Canadian Retailer - Spring 2013 - 32

MYSTORE RECRUITMENT BEST PRACTICES

RECRUITING TOP TALENT FOR
YOUR SMALL BUSINESS
Finding the right retail associate can represent the difference between significantly
varying degrees of success for independent retailers. Some across the country are
approaching HR with innovation to attract the best.
BY ANDREW HIND
THE RECESSION and evolving demo-

graphics have forever changed the
way retailers recruit talent. Slowed
profitability in North America and
increased competition in both urban
and suburban markets has resulted in
the development of increasingly complex recruitment and retention initiatives by some. But the impact of these
influences has been felt by retailers of
all sizes, presenting challenges with
respect to the recruitment of talented,
service-oriented employees. In years
past, prospective employees joined
the retail industry to gain disposable
income or experience. Now, candidates are not only looking for a job in
the industry, but a career.
These trends have posed a challenge to small retailers who, despite
their lack of resources, must compete
directly with larger retail chains (to
say nothing of other sectors) for the
best and brightest talent.
To meet this challenge, independent retailers across the country are
using innovative HR approaches and
best practices to successfully recruit
top-end talent and chart a course for
continued success.
From customer to associate

Heather Wolsey, owner of Season’s
Giftshop in St. Albert, Alberta, has
never in her twelve years in business
had any trouble finding employees, despite the fierce competition for labour
taking place in Canada. The recipe for
her success is a relatively simple one:
hire from amongst regular customers,
stir in a great working atmosphere,
add a dash of ‘targeted recruitment’ (a

32 |

Swinton's Art Supply uses unique atmosphere to attract top employees.

pleasant term for poaching), and allow
them to settle into a thriving business.
“I always hire my customers,” Wolsey explains. “You already know their
personality, they’re familiar with your
business, and you know they are passionate about the store and what it carries. A salesperson has to love what
they sell, after all. That’s the benefit of
a small store in a small city: you build
a relationship with customers.”
She also instinctively knows that in
order to attract the best talent in Canada today, retailers must enhance their
value proposition by increasing their
reputation as ‘the place to work’ in the

canadian retailer | spring 2013 | www.retailcouncil.org/cdnretailer

communities in which they operate. To
that end, Wolsey ensures that the store
is an extremely positive workplace.
“Customers pick up on that,” she asserts,
“which makes Season’s Giftshop a much
sought after place to be employed.”
“I want all my staff to have well-rounded lives, so I’m very flexible in accommodating my staff with scheduling requests.
And I provide a number of perks, such as
a bonus at Christmas, membership to a
gym in the same strip mall, and best of
all I take my staff on trips to trade shows
in Vegas and other spots,” she says, explaining her success in attracting and
retaining sales people.

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Canadian Retailer - Spring 2013

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