How to Attract & Retain Retail Employees
Retaining customers is a top priority for most retail businesses. But knowing how to attract and retain quality employees—whose job it will be to serve these loyal patrons—is another challenge entirely.
For individuals looking for new career opportunities, the increase of “now hiring” signage across U.S. storefronts has opened up a world of exciting possibilities. But for retailers, like you, the all-too-real labor shortage continues to impact your business operations and services.
So, the question on the floor is this: How can you attract and retain quality employees to grow your business and provide the best possible experience for customers?
About the U.S. Labor Shortage
Before we jump into a few recruitment ideas, we first need to understand what’s changed in the current job market, or as some are calling it “The Great Resignation.”
“Currently, the United States is facing record-high resignations: 4.4 million workers, or 3 percent of the total workforce, quit in September 2021. These are workers who have voluntarily left their jobs, most likely because they have found better ones in either the same or a different industry.”
Though this trend is impacting all businesses to some degree, the two industries that are feeling the effects of the current labor shortage the most are food service and retail.
The Power Shift
What we all need to understand is that job applicants now have the unique advantage of getting more selective with their careers: “The pandemic has shifted the power dynamic between employers and employees…” (CAP). That means instead of settling for this job or that one, they get to choose where they want to work and how long they plan to stay.
For business owners, it’s now up to you to create the type of working environment that employees want to work at. This means providing better incentives for your team and helping them grow and develop—both professionally and personally.
How to Attract Employees in Retail
Yes, it’s true that employees want better pay and benefits from their employers. But that’s really just the half of it. They want to work for a brand they believe in, too. One that values the following five attributes:
Respect – you treat people fairly and admire everyone’s unique abilities.
Flexibility – you understand that life happens. In fact, most people are juggling work with virtual learning, family obligations, health (both mental and physical), and everything in-between. You understand this and work to provide more flexibility around the unique challenges your team is experiencing.
Transparency – you’re someone who is open and honest with your team.
“…transparent communication with employees has never been valued more. Employees stay with companies that communicate with them regularly, provide updates, and are honest about the status of the company.”
Diversity – you welcome new employees, regardless of ethnicity or socio-economic backgrounds. In fact, you believe diversity drives creativity and view it as a competitive advantage for your company and team.
Employee appreciation – you go above and beyond for your employees because they do the same for you every day. When someone does an excellent job, you can’t help but make a big deal about it. And you’re always thinking of exciting events or special things you can do to show your admiration for their hard work.
You’ve probably heard that happy employees make happy customers, right? This sentiment remains true today, and it could be what many businesses are missing.
WHAT ARE SOME WAYS IN WHICH COMPANIES CAN ATTRACT AND RETAIN EMPLOYEES?
The best way to stand out from other retailers and demonstrate that your company values and cares for its employees is by building a company culture that practices these five attributes.
You’ll want to make sure both current and future employees understand what these attributes are, and how you’ll implement them into the working environment.
Most importantly, make sure you’re actually practicing them. Having core values is nice, but putting them into practice is far better! Remember, your team is looking to you as their leader. You need to be the example you want them to follow.
Finally, there are a few ways you’ll want to show your company culture. This can help attract potential job candidates in the future:
Get Social
A great way to show others that you value employees is by posting pictures of appreciation events and activities to demonstrate that employees are more than hired help, they are your team.
Tailor Incentives
Although you want to offer employees more job incentives and benefits, you’ll also need to ensure they’re the type of incentives they actually want/need.
The only way to know what your employees want is to ask them. You may think 401K enrollment or health care is at the top of the list, but perhaps they’d rather have more PTO, sick days, or other flexible benefits that will suit their individual lifestyles and commitments.
Do Outreach
You might think the last thing employees want to do is volunteer after an 8-hour shift, but providing volunteer opportunities or getting involved in outreach programs shows them you—and your business—care about the neighborhood you serve. It’s likely they’ll want to get involved, too. And who doesn’t want to work for a brand that gives back to its community?
Another great idea is to offer some type of dinner or social event after volunteering for both employees and their families to show your own appreciation. This often creates long-term team traditions and will help build a stronger culture.
Provide Flexibility
This might be one of the most important ways you can demonstrate a company culture that truly cares about its employees.
This might include adjusting shift schedules and attendance policies to accommodate employee’s needs. It may also mean adding half-shifts for employees who have smaller gaps on their schedules. Or you may decide to set consistent schedules that allow employees to plan ahead.
This is where transparency comes into play: “…work with individual employees to understand their scheduling needs and do [your] best to provide as consistent of a schedule as possible,” (Loomis).
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