Retail didn’t make the top of the list of the Best Jobs in America, I’m afraid.  In fact when ranked in an article by Eve Tahmincioglu for msnbc.com, no positions in bricks and mortar stores were listed at all — but being an employee of an online business was #1!  This was a ranking based not only on salary, but also on factors such as job satisfaction, stress level, flexibility, job security, future growth.

Here are some more sobering statistics: 59% of the 26,000 employees surveyed by Parade Magazine would not choose the career they are in now if they could do it all over again, 35% would fire their boss if they could, and 44% would rather have more vacation than a raise.

Since many entrepreneurs start their own business as a second career, the number of people who would choose a different path if they could shouldn’t surprise us. But how about our employees? Not many children tell their preschool teacher that when they grow up, they want to be a sales associate in a stationery shop.

The fact that retailing is an easy field to enter, especially as an employee, is part of its appeal. If you are tired of your regular line of work, and don’t mind a cut in pay (in most cases), you can get a job in a shop.  And if you’d like some variety in your life, you can supplement your weekday job with evenings or weekends in retail.  The advantages are obvious: a nice work environment, contact with the public, and access to great merchandise.

The drawbacks, however, are usually low pay and lack of insurance. Limited opportunities for advancement may also factor in. Can you think of creative ways to reward your employees, to get them some insurance coverage, and to give them added responsibilities that make they feel they are progressing?

You can also make sure that your employees are not in the 35% that would like to fire their bosses by keeping your staff highly involved in all aspects of the business, and listening carefully to their concerns.  A flexible schedule is key to motivating retail employees (including a generous policy regarding vacation days and time off for family events), as is varied and meaningful work.  And don’t forget to look for ways to make your staff feel appreciated.

Almost half the employees in the survey said that they wouldn’t be friends with their colleagues if they didn’t work with them. This is not surprising, since in many cases they wouldn’t have even met if it weren’t for the workplace. But encouraging a supportive atmosphere through social events and staff seminars will help create the sense of community and teamwork. Not only does this help create a happier work environment, but it is also creates a happier work force — which is essential for giving great customer service.

Happy Retailing,

Carol “Orange” Schroeder