Uta Scheurer, Ruby's vice-president of human resources, explained that "the campaign is partly an attention grab. But, more crucially, it's to attract the kind of staff they want at their hotels. 'Team players who value character, soul, and individuality. We love people with personality and that's what we want to communicate.'" Scheurer added, "By the way, everyone wants tattoos [not piercings or hairdos]. That shows we hit a nerve with our approach." And for today's employees, offering a choice, rather than a single specific bonus, matters as well. There are signs everywhere of the changes in employee expectations: a clear career path; on-going training; very flexible hours; predictable schedules; frequent feedback; relaxed dress code; fun associates; bringing their dog to work. Retailing IS a mirror of society, and requires constant experimentation and adjustments. --- *"This hotel brand will pay for its staff's tattoos." Julia Buckley, CNN Travel, August 5, 2022.
Another real challenge of 2021 is rearing its head: Whatever you used to do in terms of managing your staff likely will not work this year.
In the aftermath of the pandemics, lockdowns, stimulus payments, low unemployment, and minimum wage increases, finding and keeping good employees is even more daunting for independent retailers.
Heads up. You can take a grim situation and turn it into an advantage. Universally, there is a shortage of "good employees." While many will use that as an excuse, it can be a great opportunity for those who seize it. That's why we paid particular attention to this commentary by Ty West in The Playbook*.
And therein lies the opportunity.
We hear it over and over. "Good business citizenship" matters to shoppers. Might Labor Day weekend be a good time to start getting the word out about your citizenship contributions? Customers vote with their feet, their wallets, and their hearts, and increasingly choose those retailers who "do the right thing", whether it's how they source product, hire and pay employees, reduce environmental impacts, etc. There are things that independent retailers do day in and day out, without perhaps even realizing how special they are! Most retailers we know are "aw shucks" type people. It's charming, but, especially in today's world, your leadership can be a competitive edge! So, why keep it a secret?
We hear it over and over. "Good business citizenship" matters to shoppers. Especially for retailers, who are quasi-public figures in their communities. (AND in a goldfish bowl.) Customers vote with their feet, their wallets, and their hearts, and increasingly choose those retailers who "do the right thing", whether it's how they source product, hire and pay employees, reduce environmental impacts, etc. There are things that independent retailers do day in and day out, without perhaps even realizing how special they are! Most retailers we know are "aw shucks" type people. It's charming, but, especially in today's world, your leadership can be a competitive edge! So, why keep it a secret? Many of you are using social media to promote sales events, new product arrivals, etc. Why stop there? Social media – and your website – is the perfect place to share examples of the values that drive your business. And face it; those values may be too scarce today. They need to be featured!
Alas, there is really no way to avoid discussing COVID-19, the coronavirus that began in China last month, and now continues to spread throughout the world. No matter whether or when it is officially declared a "pandemic," the uncertainty and angst that it is generating have troubling implications for retailers.
Many Americans who can afford to save money – thanks to reduced spending on eating out, vacations, and consumer goods – are playing it safe and hoarding their cash, according to recent research by Gallup/Franklin Templeton.* And those who currently are saving at least a little money largely plan to keep saving rather than spending in the near term.
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