Canadian Retailer - Winter 2016 - 31

THE retail sector employs more than two million people and

store or online. If you just look at a candidate's
is Canada's largest employment sector. Companies recognize resume, you don't get to know whether they
the need for a highly skilled workforce to compete in the global will fit your culture. Building talent pools can
economy. And as retail expands and diversifies, careers within help you win this war."
the industry are broadening. Competitive salaries,
health plans, training and educational support, and "Consider a competitive talent landscape
sign-on bonus packages are now used as tools to re- where candidates have more than one job
cruit students and other professionals. Yet, there is
currently a shortage of skilled talent-especially at opportunity to choose from. It's important
the management level-as a result of explosive ex- for retailers to win what I call The War
pansion and the exodus of the candidate population For Fit-finding the person that not only
to other sectors. Adding to the challenge of finding
skilled retail help are: demographic shifts, region- has the skills to do the job, but who has
ally low unemployment, new entrants, and increased an aptitude for people and for service
commercial development.
to enthusiastically represent your brand
"The pull from other customer-facing industry
sectors like banking, call centres and hospitality in store or online. If you just look at a
has put a strain on the market as these industries candidate's resume, you don't get to know
recognize the synergies and similarities of the re- whether they will fit your culture. Building
tailer's transferable skill sets," explains Jackie Ross,
owner, Jross Retail Recruiters. "For most retail or- talent pools can help you win this war."
ganizations, recruiting should be a top priority be- PHIL HENDRICKSON, Qwalify
cause to win the market battle, you have to first win
the battle for talent."
Candidates Are Customers
What is a retailer to do to win this talent tug of war? They
Companies need to remember that candineed to use a multi-prong, multi-layered, multimedia approach. dates are also customers. Retailers are often
so focused on how they treat their customers
"Just-in-time" Recruiting & Winning The War For Fit
they forget to adopt the same level of service
Kitchener-Waterloo based startup Qwalify helps companies when it comes to potential employees. No
build talent pipelines to create a recruiting database of pre- retailer today would be in business if they
screened potential candidates. Phil Hendrickson, chief talent treated their customers poorly. In an everstrategist, Qwalify, says recruiting in 2016 is all about engage- increasing competitive talent landscape, how
ment; it's a 24-7 activity and building talent pools is a key to you treat your candidates has an impact on
long-term success.
your competitive advantage.
"If you can pool talent that is not necessarily interested in
"Too often retailers ignore one group of
a job today, but is interested in your brand and your company, people just because they enter through a cathis allows you, as a retailer, to take advantage of what I call reer portal and not through the front door
'just-in-time' recruiting," he explains. "It's a concept business- of their store," Hendrickson says. "Retailers
es and logistics have used for years. If you know you will need need to treat all people well. I always remind
a resource in the future, why wait until the future to find it? En- clients that those thousands of people who
gage your talent communities now...it's not just about pushing apply to your jobs also have a credit card in
your jobs to people, but finding the kind of content that allows their wallet and like to shop."
your corporate brand and culture to shine so it appeals to the
professionals you are trying to attract."
MEC: It's All About The Brand
This just-in-time recruitment strategy allows retailers to
For more than 40 years, Mountain Equipget to know more about the people who are interested in their ment Co-op (MEC), based in Vancouver,
brand and also gives companies insider intelligence on the B.C., has supplied outdoor enthusiasts with
competition. "Consider a competitive talent landscape where the tools they need to pursue their passions
candidates have more than one job opportunity to choose and feed their adventurous spirits-from rock
from," Hendrickson says. "It's important for retailers to win climbing and camping to biking and kayakwhat I call The War For Fit-finding the person that not only ing. Having the right staff in place to serve
has the skills to do the job, but who has an aptitude for people the needs of the co-operatives' more than
and for service to enthusiastically represent your brand in three million members is crucial to its suc-

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