cultivating the next generation of retail leaders
TRANSCRIPT
Cultivating the Next
Generation of Retail Leaders
…Through University Partnerships
& Careers Initiatives
Background on the NRF Foundation
• NRF Foundation is 501(c)3 arm of National Retail
Federation
• Created in 1980s, funded largely on grants
• Focused primarily on certification and training programs
• Needed to adapt to new retail realities and challenges
RESULTS FROM NRF FOUNDATION
SURVEY, JUNE 2010
3.58
3.77
3.74
3.08
3.6
2.16
3.2
4.19
3.86
4.08
3.81
3.47
2.64
3.53
0 1 2 3 4 5
The perception that retail jobs do not offer long-termcareer growth or financial opportunities.
Increasing competition for the best talent with otherindustries like financial services, health care and
technology.
The view that retail does not offer work/life balance.
The belief that retail is only for people who want towork in sales.
Difficulties finding enough skilled workers with specificbackgrounds or education in growing, important areas
like e-commerce, IT and analytics.
The thinking that retail jobs are not good options forwomen or minorities.
The perception that retail is not growing or performingwell in the current economy.
Universities
Retail Executives
What issues do you feel retailers are facing
in talent recruitment and retention? [Rate 1-5 with 1 being 'Not a Challenge' and 5 being 'Significant Challenge']
Which of these initiatives do you view as the most
important for the Foundation over the next several years?
1. Promote retail as a powerful contributor to the U.S. economy
and initiate nationwide awareness campaigns to demonstrate
that retail jobs are “good” jobs with long-term professional
development opportunities and financial potential.
2. Position the retail industry as a viable career to young people,
both in high school and in college.
3. Work collaboratively with retailers and universities to identify
and address industry talent shortages.
4. Create and/or compile research on industry facts for the retail
community, policymakers, reporters and other select
audiences.
Among
universities,
2 and 3
ranked
highest.
Feedback from Schools
“Help us get our students interested in retail as a career --
our biggest challenge is convincing students that a
career in retail is not just standing at a cash register.”
“Find ways to reach out to students where they are.”
“Give students opportunities to interact with industry
leaders.”
“Create opportunities for Universities to network and work
together to improve the perception of retail as a career.”
HOW WE WORK WITH UNIVERSITIES
WE DO NOT:
• Want to compete with your education, curriculum, or training.
• Exist to promote your school or program over others.
• Limit partnerships to retail centers or retailing majors.
WE DO:
• Constantly look for opportunities to showcase retail careers
and career paths – to both students and parents.
• Believe that all college students, regardless of major, can be
successful in retail.
• Want to help your faculty understand current retail trends.
The Ground Rules
Partnership Structure
First Year: $5,000
Following Years: $1,000
NRF Foundation University Partners
NRF FOUNDATION UNIVERSITY
PARTNER BENEFITS
Offer NRF Student Association Membership to
Any Currently-Enrolled Student
• More than 1800 members in
the last six months
• Exclusive LinkedIn group for
NRF Student Association
members and retail recruiters
to connect
• Monthly NRF Student
Association featuring top retail
news, career advice, etc.
• Over 50 majors including
accounting, criminal justice,
communications, math, and
supply chain management
Create Scholarship Opportunities to
Nurture Promising Retail Talent
• Students receive
$5,000 Ray M.
Greenly
Scholarship and
stipend to attend
an NRF event
• Over $350,000 in
scholarships to
be distributed this
school year to
partner schools
Give Educators Opportunities to Network, Learn
• Regular university partner update emails with updates
from NRF, important retail news and campus
opportunities
• Partner schools receive one complimentary educator
pass to Retail’s BIG Show and Shop.org Annual Summit
($400 value each)
• Inaugural Retail Educator luncheon held at Retail’s BIG
Show
• Educator LinkedIn group coming March 1
Leverage Media Relationships to Raise
Visibility of Partner Schools
Communicate to Students through Vibrant
Social Media Presence and Content Creation
• /NRFonCampus Facebook page
• Retail_Careers Twitter Handle
• Original content about retail careers on Retail’s BIG Blog
Create Experiences to Supplement Classroom
and Campus Learning
• Panel included recent grads from
Belk, Kohl’s, Macy’s, and Victoria’s
Secret
• Featured CEOs of HSN, BJ’s
Wholesale Club, Rent the Runway
and Tractor Supply Co.
• Over 20 retailers participated in
speed networking with students
• Ten retailers conducted interviews
for internships & entry-level
positions during “Get Hired” event
Retail’s BIG Show Student Program Results
• Four out of five students said they’re more excited in a
retail career
• Two out of three are more aware of careers and retailers
they hadn’t previously considered
• Over half said they would consider working for a different
retail company than they had previously
• Nearly half are considering different career paths than
they had before the event
• One in four are considering taking different classes in
school 85% of educators plan to bring more
students next year
Now What?
Selling Retail as a Career
