“Infinite-minded leaders understand that ‘best’ is not a permanent state. Instead, they strive to be ‘better.’ ‘Better’ suggests a journey of constant improvement and makes us feel like we are being invited to contribute our talents and energies to make progress in that journey.”
–Simon Sinek, The Infinite Game
The COVID-19 pandemic of 2020 presented extraordinary challenges, and TrueNorth Companies, like many employers, had no choice but to rapidly adapt. Rooted in the belief that connection generates power and fueled by a shared calling to create value and contribute to something greater, we intentionally refined our talent strategies to cultivate a supportive and connected corporate culture, even while conducting business remotely. Our leadership team recognized the fundamental link between colleague well-being and client service and instead of being deterred, empowered our colleagues to seek out solutions and explore what’s possible. That mindset has positioned the firm for long-term and sustained success in today’s evolving world of work.
A flexible work policy rooted in humanity
Recognizing the unprecedented challenges of 2020, TrueNorth proactively implemented a flexible work policy centered on colleague well-being and trust. Enacted swiftly to support our team during the global crisis, this policy prioritized the health and safety of colleagues and their families before work output, providing the necessary time and structure to achieve work-life harmony. Today, this policy still empowers colleagues to work remotely while meeting performance expectations, coupled with clear guidelines for communication, collaboration and productivity to maintain team connection and engagement.
One key aspect of our flexible work environment policy is the emphasis we place on accountability. We trust our colleagues to manage their time effectively and deliver high-quality work, regardless of location. This trust has fostered a culture of responsibility and autonomy, empowering colleagues to take ownership of tasks and projects. While initially a pandemic response, the policy has become one of TrueNorth’s core benefits, demonstrating our commitment to colleague support and adaptability. After a 90-day onboarding period, colleagues can opt to work remotely two days per week.
Realistic work schedules
Beyond remote work, TrueNorth’s innovative pandemic response included flexible work schedules, allowing colleagues to choose their start and end times within a defined range. This, combined with our tracking system for goal alignment, ensures productivity while supporting personal commitments, such as child and eldercare.
By providing this level of flexibility, we have created an inclusive work environment that supports the diverse needs of our workforce; all of which is complemented by our generous “Responsible Time Off” program, which forgoes a traditional bank or accruement and underscores our commitment to maintaining a flexible, trust-based work environment.
Expanding our recruitment strategy
The pandemic also prompted TrueNorth to strategically expand our talent acquisition strategy to search for talent outside of our four regional offices. This broadened reach allows us to attract highly skilled professionals across the country, enriching our team with diverse perspectives and expertise. By embracing remote recruitment, we’ve not only overcome pandemic challenges, but positioned ourselves as an employer of choice for top talent seeking flexibility and work-life balance.
COVID-19 prompted TrueNorth to challenge the status quo, resulting in programs and policies that encourage our colleagues to embrace and achieve work-life balance. Strategic adaptation has also enabled us to retain talent and attract skilled professionals from across the country. By prioritizing our colleagues as humans rather than simply employees, we’re offering our workforce a sense of purpose, fueling their performance and reinforcing our commitment to protecting and maximizing their potential as our company’s most valuable asset.
Samantha Rogers, PHR, SHRM-SCP, is vice president of human resources at TrueNorth Companies.
