DAY ONE: THE YOUTH OF TODAY (PART 1) #salonsmart17
“It’s going to be a feisty weekend…” declared Creative HEAD publisher, Catherine Handcock from the stage as she welcomed guests to Salon Smart 2017, in partnership with L’Oréal Professionnel, 3•6•5 Education and Paul Mitchell. “Salon Smart is all about sharing knowledge, ideas and experiences,” she continued, and from what followed, there has never been a more important time to do just that. With changes in apprenticeship standards, salons in the cross hairs of HMRC over National Minimum Wage, and the ever-increasing problem of employee retention, this was a “call to arms” to salons to identify ways to future proof their businesses.
Director of business experts 3•6•5 Education, Ken West had kicked started this focus at last year’s Salon Smart, asking salons where had all the 16 year olds gone… and did you actually need them? He implored salons to think differently and act differently if they wanted to see a real change – such as employing older apprentices and getting them qualified and earning more quickly, and to consider what you want your apprentices doing – learning hands on with hair, or doing menial tasks such as sweeping up. He spoke about charging more, avoiding discounting, and not devaluing what it is we do – wise words indeed.
Salon Smart then shone a spotlight on two salons that have embraced fresh ways of enticing younger talent into the salon, with case studies presented by Creative HEAD editor, Amanda Nottage. Jas Hair Group in Salisbury works closely with local schools to offer after school sessions in a programme called ‘Let Them Shine’ so that students can try out hairdressing. Something’s going right, because 82 per cent of Jas staff who are now qualified started off via that scheme. Guests then heard about Mahogany Hairdressing, who uses local university students in Oxford and London to become Student Support Staff, carrying out menial tasks to allow apprentices to concentrate on their training and getting hands on with hair.
With 10 salons in Yorkshire and a stunning training academy, Westrow’s co-owner, Steve Rowbottom, puts his company’s success down squarely to the focus on education. He’s inspired by his Vidal Sassoon background, and has helped create a stunning academy where parents, colleges, brands and other salons are more than happy to send their youngsters, with an astonishing 98 per cent completion rate.
The Chapel’s Toby Dicker
Turning the spotlight onto retention, The Chapel’s Toby Dicker joked how he was making himself gradually unemployed through his strategy of putting key tasks in the hands of his trusted staff. “We’re human beings, not human doings,” he joked, illustrating how we need to focus on employees’ creativity and satisfaction to encourage better loyalty. The Chapel charges by time rather than service, meaning that staff can earn just as much seeing fewer people but for longer appointments, staying with them from consultation through colour, shampoo, cut and finish. It means better client retention as well as staff retention, as clients know what they’re paying ahead of time, and receive an amazing service that’s laser focused on them.
Amanda Nottage then returned to the stage to shine a spotlight on two salons excelling at retaining talent. At London’s Michael Van Clarke, the salon has become a Limited Liability Partnership, meaning staff are partners and see the financial benefits when the salon does well. In Leicester, Most Wanted Best Local Salon winner, George’s Hairdressing, encourage newly qualified haiurdressers with its Baby Gs scheme, where salon members teach their specialist skills to the younger team members. Community initiatives such as its ties with local hospice LOROS has seen George’s fund a salon room with ‘stylists in residence’… and that’s just the start, they’re always fundraising! It all helps create a Disney-like devotion to the brand.
Then taking to the stage was the unmissable Sophia Hilton, founder of Not Another Salon, winner of Most Wanted Best Salon Experience. She brought some delegates to tears as she explained: “If you don’t love the place you go everyday and the people you see, you’ll give up on the inside. It would be like being in a prison that you built.” She explained how everything was built on a foundation of trust, and that while that opened her up to potential hurt, she was ready for it. She spoke movingly of “shaking with nerves” when meeting parents of her staff, because she feels the responsibility of making their children happy for a big chunk of their lives. Two of her golden rules? To look after her own mental health (because if you don’t, there’s a trickle down effect on your staff) and to educate herself, through reading and YouTube videos (often listened to while applying make-up – no time is wasted!). “The 12th step of AA is the most important,” she closed, taking a lesson from Alcoholics Anonymous, “and that is the step where you help others. It’s the only way you’ll succeed – to lead and to be responsible.”