Convenience Store News - July 2017 - 42

OPERATIONS

Store Ops + Labor + HR + Real Estate + Financial + Field Ops

Attract, Train & Retain

With turnover a continual industry issue, there are tactics c-store
retailers can apply to hire and keep top-quality talent
By Tammy Mastroberte

A

ttracting top-quality employees who are looking to stay with a company for the long haul
is the ultimate goal for any retailer, but many
continue to struggle with turnover - especially when it
comes to entry-level positions.
According to the Convenience Store News 2016
HR & Labor Study, the turnover rate for store associates in the convenience store industry stands around
54 percent, with many reporting this number increased
over the previous year.
Also, in the past year, a number of c-store chains
have announced hiring sprees, including some of
the biggest and best-known names in the industry:
Speedway LLC, Wawa Inc., Sheetz Inc., Love's Travel
Stops & Country Stores Inc., and more.
Sheetz also invested $15 million to increase employee wages in an effort to remain competitive and attract
top talent.
"The investment was to raise wages for our hourly
staff - our front-line workers - who helps us execute
our customer service every day," Stephanie Doliveira,
vice president of human resources at Sheetz, told
Convenience Store News. "We are a couple of dollars
above minimum wage, and we did it to remain competitive in attracting the best people, but it ended up
helping us retain as well."
It is the store-level employees who engage with cus-

42 Convenience Store News | JULY 2017 | WWW.CSNEWS.COM

tomers and create the sales experience. C-store chains
want their front-line employees to provide excellent
customer service, from knowing someone's name to
remembering their habits, desires and purchase behavior. They need to pay a premium to attract this type of
talent, said Trudy Bourgeois, founder of The Center
for Workforce Excellence.
"You are not going to get that from someone who
you pay $7 an hour," she explained. "You have to take
care of your internal customer, which is your employee, if you want the external customer to have a great
shopping experience."
HIRE THE RIGHT PEOPLE

The first step in employee retention is hiring the right
people for your organization, and this starts with
attracting top-quality talent. Benefits, wages, schedule
flexibility and growth are some of the things employees
are looking for from a company today.
It's also important to diversify where a company
looks to recruit talent.
"If I was a CEO of a chain, I would start partnering with universities and change my recruitment strategy completely," Bourgeois said. "I would start positioning myself as a developmental opportunity, and be
out there with a campaign saying, 'We will afford you
these opportunities.'"


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Table of Contents for the Digital Edition of Convenience Store News - July 2017

Contents
Convenience Store News - July 2017 - Intro
Convenience Store News - July 2017 - Cover1
Convenience Store News - July 2017 - Cover2
Convenience Store News - July 2017 - 3
Convenience Store News - July 2017 - 4
Convenience Store News - July 2017 - 5
Convenience Store News - July 2017 - Contents
Convenience Store News - July 2017 - 7
Convenience Store News - July 2017 - 8
Convenience Store News - July 2017 - 9
Convenience Store News - July 2017 - 10
Convenience Store News - July 2017 - 11
Convenience Store News - July 2017 - 12
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Convenience Store News - July 2017 - 15
Convenience Store News - July 2017 - 16
Convenience Store News - July 2017 - 17
Convenience Store News - July 2017 - 18
Convenience Store News - July 2017 - N1
Convenience Store News - July 2017 - N2
Convenience Store News - July 2017 - 19
Convenience Store News - July 2017 - 20
Convenience Store News - July 2017 - 21
Convenience Store News - July 2017 - 22
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Convenience Store News - July 2017 - Cover3
Convenience Store News - July 2017 - Cover4
Convenience Store News - July 2017 - U1
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