In a market where we’re experiencing a true candidate shortage, employer branding is a hot topic. It’s no easy feat to create a strong brand and many companies are investing hundreds of thousands of dollars to get it right.
Retailworld Resourcing started the Retail Employer of the Year Awards to recognise brands that people really want to work for. Aware that what makes a brand attractive is personal to each individual, the winner for each category was decided based on the number of votes an employer received. Whether someone voted based on progression, training, financial incentives or team culture - it was completely at their own discretion.
For Australia’s largest employment sector, retail has its fair share of hurdles to over come. Looking at voters comments, it’s easy to see why it’s a huge task to create a successful employment brand - everyone is driven by something different, and catering to the needs of over 1.2 million people in the industry is something that takes time; Rome wasn’t built in a day!
Taking out the large employer category was Retail Adventures. As Australia’s largest trader in the discount variety market, offering a range of career opportunities is a main attraction to both current and potential staff. Voters said they “love the passion of the business” and “they spend time, money and effort developing their employees.”
Winners of the small category, Pharmore Pharmacies proved to be strong in team culture, with one voter saying “Pharmore provides the best culture to work in - a truly warm and friendly environment that works with it’s employees - and heaps of wonderful benefits like Yoga Classes, great staff discounts, birthday days off, fun days…. I wouldn’t work anywhere else!”
The medium category, 101 - 400 FTE employees was taken out by sandwich bar Healthy Habits.
Looking across the Tasman to New Zealand, McDonald’s won the large category, Overland the medium category and Lush Cosmetics won in the less than 100 FTE category.
Displaying the largest diversity in their votes, McDonald’s comments ranged from “free parking” a “sense of being part of a big family” through to “the opportunity to excel in my career by providing training and NZQA qualifications.”
When considering the next step in a long term strategy, it’s interesting to point out less than 5% of voters made reference to financial incentives with majority of comments being noted as career progression, training and a place where they can feel truly valued.
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Retailworld Resourcing is a recruitment agency that specialises in the retail sector. We place people in retail jobs in New Zealand and retail jobs in Australia, throughout all areas and levels within the retail industry.
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