Is Your Employer Brand Reflecting a Commitment to Wellbeing?

It’s time for an honest chat. When hiring in retail, simply offering a salary and a list of responsibilities just isn’t going to cut it with top candidates. But what is it they’re looking for?

The modern retail workforce (and rightly so!) are looking beyond the basic transactional employee-employer relationships. Top talent tends to look at the entire package – meaning culture, values, and, most importantly, their commitment to staff wellbeing. So, ask yourself this: is your employer brand truly reflecting a commitment to the mental and physical health of your current and future team? Because if it isn’t, you’re more than likely missing out on top talent. And when you do find that top talent, chances are, you’re struggling to retain them.

What is employee wellbeing in the workplace?

Employee wellbeing in the workplace is a multifaceted concept that, in a nutshell, encompasses the overall health and happiness of your team members. This delves into their physical, mental, emotional and financial health.

An employer that prioritises wellbeing will take care to create (and maintain) a working environment where individuals feel supported, valued, and equipped to thrive both professionally and personally. This support can be shown in different ways – from providing access to mental health support and promoting a healthy work-life balance, to creating a positive and inclusive culture where open communication is encouraged. In the retail recruitment process, it’s important to understand that top candidates are increasingly looking to join brands that genuinely care about their people, not just their output.

Employee wellbeing isn’t just a buzzword that you can add to your careers page and hope for the best. It needs to be an ongoing process that is adapted when needed, as what supports one employee may not resonate with another. Whether you’re currently hiring for store manager jobs, or you’re in the process of retail senior appointment recruitment, know that a one-size-fits-all approach to employee wellbeing just won’t cut it.

Why is employee wellbeing important?

Let’s be clear: the importance of employee wellbeing isn’t some fluffy, optional extra; it’s a hard-nosed strategic imperative that directly hits your bottom line. A team that feels genuinely supported and healthy isn’t just happier – they’re demonstrably more productive.

Having a tangible commitment to wellbeing is a powerful tool for boosting employee retention. By actively demonstrating that your team’s health and happiness matters to your brand, you cultivate loyalty and end the constant and costly cycle of retail recruitment that comes with unhappy staff. We find that the top-tier talent, such as the individuals we place in key retail senior appointment recruitment, are savvy. They’re actively vetting employers on their wellbeing credentials, and a failure to showcase genuine care will send them straight into the arms of your more enlightened competitors.

Ultimately, prioritising your people’s wellbeing isn’t just the right thing to do, it’s smart business. In retail recruitment, your reputation precedes you, and a genuine commitment to your employees’ health and happiness will make you a magnet for the right people.

Who is responsible for employee wellbeing?

Whilst HR will likely play a central role in developing and implementing employee wellbeing strategies, the responsibility really needs to be brand-deep. Leadership at all levels should be championing and actively promoting a culture of care. Those in store manager jobs, for instance, are on the front lines and have a significant impact on the daily wellbeing of their teams. Whilst they may not make brand-wide decisions, their actions, communication style and support can either encourage a positive environment, or be a contributing factor in employee stress and burnout.

But it’s not all on leadership. Employees themselves have a responsibility to engage with wellbeing initiatives and communicate their needs, and an open dialogue with helpful feedback can go a long way.

How to improve employee wellbeing

Improving employee wellbeing isn’t a box-ticking exercise; it demands a sharp, multi-pronged strategy that tackles the realities of your team’s lives. You’ll need to start by cultivating a workplace that’s genuinely supportive and inclusive – a culture where open communication isn’t just encouraged, it’s the norm.

You should also consider how you can encourage a good work-life balance. Where feasible, things like working from home or flexible hours can make a big difference for employee wellbeing.

Another way that you can help is by providing accessible mental health resources. Think: Employee Assistance Programs, counselling services, and equipping your managers with Mental Health First Aid training. All of these are vital support structures that can make a massive difference to your team’s mental health. And let’s not forget physical health: initiatives like gym memberships, cycle schemes and actively encouraging breaks and movement throughout the day demonstrate a genuine investment in your team’s physical health. Financial wellbeing, often overlooked, can be bolstered through practical financial literacy workshops and, let’s be frank, fair compensation.

When hiring in retail, know that your onboarding process is more than just a bit of paperwork. Instead, use it as an opportunity to clearly articulate your commitment to employee health, and clearly outline the resources available. You should also do regular staff surveys to understand their evolving needs and challenges, so that you can refine your wellbeing initiatives if needed. This isn’t a set-it-and-forget-it situation, continuous improvement and a willingness to adapt are key elements of a truly supportive workplace.

How can my employer brand show commitment to wellbeing?

Your employer brand needs to actively and authentically communicate your commitment to staff wellbeing, without being excessive. This starts with showcasing wellbeing initiatives in job ads and on your social media channels. We’d recommend going beyond just listing benefits (though this is certainly important for job ads!), instead try to actively tell the story behind them. Share testimonials from employees who’ve benefitted from the initiatives and highlight your company culture and values.

During the hiring in retail process, your recruiters must be more than just process-driven; they need to be passionate advocates for your wellbeing initiatives. They should be articulating the benefits of working for your brand with genuine enthusiasm to potential candidates, showcasing the real value proposition. Further down the line, you should also weave questions about work-life balance and support directly into your interview process. This demonstrates a genuine, tangible interest in the candidate’s overall wellbeing from the outset.

For critical retail senior appointment recruitment roles, you’ll want to showcase how your leadership team actively champions wellbeing and embeds it into the very fabric of your strategic decision-making. Top-tier candidates at this level aren’t solely focused on compensation; they’re evaluating the leadership’s commitment to a healthy and sustainable work environment.

Partnering with a retail recruitment agency that truly understands the importance that candidates place on wellbeing, like ourselves, can be a strategic advantage. We’ll ensure that your commitment to your people resonates with the right talent, attracting and securing individuals who align with your core values.

Does a strong employer brand include mental health support?

Absolutely. In today’s market, a robust employer brand must include tangible mental health support. Top candidates, especially those we place in high-demand retail jobs, actively seek employers who get this. Ignore it, and you’ll be losing out.

Showcasing your commitment (EAPs, mental health days, a supportive culture) sends a powerful message: you value their overall health and are serious about a psychologically safe workplace. For retail senior appointment recruitment, a leadership team visibly prioritising mental health sets the tone.

The bottom line? Wellbeing drives talent

A genuine commitment to employee wellbeing isn’t a trend. As well as being a way to show that you care about your staff, it’s also the new baseline for attracting and retaining top talent in the workplace. By actively showcasing this commitment through your employer brand, you’re not just being a good employer – you’re making a smart, strategic investment in the future success of your business.

If you’re ready to build a brand that truly resonates with the best retail talent, talk to us today.