Seasonality has long been a hiring barrier for many tourism employers. The inability to offer permanent, full-time positions can set limits on the selection of suitable candidates.
To remain competitive, employers must offer something of extra value that, surprisingly, is not always monetary. More often than not it’s the intangible benefits that bring employees back year over year. Take a look at how BC Visitor Info Centres address seasonal employment and attribute returning staff as the winning recruitment tactic.
Creating an environment that is challenging and ever-changing, offering employment that will continue into future years, and providing ongoing training and community contacts are key benefits that Info Centre managers stress when hiring seasonal staff.
"The greatest challenge we face is finding staff who will commit to work the summer season for the wages offered,” says Karin Pener, manager of the Cranbrook Info Centre “The offer of ongoing summer employment helps us tackle the issue.”
At the Williams Lake Visitor Info Centre, the focus is on the benefits of the position and the training offered to employees. Manager Claudia Blair believes that the tourism information counselor job "itself offers many contacts in the community along with a wide range of skills acquired over a short season.”
Visitor Info Centres agree that training is the best way for all staff to share the vision for service excellence. Working at an Info Centre is intense and completely customer-focused. Staff must listen carefully to the unique needs of each person who walks through the door and then address each situation appropriately.
Leading by example is crucial in developing both new and returning staff. “Many of our counselors are students who have just spent the last year in school,” says Claudia. “ I lead by example, so they can actually see how each guest interaction works.” Karin echoes this strategy: “ We wouldn’t ask our staff to do anything we wouldn’t do, and that includes cleaning toilets.”
Presenting seasonality as a benefit rather than a challenge is the best approach to succeeding in the seasonality cycle.
Returning employees save time and money. In any seasonality situation, employees often begin to get a feel for the job just as the season is ending. Thus they become more valuable each year they return. When they do well at a job they know, they don’t have to worry about looking for work the next year.
