Trade may be slower, but February’s more fluid job market means it’s still a time of opportunity for both employers and therapists, writes FIONA VLEMMIKS

FIONA VLEMMIKS

While many New Year’s good intentions have been cast aside by the time the Christmas decorations are packed away, the resolution for a career makeover is often less limsy.

Investors in People’s 2018 Job Exodus Survey shows that around one in ive people are already searching for new opportunities by the end of January, rendering February one of the busiest months for recruitment.

In the beauty industry, therapists are particularly prone to disenchantment brought about by increased hours over the stressful Christmas period followed by a January slump in trade. “Having had the business for nearly 30 years we are aware of the trends and we know this is what happens at this time of year,” says Sara Shoemark, director of the successful Glow chain of salons in Chester and North Wales.

“December can be a tough month. The tiniest thing can seem huge due to a lack of sleep and stress. Also, staffsee the [increased] money you take over the Christmas period and don’t always appreciate that this is what keeps the business going over the next 12 months.”

If staffmembers are already feeling low and tired, extra pressure to make money in the quieter months of January and February can demotivate them and cause them to look elsewhere for new opportunities. “Typically, at the start of a New Year, everyone is taking a view on the past year and assessing how they want the year ahead to improve,” says Susan Routledge, business consultant and owner of Finishing Touches salon in County Durham.

“For an employee, this may spark new ambitions. For the salon owner, it often sparks new goals, which could involve higher targets for the team. This may put added pressure on an employee and could be the catalyst for them to look for new opportunities. This time of year can also result in lower wage commissions due to fewer clients coming in, so employees may feel demotivated.” On a positive note, forward planning and extra effort by managers to engage employees can vastly reduce staffturnover.

“We try to eliminate problems in the New Year by giving our therapists what we can in December,” says Shoemark. “We talk honestly about how they’ll have to work harder for the future of Glow. Then I might give them a gift at the end of a busy day to lift their spirits. Keeping them happy over that busy period is very important.”

A reason to stay

Shoemark also kicks offthe New Year with a team meeting to encourage staffto look forward to the year ahead. “We try to make sure they have something to look forward to such as us launching new treatments and products for the New Year,” she says. “In January, we’ll send messages on our staffmessaging group with comments such as ‘really looking forward to training with you’. Staffneed a reason to stay, so we’ll look at what people’s speciic interests are and then perhaps book them on an advanced training course.”

Stefania Rossi, founder of Hidden Talent, a recruitment agency for the beauty and hair industry, and owner of Essex salon Utopia Beauty & Advanced Skincare, says it’s important to make it a priority to listen to staffin January and February.

“We have a big team meeting in January to share the business vision from day one. Then I hold one-to-ones with individuals to ind out what they want to achieve over the year and create a clear career-development plan that really makes them feel part of the business, gives them empowerment and keeps them motivated.

“We’ve also gone away for a weekend in Europe in January or February instead of a Christmas do. All this is massive in motivating and retaining the team.”

Embracing change

On the lip side, in an industry suffering nationwide staffshortages, the abundance of therapists feeling disillusioned by February makes it a great time of year to focus on attracting new talent.

“The fact that more candidates will, statistically, be applying, means that you have far more chance of inding the ideal person,” says Routledge. “Salons are more likely to offer client promotions at this time of year by including ‘add on’ treatments to packages instead of discounting. This means that a new staffmember can be gradually introduced to customers via these extra treatments without a loss of revenue to the business from involving established busy employees in promotions.”

At Glow, February is the preferred month for recruitment. “We would never take someone on in November or December unless we were desperate,” says Shoemark. “February is good time to get new staff’Glowiied’ so they are trained and ready for March onwards. We’re quieter then so they can shadow other staffand it will be a more relaxing start for new team members.”

To really capitalise on this more buoyant talent pool, Rossi says employees need to be crystal clear on their requirements. Job adverts should clearly outline the business’s brand and environment, the ideal candidate proile and skills, and showcase what the salon can offer therapists.

When creating a job package, it is also important to consider that money may not be the only motivator. “Employers get ixated that the best talent is attracted by the top dollar but it’s just not the case. Very often, the irst question candidates ask is ‘what type of career development am I going to get?’,” explains Rossi.

“Young people are often more attracted by lexible working and beneits. Therapists are working in the beauty industry but they don’t always have the opportunity to pamper themselves. It can be very attractive to offer treatment discounts for them and their friends and family in addition to discounted or free products to try out. A clear career path and an environment that has a fun element where stafffeel part of a team will attract people and keep them interested.”