By
Mike Hasler
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Date Published: July 29, 2019 - Last Updated 3 Years, 304 Days, 1 Hour, 30 Minutes ago
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Comments
A low unemployment rate is cause for celebration. It means people are
working, paying taxes, and bringing home the bacon. That’s why most people
see the current 3.6% US unemployment rate as fantastic news – it’s an
astronomical improvement over the 10% unemployment rate after the 2008-09
Great Recession.

But there’s a hitch for folks who are tasked with hiring, especially those
hiring for contact center teams: when more people are working, there are
fewer active job seekers. It’s of little surprise, then, that
45% of US employers report difficulty
in filling jobs. For larger companies, that rate is 67%. In particular,
customer service agents are among the
most in-demand roles
in the US, making them extremely difficult to fill. As a result, finding
available, high-quality talent to fill jobs for US-based contact center
operators – whether staffing in-house centers or outsourced - is
increasingly challenging.
But there is good news. While the US unemployment rate is, as we’ll discuss
in more detail below, concerningly low, its relationship with the Canadian
unemployment rate is consistent – that is, for over two decades, the
Canadian rate has sat a little higher, currently at 5.8%. This seemingly
small but significant difference positions Canada as the perfect place for
outsourcing – especially for companies who are looking for onshore
solutions.
What Full Employment Means for Contact Centers
Most economists consider an unemployment rate below 5% as “full
employment.” In other words, almost everyone who is willing and able to
work is employed. It’s a term that often goes hand-in-hand with the label
“zero unemployment.”
Essentially, with the US rate at a near-50 year low of 3.6%, this means
that the vast majority of people who make up the unemployment rate are
unemployed because they are unable or unwilling to work. So, US employers
are faced not only with a smaller available labor pool, that pool tends to
be made up of people who are also less qualified than the available labor
pool of ten years ago. Add the fact that there are more US job openings
than unemployed Americans, and the dilemma is clear.
In spite of some of those persistent negative stereotypes about the contact
center industry, delivering an optimal customer experience does
require business acumen, technical/digital skill, and emotional
intelligence – and that’s just for starters (
more info on the ideal agent profile here
). The best agents are educated, have great communication skills, want to
do meaningful work for great brands, and are pumped up about the
opportunity to make a difference in people’s lives. For talent acquisition
teams, the challenge now is to woo people who are already employed
into ditching their jobs and coming to work for you. If you’ve been in the
trenches of hiring for US call centers, it’s hard not to toss a cynical
“good luck with that” remark out there.
But in Canada, with an unemployment rate above the “full
employment” line, at 5.8%, there are still able-and-willing-and-qualified
candidates available for work. If you look to metropolitan areas in Canada,
the rate is even more attractive – 6.6% in Halifax, Nova Scotia, for
example. And this workforce is also well-educated – over 70% of adults in
Halifax have post-secondary education. This creates a rich talent pool of
people who fit the ideal profile of a contact center agent.
The Dilemma of Rising Wages in the US
Economists tell us that when wage inflation occurs at a faster rate than
the pace of price inflation (
as is the case in the US
), a company’s margins decrease, making it harder to keep up with rising
wages. That spurs employers to dip into that less talented labor pool, and
that, in turn, inevitably impacts productivity and quality of products and
services. In the contact center, the customer experience often suffers as a
result, which directly reflects on the integrity of the brand and reduces
customer loyalty (for more insight about the
true cost of losing a customer, click here
).
Again, in Canada, this is less of an issue. With greater access to
available talent, the competition isn’t quite so cut-throat, and wage
growth subsequently occurs at a more balanced pace, on par with cost
inflation. As such, there’s no need to turn to less-qualified talent or
consider exponential increases in compensation. The extra bonus to
outsourcing to Canada is that the US-Canadian exchange rate is highly
attractive to American companies, at 1 US Dollar to 1.33 Canadian Dollars.
That means your money goes further, freeing you entirely from the challenge
of rising US wages.
The Wait to Find Good Candidates
Even if US employers do decide to increase wages to attract more contact
center talent, those candidates aren’t going to show up overnight.
Unfortunately, time to hire is on the rise – a
current average of 42 days
, leaving many positions
open for longer than ever before
.
This is partly due to the lack of talent, but also a result of how
candidates are responding to the competitive US job market. More companies
are experiencing “ghosting,” where candidates simply disappear in the
recruitment process, chasing after new opportunities without following up
on others. When this happens further into the process, after scheduling an
interview or even making an offer, employers end up back at square one,
lengthening the process even more.
The amount of time spent in the recruitment process directly impacts a
contact center’s KPIs. For example, if the team of frontline agents is
short-staffed, that’s likely going to result in longer ASA, especially
during peak volume hours, days, or seasons. Agents under pressure may
struggle to achieve first-call resolution or succeed in creating a positive
customer experience.
There’s also the immeasurable impact – the stress that an under-staffed
team experiences is detrimental to employee morale and engagement. And
while happy employees make for happy customers, the opposite is also true.
Ultimately, your customer experience could be at risk.