How To Attract Talent in the New Generation

Latin man and woman wearing physiotherapy uniform massaging neck using percussion gun at beauty center
These tips will help you attract a new generation of top talent for your business.
By -

I have good news for you! We have clients who want and need our services more than they ever have before. The more digital the world becomes, the more humans need physical touch.

But, the bad news is that we can’t seem to find enough spa staff to fill the open spots. These tips will help you attract a new generation of top talent for your wellness business.

Share the News

First, let people know you are hiring. LinkedIn has a feature where you can post “I’m Hiring” on your profile, and you can share opportunities across the rest of your social media (Instagram, TikTok, Facebook).

Talk about your spa culture. Consider asking top employees to share what they like about the business, why they work there and what makes it a great place to work.

The details can be found in the career posting; however, this is not the time to be shy. Post a professional sign inside the business as well.

Ask Your Top Employees

I asked my guest service representative, Hope, “Hey, you are a great employee and I want more like you! If you were looking for a position right now, where would you look?” In this scenario, she said she would use Indeed or word of mouth. So, I asked if she knew anyone in her social network who is looking for a position like this.

Personal referrals are the best kind because both parties have a personal interest in making it succeed. Some of my most valuable employees have come from word-of-mouth referrals.

Related: Improve Staff Retention with Emotional Intelligence Skills

Always Be Hiring

Even when you have a full team and no room, look for talent. You should always have a pipeline of interested candidates, because you never know when someone is going to have a baby, move, take leave, etc.

I can’t tell you how many times I have had a spa business decline a recruiting event at my school only to call me back two weeks later and ask when the next event will be because an employee just gave their notice.

Volunteer as a Guest Speaker

Most quality beauty/massage/health/wellness schools have recruiting events or guest speaker opportunities where you can connect with soon-to-graduate future professionals. If you attend events and/or speak to the students just three times a year, you’ll probably meet all of them. You might not see the return right away, but the students will remember you and you’ll find the benefit in networking after a few visits.

Some spas are afraid to hire new graduates, but I encourage you to give them a chance. Ask them to do a facial or massage, or have them shadow. If they have a good attitude, show up on time and are eager to learn, they will be easy to train.

Reach Beyond the Business

Spa employees want to be part of a profitable business that cares about them, their community and the planet. How does your business contribute to the greater good?

It’s not enough to offer a safe place to work. Promote your charitable events; this will not only improve your recruiting, but clients want to see this, too.

Friends at Work?

The current generation has blurred lines of work and home life regarding friends. Specifically, they want to work with people they like. Create team-building events that encourage community and a friendly work culture. People want to work with people they can laugh with.

Be Specific

Your expectations should be clear. For example, “ABC Spa is a fast-paced, professional environment where we perform advanced skin care treatments for the most exclusive clients. We pride ourselves on luxury service, teamwork and profitability. Licensed estheticians with a medical background are encouraged to apply at [email protected]. The interview process will include an assessment of medical terminology, virtual interview and hands-on demonstration. Follow directions carefully to be considered.”

Then, only engage with those who followed your directions. Conduct multiple interviews or check points, so you can watch for professionalism and time management. Get your team involved so everyone is invested in their success.

The post-Covid world of hiring has changed, but this doesn’t mean that you need to lower your standards. We can still find quality candidates who are willing to learn and want to deliver amazing service.

Deedee Crossett, founder and owner of the San Francisco Institute of Esthetics and Cosmetology, is an industry pioneer who raised the bar of undergraduate education for cosmetologists and estheticians. She can be reached at

More in Management