The distribution sector is struggling to recruit managers. “However, it is a sector that is hiring and will be hiring because the needs are enormous, says Bruno Godey, marketing teacher at Neoma Rouen-Reims. We can measure these difficulties by the attractiveness of our degree to large retailers. Our last two years take place alternately for a company cost of 6800 euros per year. Our students have no trouble finding an employer to follow their apprenticeship”.
“It’s getting more and more tense, confirms Pierre Guivarc’h, recruiter and director of the firm Skill. His company carried out 180 specialized missions in this sector in 2022. I explain this above all by a phenomenon: the large distribution does not attract because its image displeases the executives, that of an all-powerful employer “ and unsocial.
Consequence: there are more offers than candidates and some employers have understood that the balance of power had reversed. So they refine their image as an employer, notably offering shorter hours and a higher fixed salary.
An example of manager recruitment:
The search for this store manager in Bourges took 5 weeks to complete, whereas it normally takes 6 days to find a good candidate. The salary was 36,000 euros gross per year with 10 people to manage. The brand had to revise its experience expectations. She hired a junior with only one year of seniority in the function when she would have preferred 5 years of seniority. “In general, at the moment, adds Pierre Guivarc’h, the employer must also raise the remuneration by some 10 to 20% to find a candidate”.
Data scientist in retail
Retail seeks to better understand its customers in order to attract them and make them consume. This is why they hire data scientists to analyze the thousands of pieces of information collected via simple receipts or purchases on the internet.
“This will make it possible to track customer consumption, their behavior, habits to lower stocks, manage priorities and make the link between the customer and the manufacturers. », Comments Marie-Laure Furgala, director of the ISLI of the Kedge management school. This information will also be used to better manage the supply chain of the brands.
“We are seeing the multiplication of data scientist positions, continues and specifies Bruno Godey, from Neoma Rouen-Reims. Companies in the sector are fond of it. Thus, 100% of graduates of our MS marketing and data analytics work-study program are in post 6 months after obtaining their specialized Masters for average salaries of 45,000 euros gross per year”.
Excerpt from a conference given at the Tech for retail 2022 show
The Carrefour group has BILLIONS of data in its receipts alone. To manage to exploit them, Miguel Gonzales, Global Chief Technology & Data Officer of Carrefour, had them grouped together in a centralized “data lake”. He explained himself on November 28 on the work of his data scientists:
Distribution network architect
One of the major challenges of large-scale distribution is to position product stocks as close as possible to customers. This lowers storage costs, relocates platforms and helps sales. For this, distributors will call on “distribution network architects” otherwise known as “supply chain architects”.
To practice these professions, a Master 2 in supply chain is recommended. It will also be necessary to have a global vision of distribution, to understand the life of a product, to have knowledge in finance, in data, in marketing.
“My students who work in these functions are paid, as a starting salary, approximately 43,000 euros gross per year, says Marie-Laure Furgala, director of ISLI at the Kedge management school. But some e-commerce leaders can offer salaries of up to 55,000 euros gross per year”. Subsequently, these professionals can hope to become a supply chain manager and then move on to the management committee where some salaries are close to 120,000 euros after 10 to 15 years of experience.
Director of Employee Experience in Retail
Needing to rebuild a (good) image internally and externally, large retailers had to invest. This is a new position attached to Human Resources that stands out in the world of retail.
“The role of the director of employee experience is to create an employer brand, says Pierre Guivarc’h, from the recruitment firm Skill. Signs do not know how to keep their staff so its mission is to lower by all means the imposing turnover of this sector. »
The DEC (employee experience director), in conjunction with the marketing teams, then captures the attention of the children of generation Z before doing so with those of the alpha generation. It sets up new recruitment techniques such as “Live my life”, selection sessions via sport or art, creates links with schools. It sets up development paths internally, with training and an intelligent compensation package. With the operational managers, in store, it also offers events to unite staff and train them. Hiring of these HR managers will be numerous and should concern brands and stores with more than 100 employees. The salaries offered are around 36,000 to 40,000 euros gross per year. The positions are dedicated to experts with in-store experience and a human resources sensitivity. Their career development will lead them to positions as HRDs, store managers or sales team managers.
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