The benefits you offer can be a key selling point to employees when they are trying to decide where to work. This is what prompted Visterra Landscape Group, based in Rosemont, Illinois, to roll out free health to all 800 of their field laborers in 2023.
The company is investing nearly $4 million a year to provide this enhanced benefit.
“Next to safety, winning the war on talent is our most important strategic goal,” says Alan Handley, president and CEO of Visterra. “We are continuously dialed in with our field labor to better understand what we can do to increase retention and keep our pipeline of new employees full.”
They found that survey after survey, their field laborers wanted quality, affordable health care. It ranked third after increased PTO and career advancement.
“With that knowledge coupled with a strong conviction internally that it was simply the right thing to do, we began offering free health care (among a myriad of other free benefits) to all our field level teammates,” Handley says.
Despite the cost of this upgraded benefit, Visterra did not have to raise their rates with customers.
Handley says they were able to make up for this expense by reaping multiple benefits. The company has reduced lost time due to illness and has boosted their engagement and morale by sending the message that they care about their employees.
This investment in their crew members’ well-being has also resulted in improved retention, reducing the costs of rehiring and training. The company currently has less than 1% turnover at the field level.
Handley says they have the largest number of new applicants seeking employment with them than ever before.
“In an industry where recruiting and retaining skilled and dependable people is more challenging than ever, providing free health care isn’t just a benefit, it’s a strategic advantage,” he says.
Handley adds that this benefit has also removed the financial barrier and complexity of choosing a health care plan, making it easier for their crew members to take advantage of this benefit.
“In today’s tight labor market, offering free health care makes your job offer stand out,” Handley says. “It’s especially powerful for hourly workers who do not always have access to affordable coverage. It shows we care — and people stay where they feel valued.”
The reaction from the Visterra field staff has been well-received, with nearly 65% of their employees signing up for coverage during the initial rollout. Handley says they had estimated less than 30% would enroll due to cultural issues surrounding health care and doctors.
“Since the initial rollout, we continue to see the number of workers who opt for this benefit to be on the rise,” Handley says. “Education remains ongoing and we frequently encourage them to take advantage of this benefit (and to use the preventive care services).”
He notes that while you can’t overcome some employees’ deeply rooted reluctance to seek medical care, you can still show you genuinely care by offering a robust health and wellness benefits plan.
“In the long run, our best course of action to reduce cultural barriers is through constant and targeted education on the importance of preventive care,” he says.
Handley admits that while they have experienced hurdles along the way, this decision is innovative, worthwhile and the right thing to do.
“Team member health is critical as each individual is an important part of ensuring all our work gets done in a timely, professional and safe manner,” Handley says. “The ability to take advantage of preventive care and other quality medical services ensures our workforce is at optimal health and reduces callouts due to sickness.”
Handley says that their crews are at the heart of everything they do, which is why next year they will be rolling out wellness screenings as part of their broader, more comprehensive commitment to supporting the overall health and well-being of their team.
“Optimally, we would like to see 100% of our field employees enrolled in our health plan, actively engage in health screenings and see significantly higher utilization rates in areas of preventive care (which are 100% covered by the health plan),” Handley says.
These screenings are aimed at detecting serious issues early on and preventing conditions from worsening. They will screen for critical health factors, including cholesterol, diabetes, blood pressure and blood sugar levels.
“Offering free health care for our field labor is a bold move, but one that has an incredibly positive impact on our people and business,” Handley says. “This is more than just a perk, but a health benefit that fundamentally redefines our relationship with our crews. In a people-powered industry like landscaping, that relationship and their general welfare are everything.”
