This article originally published in Self-Service World magazine, Dec. 2007.
When Les Schwab Tire Centers wanted to attract more qualified job applicants, the company knew just where to look. The third-largest independent tire retailer figured the best way to find good employees was to tap into its base of loyal customers.
The human resources department at Les Schwab called on the expertise of Frank Mayer & Associates to develop a recruiting kiosk that would entice qualified applicants and, at the same time, support the stores' brand image.
Automating the application process benefits stores as well as the human resources department and potential employees. Les Schwab had used an online application for a few years. The new challenge was to increase applications from qualified people in an efficient way by placing kiosks in the store environment.
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| Recruiting kiosks can encourage loyal customers to apply for employment while promoting a store's brand image. |
Gary Wanderscheid, regional manager for Les Schwab, was part of the team of store operators who revamped the original kiosk. "We had them move the monitor so there was more room on the desk to place the mouse and keyboard and write something if the applicant needed to," he said.
The key, said Ronald L. Bowers, senior vice president of business development for Frank Mayer, was to develop a customized solution that fit the retail environment. "We did a lot of customizing to fit their requirements," Bowers said.
The installation also had to withstand the rigors of a high-traffic retail environment. The computer components had to be protected against vandalism and theft, and the kiosk housing itself must withstand abuse from mops, sweeping machines and grease. The system also had to be easily serviced and maintained.
Frank Mayer & Associates tapped its heritage of 75 years of visual merchandising design to develop a kiosk that fully supported the Les Schwab brand. Even if a customer is not a candidate for employment, the units support the brand positioning and don't detract from the retail experience. "We created a graphic call to action so potential employees would realize the purpose of the unit and use it," Bowers said.
The Les Schwab team knew how important it is to maintain a consistent brand identity and experience for potential employees. Store patrons already were familiar with the company; the next step for some would be working there. Frank Mayer & Associates made sure a customer's first experience with the company as a potential employer would be consistent with the retail experience. After all, you don't want to send mixed signals to a new employee.
"Everyone has had a bad retail experience, and that affects your relationship with a company," Bowers said. "We had to ensure a positive brand experience with employees from the beginning."
