Frontline Retail researched the job search techniques of Retail employees across Australia and New Zealand. The objective of this research was to identify which mediums candidates use to research employment prospects within the retail industry.

In excess of 340 candidates were surveyed between March and July 2005 and were asked to rank which mediums they would use when searching for positions within the retail industry, information on retail careers, and those mediums seen as most helpful in securing a retail position.

When questioned about the preferred method used to search for Retail positions 77% of candidates chose the internet as the first place they look for a position. This is a 15% increase on last year’s result where 67% of candidates ranked the Internet as the number one option for finding a retail position. It is worth noting that the trend towards Internet usage has begun to reach a plateau as a 15% increase in usage is a stark contrast to last years massive growth of 104%.

In comparison 20% of respondents ranked local and state newspapers as their first choice. This reflects a decrease of 26% from the previous year where 27% ranked this medium as their first place to look when seeking a new position.

Clearly, the internet as a means of searching for a new position is the medium of preference for retailers actively searching for a position. However where should employers, advertise to catch the more passive candidate, or the candidate seeking information regarding a retail career?

It is interesting to note that while candidates were more likely to use the internet to search for a new position, 54% of candidates ranked the career section of the newspaper as the first place they look for information regarding retail careers, industry trends, and company information. This was followed by employment web sites at 35%.

This statistic suggests that for promoting the ‘employer brand’ and positioning retail as a career of choice, the career section of the newspaper is still an effective. Multi-media campaigns that provide a consistent brand message across traditional career sections as well as through internet advertising and positioning may provide retailers with the greatest coverage in the employment market.

When asked which medium they perceived as being most helpful in assisting candidates to find their ideal retail position, Recruitment Agencies were rated as the most helpful with 45% of respondents ranking recruitment agencies in first position. This suggests that despite the increasing automation of the employment process and the continuing domination of the internet in recruitment advertising, the human factor remains key in delivering a positive candidate experience – critical in delivering positive recruitment outcomes for retail organisations.

In today’s candidate short market, retail organisations must consider strategies for both tactical attraction to fill immediate needs, as well as longer term branding strategies to ensure your retail organisation is front of mind for candidate entering the search for a retail career. In order to do this a multi-media approach, which include internet job boards, publicity, and presence in career publications, and strong recruiter relationships will ensure maximum candidate exposure.

Please feel free to contact us at Frontline Retail. with any recruitment requirements - we are here to help.