Competitive Recruiting Strategies
Angela Clark
American Grooming Academy
Introduction
My Background
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
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Over thirty years in the grooming industry
Founder and Owner of American Grooming Acad...
Introduction
Competitive Recruiting Strategies
•
•
•
•

All grooming businesses struggle to find the “RIGHT” person.
How d...
Introduction
Today’s Topics
• State of the Pet/Grooming Industry
• Looking Within Your Business
– 4 Step Action Plan

• At...
State of the Industry
The Pet Industry








The Pet Industry has a strong track record of growth.
Over 62% of the...
State of the Industry
Pet Groomers State of the Industry Report 2013




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

Demand for groomers continues as it has...
State of the Industry
Top Five States for Groomers
2011
2012
California
2,800
3,023
Florida
2,100
2,802
Texas
1,900
2,201
...
State of the Industry
My Big Box Retailer Theory!
 Over the past 15 years the major pet industry pet
retailers (Petco and...
Looking Within Your Business
STEP 1

STEP 2

STEP 3

STEP 4

Evaluate Your Team
and Business

Determine
Staffing Need

Def...
Looking Within Your Business
The seed of any business culture grow from
the values, attitudes and behavior of the
business...
Attracting Key Candidates
Health Check!

How will your business stand out and attract talent?
What sets your business apar...
Attracting Key Candidates
Project a Professional and
Consistent Image
Attracting Key Candidates
Compensation…Get Creative!
Direct Compensation Alternatives
Basic Pay: Cash wage paid to the emp...
Attracting Key Candidates
Indirect Compensation Alternatives…
Flexible working schedules
Insurance (Health, Dental)
PTO...
Attracting Key Candidates
Sweeten the job offer for that PERFECT candidate!
A sign-on bonus can be offered upon sign-on or...
Attracting Key Candidates
Compensation Highlights:
Compensation packages can be linked to business
structure, employee
re...
Attracting Key Candidates
The Power
of Networking
Where else can
you network?

Grooming
Schools

Professional
Organization...
Attracting Key Candidates
How will candidates apply?

Email
applications

On-line
applications

Success Tips!
Have a desi...
Finding Key Candidates
The Power
of Social Media

Social
Media
Job
Search
Sites

Where else can
you look?

Business
Websit...
• Google Adwords
• Google Maps
• Search Engine
Optimization (SEO)
Advertise Job Openings on Facebook
Facebook Advertising
Other Online Platforms

Visit Booth 115 for Raffle Prizes and Questions! Be sure to
take photos, and use #hashtag #Booth11...
“In hiring "the right people," the
good-to-great companies placed
greater weight on character attributes
than on specific ...
Questions?
 Grooming & Kennel Expo Pasadena | Angela Clark & Mike Hooper
 Grooming & Kennel Expo Pasadena | Angela Clark & Mike Hooper
 Grooming & Kennel Expo Pasadena | Angela Clark & Mike Hooper
 Grooming & Kennel Expo Pasadena | Angela Clark & Mike Hooper
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Grooming & Kennel Expo Pasadena | Angela Clark & Mike Hooper

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Angela Clark owner of American Grooming Academy in Temecula speaking at Grooming & Kennel Expo Pasadena. Topic: Competitive Recruitment Strategies
Guest Speaker: Mike Hooper from XCEL Creative in Murrieta

Published in: Education
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  • Speaker’s Notes:Whether you are thinking about hiring for your grooming department or getting ready to hire sometime soon, all grooming business struggle and face the same obstacles in finding the “RIGHT” person or people. Once you have determined it is time to hire, what do you do and how do you find quality candidates in this competitive market? A good plan is essential in developing a winning team. I will be sharing practical and successful recruitment strategies to help sharpen your recruitment efforts in landing the star talent your company desires and needs!I do not have any magic to share with you today, but what I would like to share with you, are some proven strategies that have work for both me and others in our recruitment efforts.
  • Speaker’s Notes: Are you missing potential opportunities for hiring the " RIGHT" candidates! Through my years working in the pet industry as a business owner, Regional Manager, Trainer and now the President of American Grooming AcademyI have had the opportunity talk with individuals interested in entering the pet grooming industry, seasoned professional Pet Stylists, and graduates of grooming schools.They have shared with me their first hand experiences when looking for employment and what is important to them when making their decision as to where to work. The steps for "Competitive Recruitment Strategies" has come from those conversations with the "RIGHT" candidates!
  • Speaker’s Notes:Petgroomer.com estimates there are conservatively no less than 2,000 job openings in the US and Canada any day of the year.HOW will your business stand out and attract “talented grooming candidates” that will be an added benefit to your growing business?What sets your business apart?  Health Check – How does your place of business Look, Feel and Operate! Presentation – Lobby PresentationSalon/Bathing conditionEmployee Presentation Salon cultureGrooming EquipmentAre you organized! Daily OperationCustomer ServiceOrganizationState of the businessDays and hour of operation Social MediaBusiness FacebookBusiness Web Site   
  • Speaker’s Notes:Assess your professional image. Are you building a positive image?(Review AGA Samples)
  • Speaker’s Notes:Direct Compensation AlternativesBasic Pay: Cash wage paid to the employee.Because paying a wage is a standard practice, the competitive advantage can only come by paying a higher amount.Base Hourly wageStraight Commission Commission based on associate skill setCommission based on grooming service providedBase Hourly or Commission per pay period Incentive Pay: A bonus paid when specified performance objectives are met.May inspire employees to set and achieve a higher performance level and is an excellent motivator to accomplish goals Example – offer bonus based on employees contribution. Sales/profit, customer service, safety. 
  • Speaker’s Notes:Indirect Compensation AlternativesIn a tight labor market, indirect compensation becomes increasingly important. Businesses that cannot compete with high cash wages can offer very individualized alternatives that meet the needs of the people you want to employ. Such creative compensation alternatives are the small business's competitive advantage.Flexible working schedulesInsurance (Health, Dental)PTO, Paid Time Off Continual Education, Seminars and WorkshopsIn- house trainingEmployee DiscountsSponsor Grooming Competition EntryGrooming Equipment Allowance    
  • Speaker’s Notes: Sweeten the Job offer that PERFECT candidate A sign-on bonus can be tied to not only signing a contract with a certain employer, but with staying at that company for a specific length of time. The sign-on bonus may be paid in installments in your paychecks or all up front.Guarantee base pay can be set for a period of time. Employee Referral BonusA referral scheme proposes to grant your employees a pre-set amount of money if they present candidates to open positions at your company, the person they referred is hired and successfully completes their probation period. 
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  • Speaker’s Notes:Email applicationsThis is the straightforward approach favored by many employers. In the job ad, candidates are asked to send their application to the company’s email address. All applications are, therefore, delivered straight to your inbox and, as a consequence, management and tracking of everything is, for good or ill, in your handsOnline ApplicationsNowadays many applications for jobs are conducted not by email but via online web forms whether on the recruitment website or on the company’s own website. That is, candidates enter their basic details, attach a CV (or use a CV stored on the job board), answer some screening questions and send their application via the website. You will generally receive this by email but many job boards and Applicant Tracking Systems have online dashboards where you can review and manage the candidates. Walk In/ phoneBe sure your team has clear instruction of how all potential candidates are to be handled. Recommend that all candidates are handled by a designated associate. Resume and contact information should be collected and given to the correct person for follow up.
  • Speaker’s Notes:Unlike a good marketing plan, most recruitment efforts don’t start with a clear message. That is because we see recruitment as a transactional activity but forget that Top Talent is driven to work for organizations that send a message they likeThink of recruitment as on going, it never ends.
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  • Grooming & Kennel Expo Pasadena | Angela Clark & Mike Hooper

    1. 1. Competitive Recruiting Strategies Angela Clark American Grooming Academy
    2. 2. Introduction My Background     Over thirty years in the grooming industry Founder and Owner of American Grooming Academy Experience in the private industry as a business owner Major Pet Supply/Retail Grooming Business  Responsible for 9 Districts which included 132 grooming salons
    3. 3. Introduction Competitive Recruiting Strategies • • • • All grooming businesses struggle to find the “RIGHT” person. How do you find quality candidates in this market? A good plan is essential in developing a winning team. I will share strategies to find the star talent you need.
    4. 4. Introduction Today’s Topics • State of the Pet/Grooming Industry • Looking Within Your Business – 4 Step Action Plan • Attracting Key Candidates • Where to Find Key Candidates • Q&A
    5. 5. State of the Industry The Pet Industry       The Pet Industry has a strong track record of growth. Over 62% of the US households own a pet. There are over 160 million dogs and cats. Total US pet industry expenditure is over 52 billion dollars. APPA estimates grooming sales will exceed $4 billion in 2013. Estimated 30,000 grooming facilities. How does this impact grooming? American Pet Product Association,. 2011-2012 APPA National Pet Owners Survey
    6. 6. State of the Industry Pet Groomers State of the Industry Report 2013       Demand for groomers continues as it has for decades. Pet Groomers posted over 10,000 help wanted ads/yr. Approximately 5,000 cat and dogs per grooming facility. Many professional grooming jobs are unfilled. 2011 hiring of groomers was up 12%. 2012 doubled - employers sought to hire groomers. American Pet Product Association,. 2011-2012 APPA National Pet Owners Survey
    7. 7. State of the Industry Top Five States for Groomers 2011 2012 California 2,800 3,023 Florida 2,100 2,802 Texas 1,900 2,201 Pennsylvania 1,500 1,633 New York 1,300 1,489 Opportunities: Concentrated Grooming Jobs California 14,117 Florida 9,932 Texas 8,799 New York 6,484 Pennsylvania 6,165 American Pet Product Association,. 2011-2012 APPA National Pet Owners Survey
    8. 8. State of the Industry My Big Box Retailer Theory!  Over the past 15 years the major pet industry pet retailers (Petco and Petsmart) have been opening upwards of 75 new stores each per year.  Each store opens with a grooming salon and requires a minimum of 5 grooming employees. Add it up!
    9. 9. Looking Within Your Business STEP 1 STEP 2 STEP 3 STEP 4 Evaluate Your Team and Business Determine Staffing Need Define Processes and Roles Assess Yourself As a Leader Determine Grooming Sales & Goals Evaluate your Associates’ Strengths and Weaknesses Clear processes, roles, and responsibilities help determine the right person Leaders set the tone for the business YTD Grooming Sales and Budgeted YTD Grooming Sales Full or Part Time? Operations Manual Observe your own behavior. Are you a good leader? Daily/Weekly Sales Trend and Goal Are you adding a new Groomer position or replacing a Groomer? Job Descriptions What are your strengths as a leader? Current Daily Hours of Operation and Goal Are you adding a new Grooming Assistant or replacing one? Shares Plans and Goals What are your opportunities as a leader? Team Buy-In Get input from your team # of Customers Being Turned Away and When Flexibility – Don’t get locked into to seeing only one way to staff
    10. 10. Looking Within Your Business The seed of any business culture grow from the values, attitudes and behavior of the business leaders, that is YOU! The quickest way to begin assessing if you have the culture that is attractive to the “right” people is to first observe your own behavior.
    11. 11. Attracting Key Candidates Health Check! How will your business stand out and attract talent? What sets your business apart? How does your business look, feel, and operate? Presentation Daily Operation Social Media Why does this matter?
    12. 12. Attracting Key Candidates Project a Professional and Consistent Image
    13. 13. Attracting Key Candidates Compensation…Get Creative! Direct Compensation Alternatives Basic Pay: Cash wage paid to the employee. Paying a wage is a standard practice, the competitive advantage can only come by paying a higher amount. Incentive Pay: A bonus paid when specified performance objectives are met. May inspire employees to set and achieve a higher performance level and is an excellent motivator to accomplish goals.
    14. 14. Attracting Key Candidates Indirect Compensation Alternatives… Flexible working schedules Insurance (Health, Dental) PTO, Paid Time Off Continual Education, Seminars and Workshops In-house training Employee Discounts Sponsor Grooming Competition Entry Grooming Equipment Allowance What are other ways to improve compensation?
    15. 15. Attracting Key Candidates Sweeten the job offer for that PERFECT candidate! A sign-on bonus can be offered upon sign-on or for staying a certain length of time. Guarantee base pay can be set for a period of time. Employee Referral Bonus A referral rewards your employees a pre-set amount of money if they present candidates to open positions and stay through probationary period. What other ways can you sweeten the job offer?
    16. 16. Attracting Key Candidates Compensation Highlights: Compensation packages can be linked to business structure, employee recruitment, retention, motivation, performance, feedback and satisfaction. Compensation is typically among the first things potential employees consider when looking for employment. It is important, therefore, to give a lot of consideration to your business's compensation structure. After all, for employees, compensation is the equivalent not to how they are paid but, ultimately, to how they are valued.
    17. 17. Attracting Key Candidates The Power of Networking Where else can you network? Grooming Schools Professional Organizations Pet Sitters Dog and Cat Clubs Pet Community Events and Fundraisers Veterinarians Business Vendors Network Referral Program Human Societies Rescue Groups Job Fairs Dog Trainers
    18. 18. Attracting Key Candidates How will candidates apply? Email applications On-line applications Success Tips! Have a designated associate Be quick to respond and follow through Turn every event onto a recruiting event Walk In/ phone
    19. 19. Finding Key Candidates The Power of Social Media Social Media Job Search Sites Where else can you look? Business Website Message Boards Where do you find candidates? Groomer Chat Rooms Business Facebook LinkedIn Blogs Twitter
    20. 20. • Google Adwords • Google Maps • Search Engine Optimization (SEO)
    21. 21. Advertise Job Openings on Facebook
    22. 22. Facebook Advertising
    23. 23. Other Online Platforms Visit Booth 115 for Raffle Prizes and Questions! Be sure to take photos, and use #hashtag #Booth115!
    24. 24. “In hiring "the right people," the good-to-great companies placed greater weight on character attributes than on specific educational background, practical skills, specialized knowledge, or work experience.” Jim Collins
    25. 25. Questions?
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