Making the commute worthwhile: A Q&A with Archer Chiang

Employees might be switching jobs a little less now, but that doesn’t mean retention efforts should stop. Employers are still requesting more in-office days and employees are still resisting.

Archer Chiang, CEO of Giftpack, an AI-powered corporate gifting platform, believes that making sure perks are in the office and communicating why you are making the change is effective and makes the commute worth while.

How can leaders make it so employees want to come back to the office?

I anticipate that in the fall, more and more businesses may start calling workers back to the office with a higher frequency, especially now that Google and Salesforce are pushing for office returns. However, even if people do come in more, a mandate won’t make them want to return, and it’s imperative that organizations make the office a place that team members want to return to. To effectively do so, companies should keep a few things in mind.

First, offering on-site perks that employees can’t access elsewhere can be a plus for commuting workers. People love free food, so catered lunches can go a long way. Finding other opportunities like this can help employees get excited about going in.

Consider covering employees’ travel expenses – or part of it. Pretax commuter benefits can help save your employees money which they will appreciate, as it’s a cost they don’t incur when remote.

Provide employees with branded swag they can use while in the office, or as part of their routine when commuting. In fact, Giftpack data shows that 56% of employees would love to receive gifts as compared to other benefits. This can include a travel mug for coffee, headphones for people who take the bus or train, bike helmets for those who ride, a backpack with a laptop sleeve, or something else that is reflective of your company’s culture.

Set up collaborative meetings that promote creativity and communication or events for office days. Fostering engagement on-site is key, as it shows employees that their trip was not only worthwhile, but enjoyable.

What are some ways leaders can communicate changes to hybrid work plans without upsetting employees? Is there ever a way to make sure employees aren’t upset by changes?

Not everyone will be excited by an office return, and unfortunately, there may not be a way to make sure everyone is happy with the change. That said, here’s how leadership can communicate changes as effectively as possible.

Communicate why you are making the change; it may be that you want people to collaborate more, the business strategy is changing, or something entirely different. Giving a clear reason will help workers to get on board and potentially buy into it more.

Provide ample notice. People may need to organize shifts in timing for childcare or set up dog walkers, so giving a month of two of a heads up that they’ll be coming in more will be appreciated.

Make sure there are perks for coming in – or give a ‘gift’ that employees can use when commuting or in the office. Coffee mug warmers and portable chargers are most popular according to Giftpack data, as these help people get settled in after their commutes to start their days.

Be prepared for pushback and questions. Some employees may ask for exceptions with more time to work remote, so plan for this and have a clear-cut answer that you’ll give to all employees.

What are a few ways companies can support their employer branding?

Employer branding is valuable in increasing awareness for those outside of the company, and to make current staff excited to be part of the organization. Gifting employees with branded gear they can use while commuting – like backpacks, sweatshirts, headphones, etc. – can help with awareness as fellow commuters may take note. Strong employer branding can help with recruitment and retention. At Giftpack, for example, we’ve seen items like portable chargers, branded shirts, calendar notebooks, customized badge holders, and various snacks are especially popular for new hires, since it helps them feel like they’re part of the team from day one.

Companies should also work with their marketing teams to invest in their social channels. Instagram and TikTok content that showcase how much fun it is to be at a company can attract potential candidates as well.

How can a company make new hires feel engaged and included in the culture from day one at a company?

Investing in the employee experience from the start is important for making a good first impression. A welcome package with meaningful company swag, the scheduling of one-on-one meetings with core team members, and the organization of activities that help new hires get to know people has a lot of value.

Are there best practices you recommend for making workers feel appreciated?

To make workers feel appreciated, I recommend the following.

Reward good performance. This can be through extra PTO, or an all-expense-paid trip, which is something we’ve seen companies gift their employees through Giftpack. We’ve seen that adventure-type gifts – like skydiving, hot air ballooning, zip-lining, and helicopter tours are particularly popular because of how unique they are, and are things people wouldn’t necessarily invest in on their own. For those with different interests, retreat gifts like spa days, weekend getaways or cruises are a great way to reward strong performance so people can truly unwind after their workday or work week.

Offer financial incentives when you can via raises and bonuses as these are always appreciated.

Provide ways where employees can give and receive kudos to those on their team who are doing well. Knowing that a team member is noticing your work is always a good feeling.

Celebrate milestones like work anniversaries, birthdays, weddings, new babies, and other milestones. This can be done by giving employees gifts for these moments, putting shout outs in a company newsletter, or by hosting an in-office or virtual celebration.

Related: Cities that have the best and worst commutes

Why is it still important to invest in employees and their engagement, even when job-hopping is down?

Seeing a return on investment for retention efforts take time and shouldn’t only be happening when the labor market is tight. Even though you might not be hiring now, you want to appear consistent with your investment in team members, as employees will take note of how you acted in times of stress. Of the many ways to show employees you care, personalized gifting is straightforward, easily adoptable, and illustrates clear investments into employees and their wellbeing. Coupling personalized gifting with other investments in employees – learning opportunities, mental health benefits, a mentorship program, etc. – will pave the way for a strong culture employees will flock to, supporting loyalty.