Download the PDF - Stylist and Salon Newspapers

Nailpro Sacramento
Nails-Only Trade Show
Nail It!
Sacramento
Convention Center
October 26, 2008
9 a.m. - 4:30 p.m.
Register by October 16
and SAVE!
Call 888.491.8265 or
visit nailpro.com
No childreN uNder 12
allowed iN Show
Nailpro Cup 2008
Finale
Sponsored by
2008
From Gifted Grads to Great Hairstylists
How to Successfully Recruit Students
From Cosmetology Schools
Marketing Solutions
Kerrin Delaney
Achieving increased sales with an expanding
client base are always primary goals for salons.
To accomplish this, let’s think outside the box
when it comes to hiring new hairstylists.
Have you ever found yourself in a rut when
it came to hiring new hairstylists? Whether you
are recruiting, interviewing, hiring or training a
new employee, finding the right individuals can
be frustrating.
Progressive businesses are always looking
for new talent or individuals with specialized
skills that can benefit the company. Salons must
do the same. The following strategies will help
you successfully recruit students from cosmetology
schools.
Build Your Recruiting Program: The
key to success in hiring the best cosmetology
students is to get them to want you, just as
much as you want them. Establishing a well
thought out and detailed staff recruitment
program will help lay the ground rules for your
salon business.
When building your salon brand, you must
first determine the kind of salon you wish to
own. From there, you will need to focus on the
kind of team you wish to build. A strategic staff
recruitment plan should also reflect the vision
and future plans for your salon business.
A recruitment plan should consist of media
advertising, direct mail campaigns, newsletters
and various other marketing elements. In order
for these tools to successfully target and recruit
students, they must communicate a specific
message. This message should reflect your vision
and intention to attract students who share
common goals and values.
Staff Recruitment must be an ongoing
process. Jeff and Nancy Huguet, owners of
Escape Medical Spa and Salon located in Green
Bay, Wisconsin offered keen insights into
implementing a quality recruiting program.
Mr. Huguet explained, “If you wait to hit the
switch on your recruiting program the day an
employee leaves your business, you will already
be too late. We made this mistake in the past.
We quickly changed our method and found
that continuously recruiting made us better
prepared for unexpected staffing changes.”
A well-organized salon staff recruitment
plan will get you noticed by the competitive
schools and help prepare you for any unexpected
bumps down the road.
Become Active With Cosmetology
Schools: If you want your salon to be known as
a great place to work, you have to get out there
and raise awareness. Your main objective in recruiting
from cosmetology programs is to gain
access to the schools before other salons do.
In order to find the best cosmetology,
aesthetic and massage students that exemplify
values you are looking for, you will need to seek
out the schools that focus on a curriculum you
would abide by. Research and make a list of the
top schools from which you would like to recruit.
Make appointments to meet or speak with
their school directors, teachers and the other
facility-management team members.
Once the school agrees to develop a
partnership with you and your salon, start
to schedule presentations that will focus on
educating their students while simultaneously
marketing your business. Topics could include
resume preparation, how to dress for success,
how to interview, advanced haircolor techniques,
creative haircut designs and the realities
of salon life.
Consider participating in career fairs where
you can deliver presentations and offer information
about your salon. These are a great way
to define your competitive advantage in the
marketplace, meet students and gather resumes.
Don’t forget to leave information including
your vision statement, training programs,
employee packages, growth opportunities and
employment applications.
Once you find the schools that best suit
your needs, you can go further to become an
active member on their cosmetology school
advisory board. This will help cement a positive
relationship with their director, and board
members are invited to special events, make
decisions on curriculum and gain insight about
their best graduating students.
Host Events—Get Students Into Your
Salon: Opening your doors to potential
students is a great way to show and tell. Hold
an open house for those who want to discuss
employment opportunities at your salon.
If space is available, you should think about
conducting educational seminars. Whether
focusing on hair, skin, nails or color techniques,
seminars offer you the chance to display your
philosophy, meet students, seek out talent and
establish a great reputation.
Successfully recruiting students into your
salon will take time. However, the long-term
investment will result in a salon staff that is
young, eager to achieve and open to new ideas.
Students are our future, so start focusing on
recruiting, networking and becoming an active
member in education today.
Kerrin Delaney is a Marketing Assistant at Marketing Solutions, a complete
marketing, advertising, graphic design, PR and consulting services firm for salons,
spas, manufacturers and beautycare entrepreneurs. For more information, call
703-359-6000, e-mail MktgSols@MktgSols.com or visit www.MktgSols.com.
10 | SEPTEMBER 008 | CALIFORNIA STYLIST & SALON
NP Sacramento 2.5x11.indd 1 8/5/08 2:21:23 PM