Ask the expert: How can I attract the right talent into my business?
We all know just how important it is to have a strong, talented team around us. So when a valued colleague leaves, it hits us hard. As both a salon owner and a recruitment specialist, I’m always hearing about the lack of talent in the beauty industry. I don’t buy it. Picking out perfect employees isn’t as easy as plucking apples from a tree, but I know the right candidates are out there – they just need a little help finding their way to your salon. Here are my essential tips for attracting – and keeping – the best staff for your business:
Build your brand
If you’ve got it, flaunt it. Whatever makes your business stand out from the crowd, be sure to shout about it all the time. Whether you’re speaking to clients and staff, sending monthly newsletters, placing ads in local magazines, or posting to social media, you should keep the same “voice”. That means always using the same logo in the same way, always banging the drum for your business’s unique attributes and always communicating with a consistent, reliable personality – until the whole world gets exactly what your identity is and why they love it so much.
Create an enviable environment
Setting the right environment doesn’t just mean having great wallpaper and shiny new equipment – although that helps. It means leading a culture where every member of your team shares in your success and is committed to sticking around and helping you achieve your goals. Gaining a reputation as a great place to work makes it much easier to attract the very best talent.
Invest in development
Personal growth is a fundamental human need, but many owners get nervous about training their staff. They fear that they’ll shell out to upgrade employees’ skills, only to watch them walk out the door as soon as they earn their certificate. This isn’t my experience. Providing opportunities to progress and develop can raise loyalty and lower staff turnover. It’s a real win-win, with tremendous value for both sides – they get the chance to flourish and advance their career, you get motivated employees better qualified to take care of your clients.
Recognise great work
Everyone has a basic desire for financial security and to know when they’re doing a good job, but not everyone likes to be rewarded in the same way. It’s crucial you understand what makes your therapists tick and give them the recognition they deserve. There’s no silver bullet, no one-size-fits-all method for showing your appreciation, you need to think on your feet. For some people, a commission structure that rewards upselling to clients might fuel their fire. For others, training courses or on-the-spot incentives work best. Make sure your staff members know they’ll be rewarded consistently for their effort.
Perfect your interview process
Work hard to get the right candidate for your business, but also work hard to be the right business for the best candidate. Don’t be afraid to “sell” your work environment to interviewees. You do want your first choice to say yes, don’t you? To be sure of recruiting the best person, your interviews should be fair, but not easy.
Stefania Rossi is a multiaward winning salon owner, as well as a current Professional Beauty Awards’ Judge.
She has launched her own recruitment agency for the Hair and Beauty industries and is currently recruiting for the UK and the UAE. Find out more here www.stefaniarossi.co.uk
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