Tom Rosser
Co-President of Gelati Celesti

Lisa McSherry
Owner of Lex’s of Carytown and Mamie’s Apothecary

Sarah Paxton
President and Co-Owner of LaDiff

Cari Shannon (middle)
Vice President of Marketing and Operations at Mango Salon

The Challenge of Hiring Talent

Richmond business leaders agree that hiring and retention remain a pressing challenge in running a business. Whether it’s finding the right candidates, setting the right expectations, or keeping team members engaged, local businesses are struggling to find and maintain suitable teams. Here’s what has worked for our members:

• “Hiring has always been a constant challenge… it has been helpful to post on their ‘job postings’ platform, but Indeed has worked the best,” said Lisa McSherry, owner of Lex’s of Carytown and Mamie’s Apothecary.
  
  
• “The best strategy we’ve found during the hiring process is to be as transparent as possible,” added Tom Rosser, co-president of Gelati Celesti. “It’s almost like we’re trying to talk the personout of the job. A job interview can’t just be a highlight reel.”
  
  
•  “The greatest hiring challenge is knowing how and where to reach those who are looking, particularly those who have the skills and talents and experience we seek,” said Sarah Paxton, president and co-owner of LaDiff. “Word of mouth and our own social media have been our best recruitment methods in the past and will probably continue to be.”
  
  
• “The most impactful thing our business can do to recruit is participate in outreach to the local high school Vocational programs and refresh our job postings and digital marketing campaigns,” said Cari Shannon, vice president of marketing and operations at Mango Salon.

Practices That Impact Retention

Local businesses have found that the key to long-term success and growth is retaining quality employees. Practices such as providing employees with recognition, respect, and flexibility, as well as fostering a positive work culture, have proven to help InUnison members maintain an excited and engaged workforce. So, how do you keep talent on the team?

•  “It helps to create a fun atmosphere for your employees,” McSherry said. “I offer incentives, such as a bonus if they sell a certain item… There are things you can do that do not cost a lot of money, such as providing an occasional lunch on a busy Saturday, or providing snacks so they can grab and go on busy days. Also, having your staff involved in social media posts makes them really feel like part of the team. Overall, creating a “team like” environment is the most impactful.”
  
  
• “Our benefits package is unmatched… once people are on board, they generally appreciate it, and they stick around,” Rosser said. “More importantly, we appreciate them. Our expectations are clear, but they’re not overwhelming. We’re not a company trying to extract as much as possible for as little as possible. We want our team to work hard, but then go home to their families. It’ll still be here in the morning.”
  
  
• “I am accused…of being ‘too nice’ when it comes to working around my team’s time off requests,” Paxton admitted. “I am also very transparent with our entire team. We have an ‘all staff meeting’ once a month with EVERYONE on staff where we share birthdays, anniversaries, past sales results and future goals, and discuss issues that may be concerning or relevant to everyone. I make it clear that it takes participation from each and every one of them to make our business successful.”
  
  
• “Mango’s combination of culture, benefits, and career paths/compensation has been the three things that we work on improving each year, so we are meeting the needs and expectations of the team,” Shannon added.

Long-term Retention Strategies

When asked about what aspects of employment at their company make their team members stay long term, local business leaders pointed to a mix of culture, connection, and benefits. Our featured members showcase that employees value fair leadership, strong relationships, and the sense of belonging that comes from being part of a supportive team. Some ways that they are creating environments that make their team members want to stay are:

•  “Many employers do not like employees socializing together, but for me, this has been very important to creating that ‘team-like’ environment,” said McSherry. “If your employees get along outside of work, they look forward to being around those same individuals during the day, and I have not experienced this to be a bad thing.”
  
  
•  “That question is better asked of them: the average length of tenure with my staff is 11.7 years, ranging from 2 years to 33 years,” Paxton said. “Some will tell you they love the flexibility and spontaneity of a small business; some will say they like the lack of a ‘corporate’ structure; some will say they love the products they represent and sell. This will be a different reply for each person. All that said, being fair, respectful, and honest is why I think they stay.”

Advice for Other Local, Independent Businesses

Drawing on their own experiences in the current employment market, these InUnison members offered thoughtful advice for hiring and retaining talent. From small gestures of appreciation to detailed hiring practices and genuinely listening to employees, their advice outlines practical steps that are proven to build and retain strong workforces.

• “A small gesture goes a long way,” McSherry advised. “Always compliment and reward an employee for outstanding work. Always make them feel like they are an integral part of the team’s success!”
  
  
• “Be patient,” Rosser said. “Only hire them if you love them… figure out what makes them tick. Give them a personality test or have them complete a brief form about their preferred communication style. And then lean into it. When you connect on a deeper level…it’s easier to give praise or offer constructive criticism. They’ll be more open, and loyalty will grow.”
  
  
• “LISTEN – your staff is the heartbeat of your organization… It’s not just about bonuses, raises, and benefits,” Paxton added. “Respect is the most important benefit your team deserves, and listening to them shows you respect them.”
  
  
• “Build your culture, don’t compromise on your values, listen to your team, and hire nice people,” Shannon concluded. “These things will not only help businesses retain team members but will also help build your reputation in the community as a top workplace.”

Key Takeaways

• Hiring requires creativity and transparency. Leveraging creative benefits and creating a fun workplace, while being transparent about job expectations and requirements, creates a work environment that teams want to be a part of.
  
• A work environment and culture built on respect and balance can positively impact employee retention. Listening to employee feedback, providing flexibility, and understanding that employees have responsibilities outside of the workplace help employees to feel valued.
  
• Employees seek a sense of belonging and are motivated when they receive incentives, benefits, or praise for their good work. This encourages team members to stay committed long-term.