Retailers who want to attract brighter workers should work to disprove negative retail career images such as dull, boring and mundane. So found a study of business students conducted by the University of Florida’s Center for Retailing Education and Research.
Sources that positively affected student interest in pursuing retail careers, the study revealed, were (1) exposure to firms on campus through information sessions and guest speakers; (2) former or current employers; and (3) personal experiences as a customer.
Interestingly, those surveyed who had friends working in retail were negatively influenced regarding the idea of having a retail career.
The most important career expectation of students surveyed was opportunity for advancement followed by work environment and challenging work.
Tomorrow in Retail Strategies, we’ll delve a little deeper into the study for which Hyunjoo Oh was research director.