Canadian Retailer - Spring 2013 - 33

Mind your reputation

A generational thing

Like Wolsey, Doug Swinton has
never had a problem finding workers
and has never had to resort to placing an ad to do so. Not coincidentally, almost all of the eight regular
staff members and 13 sub-contracted
teachers at Swinton’s Art Supply
have been with him long term. Simply put, people want to work there.
“I can’t afford to pay big bucks,
but turnover is low and I never have
trouble finding new workers if the
need arises,” he says. “My secret is
a fantastic atmosphere. We have Friday afternoon meetings at the bar
over lunch and beers. I’m also flexible with time off as required. You’re
not going to find a more fun place to
work. I find if an employee likes the
atmosphere they want to give back.”
Supporting Swinton’s beliefs is a
recent WorkTrends Retail Industry
Report which points out that only
15 per cent of employees report that
wages represent their number one
priority. Employees report that an
organization’s reputation is crucial
when thinking about joining.
Most of Swinton’s staff comes from
people enrolled in the art classes taught
within the facility. By natural process
of familiarity, these people have come
to recognize the positive vibe radiating off the contented staff and decided
that Swinton’s was a great place to
seek employment. Experts agree that
hiring from among one’s customers
is vital in a retail environment where
brand loyalty is a major consideration
of people seeking employment.
When Swinton does have to go in
search of new hires, however, he has
an unusual rule he always follows—
one that has positioned him well:
“Most owners and managers focus
exclusively on retail experience. But I
don’t. That only tells you that they can
ring up a sale on a register. Instead, I
look for bar or restaurant experience
because these people have skills directly applicable to retail—they are
sociable, can think on their feet, can
multitask, and their entire focus is on
providing excellent service.”

The 2008 recession proved devastating for many youth seeking work in
this country. The stubbornly high unemployment rate for those aged 15 to
24 is double the national average, forcing a jobless generation to look elsewhere for opportunities. The retail sector has been one place they’ve turned
to and Khanita Chakritthakoon, owner
of Downtown Vancouver’s Aruhndara,
has been quick to appreciate that this

626440_Sherrard.indd 1

represents an opportunity for herself
and other small-business owners.
“I prefer to have young people, preferably just graduates from post-secondary school, because you can teach and
train them, and they are enthusiastic.
Young people Generation Y and Z, so
they crave challenging work and initiative. They want ownership, and that’s a
good thing for any business,” she says.
Knowing her desired demographic
has allowed Mrs. Chakritthakoon to

Highly
Engaged
Employees
& Remaining
Union-Free
They have a lot in common.
Both depend on great leadership
at all levels of management. The
ability to balance the needs of the
business with those of employees.
At Sherrard Kuzz LLP we help our
retail clients strike that balance.
We partner with them to identify,
train and develop highly engaged
managers and workplace leaders.
A union-free workplace is one
of the many collateral benefits.
It’s how we help our retail
clients succeed.

Main 416.603.0700
24 Hour 416.420.0738
www.sherrardkuzz.com

13/03/13 11:35 PM

www.retailcouncil.org/cdnretailer | spring 2013 | canadian retailer |

http://www.sherrardkuzz.com http://www.retailcouncil.org/cdnretailer

Canadian Retailer - Spring 2013

Table of Contents for the Digital Edition of Canadian Retailer - Spring 2013