HR in Out of Home
Balancing Care for Employees with Business Needs in OOH
by Janea S. McDonald, PhD, PHR, SHRM-CP
janea@edgehrconsulting.com www.edgehrconsulting.com
Managing people can often feel like walking a tightrope. On one side, there’s the undeniable need to meet business goals—sales targets, campaign deadlines, and client demands. On the other, there’s the human element: your employees, the heart and soul of every successful ad installation, design, and sales effort. Striking the right balance between these two priorities is no small feat, but it’s essential for long-term success. And it is possible.
Let’s face it, with so many moving parts the world of OOH makes it easy to prioritize deadlines over people. But ignoring employee well-being isn’t just bad for morale—it’s bad for business. Stressed, disengaged, or undervalued employees can’t perform at their best, and in an industry built on creativity and collaboration, that’s a risk no company can afford.
The key is recognizing that caring for employees isn’t separate from meeting business goals—it’s a strategy to achieve them. You cannot achieve a profit without people. When employees feel valued and supported, they’re more productive, innovative, and committed. That’s a win-win for everyone.
But what does this balance look like in practice? Start with open communication. Check in with your team regularly—not just about work but about how they’re doing. For example, if someone seems overwhelmed juggling multiple campaigns, it might be time to revisit their workload. Small adjustments can make a big difference in keeping employees engaged and preventing burnout.
You cannot achieve a profit without people
Another crucial step is investing in professional development – like I mentioned in my last article. In OOH, technology and consumer trends evolve quickly, and employees need to keep up. Offering training opportunities not only boosts their skills but also shows them that you care about their growth. Employees need technical training as well as help developing their people skills. When employees see a future for themselves in your organization, they’re more likely to stay and thrive.
Flexibility is also a game-changer. This doesn’t mean sacrificing business needs but finding creative solutions. If an installer has a family commitment, perhaps their schedule can be adjusted without compromising the timeline. Small accommodations like this build trust and loyalty.
Finally, lead by example. Demonstrate empathy, fairness, and a commitment to balance in your own actions. If your employees see you valuing their well-being alongside business outcomes, they’ll mirror that approach in their own work.
The OOH universe thrives on visibility, and that includes how businesses treat their employees. By balancing care for your team with the demands of the business, you’re not just meeting goals—you’re building a culture of trust, creativity, and success that benefits everyone. That’s the kind of leadership that leaves a lasting impression, on billboards and beyond.
Need help developing your people – showing them their value while helping you also grow your business? Contact me. I am a people developer that focuses on organizational success. I want to help improve your business (and your profits) through your people. Contact me: Janea at janea@edgehrconsulting.com. Visit www.edgehrconsulting.com