Misperceptions keep Millennials away from retail careers
Friday, April 19, 2013
The majority of young
adults aren't seeking careers in retail, largely due to a limited understanding
of the industry, according to a study by the National Retail Federation.
interest in retail careers because they have a narrow perception of retailing,
viewing the industry as a world of "cash registers and name tags” and
little else, according to a NRF, which conducted a nationwide survey of 700
young adults ages 18 to 24.
"If we don't start
to dispel these types of myths,” said NRF President and CEO Matthew Shay,
"then we won't be able to compete for the high-quality talent that we
Forty percent of the
young adults surveyed said they want their opinions heard, 31 percent want
their ideas implemented and 25 percent desire the opportunity to own and manage
their own projects in their first jobs.
The number-one most
important experience young adults are seeking in their first job is to learn
new or innovative technology, the survey revealed.
When considering a
potential job, nearly half of the young adults said they value work/life
balance. A quarter of young adults feel working for a company whose mission and
values match their own is one of the most important characteristics when
evaluating a career opportunity. Twenty percent consider positive community
involvement and the same percentage values environmentally responsible practices.
The survey coincides
with the NRF's "This is Retail" campaign, designed to help retailers
understand the career wants of new and emerging talent.