The People Strategy Podcast – Details, episodes & analysis

What if the issue isn’t who you’re hiring, but what they’re walking into?

That was the pivotal question Greg Brouwer asked himself when he took the reins of West Michigan Janitorial, overseeing a team of more than 200 employees and facing turnover rates nearing 200%. Instead of defaulting to reactive hiring or higher pay, Greg chose a different path... one centred on building belonging, not just bandwidth.

“What if we focused less on finding more people,” Greg asked, “and more on becoming a place worth staying in?”

Greg’s approach reframed leadership from task oversight to culture stewardship. He didn’t just aim to run a more efficient cleaning company; he set out to create a values-driven workplace where dignity is the default, and retention is the byproduct of trust, structure, and care. Under his leadership, turnover has steadily declined below 85%, driven not by easier work but by a stronger culture.

In this powerful episode of The People Strategy Podcast, Traci Austin sits down with Greg Brouwer, owner of West Michigan Janitorial, to unpack what it means to run a high-turnover business without a high-turnover mindset. They discuss the systems Greg’s team implemented to create stability, predictability, and trust, including an employee assistance fund, value-aligned hiring practices, and a structured onboarding experience that centers care and clarity. They also explore Greg’s long-term vision: a workplace where employees can connect their daily work to long-term dreams.

Whether you're grappling with retention or looking to future-proof your team, this conversation offers more than quick fixes. It’s a blueprint for building a company people don’t just work for; it’s about building a workplace people believe in.

Resources mentioned in this episode: 

• Connect with Gregory Brouwer on LinkedIn
• Find out more about C12 Leadership
• West Michigan Janitorial
• Episode 172: Impact of Appreciation at Work with Dr. Paul White
• Team Retention Program
• Connect with Traci Austin on LinkedIn
• Elevated Talent Consulting

When you think about core values in your workplace, what comes to mind? A few words painted on the breakroom wall? A mission statement buried in an onboarding deck? For many organizations, especially in fast-paced, high-pressure industries like the trades, core values become background noise. But if you're leading a team, here's the uncomfortable truth: your culture isn't built by what you say you believe. It's built by what you tolerate. And if those values aren’t actively guiding behavior, they’re not values—they’re decoration. So, how do you make core values actually work? How do you turn them from empty statements into a foundation that builds trust, accountability, and long-term growth?

John Knowlton has spent years helping leaders get clear on what drives their teams. With a background as a United Methodist pastor and a business coach for trades and service companies, John understands that values aren’t just about inspiration—they’re about alignment. According to him, culture is not defined by what’s printed on your website. It’s defined by behavior. And too often, leaders create unspoken double standards. High performers are rewarded—even when their behavior undermines the team. Values are quoted in meetings but ignored on the jobsite. Over time, this erodes trust and breeds inconsistency.

When your team sees misalignment between what’s said and what’s done, they stop believing. And that’s when turnover, burnout, and disengagement start to rise. But when core values are clear, consistent, and practiced daily? They become your most effective leadership tool.

In this episode of The People Strategy Podcast, Traci Austin sits down with with leadership coach John Knowlton for a candid, practical conversation about how to bring core values to life, especially in trades-based businesses. Together, they unpack what it really means to operationalize core values in the everyday: from crafting interview questions that reveal alignment, to navigating difficult decisions when two values seem to conflict. They explore how to hold high performers accountable when their behavior clashes with team culture, and how to embed values into performance reviews, peer feedback, and daily communication. This episode offers more than just theory—it provides actionable tools for leaders ready to stop reacting to culture and start shaping it. Because, as John says, “Your culture is happening whether you lead it or not."

• Connect with John Knowlton on LinkedIn
• Find out more about C12 Leadership
• Episode 157: Second Chances in the Workplace with Michelle Cirocco

Ignoring mental health in the trades isn't just costly—it’s dangerous.

Stress, burnout, and unspoken struggles impact retention, decision-making, and job-site safety. Yet, mental health remains an overlooked part of workplace safety programs.

In this episode, Bruce Morton, a 20-year safety expert and founder of the Wisconsin Construction Wellness Community, shares how companies in the trades can make mental health a core part of their safety strategy—without overcomplicating it.

From reducing stigma to training leaders and leveraging mentorship, Bruce offers practical, no-nonsense strategies to improve employee well-being, increase retention, and create a safer, more engaged workforce.

There are times where we, as leaders and as employees, get frustrated with being asked to complete a specific task, and then being asked to complete another for an individual inside of the organization at the exact same time. During these moments it can be difficult to decide what is the top priority and what isn’t. Today I examine how to face these multiple competing priorities and more specifically how they can be used to elevate your team to build better solutions and inspire your staff. You can find show notes and more information by clicking here: https://hrinnovates.me/TO118

Massive layoffs are having a significant impact on staff morale and engagement. As leaders creating and a coaching culture is one that can continue to engage staff and meet them where they are at with empathy. Today I have the pleasure of being joined once again by Donna Star on the show. She is an expert in coaching and consulting as well as the author of her upcoming book Unsuccessfully Successful. Listen in as we observe the impact of a coaching culture on the wellbeing of our staff. You can find show notes and more information by clicking here: https://hrinnovates.me/TO117

Embellishments to look better?  Ever happen when you are trying to enroll someone in a decision?  Yep, it happens in recruitment.  There are times putting a filter on what our organizations are like sounds like a great idea.  Yet, this has a negative impact once a person is hired and realizes that this is not the culture they were looking for.  Join Danielle Diel and I as we chat about using marketing effectively for recruiting your next employee.  You can find show notes and more information by clicking here: https://bit.ly/TOP116

Your organizational culture can be the gateway to attracting new hires to your company, but what about the employees working with you right now? Today I am joined by Zech Dahms on the show. He is an expert in culture development as well as the founder of Perennial Culture and the Community Engagement & Content Lead of Achieve Engagement. Listen in as we break down the importance of building trust through feedback and more specifically how this kind of feedback can play into their development. You can find show notes and more information by clicking here: https://bit.ly/TOP115

You may already know what a “coaching culture” is, but I’m sure you’re now wondering how to cultivate one and what exactly goes into maintaining it? That’s the question that we are answering today as we are joined once again by Damon Clark. He is an expert in Predictive Index as well as the founder of Talent Optimizers. Listen in as we discuss developing coaching methods and how having these conversations with your team can ensure the best success. You can find show notes and more information by clicking here: http://bit.ly/3F5b4pQ

Is your organizational culture impacting employee retention? That’s the question that we are answering today as we discuss the ever-changing job landscape and how your organization’s environment can affect not just retention, but also employee recruitment. Listen in as we explore the importance of not only valuing your employees but celebrating them as well.

You can find show notes and more information by clicking here: http://bit.ly/3Zj5ms3

Get ready to continue our conversation on how policies impact our culture! Our guest today is Laura Morgan, founder of MorganHR and Simply merit. She specializes in engagement and compensation strategies that not only benefit the organization but the relationships within. Listen in as she shares her thoughts on compensation policies, and, in particular, how having these conversations between leaders and team members can benefit your organization’s environment and relationships.

You can find show notes and more information by clicking here: https://bit.ly/3KcLwe3