The craft beer industry continues to grow with its 120 percent growth rate in employment alone for the period 2008 through 2016. This comes at a time when Americans have decided to drink less beer. Although this is an industry that seems filled with creatives that have a passion for their jobs, the craft beer industry has the same responsibility as everyone else to ensure their talent pool remains intact, and that is workforce engagement.

A purpose translates to productivity

Employee productivity and employee engagement are not the same, and here’s where employers tend to fall off the bus. Pushing the numbers might not get those brewers working a double shift to get the canning machine going again, but engaging staff in the bigger picture might. Staff wants to know what they’re working on matters, even if that means sustainability in the form of spent grains being distributed to local farms for cows to munch on. Businesses need to show that they care and put some heart into their production process, as this will spur on engagement.

Employ the right people – Managers too

A high staff turnover is a major frustration for a business owner and often costs thousands in order to train up new staff. In the brewing industry, this can be a frustrating period as the timing of each part of the process is critical to the success of the brew. You may have the best product on the market that promotes uber sustainability, have staff parties, free beer, and even pay for daycare, but if the staff mix is not right, the team will flip until it is. There are a number of shocking truths about employee engagement, but possibly the most revealing is that 75% of people quit due to their bosses. Hiring the right person for the job is about more than just an impressive CV, they need to fit well with the values of the company.

In the brewing industry, it takes a team to make it work. Engaged employees will want to share their ideas with management and if there is even the slightest thought that their input isn’t welcome or appreciated, it shuts the employee down. This may not affect productivity at first, but will certainly spark their interest in other offers from rival companies.

It’s not about the perks

Shiny cars and onsite daycare centres may seem like a good way to attract and retain talent, but research proves otherwise. A good corporate culture is what employees want and being treated like an important part of the process is far more valuable than comparing dollars and cents on the offer letter. A good corporate culture ensures that there is a more holistic approach to how things are done, and those who tend to be rotten or stale ingredients in the vat can easily be identified.

While breweries and tasting rooms still need to remain competitive in terms of compensation and other perks, corporate culture and company values carry far more weight. Engaging employees is at the heart of a productive business.