The working
world has changed largely due to the pandemic. Recent events saw job
losses and also what has been called the Great Resignation. The
biggest losses have been in the service sector. Employers are
becoming hard pressed to gain and retain good staffing levels. David
Cross the man behind ContentCopywriter.net wants to change that with
an idea to create the Great Return.
He
is joining me here on Candid Conversations to talk about the plan and
how companies can use it to get and retain staff.
D.
Cross: Hello
Cliff, thanks for having me on your blog.
Cliff
T.: Mr. Cross thanks for doing a Candid Conversation. I want to
start off by trying to get a sense of what you are seeing in the job
market. In your press release you mention staffing and morale are at
an all time low. Can you define that?
D.
Cross: I
would say that I’m seeing about the same thing that you’re seeing
in the news. But I have spoken to several business owners over the
last year or so who are struggling to hire and retain workers. Many
in the restaurant industry are working them self to exhaustion,
they’re doing most of the work by themselves. It’s not
sustainable.
I’ve
also spoken to accountants and CPAs who painted a depressing picture
for me. They said that as soon as the government assistance started
there was a rush of people trying to defraud the system. They asked
the accounts to fudge the books and help them get more than they had
coming. People are getting paid to stay home and not work, and
they’re trying to milk it for all it’s worth. It has to stop,
and soon. I don’t mean to imply that everyone is doing that, but
it’s happening a lot.
Cliff
T.: Besides the obvious, the pandemic. What else may be driving this
downturn in staffing and moral?
D.
Cross: I
have heard in the news and from people that I’ve spoken with that
it’s not just the money that’s keeping people from returning to
work, it’s also respect, acknowledgement and work conditions.
Which I can see and understand. Our country, and indeed the world,
is going through a massive change, for better or worse, it’s
changing, and perhaps employment arrangements and how we define work
relationships are also going to change moving forward.
People
see or have had an opportunity through the government financial
assistance to voice their frustration, and they’re voicing it, loud
and clear.
Cliff
T.: I work in the service industry myself, yes I have a day job, LOL.
I have seen some changes in my industry which in call centers. A
lot of people are coming in and a lot of people are quickly leaving.
Even tenured staff are saying I am done with this. Is that the sense
your getting when you speak with people in general and within
different industries?
D.
Cross: Look,
we all want self-respect and need, and if we’re not treated with
basic human decency, like a human being should be treated, it’s
hard to deal with, it’s hard to look at ourselves in the mirror,
it’s hard to look your wife in the eyes and have her respect you
when you’re treated like a subhuman, and you put up with it. I
think it’s been weighing on people for a long time now.
Now
people feel like they don’t ‘have to deal with it, so they’re
walking out. Speak down to me again, and I’m out of here…and
they actually leave.
What
I’m hearing from individuals that I’ve spoken with and from what
I’m reading like everyone else is inadequate compensation, poor
work/life balance and burnout are top reasons why people are thinking
of quitting, and are quitting.
Cliff
T.: You mentioned in the press release that employees are in the
drivers seat. In what way?
D.
Cross: Meaning
that it’s a united walk-out. In the old days – like two years
ago – if you didn’t like the employment terms, you either sucked
it up and took the job or you didn’t. And if you didn’t, there
were a thousand other people waiting in line behind you who would
take the job.
Today,
there is no one else waiting in line behind you to take a job that
they’ll hate. People are just saying no. And they have a cushion
through the government payments that allows them to put their
collective foot down and demand some respect and better conditions.
So now employees can dictate the employment terms like never before.
Cliff
T.: So, Mr. Cross, you are developing a plan to help businesses
attract and retain staff given that employees are in the drivers
seat. What approach are you taking to help companies staff and
retain staff in their respective businesses?
D.
Cross: First
of all, we all need to get back to work. Perhaps change is
needed, but this is not sustainable. If we wait much longer to
return to work, there may not be businesses for us to return to. So
we have to start to turn this around. And the companies that have
taken positive steps to make workers happy need to be heard, they
need to get the word out. People need to know about the changes.
And
I have a whole strategy to go about doing that. It’s a
multi-pronged approach.
Business
need to start writing and communicating with our local elected
officials, our congress representatives and senators to let them know
that businesses are suffering and that it’s time to stop paying
people to stay home. We’re a productive society, we need to work.
These
payments were originally meant to help people who were forced to not
work by government mandates. Now we’re passed that. We’re free
to return to work.
I
have a list of actions I can take with a company for outreach and to
help them start the conversation with workers again. I’m not sure
if there’s enough time to go into everything here, but if I can ask
people to contact me, I would be more than happy to work with them to
develop a plan.
So,
as I said in the press release, will it work? I know it will work
better than us doing nothing. We have to start somewhere, and if we
don’t, the consequences may be bigger than we’re willing to
accept.
Remember
that there is a new balance that we all now have to strike. This is
all new, so we’ll have to learn what that balance is as we go.
Cliff
T.: Where are you in the development of this plan, or should I say
have you begun to use the plan with businesses?
D.
Cross: Yes,
I have a written out a plan that I can share with businesses who
contract with me. It’s going to be a lot of work and these are
things that companies can do on their own of course, but as a
copywriter, that’s my business, to develop written material, to
develop plans for marketing and outreach, to convince people to take
action, and I have started those conversations with two or three
business so far.
Cliff
T.: This sounds quite challenging and very interesting. What message
do you think employers need to address when it comes to employees
needs and how will you help businesses deliver that message?
D.
Cross: Well,
businesses need to convey the positive changes that they’ve made as
a company, and how that translates to a better work life for
employees. So I would have to start by asking the companies I work
with, what changes have
you made, and do you think that’s going to be enough? If not,
there are no shortages of ideas that can easily and inexpensively be
implemented that would have a positive impact on workers.
Next
it would be a series of outreach actions, such as press releases,
interviews on TV, radio, and blogs like yours with managers, CEOs and
company owners so they can start communicating with people.
We
can create a series of blog posts and articles, videos, op-ed pieces
in national publications, conversations at city council meetings,
public conversations with local activists.
As
I mentioned before, send
letters or place calls to your local congress people, senators, mayors
and city councilmembers. And much more of course. This has to be a
full-fledged - frontal assault. The information has to hit people on
a personal level, it has to be compelling,
and of course, it has to all be true.
Cliff
T.: What prompted you to jump and see if you could help facilitate
the Great Return, was there an a-ha moment?
D.
Cross: Yes,
I kept reading headline after headline, I kept hearing from activists
and employees, I kept seeing businesses struggle. I kept seeing a
crime wave take over our country like never before. I read several
headlines such as, “the
Great Resignation” and I kind of joked to myself, “what will the
“Great Return” look like, when will that happen, and how will
that happen?”
And
that was my a-ha moment. I did have doubts at first, I thought, who
am I to do this? Then I thought, why not? It has to start somewhere.
Someone has to at least speak up and put these ideas out there.
Hopefully they’ll catch on. So why not me? I just hope it has a
positive impact. I think that’s what we’re all hoping for in our
lives, to make a difference, a positive impact in our community.
Also,
this is such a huge and far-reaching issue and everyone is paying
attention to it at the moment. So I thought that if I had a voice
that the whole world was listening to for a brief period of time, I
would think of something important or meaningful to say, I would try
to make a positive impact, not just complain that things are unfair,
but put a plan of action out there; because what’s happening now
isn’t working.
Cliff
T.: Now I know that you are the head of ContentCopywriter.net. Are
you deploying resources from your firm to help with the Great Return?
D.
Cross: Well
resources for me simply means my time, creativity and hard work and
time spent to develop a specific plan for each company and put it
into action. I’m going to continue my own outreach as well.
Cliff
T: In what way is ContentCopywriter.net involved in the project?
D.
Cross: We’re
helping companies think through this whole thing and to come up with
an actionable plan to get people to return to work.
Cliff
T.: It sounds like you have really taken on a big challenge, then
again as they say go big or go home. Mr. Cross thanks very much for
taking time to explain how your helping employees and businesses
connect and I hope the Great Return does succeed.
D.
Cross: Cliff,
thank you so much for the opportunity to talk about this and help
promote the idea and effort. If there’s anything else I can do, I
am always open to discussions and ideas.
Please
reach out to me any time, and I encourage people and companies to
reach out to me to discuss the Great Return and any other copywriting
projects they may need help with. Please ask people to contact me
at: david@contentcopywriter.net
Thanks
again Cliff, you’ve been great. You’re really doing an amazing
job with these Candid Conversations. We need to have more of them.
If there’s any way I can help with your efforts, just let me know.
David
Cross of ContentCopywriter.net is on a mission to help connect
employees and businesses in an effort to rejuvenate the work force.
You can find out more about ContentCopywriter.net by heading to their
site at https://contentcopywriter.net/.
Mr.
Cross wrote to us from Pasadena CA.