Hairdresser Strong: Gen-Z vs. Salon Owners
Now that the majority of us are back to work, post-summer, the kids are back to school, and now it is time to start thinking about the busy holiday season. For the salon I manage and myself, this means trying to hire an assistant/apprentice. This brings me to one of our top requested topics: how to hire and/or communicate with Gen-Z! Well, for me, it has been a challenging and learning experience!
For a few years, I have visited with our Rising Stylists at the Cosmetology Schools to hear what they want and expect for their future. I have also collaborated and even consulted with Salon Owners on trying to meet Rising Stylist applicants' needs and how to communicate expectations and opportunities. Lately, the result has been a lot of frustration and wasted time for both Salon Owners and Rising Stylist applicants.
So, what is the problem? Please leave a comment below to participate in this conversation because I do not think I have figured this one out yet. We need better communication between the younger generation and the rest of us, particularly the business owners.
I am asking for an open, blunt, balanced discussion to figure this out. Many of these conversations I have had on the sidelines get very emotional. Salon Owners sometimes sound like a typical “old person” complaining about the poor work ethic, entitlement, and demise of the industry being brought on by the younger generation. Other conversations I have had are the Rising Stylists either bursting into tears or getting irate about the process of finding a salon home that will pay them, treat them, AND train them to the extent they want and need.
So, to me, there seems to be a gap in expectations between Rising Stylists and Salon Owners. Salon owners, overwhelmingly, want a Rising Stylist to assist and train for 6 months to a year, regardless of school. The majority of Rising Stylists (in cosmetology school) say they do not expect or want to spend 6 months to a year training and learning the system, culture, team, or clients of the salon before getting on the floor. Rising Stylists have indicated to me that, once they are licensed, they are a hairstylist and want to focus on building their book and brand. Salon Owners tell me that they do not intend on giving any newly licensed hair stylists any salon clients until the Salon Owner knows that the stylist they hired is going to do a good job and uphold the brand of the salon.
Let’s break this down:
Training and Assisting:
Rising Stylists do not want to spend 6 months to a year assisting and training in addition to school.
Salon Owners do not want to risk their reputation, brand, or google reviews on a Rising Stylist who has little to no salon or behind-the-chair experience. (Clinic floor at school is not considered “behind-the-chair” experience to most salon owners)
Basically, the majority of cosmetology school students I talk to do not fully understand the extent or the “why” for assisting and training that the Salon Owners expect. This lack of understanding is, perhaps, why they are not seeking employment at a salon while in school.
Looking at other industries, there are well-blazed trails that, when taken, most understand your chances of success are greatly increased. These include: getting one's foot in the door with a part-time job while in school, working as an intern during breaks at your desired place of employment, or doing additional schooling like a master's or Ph.D. program. For the hair world, these paths do not seem to be known as well as they used to.
Over 10 years ago, when I visited schools, the Rising Stylist’s main goal was to find a salon to train them so they may, eventually, work behind-the-chair. Even back then, Rising Stylists did not want to train at the same level as someone who did not go to school at all. So, salons had to recognize their advanced skill over someone who had no school or license and adjust their intake process.
Well, this new generation is not that dissimilar. They are coming out of school with even more advanced skill sets than any of the older generation did, on average, at the same point in their careers. Think about it, if you are watching all these videos online, seeing step-by-step how to execute something, and you had a teacher to ask to explain it, wouldn’t you be further along at the end of your cosmetology program?
So, you have this generation of rising talent, and they want to be recognized for their increased abilities, even if that means businesses have to adapt by adjusting their business model and/or intake practices. We also have a cultural shift in society that demands more from business owners than ever. Rising Stylists, what do you want? I have heard the following:
They want to be able to take clients that they bring in, even if they are assisting or training.
Training/assisting should be 3-6 months max.
Tell them exactly what is expected of them from Day 1 with a detailed roadmap with measurable objectives along the way based on accomplishments, not time.
Need more than the federal minimum wage.
Ultimately, they want to feel like they may have found their home where they feel welcome and appreciated.
I do not think these requests are too much, do you? Am I missing something? Please leave a comment below if you have any feedback or something to add.
Now, from the Salon Owner or Hiring manager's perspective, what issues come up with these desires/demands?
Taking customers opens the salon up to receiving bad reviews on Google and/or Yelp. These are the top ways people find the salon other than word of mouth. Therefore, this is a big ask.
Remedy? Allow Rising Stylists to take clients for the services they are good at as soon as they are confident and show their skills. This can speed up the time your new hires feel a sense of accomplishment AND help you hone in on the skills they need to build.
Training for 3-6 months means the salon owner is constantly hiring for support staff, which costs time and money. These assistants are the lifeblood of the salon. They keep it clean, get guests refreshments, shampoo and perform services at the bowl, etc. Without a good healthy lineup of assistants, the salon will not function.
Remedy? Have some permanent assistants that are not aspiring to be stylists at all times for backup. Then, have at least 2 stylists-in-training. This, more than likely, increases the costs for salons that already only make, on average, about 8-12% profit margins. This also decreases the amount of time a salon owner can contribute to education in the salon, taking care of current employees, and improving the customer experience in their salon….any thoughts on this?
Remedy? Stylists do their own shampoos when they do not have a shampoo assistant… I know all of the “high-end” salons are having a conniption over this idea, lol
Putting together a detailed roadmap with measurable objectives is definitely, a best practice. Most salon owners, however, do not take the time to put together a curriculum or growth plan on paper for their stylists. This is not a guarantee of success or failure, but it is a best practice for businesses, and for Salons, it is no different…
Remedy? Salon Owners/Managers: take some time and create a roadmap for their success!
The biggest problem I see from Salons is that they do not want to put anything in writing. Also, I hear over and over again that Salon Owners and Managers are promising Rising Stylists things and not delivering; SHAME ON YOU!
Wanting more than the minimum wage is easier in major cities like D.C. because the minimum wage is $16.10. However, I imagine Salons and Rising Stylists will differ based on the cost of living in the area. That said, my research shows that cost of living compared to wages is more out of balance than in earlier generations. So, I am not surprised there is a demand for more than the Federal Minimum Wage.
Finding a salon home is what takes the most amount of time. This is going to be unique to the individual being hired and is a good thing to probe during an interview by both parties.
Remedy? Know your values and know your deal breakers.
Salon Owners: Make sure these are realistic; expecting a Rising Stylist to work as hard as you, the owner, may be a pipe dream.
Rising Stylists: expecting a salon to give you clients before they have seen your work, how you communicate and interact with customers, or deal with challenges is also a pipe-dream…unless the salon is desperate.
So, to wrap this up, I would like to share what some salon owners who are experiencing success hiring the younger generation have told me during interviews! First of all, knowing your values and communicating these in an exciting, caring, and passionate way is important. Being militant about your business will turn a ton of Rising Stylists away…lighten up. Second, meeting the Rising Stylists where they are at seems to work way better than finding that person who fits perfectly. This requires an approach to your business that may not put the business first. For example, allowing stylists to work 3 days a week if they want should not be a problem if they are turning out the revenue. Also, if a Rising Stylist shows that they do great balayage but they are not up to speed on foiling or matching red head base formulas, let them take balayage clients only while they assist and train. Finally, have a map to share with them about their journey. I am not talking about a contract but your system. Have you ever thought about how you can articulate and quantify the Rising Stylist's readiness to take clients? Get it down on paper, now!
Rising Stylists, how does this sound? Am I missing anything? Maybe you should also write down what about a salon that is important to you. Do not compromise on this. Remember, sometimes, being at a salon that will give you the tools you need to grow does not mean you will be able to go on the floor immediately. Also, do the math! How much do you need to charge in order to live the life you want? If you need to charge $100 for a haircut, starting your career somewhere that charges $25 may take you longer to get to $100 than it would if you assisted and trained at a high-dollar salon for a year. I know, it makes sense, but you may not want to hear it. Think about all of my ideas for salon owners and use them to negotiate the career path you want. Maybe a salon owner will bend their system to adapt to your desires, as long as you consider the cost and burden of this.
We must all learn to adapt to changes in our environment. This means technology, culture, and community. Also, have a little empathy. Rising Stylists are starting off in an environment that is more challenging in terms of cost of living and indebtedness than previous generations. Salon owners will put their homes up for collateral to open and build a business. Both parties have struggles and need to do more than just survive. Salon Owners: more and more stylists are saying they do not want to work for someone, and that may mean stylists are okay being part-time. Rising Stylists: knowing your worth is important, but knowing other people's worth is just as important. All hairdressers and beauty professionals must learn how to appreciate what others bring to the table by educating themselves in their journey.
…Enter HairdresserStrong.com! We are here to share your story and the stories of others so that we may all better understand how to work, live, and thrive together as a community and as an industry.
Robert, a 20-year veteran, has worked passionately, for the bulk of his career to empower stylists, democratize the industry, and shift the power dynamic to be more equitable for the hairdresser.
