CHIrelandJulyAugust2018

THE SECRET OF…
ADJUSTING YOUR USP IN AN
EVOLVING LANDSCAPE
THE BUSINESS EDIT
MAKE PEOPLE
YOUR BUSINESS
CONSUMER BEHAVIOUR IS CHANGING.
BUSINESSES NEED TO ENSURE WHAT THEY
ARE OFFERING IS INTERESTING AND UNIQUE
TO STAY AHEAD OF THE COMPETITION. THE
EXPERTS AT MINDBODY SHARE THREE WAYS
TO DEVELOP YOUR OFFERING…
YOUR TICKET TO THE FUTURE
Technology is integrated into the
way people live. Recent research
by MINDBODY found that more
than three-quarters of those aged
between 18 to 24 use technology as
part of their daily wellness routines.
Getting to grips with technology
and incorporating the latest
advances into your business is a
great way of keeping things fresh.
BYE-BYE 9 TO 5
Flexible working is on the rise and
tweaking your off ering to refl ect
this change in clients’ schedules
could have a huge impact on your
business. MINDBODY revealed
almost half of respondents said
they have no preferred time to get
treatments, suggesting peak times
are becoming a thing of the past.
THINK OUTSIDE THE BOX
There are thousands of salons across
the UK and Ireland, so make yours
diff erent to drive footfall. Get creative
and think about services or off erings
that can really add value, in addition
to your standard cut and colour.
IN ASSOCIATION WITH
For more salon-savvy secrets by MINDBODY,
visit uk.mindbodyonline.com
YOU COULD HAVE the best salon in
the world, but without the right people
working in it, you’re not going to have much
success. So how can you ensure that your
salon is staffed by the crème de la crème of
hairdressing – and how can you hold onto
them in the long run?
Kara O’Shea, general manager at Sean
Taaffe, knows exactly what she wants when
she is searching for staff. “We look for people
who are passionate about the industry – that
fire has to be present from the start,” she
explains. “There has to be an excitement
about up-and-coming trends – I want them
to talk about what they would love to be able
to do in the future. We also look at their past
employment history to see whether they’ve
stuck with things.”
She has used many methods of
recruitment, and the results are surprising.
“We have done basically everything, online
recruitment agencies, radio, and social
media, but what works best for us is word of
mouth with incentives in our team. Recently
I put a front of house position on our salon
group chat, and by the end of the day five
people had been recommended. We provide
a financial incentive to staff who refer
someone – they get half of their bonus when
the new person starts, and after six months
we give them the other half.”
Niamh O’Loughlin from Rossanos salon
group looks for young people with potential,
who can then be trained.
KEELYN COOLEY
BRIDGET HAREN
Listen to your client. The best
way to gain a client’s trust and
repeat business is to listen.
Never stop learning. It doesn’t
stop in the classroom – if you pay
attention there is a lot to learn
from the stylists you work with.
Push yourself. Embrace all of
the opportunities that present
themselves, even if they are
“We engage with the students in college
studying hairdressing or beauty as well as
students still deciding on a career,” she says.
“We are having open days this September
with local secondary schools to give them an
insight to life at Rossanos. There’s nothing
as satisfying as watching a young stylist
flourish in their career and really grow into
their own.”
So, you’ve got the right staff – now how
can you hold onto them? “It is so important
to communicate with all employees and
be aware of what is going on in their lives
outside of the salon,” explains Deirdre
Kilcoyne, co-owner of Salon 2 in Sligo. “You
have to be understanding and flexible with
them if they are dealing with some issues. As
staff situations change we try and work with
them to ensure it suits them and the business
– and we always try to be firm but fair.”
Sean Taaffe has an incentive scheme in
place that offers perks to staff who remain at
the company. “You can earn extra holidays
– up to 30 a year,” says Kara. “People on the
scheme get to leave earlier on holidays such
as Christmas Eve and New Year’s Eve. We
also offer them exciting opportunities, pay
for their parking and give their close family
members half-price hairdressing services.
“To keep them interested in the brand we
add something more each year. You might
be offered a job down the road that offers
you €100 more a week – but are they going
to give you those extra things?”
outside of your comfort zone.
This year I’m honoured to
be part of the Intercoiff ure
Guillaume Team Ireland and
excited for the experience I’ll
gain at shows and training.
Every head is an
advertisement. You are
presenting your talent to the
world, one head at a time. Apply
the expertise and techniques
you have learned, along with
your creativity, to every client.
20
CREATIVE HEAD IRELAND