The Cornerstone of Success: Providing the Best Culture, Incentives and Opportunities for Employees

In the funeral service profession, our work goes beyond providing a service – we offer comfort and support during some of the most challenging moments in people’s lives. Over my 40 years in this industry, I have come to realize that the most valuable asset in this business is not the facilities, technology, or even the financial resources, but the people who work within our organization. Managers, staff, and former owners at our funeral service locations are the cornerstone of our success, and our approach to recruitment and retention reflects this belief.

HIRING THE VERY BEST
At Rollings Funeral Service, our commitment to excellence begins with hiring the very best. Without a doubt, the quality of our service to families is directly linked to the quality of our team. We work hard to hire individuals who not only have the necessary skills and experience but also embody the values of compassion, integrity, and dedication that define our organization. We take this so seriously that we are probably the only company our size that has a recruiter as a part of our organization. We are constantly looking for excellent people with shared values to join us. Our recruitment process is pretty thorough. We start by clearly defining the roles and responsibilities of each position, ensuring that we attract candidates with the right qualifications and mindset. During the interview process, we assess not only technical competencies but also interpersonal skills and cultural fit = it is essential that our team members can empathize with and support grieving families with the utmost sensitivity and professionalism. Finally, when we acquire a business, the strength of the employees is one of our biggest considerations. There have been occasions where we paid a premium value to acquire a business because of the confidence that we had in the continuing management. Hiring and retaining the best talent are undeniably the most critical components of building a successful business. Employees are the foundation upon which an organization thrives. Selecting the right candidates ensures alignment with the company’s mission while creating an environment that fosters growth, recognition, and respect that helps retain top talent. This synergy between recruitment and retention directly impacts a company’s longterm performance, culture, and reputation.

CREATING THE BEST ENVIRONMENT POSSIBLE
Once we have the right people on board, our focus shifts to creating the best possible environment for them to thrive. This involves several key elements:

1. Support: Our staff must have access to the tools and resources they need to perform their duties efficiently. This includes arrangement software, accounting support, access to the right third-party vendors, and administrative support. We also provide “back office” support so that our location team members can focus entirely on providing exceptional service to families.
2. Training: Continuous professional development is extremely important to us. The funeral profession is constantly evolving, and our staff must remain at the forefront of best practices. We are investing heavily in training programs that cover a wide range of topics, including how to communicate with families requesting cremations, phone skills, and pre-need after-care programs. We also listen to the location leaders to hear what types of things they’d like to have more training in.
3. Opportunities: We’ve found that providing opportunities for growth and advancement is vital to retaining the best people. In addition to support and continued training, we create pathways within our organization for staff to advance in their careers. By offering opportunities for professional development and leadership roles, we ensure that our team remains motivated and engaged.
4. Bonus Programs: Recognition and rewards play a significant role in our retention strategy. Our wellstructured bonus programs acknowledge outstanding performance and encourage ongoing commitment to excellence. These incentives align individual goals with their location’s goals and our organization’s broader objectives, which fosters a sense of ownership and pride among our team members.
5. Balanced Lifestyle: We understand the importance of work-life balance and strive to create an environment where our staff can maintain a healthy equilibrium between their professional and personal lives: this includes flexible scheduling, encouraging the use of paid time off, and support for employees’ mental and emotional well-being. By promoting a balanced lifestyle, we help our team members stay refreshed and focused, ultimately enhancing their performance and job satisfaction.
6. Comradery: We believe that people are more successful when they are part of a larger team. We have tried to build a culture of collaboration and communication among locations. We’ve had an annual leadership conference that has allowed people from Montana to New York to Georgia to get to know each other and learn from each other. Even after the conference, we know that they maintain communication throughout the rest of the year and can learn from each other.

ENSURING EMPLOYEES KNOW THEIR WORTH
An essential aspect of our philosophy is ensuring that our employees always know their worth to the company. We achieve this through consistent communication, regular feedback, and public recognition of their contributions. Our leaders take the time to acknowledge our staff’s hard work and dedication, reinforcing their value and importance to the organization. We regularly highlight personal achievements in our companywide distributed newsletter. This is also part of our acquisition strategy. A significant portion of the conversations we have with a potential seller relate to the employees and making sure the seller understands our commitment to his/her employees will remain a core belief. We feel this is one of the biggest ways we stand apart from our competitors when talking to potential sellers.

RESPECTING AND VALUING OUR TEAM
Being in funeral service is more than just a job; it is a calling. It requires a unique blend of compassion, resilience, and dedication. The work can be challenging and stressful, as our staff supports families during some of their most difficult times. Therefore, it is of utmost importance that our team members know how much they are respected and valued. There is a shortage of outstanding and passionate professionals in the funeral service industry. When we find such individuals, we work very hard to ensure they are treated with respect and given opportunities to thrive. To do what they do every day, our staff needs to feel appreciated by leadership. We strive to create an environment where their efforts are not only recognized but celebrated. Regular staff meetings, personal acknowledgments from management,and opportunities for professional growth all contribute to a culture of respect and value. By ensuring that our employees feel valued, we empower them to continue providing the exceptional service that our clients expect.

A STRONG TEAM EQUALS SUCCESS
I attribute much of our success at Rollings Funeral Service to being surrounded by an excellent team. The collective effort of our dedicated managers and staff drives our achievements. Their unwavering commitment to serving families with compassion and professionalism is what sets us apart in the industry. Our managers and staff are more than just employees; they are the heartbeat of our business. Their dedication and passion for their work inspire trust and confidence among the families we serve. This trust is the foundation of our reputation and is instrumental in our continued growth and success. We empower our team to excel in their roles by fostering a supportive and encouraging environment. This empowerment translates into exceptional service for our clients and a strong, cohesive team that works together towards common goals.

GIVING BACK TO THE COMMUNITY
Another vital aspect of our approach is our commitment to giving back to the communities we serve. We believe that a successful business is one that actively contributes to the well-being of its community. This philosophy is deeply ingrained in our culture and is reflected in our involvement in local charities, community events, and support initiatives. We encourage our staff to participate in community service activities and provide opportunities for them to engage in volunteer work. By giving back to the community, we not only strengthen our relationships with the families we serve but also create a sense of pride and fulfillment among our staff. Our community engagement initiatives range from sponsoring local events and supporting educational programs to providing grief support and counseling services. These efforts demonstrate our commitment to being a positive force in the communities we serve.

CONCLUSION
At Rollings Funeral Service, our people are our greatest asset. By hiring the very best, providing them with unparalleled support, training, opportunities, and incentives, promoting a balanced lifestyle, and ensuring they know their worth, we have built a strong and cohesive team that is capable of achieving great things. Our success is a testament to our managers’ and staffs’ hard work and dedication, and we are committed to continuing this legacy of excellence

Greg Rollings founded Rollings Funeral Service, which serves more than 12,000 families annually through 70 locations throughout the United States. He continues to serve as Chairman of the Board of the company, providing strategic and cultural leadership.