Finding Employees in the Customer Database The winter holiday hiring season poses special challenges for many retailers.

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Finding Employees in the Customer Database
The winter holiday hiring season poses special challenges for many
retailers. Knowing that jobs are likely to be short-term, temporary
spots, serious job seekers typically don’t respond to
advertisements or job postings. However, retailers usually need to
ramp up hiring in a major way during the last quarter of the year.
Employment needs extend well beyond retail clerk positions, with
companies looking to hire in package delivery, cybersecurity, and
party planning. Trying to fill over 800,000 jobs in the United
States in the short time before the holiday season demands
creativity and stamina from recruiting experts.
Using contacts developed from customer loyalty programs and
online shopping databases, retailers are reaching out directly to
individuals who know and (hopefully!) like their companies.
Advertising through social media can expand the candidate pool by
attracting passive applicants or people who might not have
considered seasonal work opportunities. But retailers are using
social media in new ways, not simply for traditional job
postings.
Crate & Barrel tweeted about job open houses for seasonal
workers on the same feed that showed customers new product
offerings. The Container Store, famous for its loyal customer base,
sent nearly 2 million emails to customers who live within 20 miles
of any of its stores. Knowing that customers are huge fans of its
products, The Container Store hopes that even if the customer is
not looking for a new or additional job, perhaps he or she will
pass along the email solicitation to friends. Children’s clothing
chain Carter’s blasted emails to its customers inviting them to
become “holiday helpers.” Beverages and More (BevMo) capitalized on
visits to its website as customers looked for cocktail recipes. The
company posted job advertisements on the same page as the recipes
and increased applications by 66%. One of BevMo’s recruiters says
that customers tend to be passionate about the company’s products,
and the hope is that employees will demonstrate that same level of
dedication and passion for their work.
Staffing up for the holiday season is typically limited to a few
months out of the year; thus, it is highly competitive as many
retailers compete for the same talent. Tapping into databases of
customers who already know the products can be an effective way to
target people more likely to apply and become successful employees.
And a common advantage for employees is an employee discount that
makes it even easier and cheaper to continue shopping at their
favorite store!*
Questions
What are the advantages and disadvantages of using customer
databases to recruit employees?
What unique benefits might a company consider providing to
seasonal workers that would make the jobs more attractive?