Companies of all sizes compete for the best and brightest employees. However smaller companies don’t always have the same benefits and resources that larger ones do. The pool of employees will no doubt get smaller over the next 5-10 years, with the retirement of most baby boomers from the workforce. Employees are beginning to recognize this fact and as a result, they demand more from employers. However, what makes one person happy does not necessarily satisfy everyone, with regard to company benefits and culture. Employers must recognize this by differentiating themselves and promoting their company culture and accepting that some will “fit in” and some won’t.

There are many ways a company can stand out from the rest and offer benefits that may be more important to some employees than some of the more common benefits. Most small businesses may not have an onsite gym with a lunchtime Pilates class or a subsidized cafeteria with an organic salad bar. However, Silvia Marabeti, CHRP, co-founder of Kindred Consulting, offers some suggestions to companies who want to promote themselves in order to attract the best talent.

Firstly, Marabeti believes that a competitive salary is very important. When it comes down to it, a person who is considering two jobs, salary is the easiest way to compare the two. Equally as important, Marabeti believes, is to treat employees with respect. People don’t want to be just a number. They want personal contact with others in the company. This is an area where smaller companies can excel. For example, an “open door” policy is a great way to empower people, whereby any employee can speak directly with anyone else, if requested, including the president and any other executive.

Another important benefit that most companies either completely overlook or don’t spend enough time on is feedback. Employees working together and building relationships with each other crave regular and immediate feedback. Whether it’s formal or informal, verbal or written, employees want to know when they are doing a good job and when they need help. Especially in the latter situation, where an employee does not do his or her job correctly, it’s in everyone’s best interest to address the issue as soon as possible, so it doesn’t happen again. If you give someone a chance to learn from their mistakes as they happen, rather than wait until their next performance review, they are less likely to do it again.

Communicating a company’s achievements and goals with its employees gives everyone a sense of purpose and control over what they do. If everyone is working towards a common goal, employees feel like they are part of the team and that their job matters just as much as the next person. Even a small bonus program based on a company’s quarterly or yearly success can certainly help motivate employees and quantify the goals for everyone.

Silvia Marabeti suggests some other benefits that can differentiate a small business, such as a bonus vacation day for going above-and-beyond your duties or an extra day off on your birthday, free product for employees or family discounts.

LifeSpeak is an example of a Canadian small business that attracts highly educated women from across the country and offers an array of creative benefits to motivate their team. For example, LifeSpeak employees actively take part in planning the company’s growth. Each employee is provided the support they need to be creative and successful at their work. As a result, team members feel a sense of pride in and a deep connection to the company’s direction, having played an integral part in its planning. “We are not afraid of breaking new ground. A few years ago, we hired a candidate who was 7 months pregnant because she was the best candidate and a perfect match for our company. We adapted our staffing plan to support our choice” says LifeSpeak CEO Aimee Israel, who was recently ranked as one of Canada's Top 100 Women Entrepreneurs. LifeSpeak offers flexible hours, a creative bonus system and the opportunity for personal growth and development.

All these ideas add up to one overall package – a great company culture. Built on respect for everyone, addressing the personal needs of everyone and an overall open environment makes for a great place to work. If everyone feels as though they have a direct impact on the success of the company, then they will do everything they can to make it happen.