What: Retail keeps on facing issues when it comes to recruiting new generations.

Why it is important: It is not only about replacing departing employees but also acquiring new competencies to address the new strategic issues.

In 2018, a student in New Jersey was excited to work as a "stylist" at a clothing store, only to discover the role was more akin to a typical sales associate.

Retail sales jobs have historically been low-paying and perceived as mundane in the US. However, challenges during the pandemic, such as a tight labour market and increased resignations, led retailers to reconsider their approach to these roles. Some retailers are rebranding these jobs with titles like "brand ambassador" or "stylist" and offering more perks, but many have not substantially improved the roles or increased pay enough to attract new workers.

Retail experts stress the importance of understanding employees' needs, similar to understanding customer needs. Features like flexible scheduling, clear communication channels with management, and recognition are valuable for modern retail workers. Although wages have increased recently, more than just monetary incentives are essential for job satisfaction. Retailers are urged to be transparent about job responsibilities and to genuinely invest in improving the retail employee experience.

Why retailers still need to fix their hiring approach to Gen Z