If you’re trying to attract diverse employees — and you don’t belong to a “cool” industry that naturally draws people in — you can help by making the staff feel safe enough to test the status quo, Ziminski says.
“When you try your best to attract some new talent that’s not from the industry, have the courage to give them space to challenge tried-and-true ways and to try new things,” he says.
That may mean going against your own beliefs and upbringing.
“It’s hard to do for a lot of people. I see it a lot of times. Someone might say, ‘Hey, they’re not in here at 8 o’clock and working until 6 o’clock.’ But that’s not their issue. That’s my issue. I grew up with that kind of mentality. They don’t necessarily believe in that,” he says.
Along with being more strategic with its recruiting strategy, the Crane Renovation Group has also focused on its subcontractors. The company employs about 360 people directly, but the workforce is double that with subcontractors.
Ziminski says the company was caught a little off guard when the economy rebounded after the Great Recession because historically people had lined up to do business with it.
“We paid every week, we treated them fairly, but that was no longer enough because they had options, when there was less of them,” he says.
That’s why it has gotten creative. For instance, in one location, rather than having crews wait outside in vehicles, they have access to a lounge with a TV and coffee to make them feel like they’re part of the company. The business also bought lift trucks to make it easier to get products up onto a roof, and added more free breakfasts, get togethers and giveaways, like sports tickets.
As a result, many subcontractors will work predominately for Crane Renovation Group because they like the experience.
“We treat them like a customer as well, and make sure they have as good of an experience,” he says. “Because, again, they have options in this day and age in construction. We have to not only provide the work at a fair price for them, we have to treat them like they’re one of us, like an employee, and make them feel good about doing work for and with us.”
Jim is visionary leader. What makes Jim special is his ability to inspire his colleagues and associates. He has developed a very positive culture at CRG and believes wholeheartedly in developing strong leaders throughout his organization. He leans into innovation and constantly challenges those around him to think bigger.”
–Tanny Crane, president and CEO, Crane Group
Takeaways:
- Play to your strengths, including your size.
- Don’t let your industry define you.
- To attract diverse talent, give them space to grow.
The file:
Name: Jim Ziminski
Title: President
Company: Crane Renovation Group
Born: Bethlehem, Pennsylvania
Education: Business degree in marketing, Indiana University of Pennsylvania
What was your first job, and what did you learn from it?
I mowed lawns and shoveled snow. I went door-to-door, knocking to try to generate business. I didn’t realize it, but I was learning how to generate leads.
What was the hardest management skill for you to learn?
I was in sales, and I was pretty successful at understanding how to convey a story to the consumer. When I got into management, I had to learn how to be more humble and work through others. I was only as good as my team. I had to make them better and ultimately be mostly concerned with their success.
What’s the best business advice you’ve ever received?
Two come to mind. A customer once told me about some advice he received: Don’t make the big mistake. When he asked, “What’s the big mistake?” He was told, “If you make it, you’ll know.” I always remember that.
When I was a child, my mother, who’s no longer with us, always said, “You have one chance to make a first impression.” That’s how we are with customers — we have one chance to make that first impression. It better be done well.
Where might someone find you on a weekend?
Outdoors in the woods. I like to trail run and be outdoors with my children. One of my daughter’s middle name is Alaska.
Is Alaska your favorite vacation spot?
If it’s just me, yes. If I’m with my wife and the whole family, we enjoy going to a beach house on the Isle of Palms.
Is there anything people might find surprising about you?
People are always surprised I played chess in junior high school. Sometimes, they’re surprised I have two young daughters (along with a son and daughter in their 20s). But I love it. It keeps me young.
