What makes working in a store attractive? Or even better: What should retailers pay attention to to make them even more attractive? Q&A Insights investigated the matter and shared the findings with FashionUnited. Some insights came to light that can be useful in the current search for new employees.
Q&A Insights conducted a study among more than four hundred respondents in the Netherlands, director John Terra tells FashionUnited. The participants could not only choose between different answer options, but also comment on their answers, so that a comprehensive picture of the image of retail could be created. The current labor shortage was the reason for the study, which takes a closer look at the attractiveness of working in retail. The study focuses specifically on people in their 20s and 30s, as Terra says these are the generations that will matter most in the future.
Working atmosphere is the most important reason for choosing a job
Respondents were asked about their reasons for choosing employers – the most important reason for respondents was the atmosphere in the workplace. This means that the working atmosphere is even more important than the financial reward, which comes second. Of course, the financial reward has to be right, but a workplace where you get a fantastic salary but a lousy working atmosphere does not keep the employees in the job. The study by Q&A Insights further found that the working atmosphere can be improved through transparency, a high level of communication and cooperation between colleagues.
Terra explains that the working atmosphere was not originally included as an answer option in the survey. “We regularly ask if important issues have not been addressed. The working atmosphere crystallized and, after the adjustment, turned out to be the most important motive for the choice of employers”.
What options for flexibility are there?
Third is flexibility. People are interested in being able to take vacations, control the number of hours they work, and be able to easily change shifts. But what about flexibility in business? In the summary of the study, Q&A Insights mentions operational flexibility, for example. Does the unpacking of cargo and labeling of items need to be done at a specific time, or can it be done at any time of the day? Technology can also contribute to flexibility, for example through self-pay checkouts. The fact that customers can check out their goods themselves means that not so many staff are always required – which in turn creates flexibility when it comes to staffing the store.
Retail isn’t known as a place for personal development – although three quarters of job seekers think it’s important.
Although personal development only ranks fifth out of the six reasons for choosing an employer, according to the survey it should not be neglected. More than three quarters of those surveyed considered it important that there are opportunities for personal development at the employer. However, the store is not yet seen as a place where you can develop. Only 48 percent said they see working in stores as an occupation that allows them to do so. So there is still room for improvement in retail. Including development opportunities in job advertisements seems to be a good start.
But what happens when personal development is encouraged? Everyone has different preferences, as the respondents’ answers show. More than half would like to learn in practice and on the job. And 38 percent said they would like to take a one- or two-day on-site course to learn. A further 38 percent stated that they would like to choose a digital course from their employer’s offer. A fifth said they would like to learn with text and video at a time of their choosing. Another fifth indicated that they would like to pursue a planned career project. In addition, some like to learn independently, others in individual work and still others in groups. A large portion of respondents—63 percent overall—would like to set aside time for personal development—33 percent monthly and 30 percent quarterly.
It is natural for preferences to differ so much. Q&A Insights therefore emphasizes that it is good when employers offer different options for personal development so that employees can choose what suits them. Terra adds that it’s also good to be open about growth opportunities within the company. “Just look at Action’s new CEO. She started as a shelf stacker 24 years ago and is now CEO.”
“Retail work has an image problem”
The survey also shows that retail has an image problem. Although 78 percent of those surveyed consider personal development important for employers, only 49 percent expect it to be offered at a retail company. A similar discrepancy is seen in the financial reward category and also in meaningful work (82 and 52 percent, 79 and 55 percent).
According to Q&A Insights, this image problem can be partially solved by using employees as ambassadors. The research shows that people who have experience working in a shop have a more positive image of the sector. Individuals who have no retail experience expect over 30 percent less from the store than employers when it comes to personal development and flexibility. “In order to increase the attractiveness of the sector as an employer, it is important to use the existing employees as ambassadors. They have the practical experience and can convince friends and acquaintances of the added value of the shop as a place of work. Working in retail is a lot of fun. You only see it when you notice it.”
The image problem facing the entire sector will not be easy to deal with, says Terra. But as an independent retailer there is a lot to gain. The recruitment process, for example, can already be improved. In the job advertisement, state how the working atmosphere is promoted, what flexibility can be offered and what opportunities for personal development exist. In a world where people are fighting for staff, these tips are more than welcome. Now it’s up to the retailers themselves to get to work.
This translated post previously appeared on FashionUnited.nl. Translation and editing: Karenita Haalck