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美國假日購物季在即,零售商為何開心不起來?

Phil Wahba
2021-10-26

對現(xiàn)有工作不滿意而離職的美國工人人數(shù)創(chuàng)下歷史新高。

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圖片來源:JAMES LEYNSE—GETTY IMAGES

簽約獎金通常是企業(yè)招攬明星高管或球隊吸引明星球員的慣用策略。但伴隨著即將到來的假日購物季,受勞動力嚴重短缺影響,這種優(yōu)惠待遇在低薪零售業(yè)員工中愈發(fā)普遍。

科爾士百貨提供最高400美元的簽約獎金,梅西百貨老員工推薦新員工入職最高可獲得500美元的推薦獎金。與此同時,競爭對手亞馬遜將雇傭15萬名季節(jié)性臨時工,簽約獎金高達3000美元,刷新零售業(yè)簽約獎金天花板。周四,亞馬遜首席執(zhí)行官安迪·賈西在“Amazon Accelerate”賣家大會上表示,這是他加入亞馬遜25年來見過的“最困難的”就業(yè)局勢。

許多連鎖零售商假日購物季的銷售額能達到年銷售額的20%,因此除了預付現(xiàn)金外,一些零售商還會給員工額外的工作時間,并提供假日購物季以外的工作機會預期,這樣一來,圣誕節(jié)期間的職位將不再僅僅是短期零工,而是職業(yè)生涯的奠基石。過去以最低工資招聘一名每周工作十個小時迎賓員的日子已經(jīng)一去不復返了。

雖然人們普遍預計假日購物季將為零售商帶來巨大商機,但各大零售商在滿足消費者需求、精準送貨、及時送貨,以及提供良好的店內(nèi)購物體驗領(lǐng)域?qū)⒄归_短兵相接的激烈競爭。對于梅西百貨、科爾士百貨和服裝店這些去年因疫情原因關(guān)門、蒙受巨大損失的連鎖店而言,假日購物季顯得尤為重要。即使是亞馬遜、塔吉特百貨和沃爾瑪這樣的常年贏家也需要激勵員工,在過去21個月的疫情期間,許多員工都在與惡語相向的客戶打交道,工作環(huán)境也極其艱苦。擁有足夠的員工對于營收和利潤至關(guān)重要:聯(lián)邦快遞表示,夏季員工短缺造成的損失高達4.5億美元,這對即將到來的假日購物季來說絕非好的征兆。

咨詢公司AlixPartners總經(jīng)理大衛(wèi)·巴蘇克在接受《財富》雜志采訪時表示:“員工現(xiàn)在有很大的話語權(quán)。他們可以對工資和工作條件提出任何要求,而且這些要求都能得到滿足?!?/p>

對現(xiàn)有工作不滿意而離職的美國工人人數(shù)創(chuàng)下歷史新高:根據(jù)美國勞工統(tǒng)計局上周發(fā)布的數(shù)據(jù),8月全美約有430萬人辭職,其中又以零售業(yè)的離職人數(shù)最高。因此,需要給出有吸引力的條件留住現(xiàn)有員工、吸引新員工。

就業(yè)咨詢公司Challenger, Gray & Christmas高級副總裁安迪·查林格表示:“我們正面臨多年來最嚴重的勞動力短缺問題?!?/p>

塔吉特上個月宣布今年將招聘10萬名季節(jié)性臨時工,人們很快就注意到,盡管這家零售商今年的假日購物季增長依然強勁,但這一數(shù)字比去年減少了約3萬人。但塔吉特今年的策略旨在以更優(yōu)厚的待遇挽留現(xiàn)有員工。(為支持供應鏈,沃爾瑪也將為現(xiàn)有員工提供更多工作時間,并招聘15萬名門店員工和2萬名長期員工。)

一位塔吉特發(fā)言人在接受《財富》雜志采訪時表示,現(xiàn)有員工的工作時間較去年增加了約15%。塔吉特計劃再投入7500萬美元用于現(xiàn)有員工工資,并向那些在節(jié)假日旺季工作的員工額外支付每小時2美元的獎金。

梅西百貨也做出了不同的嘗試:只招聘4.8萬名季節(jié)性臨時員工。但同時也在招聘2.8萬名長期工人。過去,梅西百貨的假日購物季招聘公告主要集中在圣誕節(jié)期間。但繼遭受毀滅性打擊的2020年以及前幾年的多輪裁員之后,不斷重建的梅西百貨需要為更長遠的目標補充人才。值得注意的是,該公司發(fā)布的7.6萬個職位需求中,有2.12萬個與其電商業(yè)務(wù)相關(guān)的崗位。電商業(yè)務(wù)是梅西百貨發(fā)展比較迅速的業(yè)務(wù)板塊,但需要所有人全力以赴應對困擾該行業(yè)的供應鏈問題。

隨著電子商務(wù)的擴張和門店角色的轉(zhuǎn)變,以及員工與抵制戴口罩等公共政策的顧客之間充滿不快甚至危險性的互動,零售業(yè)員工的工作更加復雜化。

查林格指出,總的來說,到目前為止,他接觸過的零售業(yè)首席執(zhí)行官甚至連更低的招聘目標都難以實現(xiàn)。他表示,現(xiàn)在有一種“我接受了這份工作,但這不妨礙我對它的討厭”的情緒?!霸谶@種市場環(huán)境下,招聘經(jīng)理還要繼續(xù)努力。”

早在疫情爆發(fā)前,人才爭奪戰(zhàn)就已經(jīng)醞釀了很多年,如今更是到了白熱化的程度。2015年,星巴克開始為員工提供在線大學課程的全部學費。從那時起,隨著行業(yè)發(fā)展趨向復雜化,歷來以工資低、工作時間缺乏靈活性和福利微薄而臭名昭著的零售業(yè)正竭盡全力獲得所需人才:比如提高工資、提供育兒費用等。

AlixPartners總經(jīng)理巴蘇克表示:“零售商正在想盡各種創(chuàng)意來挽留現(xiàn)有員工。這些員工是零售商最優(yōu)良的資產(chǎn)?!?財富中文網(wǎng))

譯者:唐塵

簽約獎金通常是企業(yè)招攬明星高管或球隊吸引明星球員的慣用策略。但伴隨著即將到來的假日購物季,受勞動力嚴重短缺影響,這種優(yōu)惠待遇在低薪零售業(yè)員工中愈發(fā)普遍。

科爾士百貨提供最高400美元的簽約獎金,梅西百貨老員工推薦新員工入職最高可獲得500美元的推薦獎金。與此同時,競爭對手亞馬遜將雇傭15萬名季節(jié)性臨時工,簽約獎金高達3000美元,刷新零售業(yè)簽約獎金天花板。周四,亞馬遜首席執(zhí)行官安迪·賈西在“Amazon Accelerate”賣家大會上表示,這是他加入亞馬遜25年來見過的“最困難的”就業(yè)局勢。

許多連鎖零售商假日購物季的銷售額能達到年銷售額的20%,因此除了預付現(xiàn)金外,一些零售商還會給員工額外的工作時間,并提供假日購物季以外的工作機會預期,這樣一來,圣誕節(jié)期間的職位將不再僅僅是短期零工,而是職業(yè)生涯的奠基石。過去以最低工資招聘一名每周工作十個小時迎賓員的日子已經(jīng)一去不復返了。

雖然人們普遍預計假日購物季將為零售商帶來巨大商機,但各大零售商在滿足消費者需求、精準送貨、及時送貨,以及提供良好的店內(nèi)購物體驗領(lǐng)域?qū)⒄归_短兵相接的激烈競爭。對于梅西百貨、科爾士百貨和服裝店這些去年因疫情原因關(guān)門、蒙受巨大損失的連鎖店而言,假日購物季顯得尤為重要。即使是亞馬遜、塔吉特百貨和沃爾瑪這樣的常年贏家也需要激勵員工,在過去21個月的疫情期間,許多員工都在與惡語相向的客戶打交道,工作環(huán)境也極其艱苦。擁有足夠的員工對于營收和利潤至關(guān)重要:聯(lián)邦快遞表示,夏季員工短缺造成的損失高達4.5億美元,這對即將到來的假日購物季來說絕非好的征兆。

咨詢公司AlixPartners總經(jīng)理大衛(wèi)·巴蘇克在接受《財富》雜志采訪時表示:“員工現(xiàn)在有很大的話語權(quán)。他們可以對工資和工作條件提出任何要求,而且這些要求都能得到滿足?!?/p>

對現(xiàn)有工作不滿意而離職的美國工人人數(shù)創(chuàng)下歷史新高:根據(jù)美國勞工統(tǒng)計局上周發(fā)布的數(shù)據(jù),8月全美約有430萬人辭職,其中又以零售業(yè)的離職人數(shù)最高。因此,需要給出有吸引力的條件留住現(xiàn)有員工、吸引新員工。

就業(yè)咨詢公司Challenger, Gray & Christmas高級副總裁安迪·查林格表示:“我們正面臨多年來最嚴重的勞動力短缺問題?!?/p>

塔吉特上個月宣布今年將招聘10萬名季節(jié)性臨時工,人們很快就注意到,盡管這家零售商今年的假日購物季增長依然強勁,但這一數(shù)字比去年減少了約3萬人。但塔吉特今年的策略旨在以更優(yōu)厚的待遇挽留現(xiàn)有員工。(為支持供應鏈,沃爾瑪也將為現(xiàn)有員工提供更多工作時間,并招聘15萬名門店員工和2萬名長期員工。)

一位塔吉特發(fā)言人在接受《財富》雜志采訪時表示,現(xiàn)有員工的工作時間較去年增加了約15%。塔吉特計劃再投入7500萬美元用于現(xiàn)有員工工資,并向那些在節(jié)假日旺季工作的員工額外支付每小時2美元的獎金。

梅西百貨也做出了不同的嘗試:只招聘4.8萬名季節(jié)性臨時員工。但同時也在招聘2.8萬名長期工人。過去,梅西百貨的假日購物季招聘公告主要集中在圣誕節(jié)期間。但繼遭受毀滅性打擊的2020年以及前幾年的多輪裁員之后,不斷重建的梅西百貨需要為更長遠的目標補充人才。值得注意的是,該公司發(fā)布的7.6萬個職位需求中,有2.12萬個與其電商業(yè)務(wù)相關(guān)的崗位。電商業(yè)務(wù)是梅西百貨發(fā)展比較迅速的業(yè)務(wù)板塊,但需要所有人全力以赴應對困擾該行業(yè)的供應鏈問題。

隨著電子商務(wù)的擴張和門店角色的轉(zhuǎn)變,以及員工與抵制戴口罩等公共政策的顧客之間充滿不快甚至危險性的互動,零售業(yè)員工的工作更加復雜化。

查林格指出,總的來說,到目前為止,他接觸過的零售業(yè)首席執(zhí)行官甚至連更低的招聘目標都難以實現(xiàn)。他表示,現(xiàn)在有一種“我接受了這份工作,但這不妨礙我對它的討厭”的情緒。“在這種市場環(huán)境下,招聘經(jīng)理還要繼續(xù)努力?!?/p>

早在疫情爆發(fā)前,人才爭奪戰(zhàn)就已經(jīng)醞釀了很多年,如今更是到了白熱化的程度。2015年,星巴克開始為員工提供在線大學課程的全部學費。從那時起,隨著行業(yè)發(fā)展趨向復雜化,歷來以工資低、工作時間缺乏靈活性和福利微薄而臭名昭著的零售業(yè)正竭盡全力獲得所需人才:比如提高工資、提供育兒費用等。

AlixPartners總經(jīng)理巴蘇克表示:“零售商正在想盡各種創(chuàng)意來挽留現(xiàn)有員工。這些員工是零售商最優(yōu)良的資產(chǎn)?!?財富中文網(wǎng))

譯者:唐塵

Signing bonuses have typically been a favored tactic of corporations vying to attract a star executive or a sports team luring an All-Star. But such enticements are now becoming the norm for low-wage retail workers in a supertight labor market heading into a frantic holiday season.

Kohl’s is offering signing bonuses of up to $400, while Macy’s is delivering up to $500 in referral bonuses to staff who help it land a hire. Meanwhile their well-heeled rival Amazon, which wants to hire 150,000 seasonal workers, is outdoing the competition with $3,000 enticements to sign on. Amazon CEO Andy Jassy told the Amazon Accelerate conference on Thursday that this was the “hardest” job market he’s seen in his 25 years at the company.

Cash upfront isn’t the only way retailers are attracting workers for the season, when many chains earn 20% of their annual sales. Some are giving workers extra hours and offering the prospect of a job beyond the holidays, framing a Christmastime position as the cornerstone of a career and not just a short-term gig. We are far from the days of recruiting a greeter to work 10 hours a week for minimum wage.

While the holiday season is widely expected to be a bonanza for retailers in general, it will be hand-to-hand combat to meet that consumer demand and offer accurate, fast shipping as well as a good in-store experience. It’s a particularly urgent need for chains like Macy’s, Kohl’s, and clothing stores that, while recovering, are still healing after last year’s shutdowns and massive losses. Even perennial winners like Amazon, Target, and Walmart need to have motivated workers after 21 months of a pandemic that has seen many of them deal with abusive customers and work under very difficult conditions. Having sufficient staff is crucial to the top and bottom lines: FedEx said that worker shortages in the summer had cost it $450 million, boding ill for the upcoming holiday season.

“Workers right now have a lot of power. They are able to demand whatever they want [in terms of] wages and working conditions, and they are getting it,” AlixPartners managing director David Bassuk tells Fortune.

American workers are walking away in record numbers from jobs they don’t like: According to data released last week by the U.S. Bureau of Labor Statistics, some 4.3 million Americans quit their jobs in August, with retail seeing some of the biggest departures. So keeping existing staff and luring new employees means sweetening the pot.

“We’re in the deepest labor shortage we’ve seen in many years,” says Andy Challenger, SVP at employment consultancy Challenger, Gray & Christmas.

When Target announced last month it was hiring 100,000 seasonal workers this year, people were quick to note that was about 30,000 lower than last year, despite the retailer’s continued strong sales growth this holiday season. But Target’s tack this year is aimed at giving current workers more incentive to stay. (Walmart is also offering more hours for current workers and hiring 150,000 store workers as well as 20,000 permanent workers to support its supply chain.)

A Target spokesperson told Fortune that current employees are working about 15% more hours than they were last year. All told, Target is planning to spend $75 million more on wages for its existing employees. It will also pay a $2 per hour bonus at peak holiday season times.

Macy’s also took a different approach: It is hiring only 48,000 people for the holiday season. But it is looking for 28,000 workers to start during the holiday season and stick around after. In the past, the department store’s holiday season hiring announcements focused on the Christmas period. But as Macy’s continues to rebuild after a devastating 2020 and layoff rounds in previous years, it needs to replenish its talent for the longer haul. Tellingly, 21,200 of the 76,000 jobs it’s looking to fill are linked to its e-commerce business—a booming division for Macy’s—but one that needs all hands on deck to contend with the supply chain issues buffeting the industry.

Retail workers’ jobs have grown more complex as a result of e-commerce’s expansion and the changing role of stores, as well as their frankly unpleasant and sometimes hazardous interactions with customers who protest the enforcement of public policies such as mask wearing.

Challenger notes that, broadly speaking, retail CEOs he’s talking with are struggling to meet even their lower hiring targets so far. There’s a “take this job and shove it” sentiment out there, he says. “You can’t take your foot off the pedal as a recruiting manager in this market.”

The battle for talent, which has reached a fevered pitch, has been brewing for a number of years, well before the pandemic. In 2015, Starbucks started offering employees help with online college tuition fees. Since then, an industry notorious for low pay, inflexible hours, and few perks is falling all over itself to get the talent it needs in a line of work that has only grown more complex with new incentives such as help with childcare expenses on top of higher wages.

“Retailers are trying to get creative and lock in the people that they already have,” says AlixPartners’ Bassuk. “They are a retailer’s best assets.”

財富中文網(wǎng)所刊載內(nèi)容之知識產(chǎn)權(quán)為財富媒體知識產(chǎn)權(quán)有限公司及/或相關(guān)權(quán)利人專屬所有或持有。未經(jīng)許可,禁止進行轉(zhuǎn)載、摘編、復制及建立鏡像等任何使用。
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