Year after year, hiring and retention remain two of the largest hurdles c-store retailers must overcome. With advancing technology altering the retail sector and the c-store space more quickly with each new innovation, recruitment and onboarding processes have been given a shake-up over the last decade, and it’s only going to continue.
Amarillo, Texas-based Pak-A-Sak, with 25 stores in the state, relied on paper applications and manual scheduling in the past, which led to delays in processing potential candidates.
“Many applicants would lose interest before completing the hiring process, and store managers were overwhelmed with paperwork,” noted Mylissa Breitling, human resources (HR) director for Pak-A-Sak.
With new technology implementation, the time from application to hire dropped to three days from 10-plus, as candidates were able to instantly apply and schedule an interview.
While technology can streamline the hiring and onboarding process, as it has for Pak-A-Sak, it also has the potential to create its own difficulties.
Cliff’s Local Market, for instance, with 22 stores in New York, has found that applicants tend to “click to apply” on many job boards, allowing them a simple way to apply to an online posting.
“What I’ve found interesting,” said Jeff Carpenter, director of education and training at Cliff’s, “is that sometimes upon reaching out to candidates, they’ve applied to so many positions, they don’t necessarily know who you are or where you’re calling from, or that they’ve applied.”
Hiring Strategies
Pak-A-Sak implemented the digital platform TalentReef to allow for mobile-friendly recruiting and short message service (SMS)-based communication for interview reminders and status updates.
Prior to digital use, Pak-A-Sak relied on in-store signage for recruitment as well as local newspaper ads. Stores now leverage job boards and social media to attract candidates.
“Facebook Jobs and Instagram have become major hiring channels, as many job seekers follow local businesses online,” said Breitling.
And, like Cliff’s, Pak-A-Sak uses a “quick apply” feature to allow candidates an application option with minimal steps. QR codes on pumps, receipts and store signage let candidates link directly to job applications from their phones.
The rise of artificial intelligence (AI), too, has made an impact in the hiring process, as AI-powered applicant tracking systems (ATS) automatically post jobs on multiple platforms and then filter the top candidates.
Pak-A-Sak also leverages data analytics to make decisions that will optimize sourcing, screening, onboarding and time-to-hire.
“TalentReef provides real-time dashboards to track recruitment. Customizable reports help analyze hiring trends, applicant flow and onboarding completion,” said Breitling.
To encourage potential employees to apply, the Texas chain showcases team culture during the recruitment process. To do so, it offers employee testimonials, day-in-the-life videos and behind-the-scenes content.
Cliff’s, too, makes use of digital options for recruitment, such as an ATS. Most applicants are sourced from an electronic mobile device, with the use of QR codes in-store directing to easy-to-use links.
The chain also monitors turnover rates organizationally and by site.
“Applicants have choices today with where they want to work, so ensuring a frictionless experience is important,” said Carpenter. “Once they apply, you must also be quick to respond. Good applicants have alway s been in high demand, but today it is even more competitive.”
Optimizing Onboarding
Of course, technology has played a role in recent years to not only streamline hiring, but also for onboarding.
Cliff’s uses an ATS/onboarding platform that’s tied into its human resources information system, which also feeds into its learning management system.
“Being in a high-turnover industry, e-learning ensures consistent messaging and additionally allows for easy trackability of completion,” said Carpenter. “What has to be managed carefully is how that training is deployed. Considering that we are in what could be considered a highly regulated industry (at least those of us in New York), we find mandated training requirements and refreshers being added on the regular.”
At Cliff’s, hours of training are needed for a new hire, and Carpenter noted it’s not welcoming or a good training technique for an employee’s first day to comprise six to seven or more hours of computer-based training.
“Sometimes managers can be eager to get a new hire started on the sales floor,” continued Carpenter, “but it is important to invest in your new team member and ensure a proper training plan is utilized in the spirit of understanding and retention through a culturally welcoming environment. Breaking up e-learning with on-the-job training that supports e-learning material is key.”
Pak-A-Sak also uses digital solutions to onboard employees, which has proven to streamline the process from hiring to “day-one readiness,” noted Breitling.
TalentReef helps the chain simplify new-hire paperwork, background checks and compliance tracking. In addition, the chain has made use of e-signature solutions to complete documents quicker and automated workflows for tax forms.
Although some long-time managers are resistant to change and can be reluctant to adopt new systems, Pak-A-Sak has provided comprehensive training on new technology and offered hands-on demonstrations.
As innovation continues, and particularly as AI-based solutions and automation advance, technology will shape the many facets of c-store operations, including hiring and onboarding. Each chain must choose how new technology fits with their processes.
“The biggest benefit of using technology in the hiring and onboarding process is increased efficiency and speed, leading to faster hires and improved employee retention,” said Breitling.
