Dive Brief

• Retail workers want flexible work schedules twice as much as any other benefit, according to a new report from ManpowerGroup Solutions and the Retail Industry Leaders Association (RILA). "Inside the Heads of Job Seekers: U.S. Retail Candidate Preferences," gives employers insight on attracting "NextGen" workers for hire.
• Researchers found that, unlike other industries in which employees named money as the top motivator, retail industry workers ranked job type and flexibility as the top incentives. Also, twice as many retail job seekers want part-time work compared to workers in other industries, and one out of three retail workers want to pick their own shifts, compared to 18% of workers in other industries. 
• Tips for attracting young retail workers include using social media to find them, providing flexible work schedules and encouraging diversity in hiring to create varied talent pipelines.

Dive Insight

The annual late-autumn seasonal hiring push has brought about 604,000 job openings a year since 2012, according to data from analytics firm Challenger, Gray & Christmas. What’s different about today’s retail workers is that they want flexible work schedules, not just shorter work hours, and want more customization in their job selection to meet their personal needs. While more retailers have been increasing their base pay rates, work experience is really what will help retailers set themselves apart.

Given the challenge of filling these spots, which sometimes turn into permanent positions, retailers would be smart to offer some flexibility. That might include work-at-home or other remote-work opportunities, a role that technology makes possible and that retail employers need to explore.

What's more, the usual paradigm of posters and text-heavy applications is nearing its end, and recruiters would be wise to take a page from competitors like McDonalds. The fast food giant nailed the axiom of "meeting job candidates where they are" with the announcement of its 'Snaplications' feature. Employers that harness social media and other platforms are likely to get the first pass at top talent.