These days, most commercial cleaning companies are striving to put the challenges of the past few years behind them. But even as they find creative solutions to supply chain delays, adapt to ever-shifting building occupancy, and struggle to find sufficient labour, there’s a light at the end of the tunnel. The industry is still growing, with experts predicting that the industry will expand at a rate of 5.4 per cent per year until 2025 and jobs for janitorial and cleaning staff will rise four per cent annually until 2029.

As the labour crisis continues, great employees are a valuable commodity, which makes attracting and retaining top talent crucial for a company’s success. Chris King, senior vice president at Hallmark Housekeeping Services Inc., uses his background in human resources to focus on their teams and what’s needed so they can perform at their best and happiest.

As one of Canada’s largest janitorial providers, Hallmark Housekeeping Services has embraced a culture of putting people first. “This is a labour business,” says King. “Coming from HR isn’t necessarily traditional, but it makes sense; understanding people from a human standpoint is very important.”

The post-pandemic reality

The pandemic brought both challenges and positive change to the commercial cleaning industry, creating opportunities for companies to once again shift their focus to the matters of the day.

North America has the largest commercial cleaning market in the world, and we’ve seen many changes to the industry since 2020. On a positive note, the last few years have shone a light on the commercial cleaning industry, spotlighting the crucial role cleaners play. With sanitation and disinfection on everyone’s minds, cleaning became an essential service, drawing attention to an often-invisible workforce and what they need to excel in their roles. Not only has the attention highlighted the trials and needs of the industry but it has also forced many cleaning companies to assess their business models to better manage labour and the ever-changing landscape.

King talks about industry challenges resulting from the pandemic, citing a change to dynamic cleaning models. This has signaled a shift from a traditional fixed schedule and business model where the scope of the task and the location of your labour is crystal clear. With fluctuating building occupancy and flexible office hours, pivoting is now a constant for commercial cleaners. Not only is there uncertainty around how many people will be coming in each day, but where those employees will travel throughout the building is also largely unknown. This can make consistent cleaning practices and efficient labour management nearly impossible, as they struggle to send staff to the right locations at the right times.

Furthermore, quoting on jobs has also become more difficult; without knowing exactly how many labour hours will be needed with a fluctuating building occupancy – and trying to predict what that will look like in a month or in six months – it can be a tough task. According to King, Hallmark has adopted a more fluid nature, calling it “a challenge, but also an opportunity, allowing us to embrace a new way of thinking about cleaning and how labour is scheduled and deployed, as we shift to new, innovative cleaning models.”

But the real test commercial cleaners are facing is the staffing shortage and dwindling employee retention. With a continually shrinking labour pool, attracting and retaining talent are top priorities for cleaning companies. They now need to focus on giving people a reason to join and stay with an organization, as they compete for a smaller group of talented candidates.

Data-driven change

Also emerging out of the pandemic was a surge in innovation and a demand for data-driven decisions and results. Initially created to address issues like heightened hygiene and sanitation, tools like smart sensors emerged to provide insight for many companies to refine their processes, provide improved service, and better manage their staffing levels.

From measuring traffic and activity of staff to managing supplies, real-time data is now helping cleaning companies improve their businesses. Some tools are even sophisticated enough to monitor paper and soap dispensers, so cleaners and building operators know the optimal times to replace paper or soap without waste, running out, or having tenants or patrons complain. Adopting practices to address these issues before they become problems allows companies to save money, cut back on supplies, and provide better service.

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Traffic data has become a vital part of the process, allowing cleaners to know where people are in the building and to deploy cleaning resources accordingly as things are still evolving and changing. These tech improvements – and more – have allowed companies like Hallmark to provide better service and connect with customers looking for more sustainability. Nearly every company has now begun using sustainable cleaning products, but technology makes room for more effective sustainability practices, as part of the industry’s environmental, social, and governance (ESG) initiatives.

With the greater emphasis on innovation and technology, there is a need for tools to support more dynamic and on-demand cleaning models, hybrid occupant patterns, and the ways that people are working and using commercial office space. “The pressure is really on to figure out how technology can support these new cleaning models,” says King. “Companies need to stay competitive and put their best foot forward to optimize cleaning efficiency and the way that labour is deployed.”

A bright future for the industry

As cleaning companies try to attract and retain their staff, they need to remember what matters to candidates. Employees are looking for companies that align with their values. So, focusing on innovation and sustainability will help cleaners attract the kind of talent looking to contribute to the world in a similar way, with values and priorities that are aligned.

And it’s not just about staffing, really. King stresses the importance of “putting your money where your mouth is.”

“We are trying to do the right things because we want to do the right things, rather than because there is a feeling that we have to…” he explains. “And that’s what will lead us on a path to success. We’d rather know that we’ve done something positive besides just driving our revenues and profits. Those will come if you’re acting on your guiding principles.”

Companies that get it right will be rewarded with a loyal, long-lasting workforce. Wages are always important, but employees need to feel good about where they work, so focusing on training allows employees to feel proficient and confident, making them happier in their jobs. Not to mention that without proper training, turnover is likely. This type of work can be stressful and overwhelming, so practicing open communication, valuing performance, and providing opportunities for employees will see commercial cleaning companies succeed.

The heart of the matter

At the end of the day, companies like Hallmark Housekeeping are leading with heart and passion, putting people first to build a strong, lasting team. “It’s so important that we are the best we can be and that we give people a reason to join and stay with Hallmark, and that means doing things like enhancing our social and recognition programs, improving our organizational culture, and strengthening our economic packages.” It’s not just dollars and cents, Hallmark has created a referral bonus program, is focusing on employee engagement and appreciation, and has launched an e-learning program to help smooth the way for seamless onboarding. Hallmark has always been an innovative company, prioritizing new ways to improve employee programs from an economic incentive and recognition standpoint.

It’s initiatives like these that will help cleaning companies outshine the competition, showing their commitment to providing a positive staff experience where values are a match, and their efforts are recognized.

Leading with the desire to “make people feel warm and valued and appreciated,” is the way of the future. Companies like Hallmark will continue to thrive well beyond these challenging times, as they continue to recognize the fundamental part their people play in the success of their business.

This article was originally published in the 2023 summer issue of FCM Magazine.