Canadian Retailer - Winter 2016 - 32

RECRUITING

cess. According to Julie Robb, MEC's manager of recruitment and training, finding
qualified candidates for frontline store positions never ends.
"Turnover and staff fluctuations are a retail
reality," she says. "When it comes to hiring
critical frontline brand champions for MEC,
getting it done right is better than getting it
done fast. It takes time and patience to get
the best people in the door, but the reward is
someone who will thrive in the job and be a
great fit for our unique culture."
MEC takes a multi-pronged approach to attracting ideal candidates to fill its open store
positions. Some of the ways they source talent, include:
* mec.ca/workinghere,
* employee referral program,
* social media channels - Twitter, LinkedIn,
Instagram,
* job boards such as Glassdoor, Kijiji, Craigslist, Indeed and Eluta,
* industry-specific websites (e.g., Pinkbike
for bike mechanic roles),
* unsolicited applicant pool in its Applicant
Tracking System (ATS)
* identifying candidates for future opportunities through ATS, Networking, and
LinkedIn,
* promotional displays at MEC-sponsored
events,
* in-store job fairs,
* partnerships with universities and colleges; and
* in-store digital and print signage.

A RECRUITER'S TOOLBOX

Courtesy of Jackie Ross, principal, JRoss Retail Recruiters
1) Social media
Social media sites offer an element of involvement instead of the static information of traditional websites, says
Ross. "It's all about connecting, listening, influencing and
engaging, and the ability to do this on a large scale has had
a huge impact on the world of recruiting," she says. "You
really can't have a discussion on how to attract great retail
talent if you omit social media. LinkedIn, Twitter and Facebook are the most widely used sites for on-line recruitment
and these are the basics we recommend an organization
focus on first to engage high potential candidates."
2) Employee referral programs (ERPs)
Most employees want to work with their friends and peers,
so turn your team into a massive recruiting force. ERPs
offer many benefits. Employees who are hired through
referrals tend to stay with the company longer than other
candidates. And, unlike other recruiting methods, which
tend to draw only active job seekers, ERPs offer access
to passive job seekers-qualified people who have not
signalled a willingness to move but might under the right
circumstances, when encouraged by a friend or a trusted
colleague. ERPs are a quick, low-cost and high-quality way
of finding staff.
3) Campus Recruitment
This is a great way to connect to job seekers who are specializing in business and retail management degrees/diplomas and certificates. Employers can arrange information
sessions. During these sessions, you should make your presentation informative, interesting and fun. Don't just send
your HR Manager. Include members on your team who have
been successful and are happy to share their experiences.
4) Cold calling and Networking
Cold calling is the best technique to minimize the volume
of applications and maximize the quality of applications. It
can be scary, but you can easily turn a cold call into a warm
call if you know how to do it right. This is where corporate
and agency recruiters come into play. Start by developing
a list of potential contacts from your network and those
employed at your competitors. LinkedIn is a great tool for
gathering names and contact information. "Referrals are
the most powerful tool a recruiter can use to fill a position,"
Ross says. "If you do it well you'll be able to create a steady
stream of the best candidates in the market."

"Our HR in house recruitment team determines which combination of tactics and tools
to implement, considering the role, number
of openings at our stores and other factors
such as their market and what has worked
most effectively in the past," Robb explains. "Some tactics are
directly in response to immediate openings, while others are
employed on a long-term or sustaining basis to actively promote the MEC employer brand in their markets to assist in
meeting their future needs and specific openings."
In early 2015, MEC launched a new employer brand: "Bring
it." The company started incorporating this tagline into every
aspect of the employment experience, for both existing and
prospective employees.
"This employer brand clearly communicates and creates
an authentic and compelling experience to candidates and
employees," Robb says. "The brand message defines what is

32 |

CANADIAN RETAILER | WINTER 2016

unique about working for MEC, what people
can expect when they join our team, and what
we can expect from them; it connects the dots
between our people and our purpose and attracts candidates who would be a good fit for
our culture."
According to Ross, companies not only
need to tailor their employer branding to a
new generation of workers, but they also need
to compete against other companies fighting
for the same talent. "Having a strong employer branding strategy in place can help your

http://www.mec.ca/workinghere

Table of Contents for the Digital Edition of Canadian Retailer - Winter 2016