It’s not unusual for employers to claim they want to create a “family friendly” company. But Scott Kerslake, 35, CEO of Athleta Corp., a women’s sports apparel company in Petaluma, Calif., has a far more radical approach. He urges his employees to put themselves and their personal needs before their jobs.
“Most companies treat people as objects, but I’d rather create a culture that allows employees to be more honest,” said Kerslake, who has 60 employees. Sales for his retail catalog and online store, founded in 1997, are $18 million for the current fiscal year.
The CEO shows his staff “respect by not making them have to lie about trying to take care of what’s important.” His sensitivity stems from having been a trader on Wall Street in New York, where he had to “sneak out to go for a short run,” even though he worked till late at night. He now runs every day, without excuses, and also surfs.
Kerslake says his firm is “thriving. It grew 500 percent over last year, turnover is less than 1 percent–the average for the industry is 38 percent–and employees are loyal because they’re treated as responsible adults.”
And the work gets done. The staff is cross-trained and fills in for each other. Those who need time off for personal matters willingly work evenings or weekends as necessary.
I asked a personnel expert if it is really possible for businesses to allow employees to put their personal lives first.
“Yes, it’s feasible, and more companies are looking at it because of recruiting and retention needs,” said Lyndy Nierman, director of human resource consulting services at RSM McGladrey Inc., an accounting, tax and consulting firm based in Minneapolis.
Nierman, based in Schaumburg, says “larger companies can afford the more expensive initiatives, such as on-site child care and concierge services, but small companies can compete in this tight labor market by providing true flexibility, as long as they meet their business goals. Being able to take the time you need builds more honesty and respect.”
It also builds gratitude and loyalty.
“I’m overwhelmed by the support I’m getting,” said Polly Lamke, 28, an Athleta customer service representative. She is undergoing fertility procedures, where “timing is everything. I often have to leave work on short notice. I can’t say I’m busy and I’ll be there tomorrow.”
Lamke, whose husband, Robert, is an ad sales representative for sports radio stations, has been at Athleta for one year.
“In my last job, when I started the procedure and was upfront about it, they told me it wasn’t a problem. But it was. They made me feel guilty about leaving the office–and going through this is stressful enough. It’s why, in a nutshell, I quit.”
But when they told her the same thing at Athleta, they meant it. Now, when Lamke has an unscheduled appointment, “my colleagues understand and offer to help. They make it possible for me to keep up with my work. I never encountered anything like this before. I didn’t think a company like this existed. I’m never leaving.”
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Someone who did leave is Roy Rauschkolb, 40, who also was a customer service representative. He moved to Los Angeles in December to pursue acting– but left the door open to return. His experiences at Athleta will be hard to duplicate: He brought his dog, Chuska, a black Labrador, to work and “ran the pup to the vet if I needed to without making up an excuse for missing work.”
Athleta’s marketing director is Tami Anderson, 31, whose husband, Dixon, sells cars.
“I call myself the weekend widow,” Anderson said. “But I’m able to arrange my work schedule so I have at least one day off a month that’s the same as Dixon has. I’m lucky because I have a wonderful career without sacrificing my personal life.
“Here, I can have both.”
And Anderson and her colleagues at Athleta can do so without making up phony excuses in order to have a life.