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Is Your Staff Dressed for Success? part 1 of 2
by Suzanne Mark
Owner - MARK of Excellence
MARK of Excellence
How do you want your staff to be remembered? Aren’t first impressions lasting ones? Do you spend more time and resources on the landscaping and curb appeal of your resort than on ‘the look’ of your staff?
Most resorts have some employees in at least logo shirts, but seldom is there a genuine uniform program for all staff. Yet staff come in contact with the guests at one time or another. There are three major justifications for having a well-planned and executed uniform program. First, the appearance of the staff should be viewed as an integral element of the public relations program. Second, there are health, safety and legal issues related to having staff well clad. Third, uniforms can promote professionalism and pride among staff. All three justifications relate directly to the bottom line of a resort. While at first blush such a program might be seen as an added expense, in actuality it needs to be viewed as an investment in the success of the organization.
But what is a uniform program? It usually represents standardized pieces of clothing that employees are required to wear. In fact, let’s look closer at what we’re calling the clothing related to their job. Using the term uniform program can imply a restrictive, militaristic and even uncomfortable requirement of the job. The term work clothing can also imply a somewhat negative connotation of drudgery, toil and a monotonous grind. A better term to convey the professional image and concept that a resort is trying to achieve would be the term career apparel or career clothing.
The career apparel may be different for various departments or job functions. Career apparel should be comfortable as well as provide for safe execution of a person’s job. But that doesn’t mean it has to be stuffy, uncomfortable or dowdy and unattractive. Consideration also needs to be given to include various body types, ages and clothing color in relation to skin tone. Not everyone looks good in florescent orange or a sleek fitted pant style! And black isn’t fun in sunny hot locations! Selecting items that retard soiling or ‘don’t show the dirt’ is another matter to bear in mind. Utilizing a resort’s theme, logo, geographic orientation or other features unique to the resort should be measured when developing a ‘look’ for the staff. Chula Vista Mexican Themed Resort in Wisconsin Dells, WI; Frontiertown in Ocean City, MD or Tropical Palms Resort in Kissimmee, FL ‘dress’ their employees to accentuate their theme. In fact, their uniforms can be more like costuming than clothing. Even Jellystone Parks have a uniform policy and program for Yogi, Cindy and BooBoo!
Image is everything- career apparel is good public relations
The way staff looks affects the way customers perceive them and perceive the resort. You only get one chance to make the first right impression. That impression can be the first staff a guest meets. It might be security personnel, a grounds worker or someone checking them in at the front desk. We talk about perceived value and value added. Does not the ‘image’ figure into the equation of value? The instant impression can be solidified in fewer than seven seconds. Career apparel can distinguish your resort and make a positive impression with your guests immediately or put doubt, distrust and dissatisfaction that can penetrate their entire visit and result in lost future business.
A recent J.D. Power study reported that consumer perceptions of uniforms could be very positive. Consumers saw uniformed staff as knowledgeable, attentive, competent and confident when employees were well dressed. Consumers also noted ease of identification, trust and that the product or service the employee represent was of a higher quality. In general, the study indicated that uniformed personnel were seen in a more positive light and that the business they represent was viewed as a better value than employees in street clothes. The Power Report’s Final Conclusion further stated that ‘uniform’ clothing … is an opportunity to advance an organization’s brand image and upgrade the professional image of an organization’s employees.”
We talk about branding and creating an image for our properties. Career apparel needs to be part of that branding. Well designed and selected uniforms using the company’s logo, colors and theme reinforce the atmosphere and feeling a resort offers. This can certainly influence repeat business as well as word of mouth recommendations. A picture is worth a thousand words conveys the PROFESSIONAL image managers and owners want in the workplace.
Logo career apparel especially becomes a walking billboard for the resort name. In marketing, it’s said that a message must be seen seven times before clear recognition is established. How many times does a guest come in contact with ‘ALL’ resort employees? Many more than seven. Each of those encounters needs to reinforce the resort image. When we think of the awesomeness of all the tee shirt and various logo merchandise we see everyday, it becomes clear that the human body is an effective backdrop for branding and promotion.
Career apparel doesn’t have to be a Fashion Statement, but it is a proclamation to our guests that we take our business seriously, that we invest in our employees and that the price of the product is justified. Perhaps we should think of every person on the staff as a “Customer Retention Specialist,” as their entire work time is focused on making the guest experience the best ever regardless of their specific duties.
Although we take our business seriously, career apparel doesn’t have to be stuffy and formal. It should blend into the experience we are creating for our guests. The way the resort is decorated should be reflected in how we decorate our staff. While for many staff positions, practicality of their job responsibilities must be the first consideration given. Any uniform should not restrict or inconvenience staff from performing their duties.
Next Issue: Health, safety and legal reasons for dressing your staff; pride and professionalism; paying for your uniforms, recognition & reward, and much more.