workforce is to ensure your company culture is open and inclusive. For instance, if you are looking to attract more women to the field, work on having the basics taken care of such as providing uniforms and PPE specifically designed for women and ensuring access to bathrooms. Training on anti-bullying and sexual harassment policies should also be created. “There was tremendous insight on how to create a culture of diversity and inclusion in the workplace and steps you can take to walk the talk,” says PJ Rovinelli Jr., director of talent development at Ewing Irrigation and Landscape Supply.


Another demographic you can look to tap into is the up and coming Gen Z, which are those born in 1998 or later. Employees in this age group want to know about their impact on the envi- ronment and are very inclusive when it comes to diversity in general. People in this generation are looking for clear growth paths and are open to careers right after high school, so they should be recruited early on.


EFFECTIVE INDUSTRY BRANDING One major element that is keeping people from considering landscaping


As for engaging with local FFA chapters, focus on educating the educators as you start to reach out. Offer a helping hand to the teachers who are stretched thin by providing hands-on experiences for these students. FFA students have strong value systems and great soft skills, making them a good fit for the industry.


and lawn care jobs as a career is the general perception of the industry. “A rebrand of our industry is required to attract new and future generations to our awesome industry,” Rovinelli says. “We are far more than a ‘mow and blow’ workforce.”


Rovinelli advises sharing the passion, ideas and concepts of sustainable solutions and environmental resource management. Some of the ways you can commu- nicate the value of a job in the green industry is to partner with local schools, local FFA chapters and workforce development boards. While collaborating with schools can take a lot of work, you will also reap the benefits. It is important to be strategic about how you want to recruit and provide real-world experience to the students.


Rovinelli says Ewing is looking into ways to work collaborate with local schools and organizations to introduce and share their passion for the work they do. “The earlier we expose our com- munity to the work we do the greater influence we can have!” he says. As for engaging with local FFA


chapters, focus on educating the edu- cators as you start to reach out. Offer a helping hand to the teachers who are stretched thin by providing hands-on experiences for these students. FFA students have strong value systems and great soft skills, making them a


“The group is stronger because everyone has the same challenges and are willing to come together, share and be open to possibilities.” - Scott Sittler, channel marketing manager, Husqvarna


good fit for the industry.


“I was in a group that spent a lot of time discussing how to engage stu- dents involved in FFA,” says Erin Barr, director of human resources operations for Munie Greencare Professionals, based in Caseyville, Illinois. “We had some really great ideas and were able to get into details about how to engage students in general.” Participating in and creating a pres- ence at workforce development boards can put you in contact with like-minded employers who are dealing with similar recruiting issues. It brands you with the community and provides a consistent flow of candidates from the workforce board. This can also put you in contact with others who can help supply you with candidates.


“Right after the conference I started


reaching out to local workforce boards and have partnered with several in different locations where we have an office,” Barr says. “Some of our plans have been put on hold due to the current situation with COVID-19, but we want to continue to build on our current programs and implement the apprenticeship program.” The Landscape Management Apprenticeship Program was launched at last year’s Workforce Summit


Continued on page 12  National Association of Landscape Professionals 11


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