A recent university study revealed Sunshine Coast employers may not be entirely on the same page as their prospective employees. This could be one of a number of barriers to growth including why some business owners find it difficult to attract and retain staff.
In this article we explore some of the long-held perceptions Sunshine Coast business owners and employers may need to reconsider.
The Caloundra Chamber of Commerce recently provided funding for USC to conduct a Regional Competitiveness study and their findings indicate a number of differences between employer and employee perceptions about living, working and playing on the Sunshine Coast.
Interestingly, but perhaps not unexpectedly, most of the employers and perspective employees surveyed indicated the Sunshine Coast is a great place to live, but…
Local employers have typically leveraged the Sunshine Coast’s locale as something of an incentive for luring candidates to the region. However, it seems potential employees only agree to a point as there are a range of locational matters that they must carefully consider.
Not surprisingly housing affordability is a big issue as housing shortages have caused both purchase prices and rents to skyrocket.
Then there’s the matter of transport. There are not-so-positive perceptions around access and reliability, and for those who drive to their place of employment, parking is a pain in the proverbial.
The report also revealed differences in perceptions between employers and employees in terms of issues described as ‘unfavourable working conditions’.
These relate to pay rates and culture which may be influenced by the proliferation of small businesses in the general absence of national and international businesses. It seems employers would do well to positively promote their business environment and opportunities for growth and success.
Pleasingly the study also revealed local business owners and employers are committed to business growth.
Of those surveyed, most are actively seeking to employ one to five employees within the next five years and over 75% indicated they intended to expand their business.
For many employers, the Sunshine Coast’s night life may not be on their radar when attracting and retaining staff. But it should be!
The study refers to ‘third places’ the likes of live music venues, cafes and restaurants, art galleries, village hubs and community centres, and the region’s perceived lack of them.
Third places are central to how Sunshine Coasters play outside work hours and contribute to creating a sense of belonging, opportunities for creating friendships and generally having things to do that allows them to socialise and become part of the community.
For many business owners and employers, this study has confirmed much of what we have suspected for some time, and another pressing issue well. To coin a well-worn phase: Perception is reality.
Breaking down negative perceptions and promoting a positive reality of what local business and the Sunshine Coast can offer is a mission for all of us.
Individually, as business owners and employers, it will be important to acknowledge negative perceptions and promote the many advantages of living and working on the Sunshine Coast when meeting potential employees.
This may include better explaining career pathways, opportunities for upskilling particularly in areas of digital literacy, people management and customer service (as revealed in the USC’s study) when advertising roles and during interviews with candidates.
Sharing your business growth goals as well as developing and promoting a culture of inclusiveness to not only share successes with employees but contribute to their social sense of belonging may also be among actions for consideration.
While matters of housing, transport and third places may be beyond your immediate control, you can contribute to regional development and planning.
Interestingly, the study includes comments on public planning feedback, specifically taking up opportunities to respond and provide feedback on regional development relating to matters including the “Shaping Southeast Queensland Regional Plan”.
It appears most survey respondents (62.7%) have never provided regional planning feedback.
For business owners and employers, may we suggest you proactively seek out such opportunities and share your experiences, explain your needs, and firmly express the pros and cons of planning impacts on your business now and in future.
Importantly, insist that Government (at all its levels) does more to address matters relating to housing, infrastructure – transport, hospitals and schools – and creation of third places, because these issues directly influence perceptions of our region and your ability to attract and retain staff for your continued business growth and success.
Core Business Accountants specialise in business advice for growing and mature family-owned and small and medium-sized businesses. Please contact with us on (07) 5438 8088, email mail@corebusiness.com.au or visit www.corebusiness.com.au.
