It’s time to smooth over peaks in demand

Guest blog by Valerio Prati, Head of HR and Compliance at Coople

Peaks in demand are created by one-off events such as public holidays, concerts and even the weather. On hot summer days, popular London restaurants that we work with often see their business increase by three-hundred percent. This makes it clear that while some peaks in demand can be planned for in advance, others may come at only a moment’s notice. From event spaces to holiday parks to offices; no business is exempt, and they can suddenly find themselves understaffed and overstretched.

Not preparing properly for peaks in demand can have a huge impact on businesses. Being understaffed at busy periods places permanent employees under strain and could eventually result in staff losing morale, falling productivity and efficiency. This can impact the businesses reputation as well as customer loyalty, and a reputation for pressured working environments could see businesses lose talented staff to industry competitors. However, smart businesses are smoothing over peaks in demands by turning to temporary workers.

The stigma around temporary staff is usually caused by the concern that they are less experienced than permanent staff, and that the quality of services will suffer as a consequence, but this is no longer the case. We are now observing a large number of highly skilled people choosing temporary positions over full-time careers as they look for a job that fits around their lives, rather than the other way around. They are ready to engage with brands and their customer service cultures at a more genuine level than the traditional permanent staff because they make conscious choices that reflect their own values. This means that hiring temporary staff is now a hugely viable option for businesses looking to secure the best talent, even at short notice.


Taking a dynamic approach to hiring

The already large pool of highly skilled, temporary workers is growing with speed, these ‘gig’ workers also have a multitude of different experiences that permanent hires might not have to offer. They add extra value because of the experience they bring, with training and insight from each business they’ve worked for previously.

Tapping into talented temporary hires helps businesses optimise staff management during peaks in demand. By adjusting staffing levels to match the varying levels of customer demands a business will rarely be under or over staffed. This ensures a consistent customer experience and leads to increases in productivity and overall morale which in turn help maximising profit.

Building a loyal workforce

Event spaces are just one example of a business reaping the benefits of temporary workers to overcome obstacles created by peaks in demand. The size and complex nature of venues such as football grounds often present a number of challenges, for example spending a considerable amount of time training new staff on the layout. However, these challenges can be managed by creating a pool of loyal temporary workers. Forward thinking businesses treat flexible staff like valued members of the team, engage with and offer them a good employee experience which will attract the best temporary hires to return for multiple peak periods.

Companies can then rely on these trusted flexible workers to put together the best team for each specific event. Coupled with the benefit of being able to recruit top talent in a matter of hours, companies can easily manage peaks in demand and reap the business benefits.

Ultimately, peaks in demand should be opportunities businesses look forward to, not a challenge. Organisations that tap into the gig economy and create a highly skilled pool of workers to get support during these busy times will retain customer loyalty and maintain an edge over their competitors. Using this new generation of temporary workers, offering flexible hours and staying in contact with the best seasonal hires is the new way to ensure quality.  

Author: Editorial Team

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