Growing a Team at LandCare: Excellence in the Field

25 Pages Posted: 7 Aug 2019

See all articles by Sean Martin

Sean Martin

University of Virginia - Darden School of Business

Jenny Craddock

University of Virginia - Darden School of Business

Date Written: July 22, 2019

Abstract

In October 2018, Mike Bogan, CEO of LandCare USA, LLC (LandCare), a national landscape service company, reflected on the increasing challenges he faced in staffing his landscaping crews. Throughout his 30-year career, Bogan had witnessed dramatic changes in both the landscaping industry and the US workforce profile: hourly labor was more scarce and unreliable than he had ever seen it. These changes had created unprecedented challenges for LandCare, a company employing 3,000 people (including 2,200 hourly crew) across 50 branches. Bogan had implemented major changes, working especially to foster a culture of community in which every worker felt like a valuable team member. He hoped his past experiences would help him navigate the ever-changing hourly workforce of the future. What had he learned about motivating his essential hourly staff, and what leadership and motivational tactics could he employ to improve further?

Excerpt

UVA-OB-1284

Jul. 22, 2019

Growing a Team at LandCare: Excellence in the Field

We're not pros at this. We recognize the gap between what we know and what we don't know, and what we know is that we need to think very differentially about the hourly workforce than we have thought in the past. We need to behave very differentially to attract and engage, and…we are looking for everything we can do to better understand what would make them want to be here.

—Mike Bogan, CEO, LandCare

In October 2018, Mike Bogan, CEO of LandCare USA, LLC (LandCare), a national landscape service company headquartered in Frederick, Maryland, reflected on the increasing challenges he faced in staffing his landscaping crews in an “industry that was largely labor.” Throughout his career in landscaping, which spanned over three decades, Bogan had witnessed several dramatic changes in both the landscaping industry and the workforce profile of the United States, making hourly labor more scarce and unreliable than he had ever seen it.

Keywords: leadership, motivation, hourly workers, landscaping, incentives, workplace culture, immigration, workforce, team management, E-Verify, H-2B, visa, guest workers, sales, branding, company values, social media, employee retention

Suggested Citation

Martin, Sean and Craddock, Jenny, Growing a Team at LandCare: Excellence in the Field (July 22, 2019). Darden Case No. UVA-OB-1284. Available at SSRN: https://ssrn.com/abstract=3431283

Sean Martin (Contact Author)

University of Virginia - Darden School of Business ( email )

P.O. Box 6550
Charlottesville, VA 22906-6550
United States

Jenny Craddock

University of Virginia - Darden School of Business ( email )

P.O. Box 6550
Charlottesville, VA 22906-6550
United States

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