This article was written for SLTN and appeared in the January issue of their magazine.
You’ve worked hard to attract customers with discount vouchers and special post-season events, but January often brings predictable challenges. Lower footfall and reduced consumer spending typically lead to a dip in sales. Alcohol sales, in particular, tend to decline after the pre-Christmas splurge and the rise of “Dry January” regimes.
While operations and management teams focus on strategies to position venues for recovery, what should be on the people management agenda this month?
Seasonal staff hired for the festive rush will soon be leaving, while your core team hopefully remains. So, what’s next?
Start with exit interviews. Make sure everyone is invited to complete one. These returns provide valuable insights into what worked and what didn’t, especially for the seasonal staff. Will they return for the next recruitment campaign? Will they recommend your venue to others, boosting your overall Net Promoter Score? This feedback is essential for improving future hiring and retention strategies.
Next, consider employee engagement surveys. Just like customer reviews, these help shape your people management culture and the overall employee experience. A well-designed survey offers actionable insights into what’s working and what needs improvement. Unlike external platforms such as Glassdoor, a controlled survey gives you credible, focused feedback. But how do you encourage staff to participate—beyond those eager to vent dissatisfaction? Here are some proven strategies:
- Communicate clearly why the survey matters and how results will be used.
- Ensure anonymity and confidentiality – using a third-party provider reinforces trust.
- Secure leadership sponsorship to demonstrate commitment.
- Keep the survey short and focused and allow time during work hours to complete it.
- Maintain momentum with reminders and engagement tactics.
- Show immediate appreciation for participation.
- Share key findings and next steps – otherwise, the “why bother?” mindset will prevail.
We regularly support clients in this area, delivering fully anonymised feedback that guides your next steps. Beyond surveys, we can partner with you to implement change programs that align with your engagement goals – helping you turn insights into meaningful action. January may feel like a “hangover month,” but with the right people strategies, it can become a launchpad for stronger engagement and improved performance throughout the year.
If you have any questions on any of the issues raised in the above article, please contact Ruth Gladwell.