Brand promotion company Zinc Group's Managing Director Peter Cleary believes putting his people first has encouraged commitment and loyalty. He also believes it has led to employee productivity and new business growth.
“I wanted to create the kind of place I’d always wanted to work,” Cleary says. “Our goal was for people to want to work for us and stay with us, and then build that into the culture that would give us a competitive advantage.”
Focusing on company culture
When Cleary started Zinc, he didn’t have a formalised retention policy. The very first business plan, however, did have the financials at the back and company culture at the front. He believes company culture is an integral part of brand strategy. Being known as a great place to work will attract the best to your company.
“Every business is trying to create a sustainable competitive advantage,” he says. “But unless you have a patent or some other sort of industry advantage, which very few businesses do, you can only be sustainable if you have the right people.”
And, as Zinc’s track record shows, hiring great employees and keeping them is one of the best ways to increase productivity and provide your customers with the best outcomes.
“The key thing we work on is client satisfaction, which is reflected in revenue and gross profit,” says Cleary. “That’s been increasing each year since we started and I don’t think we could’ve achieved the growth we’ve had for seven years if we didn’t have such a high rate of retention.”
Zinc achieved 10th place in the 2017 BRW Best Places to Work Study (companies under 100 employees) conducted by Great Place to Work Australia. Cleary gives his tips on how to keep good people and maintain workplace culture: