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.
As one of New Zealand’s largest employment sectors, 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 133,000 Full time people in the industry is something that takes time; Rome wasn’t built in a day!
Taking out the large employer category was McDonald’s. Well regarded for it’s efforts developing their employment brand, it’s obviously paid off! 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.”
Winners of the small category, Lush Cosmetics proved to be popular with the wider community, with many commenting that they’d love to work their because the staff are “so friendly and always seem so happy.” An employee noted that It’s amazing working for an ethical retailer where values come before profit, plus it’s just so much fun! Great products, great staff and great customers. I can’t wait to get to work each morning!”
The medium category, 101 - 400 FTE employees was won by footwear retailer Overland. “Best place to work! A retailer that values and rewards each and every employee with a values based culture that is second to none!”
“Overland Footwear is a forward-looking, innovative company that appreciates its employees on all levels.”
Looking across the Tasman to Australia, discount variety retailer Retail Adventures won the large category, Healthy Habits the medium category and Pharmore Pharmacies won in the less than 100 FTE category.
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.
Get the latest hot jobs sent straight to your inbox!
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.
v1.1