Canadian Retailer - Spring 2016 - 40
RETAIL RECRUITING
BUILDING A BRAND TO
RECRUIT ON CAMPUS
Developing strong relationships with tomorrow's talent today
ensures future growth and success
BY KYLE B. MURR AY, director, School of Retailing, Alberta School of Business
THE province of Alberta has experienced some wild swings over
the past decade. Not long ago, stories were circulating about
McDonald's offering signing bonuses and Tim Horton's closing
locations because they simply could not find enough staff. Retailers have struggled to keep stores clean and product on the
shelves during this time. Right now we're experiencing a swing
in the other direction as the Alberta labour market sheds tens
of thousands of jobs. Yet, experts are already predicting another
severe labour crunch as early as 2020.
I've seen businesses struggle with these cycles again and
again in their attempts to recruit university graduates. Retailers
that clamoured for an audience with our students only a year or
two ago are now hard to get on campus. They don't have an immediate need to hire, so little thought is given to post-secondary
recruiting. At the same time, a few years ago our students were
surprisingly relaxed-possibly even a little arrogant-about finding a job. Today they are graduating with increasing levels of
concern and trepidation.
The current, admittedly chaotic, environment presents retailers
with an opportunity to build their brand as an employer of choice.
Today they have the chance to define who it is they want to attract
and then position their offers specifically for those students.
Consider the approach that ATB Financial has taken to building
its brand at the University of Alberta. Rather than the traditional
route of information sessions and job fairs, ATB has made a sub40 |
CANADIAN RETAILER | SPRING 2016
stantial investment in being part of campus life.
It provides judges for case competitions, executives for advisory boards and guest speakers
for classrooms. Going further, ATB has set up
unique on-campus branches that offer traditional banking services. But more importantly, these
branches act as a centre for campus engagement.
As a result, rather than waiting for a flood of cold
resumes in the spring as graduates earn their degrees and head into the job market, ATB works
closely with students throughout the year. It's already established relationships with many of the
best and brightest potential recruits. This spring
ATB may have more applicants than jobs, but at
some point that trend will reverse and hiring will
once again become highly competitive.
Retailers can learn from the ATB example,
as well as the consistent approach of the major
accounting firms. Building a powerful brand as
an employer of choice takes time. And the best
time to start is today.
Kyle Murray is a professor of marketing and
the director of the School of Retailing at the
University of Alberta.
Table of Contents for the Digital Edition of Canadian Retailer - Spring 2016
Publisher’s Desk
Retail Currents
Under the Banner
At Issue
For the Love of Flyers
The Future Is Automatic
Where Your Customers Are
Going Mobile
Made in Canada: Customer Loyalty Programs
Brand Marketing in the Digital Age
Instilling Transformation
2016’s Key Marketing Trends
Building a Brand to Recruit on Campus
Advertiser’s Index
Canadian Retailer - Spring 2016 - ebelly1
Canadian Retailer - Spring 2016 - ebelly2
Canadian Retailer - Spring 2016 - cover1
Canadian Retailer - Spring 2016 - cover2
Canadian Retailer - Spring 2016 - 3
Canadian Retailer - Spring 2016 - eJolt
Canadian Retailer - Spring 2016 - Publisher’s Desk
Canadian Retailer - Spring 2016 - 5
Canadian Retailer - Spring 2016 - Retail Currents
Canadian Retailer - Spring 2016 - 7
Canadian Retailer - Spring 2016 - Under the Banner
Canadian Retailer - Spring 2016 - At Issue
Canadian Retailer - Spring 2016 - 10
Canadian Retailer - Spring 2016 - 11
Canadian Retailer - Spring 2016 - For the Love of Flyers
Canadian Retailer - Spring 2016 - 13
Canadian Retailer - Spring 2016 - 14
Canadian Retailer - Spring 2016 - 15
Canadian Retailer - Spring 2016 - The Future Is Automatic
Canadian Retailer - Spring 2016 - 17
Canadian Retailer - Spring 2016 - 18
Canadian Retailer - Spring 2016 - 19
Canadian Retailer - Spring 2016 - Where Your Customers Are
Canadian Retailer - Spring 2016 - 21
Canadian Retailer - Spring 2016 - 22
Canadian Retailer - Spring 2016 - 23
Canadian Retailer - Spring 2016 - Going Mobile
Canadian Retailer - Spring 2016 - 25
Canadian Retailer - Spring 2016 - Made in Canada: Customer Loyalty Programs
Canadian Retailer - Spring 2016 - 27
Canadian Retailer - Spring 2016 - 28
Canadian Retailer - Spring 2016 - 29
Canadian Retailer - Spring 2016 - Brand Marketing in the Digital Age
Canadian Retailer - Spring 2016 - 31
Canadian Retailer - Spring 2016 - 32
Canadian Retailer - Spring 2016 - 33
Canadian Retailer - Spring 2016 - 34
Canadian Retailer - Spring 2016 - Instilling Transformation
Canadian Retailer - Spring 2016 - 36
Canadian Retailer - Spring 2016 - 2016’s Key Marketing Trends
Canadian Retailer - Spring 2016 - 38
Canadian Retailer - Spring 2016 - 39
Canadian Retailer - Spring 2016 - Building a Brand to Recruit on Campus
Canadian Retailer - Spring 2016 - 41
Canadian Retailer - Spring 2016 - Advertiser’s Index
Canadian Retailer - Spring 2016 - cover3
Canadian Retailer - Spring 2016 - cover4
Canadian Retailer - Spring 2016 - 45
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