How to Keep Good Staff

Regional Issues

Attracting and retaining good staff in country areas is becoming increasingly difficult. However, Sallyanne Morrison is one of the more successful regional employers, with an optometry practice employing eight staff in Dubbo, in Central West NSW.

Morrison admits she has had to resort to hand-selecting or “poaching” the optical dispensing staff from other businesses in Dubbo, when they impressed her, and that she has always had difficulties attracting any staff with an optometry degree to the regional town. An optometry degree requires a TER of 98.7, and many country students don’t consider optometry a valid career choice. Most graduates are females who are not inclined to travel that far west and leave their families behind; and those who do try it often find that their social lives are limited.

Morrison must be doing something right because of her seven staff, three have been with her for more than nine years, one for five years, and another for three years. Employees who have left over the past 10 years have done so for personal reasons like childbirth or spouse relocation, rather than job dissatisfaction. Morrison says that the long-term staff seem to have a sense of ownership of the business and are empowered to make some business decisions.

Her conditions are attractive—work hours are Monday to Friday, nine to five, with alternate Saturday mornings—whereas many city practises tend to be in large shopping centres with seven days a week trading.

Compared with their city counterparts the country practice sees more patients daily, with a diverse range of eye conditions, and this makes the employees’ work both challenging and interesting.

Morrison also offers other benefits for staff to stay:

• Time off to attend school functions or family orientated activities. Children of staff are welcome to come to work after school, until their parent leaves for the day.

• Higher than average salary packages which often include the use of a vehicle.

• Free accommodation for the first three months to help them adjust/set up.

• One ‘all expenses paid’ conference of their choice per year.

• Paid up membership of professional group, Optometrist Association Australia.

• Regular practice dinners.

• Annual all expenses paid trip to Sydney for Optical Trade Fair.

• Attendance at Women in Business luncheons and forums.

• Occasional cash bonuses when staff have worked particularly hard.

• Financial assistance with university fees. Reimbursement of costs incurred over four years for training provided as a salary sacrifice.

* Charisse Gray is senior business writer with NSW Business Chamber.