Project Perceptions
A key challenge for retailers is a shortage of workforce talent and the perception that there isn’t a career in the retail sector. At Retail NZ, we know the value of the retail sector for careers, skills and communities — so we think it’s time to change this narrative. Learn more about our ongoing work on changing people’s perceptions of retail as a career.
Latest update:
7 Jobs in 7 Days Campaign
On 24 June 2024, working with Clemenger BBDO and OMD, we launched ‘7 Jobs in 7 Days’ — an innovative social media campaign aimed at young people.
Hosted primarily on TikTok, the campaign features the real-life retail careers of young leaders, showcasing their unique stories, career growth and the exciting aspects of their jobs.
By highlighting the diverse range of career pathways available, the campaign challenges the perception that there isn’t a career in retail beyond working on the shop floor. One of the interviewees points out her job is one she had not previously known existed. Each video invites the viewer to consider whether a career in retail might be right for them.
The videos quickly amassed over 300,000 views across TikTok, YouTube, Facebook and Instagram, just in the week after release. We anticipate continued growth as the campaign carries on through the following months.
View the videos below, or visit Retail NZ’s TikTok or YouTube channels.
Background
In many conversations with retailers, we’ve heard the same things. There is a shortage of workforce talent, largely caused by the belief that retail is not a viable career option.
We set out to find out more about what people’s perceptions are of retail as a career both in the general population and for retailers themselves. Project Perceptions aims to address any perceived challenges and perceptions by finding solutions that will benefit the sector. Our intended outcomes:
- improved perceptions of retail careers
- improved understanding of the career options and earning ability available within retail
- a greater pool of talent is available for the retail sector
- an ability to demonstrate to government that the sector may need additional interventions to secure talent
- potential identification of viability of micro credentials for retail
We welcome the support of Ringa Hora – Workforce Development Council for Services who have enabled this project by providing a portion of initial funding.
Research
With our research partner Ipsos, we conducted a comprehensive survey on the perceptions of retail as a career. Over 2000 Kiwis and retailers participated in this survey, covering a diverse range of the population. You can read the full results here.
The positive aspects of being a retailer shone through with respondents indicating that retail was about helping people, providing great customer service, being part of a collaborative team and feeling connected to their local community.
This research highlighted key areas that people do not understand about the sector such as the importance of teamwork, flexibility, opportunity for career development and progression, the prospects that a career in retail provides or the variety of roles available.
Contact
For media enquiries, please contact Carolyn Young 021 449 452.
For any other questions about this project, please contact the project adviser, Lania Rock at [email protected].
