Yesterday I came across a term I hadn’t heard before – rust-out. Rust-out! What a great term. And now I want to share it with you all because it’s a piece of the wellbeing puzzle we don’t talk about often enough.
Often referred to as burnout’s less-talked-about cousin, rust-out happens when people stagnate personally or professionally. Unlike burnout, which comes from doing too much, rust-out happens from doing too little – when our potential or talent isn’t being used enough. People dealing with rust-out aren’t just less productive – they’ve lost the will to be productive.
People with rust-out are normally bored in their roles. While boredom in and of itself is not a bad thing (and in small doses can be great for creativity), continued boredom is Not Good. This makes complete sense – as workers we want to see value in our role, a sense of purpose and of achievement. Not surprisingly, the consequences of burnout include disengagement, quiet quitting, and poor mental health.
Interestingly, rust-out often happens when people feel ignored by – or invisible to – their leaders. The antidote to rust-out therefore is to have leaders who are good communicators, active listeners, and empathetic champions.
So what can we do to prevent corrosion in the workplace (pun intended – sorry, couldn’t help it!)?
1. Recognise the signs
First, recognise the signs of rust-out. If you notice employees becoming increasingly disengaged, unproductive, or apathetic, it’s time to address these issues head-on. Engage in open conversations to understand their challenges and needs better.
2. Look for growth opportunities
Create opportunities for growth and development. Encourage employees to take on new challenges, learn new skills, and pursue personal and professional development. This can help reignite their passion and drive. The key here is not to create opportunities for the sake of it. Instead, look for opportunities that could lead to a promotion, help achieve career goals, enhance their current role, or support an interest area that adds value for everyone (for example, becoming a wellbeing champion or leading sustainability efforts).
3. Get purposeful
Ensure that roles are meaningful. Employees need to see the value and purpose in their work. Regularly communicate how their contributions align with the organisation’s goals and impact its success. We recently conducted a series of focus groups for a global organisation, and were in awe at how people connected themselves and their role to the purpose of the organisation. When they introduced themselves, a high proportion of them started with, “My name is …., and I’m solving[company’s social impact goal] by…”
4. A little thanks goes a long way
Promote a culture of recognition and appreciation. Regularly acknowledging and celebrating achievements, no matter how small, can make a big difference to morale and motivation.
5. Create an environment where it’s ok to speak up
Foster an environment of psychological safety. Encourage open communication and feedback, where employees feel comfortable expressing their ideas, concerns, and aspirations without fear of repercussions. Now I realise that’s not a 5 minute activity, and it takes time, energy and a cultural shift – but it’s worth considering a) how psychologically safe is my team culture and b) what’s one step I could take to make it better?
By addressing rust-out proactively and creating a supportive, growth-oriented workplace, you can help your team stay engaged, motivated, and fulfilled. Just as burnout can have a huge impact on your people and your business, rust-out can too.
