EBOOK How 2 Get Great Staff

Message from Sarina

When I started my business, I could not imagine that 38 years later we’d have empowered
over 650,000 students, apprentices, job seekers and their employers. There is nothing greater
than enhancing people’s lives because as you enhance people’s lives you enhance your own.
To celebrate 38 years in business we have written a How to Get Great Staff’ e-book to help
you find the right staff, inspire current staff and grow your business.
In my 38th year my advice to you today is:
• Disrupt yourself before somebody else disrupts you;
• Self-belief will allows you to tap into your full potential. Think of greatness you can create

by just giving it a go; and
• Execute - make a decision, accept it, accept the worst case scenario because ultimately the

good will take care of itself.
Go for it and live life with passion.

Sarina Russo
Founder & Managing Director
Sarina Russo Group

Did your new staff member attract a
$10,000 wage subsidy? But you didn’t

know and missed out!!!

Employers often miss out on the right advice and guidance when it comes to employing staff.
This really struck home big time when my Chief Operating Officer, for Sarina Russo Job Access,
Steve Wyborn, reported back to me on a recent new business development meeting with an
employer.

Steve and the employer worked out the business had missed out on over $600,000 worth of
Federal Government incentives for the staff, they’d already employed, in the previous 12 months.
Employing staff can be a costly and time consuming at the best of times without missing out on
Federal Government incentive you were entitled to receive.

Steve is constantly visiting employers and is surprised how many employers are unaware of
available Federal Government incentives and who miss out on a $6,500 to $10,000 when they
hire staff who are eligible to attract a wage subsidy. Not every business is big enough to miss out
on $600,000 of wage subsidies but $20,000 would no doubt be welcomed if you employed only
two over 50s jobseekers in one year.

Under the new ‘employer focussed’ jobactive model there is now a vast pool of job ready
candidates who attract a wage subsidy. Gone are the days of wage subsidies being reserved for
only the very disadvantaged jobseekers. Today, jobactive candidates over the age of 50 are
eligible for $10,000, jobactive candidates between 15 years of age and 29 years of age (inclusive)
are eligible for $6,500 while Indigenous jobactive candidates, parents returning to work, and
longer-term unemployed jobactive candidates are eligible for $6,500.

Employers should maximise their employee return on investment and implement a wage subsidy
strategy to tap into job ready workers and reduce business costs. The first step is to make contact
with their local jobactive provider who can confirm key eligibility requirements – employ staff
member for an average of 20 hours per week, over 6 months period.

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There is also a great social benefit to the new wage subsidies incentives. It provides a great
start for someone entering the workforce or looking to increase their working hours while
making it easier for employers to build jobseekers’ skills and help them develop valued
employees.
Employers are now at the heart of the jobactive model and new wage subsidies incentives are
just one significant part of this employer focus. To ensure employers get the right employee
fit from the start, the Government now pays jobactive providers on positive results.
Those jobactive providers who stick square pegs in round holes will not survive. The new
system only rewards successful long-term placements which benefit both the employer,
jobseekers and jobactive providers.
This stronger employer focus is a major change to previous models. Other significant
advantages to employers include:
• The ability for jobactive providers to pre-screen and job match candidates to an individual

employer skill shortage need;
• Pre-employment and staff development training to allow the jobseeker to be upskilled

prior to starting work to build workplace productivity from day one;
• The revamped wage subsidy pool of between $6,500 - $10,000; and
• Mentoring and post-placement support for the employer and their new staff member to

ensure candidates are productive and stay in work.
An employer’s job is to run their business – a jobactive provider’s job is to fill their vacancies
with the right candidate and make sure they thrive and want to stay in their job.
Help is out there!!! You just need to know who to ask. Let your local jobactive provider
become your "backroom" employment and training partner” to give you the best advice, just
like your accountant or lawyer...but at NO COST!

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Interview Tips to hire the right staff

Your staff are your drive, your energy, your most valuable asset. You have to know how to choose
them well, how to switch them on and keep them switched on.
Unfortunately, compared to jobseeker employment advice recruitment advice for employers is
thin on the ground. This means so much time, money and energy is being wasted because of poor
hiring strategies.
Naturally we all want to hire someone with an A-plus attitude, someone who has got a good sense
of energy and urgency, someone who is well groomed, who is personable, who has the skills and
who has the potential to be great. I like to be sure the people we recruit have got the potential to
want to be more. I always like to share with a potential candidate that our organisation is a vehicle
to what they want to achieve on a personal and professional level.
This allows me to establish if they have a:
• WILL DO attitude and personality,
• WILL FIT company culture; and
• CAN DO skills and experience.
For me the purpose of a job interview is an exchange of information to uncover if your candidate
has an A plus attitude. Candidates can have all the skills in the world but if they don't have a
positive attitude, there will be no growth for them or your business.
It’s important to create a positive job interview experience for the candidate which will allows you
to sell the benefits of the company and most control the interview by asking the right questions.
To achieve the best job interview outcomes you can utilise our ‘How to Get Great
Staff’ recruitment tips:
1. Follow the 80/20 rule:
Encourage the jobseeker to do 80% of the talking. Remember, the person asking questions and
listening to the answers is the one controlling the interview.
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2. Ask open-ended questions:
Begin with "what", "how", "why", "when", or "where". These types of questions invite long
answers—they encourage jobseekers to do most of the talking. Examples of this include:
“When were you a member of a team?”; “Can you describe what it was like?”; “What would
you do if …?” and “How did you handle a situation where …”.

3. Avoid closed questions:
Don’t begin questions with "did", "would", "do", and "are". These questions can be answered
with a "yes" or a "no" so they don’t encourage jobseekers to talk. An example to avoid would
be: "Do you have any experience working in a team?"

4. Ask probing questions:
Begin with "Tell me more", "Describe to me" and "Explain to me". This will get your jobseeker
talking!

5. Use the power of silence:
Don’t underestimate the value of silence in an interview. Pause when waiting for an answer—
this will encourage the jobseeker to really think about what they are saying, and whether it is
relevant.

6. Take note of previous work experience:
A jobseeker's past job performance is the surest guide to their future performance.

7. Look at the whole picture:
A good job fit equals the right education plus the right experience plus a compatible
personality.

8. Beware of the "just like me" trap:
Don’t get caught up with how well you and the jobseeker may get along. Focus on the job
requirements and the candidate's qualifications.

9. Help the jobseeker feel at ease:
If you make the jobseeker comfortable at the beginning of the interview, they'll open up and
talk more freely.

10. Don't make assumptions:
Look for repeat patterns of behaviour to draw conclusions about the jobseeker.
My objective is to recruit winners, and my policy is to do everything I can to help them
become winners in our organisation, so I make sure I provide them with the tools and support
they need to perform better and feel better in their jobs.

It comes down to this: Selecting the right people, training them to make sure they have the
right skills, giving them effective support and the freedom to deliver value to customers.

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Is everything true on this resume?

A well-spoken referee can be the difference between giving a potential employee a tick or culling
them from your short list.
But what questions do you need to ask, and how do you approach a referee to get the most
detail about a future employee?
To get an insight into hiring the best candidate for your team there are five tips to follow:
1. Observe their reaction to your call.
A good candidate will have requested their referee’s permission and made them aware of their
application. If a referee responds professionally and with confidence, you know they are a
reliable source of information and your candidate is well prepared. Alternatively, if they are blasé
about the process or are surprised by your call, a red flag should go up immediately.
2. Look at their qualifications.
This may sound simple, but the professional status of a referee and the time they have spent with
the candidate will help distinguish a good potential employee. The higher the standing of the
referee and their level of interaction will clarify the work ethic and personal values the candidate
possesses.
3. Assess their enthusiasm.
The tone of voice a referee carries speaks volumes about their relationship with the candidate. Is
the referee enthusiastic and eager to sing the praises of them, or are they guarded and reserved
in their descriptions?
4. Seek a well-rounded opinion about the candidate’s employment.
A good referee will speak of a candidate’s strengths and weaknesses. Ask for their opinion about
the candidate’s suitability for the job, and don’t be afraid to dig deeper if you need more details.
5. Ask them if they have any extra comments.
Once you’ve asked your list of questions and gathered examples, be sure to ask the referee for
any additional comments or thoughts about the candidate. This reinforces the opinion of the
referee and pinpoints the personal and professional qualities of the candidate.

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3 job applicants worth a second look

As an employer, you get hundreds of applications for any advertised position which may mean
some ruthless culling based on skills levels and relevant experience.
But it pays to consider the bigger picture about how diverse candidates can benefit your
business.

Personal attributes like loyalty and enthusiasm may turn an unlikely applicant into a major
asset to your organisation. Below are three job applicants whose CVs are worth a second
look.

The new graduate
Many universities encourage students to get practical experience as part of their degrees, so
don’t forget to consider any work placements or voluntary experience included on the
applicant’s CV. But generally, what recent graduates lack in experience, they make up for in
fresh perspectives and knowledge of the latest research and technologies in your industry.
What’s more, as a blank slate this is the ideal person to train up in your business’s ‘house
style’ or preferred ways of working.

The parent returning after a career break
Parents returning to the workforce after maternity leave or a career break offer a valuable
combination of professional knowledge and life skills like time management and good
communication. They are keen to come up to speed with new industry developments as
quickly as possible and may be open to part time or flexible hours that are unsuitable to other
workers. They will reward a family-friendly work place with company loyalty, which means
your investment in training can really pay off down the track.

The late career applicant
Mature applicants in the job market following redundancy or a desire to change careers bring
the kinds of sales, communication, management and people skills that can only be gained
from experience. They may not make a long term career with your company, but they bring a
wealth of industry knowledge that you can benefit from here and now. A longer employment
history also indicates a good work ethic. Next time you’re faced with a daunting pile of
applications, it’s worth remembering that fresh perspectives, company loyalty and employees
who are grateful for jobs that suit their lifestyle are valuable assets in any workplace.

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How to hire best school leavers

Employers can implement a few simple strategies to ensure they employ the best of the class
of 2016.
With so much recruitment advice for school leavers, employers need some tips on how to
recruit school leavers.
To hire the best of the ‘Class of 2016’ employers need to follow a list of recruitment strategies.
At the application stage employers should look for:
• Consistent grades show an ability to apply themselves to a task
• Extracurricular activities show an ability to prioritise and multi-task
• Sport or team-based activities show good discipline, focus and teamwork
• Part-time work or work experience shows initiative, work ethic and customer service skills
• Pre-vocational training shows planning and forward thinking
• Voluntary work shows a preparedness to give some-thing back
At the interview stage employers should look for:
• Presentation – neatly attired, polite and on time for the interview
• Well-prepared – has researched your business and understands your needs
• Plans – they know what they want and how your job can kick-start their career.
By following these simple recruitment strategies employers have an opportunity to employ
school leavers with a ‘‘can do’’ personality, a ‘‘will do’’ attitude and ‘‘will fit’’ into their
company culture.

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Open your mind to ability

It’s always important to have an open mind when recruiting staff particularly when it comes to
employing a person with a disability. Just like all employees, people with disability bring a range of
skills and abilities to the workplace. They can also strengthen your business by creating a more
diverse, inclusive and stable workforce. One of Sarina Russo Job Access’ great successes is Luke
Roxburgh and his employer Absolute Car Care.
Two years into Luke’s automotive apprenticeship, he was involved in a horrific accident when he
was hit by a train. He was lucky to survive. Despite multiple muscle, skin and bone grafts, his right
arm and both his legs still cause him problems today. But the 26 year old was determined to get a
job doing something he loved – fixing cars. With the help of Sarina Russo Apprenticeships and
Connect 2 Employment he got the chance to complete his Automotive Mechanic (Light Vehicle)
apprenticeship.
Luke started a two week work experience program with Absolute Car Care. The owners Michael
and Steve Georgas were so impressed with Luke’s work ethic and positive attitude they offered him
an apprenticeship. Michael said Luke’s had a really good positive attitude and his willingness to
learn and ability to have an open mind is important because the cars he works on are changing all
the time.
The Absolute Car Care team now understand the benefits of employing a person with a disability
like Luke. These benefits include:
• Loyalty, reliability and a strong work ethic;
• lower rates of absenteeism;
• longer tenures which saves recruitment and training costs;
• positive effect on productivity and team morale;
• enhanced customer service for customers with disability; and
• the ability to attract a broader talent pool of potential employees.
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The Absolute Car Care team also supports Luke anyway they can, working with his strengths and
putting in place many simple measures such as letting him sit rather than stand to take pressure
off his legs.

The reality is on average, employing people with disability does not cost any more than employing
people without disability. Despite this fact there is still financial assistance available for employers
who hire a person with a disability
• The Employment Assistance Fund—reimburses employers for the cost of work-related

modifications and services e.g. modifications to the physical work environment or work
vehicles, AUSLAN interpreting, disability awareness training and communication devices.
• Wage subsidies of $6,500 - covers the costs of paying wages in the first few months of
employing a person with disability
• The Disabled Australian Apprentice Wage Support Program— a payment to employers who
employ apprentices with disabilities.

So what advice is out there for employers to recruit a person with a disability? Most jobactive
providers, such as Sarina Russo Job Access, have specialised Disability Employment Teams who
can offer employers and staff:
• Professional recruitment advice;
• job descriptions development;
• help with job design;
• on the job training;
• ongoing support in the workplace; and
• financial assistance for workplace adjustments to the Employment Assistance Fund.

The reality is anyone of us can suffer a horrific injury like Luke. That’s why it’s important to
educate employers to create more opportunities for people with disability in the job market.

Key to this success is to treat everyone as an individual and explore how their previous work
experience, talents and skills can be applied to your employment needs. If an opportunity turns
into a job, mentoring and post-placement support is available to ensure your new employee is
productive from day one and has workplace longevity.

9

Refresh your workforce with graduate talent!

Are you looking for fresh, energetic staff? Sick of hiring staff with no drive—people who’ve lost
their enthusiasm?

Hiring recent graduates can be the staffing boost you’ve been looking.

Having just discovered their independence, most recent graduates are keen to make money.
They’re excited to get in to the workforce and start experiencing adult-life.

An employer should look out for key pointers during the interview process.

At the application stage

Graduates generally have limited work experience. Instead of focusing on that, look at these key
points:
• Note their grades – consistent grades indicate an ability to apply themselves to a task
• Extra-curricular activities – this indicates an ability to prioritise and multi-task
• Involvement in sport / team-based activity – this indicates good discipline, focus and ability to

work in a team

Graduates may have part-time, casual, or voluntary work experience. Note this—it indicates
initiative, a good work ethic, customer service skills, forward thinking and planning.

Graduates who have partaken in Pre-vocational Training or Networking workshops are driven,
passionate and will be great assets to your business.

At the interview stage:

• Presentation – this is key as it gives an indication of how they will act if employed. Look for
neatly attired, polite and on time graduates

• Well-prepared – someone who has researched your business and understands your needs uses
their initiative and is passionate about working

• A plan – they know what they want and how a job can kick-start their career.

Employers should utilise these tips to find the perfect graduate to boost their business.

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How employers can inspire Indigenous staff

The always ‘hire the best’ business mantra rewarded Sarina Russo ten-fold when we appointed
former Brisbane Lions and Collingwood AFL star Anthony Corrie as an Indigenous Services
Manager.
As a proud Walpari and Badu Island man, Anthony is a fantastic mentor to both employers and
our Indigenous candidates. He shares the right cultural advice to employers and educates
Indigenous candidates on the expectations of the workforce.
Anthony believes inspiring Indigenous Australians and getting the most out of them as employees
is not rocket science.
The overriding rule is to treat Indigenous staff just like every other employee. However there are
some value added practical tips you can follow to go the extra mile. At Sarina Russo our
Indigenous Team foster three mutually important values for employers and Indigenous
candidates – Respect, Trust and Follow through. Follow through is really important to Indigenous
Australians because it show you do what you say. Without follow through your Respect and trust
connection will be lost.
It’s important Indigenous Australians feel welcomed at their workplace and some simple things
which can make a big difference is a morning smile and G’Day from their boss or
supervisor. Take the time to ask about their Indigenous culture. Like everyone we also respond
very well to encouraging feedback and are particularly attuned to been spoken ‘at’ rather than
being spoken ‘with’. We really don’t respond well to been spoken ‘at’.
Finding common ground is also important to create a connection with your Indigenous
employee. A great way to find foster a relationship an Indigenous employees is through a mutual
interest such as sport - particularly Aussie Rules or Rugby league. You’ll never fail to get a good
conversation going if you ask about the weekend footy scores. Sports banter is just a fantastic
way to build a relationship of respect with Indigenous people.
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Anthony Corrie – inspiring Indigenous kids

Employers should also be aware that Indigenous staff aren’t disrespecting them if we avert
our eye contact during a conversation. We tend to break our eye contact a lot and talk down
to the ground. Indigenous people don’t look their elders in the eye. It’s actually a sign of
respect.
“By mastering these simple employment strategies you’ll get a valuable employee, a
diversified workforce and financial benefits to your bottom line. It’s amazing how many
employers are unaware of Federal Government incentives of between $6,500- $10,000 for
employing the mature aged, young Australians, Indigenous Australians, parents returning to
work and people with a disability for an average of 20 hours per week over 6 months.
The parts of the job Anthony loves the most is being part of pre-employment programs
where we bring in a bunch of enthusiastic Indigenous jobseekers and train them to a
particular employer's needs, organise work experience and get them a job with that
employer. Then mentoring these successful candidates and their employers to ensure both
parties are winners.

12

Government expands
business start-up opportunities

Be it a family member, friend or someone you meet at a BBQ, we all know someone with a great
business idea who just needs a little bit of support and encouragement to become their own boss.
They just don’t know where to start or don’t have the courage to take that next step.
Well now there is an opportunity thanks to the expansion of the eligibility requirements for the
Federal Government’s New Enterprise Incentive Scheme. For over thirty years the New Enterprise
Incentive Scheme has helped over 150,000 unemployed people with the necessary support to
establish their own small business, create financial independence and foster enterprise.
The variety of businesses established through the Scheme has been extensive and impressive from
games developer Halfbrick of Fruit Ninja fame right through to Inspired Aerial Vision who specialise
in Unmanned Aerial Vehicles who provide high quality media for architects, designers, engineers,
builders, developers and real estate professionals.
Now the opportunity to become your own boss under the New Enterprise Incentive Scheme has
been extended to people not on welfare and working less than 15 hours per week, not in education
or training, over 18 years of age and eligible to work in Australia.
At no cost these future entrepreneurs will graduate with a Certificate IV in New Small Business,
create a business plan, receive support to start their business and have access to 12 months of
mentoring from industry experts. However, non-welfare recipients are not eligible to receive the
fortnightly New Enterprise Incentive Scheme allowance which is available to participants on welfare.
Alan Ghoy from Inspired Aerial Vision said the program made his start-up far less daunting. He said
hearing about fellow small business entrepreneurs was both encouraging and inspiring. “With the
assistance of a business mentor we felt like we weren’t alone in our endeavours,” Alan said.
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Business mentors have proven business acumen and experience and provide assistance and advice
about organisational, financial and marketing issues to help would-be entrepreneurs develop and
grow their business
The expansion of the eligibility requirements is a fantastic Federal Government initiative and a great
opportunity for:
• stay at home parents who can’t access welfare because their partner earns too much;
• people made redundant who can’t access welfare
• people seeking a career change; and
• people who’d love to turn their hobby into a career.
The New Enterprise Incentive Scheme is the perfect vehicle for these people reach their potential,
just like Carl Thom. Carl started making and selling a few scuba diving lights in a Brisbane
garage. Carl’s business SeaLanterns now has factories and warehouses in China, offices in Hong
Kong and design and sales teams in Australia and the Philippines.
Carl shared the program built him up from the start and gave him the clarity he needed to refine his
business vision. “It taught me the importance of big thinking, networking, pitching your business to
anyone who will listen and introduce me to a vast network of entrepreneurs whose experience
saved me a lot of time and money.
The expanded NEIS program is a great initiative to empower more individuals to back themselves,
create wealth and employment and become the entrepreneurs of the future.
Rusty and Restored business owner Damien Armstrong who specialises in repairs, customisation
and restoration in Rockhampton is enjoying running and working in his own business. “It’s very
rewarding when I see the satisfied look on my customer’s face when the job is completed to their
expectations. I can only see my business growing stronger and stronger from here on,” Damien
said.
If you know someone who needs that little bit of encouragement and support to start their own
business tell them to visit business.sarinarusso.com to learn how they can realise their business
dream under the expanded New Enterprise Incentives Scheme.

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5 tips for not hiring a jerk

You can't come right out and ask a job applicant if they're a jerk.
But you can do your research and ask the right interview questions to alert your internal jerk-
o-metre.
Check out a candidate’s social media interactions. How do they respect and interact with
others? You’ll be able to determine if they’re a team player or a future disruption to your
company culture.
Ask them “Why did you leave your last job? Listen for excuses and if the candidate belittles
former bosses, work colleagues and clients.
Ask open-ended questions, beginning with "what", "how", "why", "when", or "where", which
allows the candidate the opportunity to do most of the talking and reveal any inner jerk.
When discussing professional accomplishments, you can determine if a candidate’s on the jerk
spectrum if the constantly use the word “I” instead of "we".
Always finish the interview with “Do you have any questions for me? The red flags should
become obvious if their response is totally focused on what the company can do for them
over what they can do for the company.

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7 tips to retain Gen Y’s

Do you feel out of touch with your employees? Not quite sure how to interview or keep your
younger staff on?
The following seven tips have been devised to help you to retain Gen Y’s:
1. Encourage their values. Gen Y workers want to be heard. The best way to improve your

staffing solutions is to listen to your workers.
2. Train them. Offer employment support to your staff. Complete training and availability of

answers is the key to retaining staff.
3. Mentor them. Don’t be afraid to give feedback, whether positive or negative. Make your

staff’s work valid—communicate with them and assist their learning process.
4. Give Examples. Show Gen Y employees how their work will contribute to the bottom line.
5. Provide a full disclosure. If your employees feel that you are not being truthful, they will

not be satisfied. Talk to your staff to improve staffing solutions.
6. Develop customised career paths. Offer employment support to your staff by creating a

sense of control over their progress and future within your organisation.
7. Provide access to technology. Gen Y responds to technology—the newest technology will

attract and retain workers.

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Benefits of a learning workplace

Employers must be encouraged to create a workplace where apprentices / trainees are
treated as learners as well as workers. It’s so important employers invest in training because
if you think training is expensive, try ignorance.

It’s also important apprentices view their apprenticeship as a stepping stone to owning their
own business or progressing through to senior management positions.

The Sarina Russo Group has developed a five-point action plan for both parties:

APPRENTICE ACTION PLAN
1. Learn as much as you can. On-the-job training provides a wonderful opportunity to learn

from experienced tradespeople. A can-do optimistic attitude is priceless.
2. Get a workplace mentor. They will act as a role model, help build a rapport with co-

workers and create a communication channel with the boss.
3. Put in an extra effort. When you go above and be-yond the call of duty employers notice.

If you do the ordinary task extraordinarily well, your employer is more likely to keep you
once you finish your apprentice-ship.
4. Keep your boss informed about the training you’re receiving at work and from your
training organisation. Always ask questions to ensure you understand your instructions.
5. Enhance your skills. Look for opportunities to practise on-the-job skills outside of work.

EMPLOYER ACTION PLAN
1. Use clear, simple language to explain why tasks are done in a certain way. Take the time

to demonstrate the correct way to do the task and check the apprentice understands your
instructions.
2. Allow your apprentice time to practise the skills they learn at work and ask for and give
feedback.
3. Identify and resolve problems before they affect work performance or relationships
4. Offer your apprentice a variety of work tasks relevant to the apprenticeship to keep the
job interesting and challenging.
5. Use positive reinforcement to recognise the achievements of your apprentice, such as a
special mention at a staff meeting or an article in the company newsletter.

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Ten after holiday ‘Back to Work’ tips

Staff must prepare mentally and physically to get back into the work mode after holidays.

Here are 10 tips to help your staff get back into work mode after holidays.

1. Exercise - rejuvenates you and helps clear your mind allowing you to mentally prepare
yourself for the challenge of getting back to work.

2. Relax - rest before returning to work. Holidays can be stressful with the logistics of family
gatherings, gifts and big meals.

3. Reflect - what tasks you were doing just before you went on holiday and if anything was
left unfinished?

4. Make a list – helps you prioritise and gets your mind back into the productive swing.

5. Set goals - improve your situation at work by setting some goals to work towards.

6. Clean up – putting away your holiday decorations will help you mentally move on. Clean
your house as a cleaner environment helps cultivate peace of mind.

7. Check your email - if you have access to your work email at home, take 30 minutes and
review your inbox.

8. Set your alarm - at least one day prior to returning to work set your alarm and get up at
your 'normal' work time
.

9. Communicate - once back at work, speak with your boss and colleagues to make sure
you're focused on the right duties and everyone is on the same page.

10. Get ahead of the game – ensure those outstanding holiday tasks are done quickly so
you’re on the front foot while your colleagues are still getting back into work mode.

With a little pre-planning you’ll relieve the stress of returning to work.

18

Surviving the ‘holiday handover’

The importance of an effective ‘holiday handover’ can’t be underestimated.
An ineffective ‘holiday handover’ means deadlines will be missed, customer needs overlooked
and work piles up.
A smooth and systematic ‘holiday handover’ ensures the job gets done.
The holiday taker can then return to work knowing they will not be ‘stressed or overloaded’
on their first day back.
Sarina Russo’s 10 point ‘holiday handover’ checklist aims to de-stress your return to work:
1. Write a step-by-step handover list outlining job duties, timelines, deadlines, resources,

current actions and reporting responsibilities.
2. Give a copy of your handover list to both your replacement and your boss.
3. Have a face-to-face meeting with your replacement to explain protocols and duties.

Encourage questions and give detailed answers.
4. Explain you’re on holiday and who is filling-in for you on your out-of-office email, landline

and mobile telephone message.
5. If your replacement uses your workstation don’t leave personal items in or on your desk.
6. Tell your friends you’re on holidays as their emails may be funny to you but may offend

your replacement.
7. Don’t expect the job to be done exactly your way
8. On your return, meet with your replacement, and your boss, to understand what been

done and what needs immediate attention.
9. Stay in the loop by catching up on office developments.
10. Ease yourself back into work - resist getting too stressed too quickly
These 10 simple Holiday Handover tips ensure holiday periods can be effectively covered with
no detrimental effect on business productivity.

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10 disciplines needed to succeed

To succeed you need to follow 10 key disciplines:
1. POSITIVE SELF BELIEF & SELF IMAGE - You are the voice. Take a leap of faith. Back your ability
and capability through positive self-talk.
2. STAY PASSIONATE - Love who you are today in pursuit of who you want to be tomorrow.
3. BECOME EXTRAORDINARY - Demand more of yourself than you demand of others. Do ordinary
things – extraordinary well and become INSANELY Good!!!
4. YOUR INTERPRETATION - Never take things personally. Look for silver linings. It’s your
interpretation of failure or success that makes the difference.
5. ELEVATE YOUR THINKING - Life is 80% psychology and 20% skills and knowledge. Either
inspiration or desperation will help you think differently. Never give up.
6. BUILD YOUR BRAND - Be an image-maker. Develop a presence. Be creative in getting your
message across.
7. DISRUPT YOURSELF - The Age of Disruption is here! Disrupt yourself before someone else
disrupts you!
8. NEVER STOP LEARNING - Keep growing and learning. Get a young savvy ‘Reverse Mentor’ to
advise you particularly in the technology space
9. INTEGRITY & TRUST - Be accountable and transparent. Without your integrity and self-respect
you have nothing.
10. DAILY EXERCISE - Fitness gives you energy, empowerment and natural endorphins
The key to your better future is you.

20

Negotiating a Winning Deal

There are two golden rules in negotiating a deal.
1. Be prepared to accept the worst; and
2. Know who you are negotiating with.

BE PREPARED TO ACCEPT THE WORST

When you negotiate hard you need to accept your best offer may be rejected. Can you live with
that? Can you carry that attitude? If you don't seal the deal, there’s always another deal around
the corner?

If you can't, you'll find your negotiations become weak. But if you can ....that’s a different story.
You won't be intimidated. You will be strong. You will put your offer on the table with a take it or
leave it attitude and transfer the doubt to the other side. They will think... this person seems so
sure....can we hope to get a better offer elsewhere?

If you’re buying a property do your due diligence, satisfy yourself it meets your specifications and
go in with an offer to buy it on the spot - no conditions about engineers' reports or availability of
finance. Offer an absolutely unconditional offer.

The price is below the market value, and below offers other potential purchasers have made
(usually with conditions), but as a sweetener have a cheque to seal the deal right there and then.
That cheque must be for an amount two or three times higher than the amount they would
normally expect for a deposit.

No bickering, no protracted negotiations, and real money on the table. It usually works because
we've all been conditioned by the old adage – “a bird in the hand is worth two in the bush”.

So whether you are negotiating over a piece of real estate, or you're in a job interview, or you're
going for a loan from a bank, or bidding for a contract – do not be intimidated by the fear of not
pulling it off. This way you will be able to put your case more strongly, more passionately and
with more determination.

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KNOW WHO YOU ARE NEGOTIATING WITH
Does the person on the other side of the table have the full authority to make a decision or are
they just an intermediary?
If you deal with the person who has the power to sign you have the power to walk away because
there is no strategy to pull you into future negotiations with a fresh adversary.
If you deal with the decision maker your key points will not be lost in the translation, you are less
likely to have disputes or confusion about the interpretation of a particular provision and you will
create a relationship which may be beneficial down the track.
You negotiate because you believe it is to your advantage to do so, but this will only be so if you
have a better or alternative option.
When you have a best alternative the other side does not have the power in the negotiation. It's
as simple as that.
And if the situation is reversed, you must follow golden rules: be prepared to accept the worst and
go into the negotiation passion, determination and without fear.
Your attitude and confidence are so important in a negotiation. They are crucial. They are
everything. They’ll make you a winner.

22

Win Investors with your pitch

Four things you can do to win over an investor.
1. Ask yourself the right questions
The right questions will let you to put your finger on some simple truths to benefit your pitch.
• What does the investor really want from my business? They want it to work for them and they

want good value from their investment
• What do I have to do to give them what they want? Our product/service must be viable, we must

make it convenient for them to work with us, it must have values that are superior to our
competitors
• What do I have to do to make them want to continue our conversations? You must make their
contact with your business an enjoyable experience so a memorable relationship is created
2. Practise, Practise, Practise
I believe in the catchcry ‘repetition is the mother of skill’. If you keep practising your pitch over and
over again you will become a master. So make sure the message is always positive and upbeat. The
truth about great orators like President Obama is they first started practicing their pitches in front of
their bathroom mirror. Now he inspires millions of people across the globe every time he speaks.
3. Convey your ‘Personal Brand’
Anything and everything can be copied and the trend towards sameness has blurred the
distinctiveness between products and services. To win any pitch you must give extra value – that
extra value is your personal brand. Your personal brand must convey to the investor that they are
special, significant, valued and that they are getting a good deal.
4. Enjoy the journey
I think it is really important to enjoy the journey of a pitch. It’s the experience, the people you meet,
the challenges ahead of you, the rejections, the barriers, the tries, and the failures as well as the
successes. It’s also important to balance your passion, commitment and discipline with a sense of
fun. If you do win the pitch you must celebrate. Sometimes (I’m an optimist) I celebrate it in advance
because I can already visualise a successful pitch.

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Why it's so important to anticipate the
`go-wrong' factor

If you're starting a small business, I'll give you a tip. Always make sure your cash flow is
healthy. Ensure you're able to put enough to one side to build a ‘bank’ for things which may go
wrong. You'll find in any business, there's always the unforeseeable stuff that you never, ever
think will happen.

It happened to me in the third year of my business. We had a fire. I thought, well I didn't plan
for that, but fortunately we had accumulated a `bank' and we were able to move to much
better premises which cost 10 times as much, but took the business to a new level. Never
think the unforeseeable won't happen to you.

Believe me, it will happen. It is how you embrace the inevitability which governs your future.
You may be the best in the world at what you do, but forces beyond your control, beyond
anyone's control, can damage your business. Business owners not only need to run and to
grow their business, they also need to protect their business. In a way, the principles of war
apply: you have to patrol the perimeter, watch out for threats, be on a constant state of
alertness and mental readiness.

First, I would like to discuss uncertainty versus certainty. One of the biggest challenges for a
CEO is we live in a world of constant technological change and that change is fast. A great
book on change is Who Moved My Cheese, by Spencer Johnson. It teaches life lesson in
providing for ourselves, the likelihood of unexpected change and how in order to survive, we
have to recondition our minds to accept change is inevitable. I love Who Moved My Cheese
as it makes you realise we take too much for granted – our clients, our relationships, our
savings, our health.

We just think it will always stay the same. The book paints a stark picture of the consequences
of thinking that way. We should not wish for more of the same. We should wish for more of
something different, because it prepares us for the uncertainty of a world yet to
come. Disrupt yourself before somebody else disrupts you.

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There's no point in saying, I've got one great client, because that great client could just move to
another competitor or the government could change and you're left without any business.
It's very important to patrol the perimeter of your business and keep your mind in a constant state
of readiness to act to defend what you've got.
So many of us wish we won't have to change. We feel comfortable with the environment we're in
and we fear if it changes, when it changes, when our company is re-engineered, we might be re-
engineered out.
Let me tell you this: you will be re-engineered out unless you've got the attitude that you want to
be, part of the rapid change.
There really is no escape. It's happening in companies all over the world.
I guess my advice is surviving change requires mental preparation, disciplined learning and being
curious. Why is it as children we study ants and as adults, we tread on them? We seem to think we
know it all.
Life, even in relationships, is not a guarantee. Nothing has a guarantee any more. Life just keeps
changing. One of my favourite songs is Life Will Never Be The Same, by Haddas.
We have to be prepared for change and see it as an opportunity rather than a cause for despair or
a crisis.
Remember always have that `uncertainty' money to protect yourself against the unforeseeable.

25

Catching and Holding Customers

Catching customers, holding customers is now more difficult than ever. Anything and everything can
be copied, or duplicated. Beyond the issue of more competition, it makes it more difficult to develop
‘ownership’ of a customer. The challenge is to give customers extra value.

So how do we do give them extra value? We must understand customers are just like us. We are
consumers, too. We want to feel special, we want to feel significant, we want to feel we are valued,
we want to feel we have made a good deal. If we can make our customers feel these things, they will
want to stay with us and they are more likely to recommend us. Certainly, it takes extra effort – and
maybe extra cost – but it is cheaper to retain a good customer than to go out and ‘buy’ a new
customer.

A rule of thumb says a happy customer tells 10 others about what you offer. An unhappy customer,
more ominously, tells 100 others about their bad experience. Studies also puts a value on customer
loyalty. One study of service firms found extending a customer relationship from five years to six
years resulted in a 25 per cent to 85 per cent increase in profitability. The reason is a long term
customer who becomes knowledgeable about your company and its products is less expensive to
serve. As a result, costs are reduced and word-of-mouth comes into play which generates new
business and increases profitability.

In every business there are different types of customers. There is the easy customer, who is always
happy with you. Then there is the ‘difficult’ customer, who is always unhappy, no matter what you
do. You should not think of ‘difficult’ customers as a problem. If you pursue their expectations, they
will take your business to another level, the level you achieve through being challenged to do more
and give more and raise the bar. In short, difficult customers present you with the opportunity to
make your business better at doing what it does.

Succeeding in business, from my experience, from my observations and from the lessons I have
learned, requires you act with common sense after asking the right questions and putting your finger
on simple truths. Don’t be distracted from core questions like:

What do our customers really want from our product?
The correct answer is simple: they want it to work for them; they want good value.

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26

What do I have to do to give them what they want?
Again, the correct answer is simple: Our product must be readily available, we must make it
convenient for them to buy it, it must have functional values that are superior to those of our
competitors.
What do I have to do to make them want to come back?
The correct answer is simple: We must make their contact with my business an enjoyable
experience so a memorable relationship is created.
The value of employee satisfaction should not be under-rated. Employees who enjoy their work
and believe they are making a contribution, stay longer, become more knowledgeable and
productive which creates long term value. When you have that dynamic going on in your
business you are on track to create customer satisfaction.
Wouldn’t you, as a customer, like to be served by someone who is motivated and takes the time
to get to know your specific needs and circumstances, someone who makes you feel special? Of
course you would. And so do I.
In conclusion, we can count on retaining our customers only if we are passionate, only if we
always have a caring, can-do attitude, only if we are totally sincere and only if we deal with our
customers with empathy.
It comes down to the old saying, ‘nobody cares how much you know until they know how much
you care.’

27

Disruption equals opportunity – embrace it

Never wish for more of the same. Wish for something different because if you think the
unforeseeable won’t happen to you – believe me, it will. Disrupt your business before someone
else disrupts it for you.
It is how you embrace the uncertainty of disruption that governs your future. You must be ready for
anything.
Disruption forces you to harvest new ideas and opportunities, to elevate your thinking and prepares
you for the unknown. At a recent all-staff event in Melbourne, our team was asked what was the
main disrupting force we were facing. The answer was technology.
Turbocharged by the technological revolution, disruption is now the norm. Unless you provoke your
team’s thinking, complacency may set in and your bottom line will soon confirm your business has
stagnated and could even be wiped out like the printed street directories.
To foster great ideas and opportunities, you must learn to accept disruption, you must enjoy
disruption and you must make disruption part of your business journey.
But how do you make the tough decision to disrupt yourself and your business?
First, disruption requires mental preparation, curiosity and disciplined learning. You must condition
yourself on a daily basis to like change, to like improvement, to like re-engineering yourself and
your business.
The status quo must be challenged every day.
Never assume good sales will continue.
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What’s changing for your consumers? Your competitors? Your alliances?
Understand your sales data and customer profiles in detail.
Evolve your business model to appeal to the consumer rather than your executive team.
Stay flexible, focused, and keep refining your model to deliver more for your customers so you
get more from them.
As a change agent you must sell your new direction with positive language and vision.
What is happening in your industry and the world? Staff are savvy.
Denial and limited beliefs are human traits that exist in all of us.
You must combat resistance and embrace renewal.
You must give your team the opportunity and resources to re-engineer their thinking. Some staff
will not be able to adapt and may need to be let go.
This is an opportunity to appoint new voices who can give your business a new excitement and a
new understanding of how to achieve your desired outcomes.
Nothing is guaranteed. Life changes.
Embrace disruption and see it as an opportunity to build your business rather than something to
be feared and avoided.

29

The Power of Great Advice . . .

What is the greatest piece of business advice you received?
To stop paying rent and buy my own CBD property to run my business.

Who gave it to you and when? What were the circumstances?
My accountant said `Sarina, you are paying so much out in rent, you should buy your own building.'
I said, `But I love it at the top of the TLC Building [Brisbane, CBD]. I love the view. The students love being
on the 26th floor of the smartest building in the city.'
He said, `No, Sarina, when you are looking out from your own building. That is the best view you can
have.' With those words, I was convinced.

Why was it the best advice?
The purchase of a high-rise CBD building elevated my thinking, responsibilities and accountability. We
only needed three of the 12 useable floors. We needed to fill the rest? We expanded our thinking and
recruited multi-lingual staff with academic and marketing skills to teach English to students from Latin
America, the Soviet Union, Europe, Scandinavia, Asia and South East Asia and the Pacific Islands. The
Federal Government were privatising the CES’ job matching and job search training activities. With our
background in job skills training and job finding we successfully tendered and won a Job Network
contract. The decision to buy a CBD building allowed my training school to blossom into a large campus,
teaching students from around Australia and the world. We also launched into a second major business
– a fully-fledged recruitment and job-placement network.

How quickly did you act on it?
We executed with speed and urgency. All of a sudden we were CBD landlords. My competitor thought I
had just bought a floor. I said, `No, I loved it so much I bought the building.'

What were the benefits of doing so?
It created momentum. Since the purchase of 82 Ann Street, Sarina Russo Investments bought three
more CBD building including the jewel in the crown 100 Eagle Street.

Would you give the same advice to others?
I am a huge fan of real estate as a wealth building strategy. Regardless of whether it’s property, shares
or anything else, it’s all about cash flow and servicing your banking facilities. Cash flow is king and the
capacity to make sure your investment gives you a return. The greatest failure of entrepreneurs is they
borrow big and then don’t have the capacity to repay their debt if things don’t go to plan.

30

Sarina Russo’s 20 Rules of Leadership

Early in my business career I discovered it wasn’t enough to just manage a business. To grow my
business I needed to learn how to be a leader.

The words of motivational speaker Jim Rohn inspired me - `To have more, become more. Work
harder on yourself than on your job. The major key to your better future is you’. I learnt anyone
can be remarkable. All you had to do was do ordinary things extraordinarily well, like picking up
the telephone with enthusiasm, excitement and interest and making the person at the other end
feel special.

I decided to test the theory by associating with successful people. I began to understand why
they were successful. They were more expansive in their thinking; they seemed to see wider,
further and deeper. They were not afraid to honestly express their judgements of anything which
was sub-standard and they seemed to have vision. This was eadership as opposed to
management. They led. They paid others to manage.

To live the role of a leader, to be seen to be a leader, I’ve followed 20 rules which govern my
attitude and behaviours over the past 38 years in business

Rule One - Make sure there’s direction and certainty. Foster a feeling of ‘there’s something in it
for me’ amongst your staff.

Rule Two - The leader determines the urgency and speed of the gang.

Rule Three - Be the image-maker. Develop a presence. Look like a leader in your dress and in
your demeanour.

Rule Four - Be a clear and strong communicator. Once a week I email, From Sarina’s Desk, to all
my staff to keep them up-to-date with activities and events in which I’m involved.

Rule Five - Safeguard your health and fitness. Find a way to give yourself some relief from the
many unavoidable stresses that are part of your pressure cooker world.

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Rule Six -Stay level-headed in difficult situations. As a leader you cannot, must not, transfer your stress
to others.
Rule Seven -Spread the load and delegate. Share challenges with your management team.
Rule Eight - Keep looking and listening to the ‘buzz’ of your business to monitor its health.
Rule Nine - It’s important you understand business changes. Don’t fight change. Use it. Disrupt yourself
before somebody else disrupts you.
Rule Ten - Reward performance unstintingly. Provide an incentive scheme or profit sharing so your
people can secure themselves financially.
Rule Eleven - Celebrate your progress. It’s a great boost for staff to feel the boss really values them and
wants them to share the company’s successes.
Rule Twelve - As a CEO you must network with your staff. Build relationships.
Rule Thirteen - Don’t age-group yourself. Interact with young people and get yourself a reverse mentor
to keep you up-to-date particularly with the latest changes in technology.
Rule Fourteen - Be good to yourself, reward yourself.
Rule Fifteen - Be smart about banking. Develop a relationship with your Bank Manager beyond the
phone call and the business meeting. Have a second banker just in case. It’s best to borrow money when
you don’t need it because it’s always easier to get.
Rule Sixteen - Look for milestones to mark your achievements. Let them be monuments to you and your
team’s efforts.
Rule Seventeen - Have a balanced life, which means having interests and friendships outside the
business.
Rule Eighteen - Take joy in continuing to lead in a direction where everyone’s going to gain – not only
your customers but also your internal people.
Rule Nineteen - Don’t let you or your staff run out of challenges. And unless you grow, that is exactly
what will happen.
Rule Twenty - Look beyond the immediate horizon. Constantly challenge yourself in expanding yourself
in expanding your skills.

32

Sarina Russo

Founder & President
Sarina Russo| Group

sarinarusso.com
[email protected]
/SarinaRussoGlobal
/in/SarinaRusso
@SarinaRusso

/Sarina.Russo

SARINA RUSSO GROUP

Sarina Russo Job Access (Australia) - The largest Australian-owned private sector jobactive provider
with 93 sites in QLD, VIC and NSW

• jobactive – Placed over 42,000 jobseekers into work since 1 July 2016
• Disability Employment Services – Supported over 5,300 people with a disability and mental

health problems into work since 2006
• New Enterprise Incentive Scheme – 6,500 people have become their own boss since 2015
• Harvest Labour Services – 3,100 agricultural labour placements since 2011.

Sarina Russo Job Access (United Kingdom) - Currently ranked in the top five in the UK in placing long-
term unemployed people into work under Work Programme.

Sarina Russo Apprenticeships- Service over 35,000 apprentices / trainees and their employers in
Victoria, New South Wales and the Australian Capital Territory.

VOICE – Psychologists & Allied Professionals
Provides added interventions and training programs for people struggling to get back into the workforce

Sarina Russo Institute - Educate over 10,000 Australian and International students each year in
vocational education and English language courses.

Russo Business School -Deliver higher education programs focused on Leadership, Entrepreneurship
and Management

James Cook University Brisbane (JCUB) - Educated over 8,000 students from 88 countries in diploma,
undergraduate and postgraduate degree programmes

Joblinx - Is a specialised recruitment agency offering exclusive student services to provide work
experience, internships, part time and full-time employment opportunities.

Sarina Russo White House - Commercial cleaning and maintenance business