ALEXANDRIA, Virginia — Hiring bonuses continue to be a recruiting tool in the service sector, and convenience retailers like Wawa and Casey’s are exploiting them to attract more applicants to employment as the US economy continues. is recovering from the pandemic.
Wawa is offering a $ 500 bonus to new hires until July 31 for select store-level jobs, as well as a $ 500 referral bonus for current employees. The Pennsylvania convenience store has had some success with the sugary incentives, spokeswoman Lori Bruce told the Philadelphia Inquirer.
Wawa set a goal of hiring 5,000 new team members last spring and has exceeded that goal, hiring nearly 10,000 associates in recent months. Wawa ranked # 1 in fuel market news 2020 fuel leaders list, a ranking of the 50 best fuel brands in the convenience retail industry.
“Our goal with these incentives is to encourage new associates to try us out, get to know us and explore our culture and realize the growth and development opportunities that we have,” Bruce told the Inquirer.
Casey’s is offering new hires a $ 300 sign-up bonus until September 4. The Ankeny, Iowa-based retailer will pay $ 150 for 30 work days and the rest for 90 days.
Meanwhile, trucking companies, facing a severe shortage of qualified drivers, are also using larger bonuses to recruit drivers. US Xpress, based in Tennessee, is offering a bonus of $ 30,000 to Philadelphia in the hopes of hiring a team of two drivers who take turns driving.
A two-part NACS Daily series recently examined the shortage of truck drivers. Read “Truck Driver Shortage Hits Home” and “Higher Pay for the Long Term”.
“With this job market, a connection bonus is definitely an easy request for the employee and it’s something that more and more employers are willing to do because they are desperate,” Brian Clapp, president of CCI Consulting, says the investigator.
To help convenience retailers attract and retain top people, NACS partnered with the nonprofit Good Jobs Institute in January 2020 to bring the Good Jobs strategy to the industry. The Good Jobs strategy, which combines investment in human resources and smart operating choices, increases employee productivity, motivation and contribution and fosters operational excellence. Case studies show that implementing the Good Jobs strategy can grow a business and build customer loyalty.
In a recent newsletter, the Good Jobs Institute said business leaders now have a unique opportunity to improve jobs in a way that strengthens their competitive advantage through adaptability and differentiated service.
In the WorkLife podcast with Adam Grant, “Why it pays more to pay more,” Zeynep Ton, president of the Good Jobs Institute, said that when companies that decide to pay more than the market rate and promote from within , “You attract a better workforce in a way that creates a strong motivation for your employees, but also a great experience for your customers and high productivity but also a competitive advantage. They can do things that their competition cannot. And you have designed a system of excellence.
Retailers can access the Good Jobs Calculator, designed exclusively for NACS and the convenience industry. This tool allows retailers to use their own custom data and assumptions about the degree of improvement or increase achievable, and executives can run scenarios on the net impact of a Good Jobs system.