Utility fashion fix

Utility workers want to dress to impress, plus there are business benefits to be had from consistently uniformed staff, says David Harmer.

Utilities’ reputations depend in part on the image employees project to customers. Because many of the jobs utility staff perform are carried out remotely, often within residential properties, ensuring customers feel safe is paramount and the immediate appearance of staff is an important way of achieving this. Plus, projecting a professional appearance can make all the difference in giving a company an edge over competitors.

Practicality and safety are priorities for utility managers when selecting workwear for staff, as well as ensuring their teams are dressed to impress – rationale that is endorsed by recent research carried out by Alexandra Workwear.

The research shows that the casual look no longer cuts it in work-related relationship building, with many businesses returning to smarter uniforms and workwear. A total of 13,298 workers, representing 20 business sectors, including maintenance and utilities, were surveyed. Almost half (46 per cent) said a more “uniform” approach to workwear would help them win new business and increase sales during difficult times.

An element of the survey focused on photographic comparisons. All of the survey’s respondents from the utilities sector, and 96 per cent overall, chose the maintenance worker wearing smart workwear over casual dress as a signal of “trustworthiness” and “professionalism”. They would also be more confident in them “delivering the best work”.

Running parallel with these findings is a clear message that the workers themselves want to look smart. Almost half of utility workers surveyed said they believe “scruffy clothing” in the workplace has an impact on performance, indicating that the way we dress is a significant trigger to how we perceive ourselves. Those who look and feel the business are therefore more likely to perform well and be more attractive to customers as a result.

While it is obvious that maintaining excellent levels of customer service is largely down to technical knowledge and the application of this by individual workers in the field, factors such as appearance and time keeping (92 per cent of all respondents cited tardiness as a turn-off in our survey) have a major influence. Addressing these finer points is more important than ever and can make or break individual contracts, regardless of the technical expertise on offer.

So utilities and utility contractors need to take a cohesive and centralised approach to workwear – simply addressing the practicalities of workwear is no longer sufficient to maintain performance levels and send the right message to existing and potential customers. Those wanting to increase employee performance and maximise future profitability should take the opportunity to smarten up and use a refreshed image to offer staff a real sense of belonging, to gain the trust of customers and ultimately to improve their financial bottom line.

When considering introducing or changing uniforms, managers need to source designs that meet the needs and budget of the company. This may require a tailored approach, but in many cases tried-and-tested stock-based solutions are the best way for companies to smarten up their look fast. Above all, consistency reinforces overall company branding and a well-­chosen uniform can ultimately support all aspects of a company’s success.

David Harmer is a category manager at Alexandra Workwear

This article first appeared in Utility Week’s print edition of 6 April 2012.

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