5 key steps to building loyalty among your temporary workers?
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.
There are a number of HR, managerial, social and marketing initiatives that can help to retain temporary workers and boost their commitment and performance.
It's in the interests of both parties to do so, and it's a real challenge for their development strategy: building loyalty means forging a relationship of trust with temporary workers and setting themselves apart from the competition.
So what can you do to build loyalty among your temporary workers? What are the practical benefits of building loyalty among temporary workers? What role does digitalisation play in this loyalty strategy? Find out in this article.
The temporary employment market and building loyalty among temporary workers
With a temporary workforce of almost 3 million, the temporary employment market remains limited, partly because of the many legal constraints that govern it under the Labour Code.
What's more, the temporary employment market fell by 54.3% between February and April 2020 (Prismemploi.eu), but is now on the up again thanks to the economic recovery. So it's a fragile market, but one that continues to satisfy its players.
76% of temporary workers say that their experience has enabled them to learn new skills
MonCDI
The main source of satisfaction for temporary workers is the quality of their relationship with the temporary employment agency. As the head of a temporary employment agency, it is therefore essential to encourage and adapt your exchanges with your temporary workers in order to build up their loyalty over the long term.
Furthermore, the welcome and support provided by the temporary employment agency are also a source of commitment for the temporary workers. This brings us back to the same conclusion: building loyalty among temporary workers is a point that should not be overlooked.
Take a look at the 5 key steps to a successful strategy for building loyalty among temporary workers at your temporary employment agency.
5 steps to building temporary worker loyalty
1 - Organise temporary worker data
It's not as easy as all that to organise all your applications and temporary contracts methodically and rigorously. But it is the first step in a good temporary worker loyalty strategy. Otherwise, how do you adapt your marketing and HR actions to each candidate?
At a time when digitalisation and digital tools have taken on a major role in the world of employment, temporary work is no exception, and is becoming an essential tool for today's managers to improve efficiency and productivity.
👉 Tip: Adopt an online temporary work management platform. A real performance driver for your teams, it allows you to collect and store all your candidates' data on a single platform, while automating your time-consuming tasks (reminders, sending emails, etc.).
2 - Find the right time to contact them
Now that you have all the information you need to talk to your candidates and customers, you need to approach them while adapting to their profile, background and status.
Pay particular attention to your temporary workers' availability. If you approach them when they're already on an assignment, it's rather awkward and discredits you. Once again, the solution is digital and very simple.
👉 Give them the option of declaring their availability online, so that you can call on them at the right time. Your temporary workers will be able to organise and structure their schedules simply and efficiently.
👉 This also reduces unnecessary exchanges and speeds up processes, which is a significant factor for user companies, who will be able to access your services quickly and easily.
It's a win-win situation. The tripartite relationship is considerably improved.
3 - Offer assignments close to home
The loyalty of your temporary worker depends to a large extent on the attractiveness of your proposed assignments. Now that you have access to your temps' details 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, not only are you taking an environmentally-friendly approach, but you're also considerably reducing the rate of absenteeism in your company.
It's clear here that welcoming, listening and adapting assignments to different profiles are the main ways of retaining temporary workers.
4 - Making it easier to apply
Applying for an assignment shouldn't be that complicated. You need to enable your temporary workers to respond to an assignment or apply for a job with a single click. And all from their mobile phones, for even greater flexibility.
Smartphones will considerably improve exchanges and relations between user companies and temporary workers. Limit or even eliminate long queues at temporary employment agencies to make an appointment or apply for a job.
💡An online temporary work management solution enables users to:
- make appointments online,
- access assignments in real time,
- sign contracts electronically
- receive pay slips, etc.
5 - Offer personalised support
Personalise your service to temporary workers 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 wasting paper documents and unnecessary telephone calls.
To ensure that your support is as personalised and effective as possible, support your temporary workers even during periods of inactivity between assignments. This can be a difficult time for them if they don't have support on the side. For example, you can offer them
- help from advisers
- or training to improve their professional skills.
👉 This will considerably increase their sense of belonging and thus their loyalty.
Finally, to be even more effective, you can monitor the satisfaction of your temporary workers by collecting feedback through satisfaction surveys, online questionnaires or in-branch questionnaires. 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 toolthat is 100% customisable and 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 temporary workers assignments tailored to their needs, as well as comprehensive support.
But that's not all! Thanks to its mobile application, which is exclusively dedicated to them, they can easily view and manage their availability, their assignments and the signing of their contracts. By adapting to their digital habits, you can boost your attractiveness and build loyalty.
The benefits of loyalty for the user company
Greater productivity for temporary workers
User companies often tend to overlook the importance of retaining temporary workers, because of the short duration of their employment contracts. However, the commitment and loyalty of an employee considerably improves their productivity, which in turn benefits the company by providing a quality service.
Reduced risk of staff turnover
Temporary work may be a form of temporary employment, but that doesn't mean that companies don't have ongoing, constant needs that require them to call back known temps. This is very advantageous for them, as the temporary worker 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 part in building your employer brand. The temporary employment agency will play the attraction card to develop its business and stand out in the highly competitive temporary employment market.
The benefits of loyalty for temporary employment agencies
Fostering a sense of belonging
As mentioned above, the feeling of belonging among temporary workers is essential for temporary employment agencies, which will enable them to build loyalty and increase their sense of belonging.
Having qualified temporary workers
By building loyalty among their temporary workers, temporary employment agencies will be able to quickly identify the temporary needs of user companies, both quantitatively and qualitatively. For example, if a company needs temporary staff who specialise in data protection, the agency will be able to provide it with 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 their profession, and enhance their status within the agency.
The fact that they feel valued and recognised encourages them to apply again to the same agencies, which will then be able to expand their temporary worker base and always offer more qualified profiles to client companies.
Developing temporary worker loyalty: a real performance driver
As you can see, retaining temporary workers is a real challenge and a performance driver for all parties. Companies are satisfied with the work they do, temporary workers are more fulfilled professionally and can expand their network, and temporary employment agencies benefit from a key competitive tool.
It's a win-win situation for everyone, and one that tends to improve the tripartite relationship considerably. From now on, it's up to you to use our advice and tools to build loyalty among your temporary workers!
Article translated from French