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Chern's Case Study

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Chern's Brand

CHERN

Chern is known for: superior customer service, high-quality, expensive products, good selection, and core values
Brand should convey why someone would want to work for Chern's Department Store
Employees want to work for a company that has a favorable image
Brand needs to build a sense of pride in your employees
Employees act as your ambassador of your brand
Chern's Brand
How to market and reinforce the brand during the staffing process

Recruiters and manager should have the same message

How is Chern different?
What is Chern’s vision?
What is Chern’s competitive advantage?
Why should an elite sales associate work for Chern?
What are Chern’s benefits?

Compensation
Base pay 20% above market
401(k) plan matched by Chern at 10%
Potential earnings of 150% of base pay in bonuses

Noncompensation
Training and development
Upward mobility – 75%
Technology
Low turnover rate

Recommendations
Generate favorable publicity –news stories
Sponsor a scholarship
Target recruiting at college fairs
Newspaper ads that reflect the jobs as interesting and challenging
TV commercials - demonstrates the facilities, employees, customers, products
Social media - Career Website, Linkedin, Twitter, Facebook, on-line application asking which Chern store is their favorite and why it is their favorite
Fortune magazine “100 Best Companies to Work For” list

Structured Interview Questions
A disgruntled customer is returning a damaged suit jacket he bought the previous week that he needed for an event that night. He is extremely upset. What do you do?

5 – Excellent response
3- Marginal response
1 – Poor response

Structured Interview Questions
A person walks into your store and mentions that she has just moved into the area and that this is the first time she has visited your store. What would you do to make her a customer

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