Strategic Staffing at Cherns Case Study

Angela Voedisch
Assessing, Staffing, and Law Summer 2016
(HRM-343-ON1)
July 1st 2016

Table of Contents

Overview of Cherns Case..

.......3
Strategic Job Analysis & Competency Modeling at Cherns
...4
Job Description for a Retail Salesperson....
...5,6
Benefits of Internet Recruiting..
..7
Ranking of Recruiting Sources..
8
Boolean Search Results..
9,10
Strategy for Diversifying the Applicant Pool.
10
Recruiting Guidelines.
.....11,12
Job Ad for Retail Sales Representative at
Cherns13,14
Recommended Strategy for more Effective Internal
Promotions...15
Structured Behavioral Interview
Questions.16
Instrument used for Recording and Rating
Interviews.......17
Comparative Candidate Evaluation
Form..............17,18,19
New Employee Orientation
Program...20

Sources Cited.
21

Overview of Cherns Case Study

Cherns is a successful national chain of upscale apparel
retail locations. Ryan and Ann Chern founded it twenty years ago,
as shoe and handbag retailers. The company expanded their line
to become a full-scale clothing retailer. Their corporate vision is to
provide their customers with the best quality merchandise and
selection. Cherns prides itself on its first-rate customer service
that sets them apart from the average apparel retailers. Their
strategies for excellence include up-to-date customer service
management and inventory software as well as highly trained
professional sales personnel. The company is committed to its
outstanding team through its recognition of them as a vital
element in the organizations success and through extensive
training and promotion of its personnel into store management
positions. Cherns currently has 140 stores in 28 states on the
East Coast and Midwest. They also plan to expand within the
upscale apparel market.

Strategic Job Analysis & Competency Modeling at Cherns

Job Requirements Matrix for Sales Associate Position:
Job
Duty
Sales

Custom
er
Service

Tasks

Importa
nce of
Job Duty

1. Assist
20%
custome
rs
2. Comput
e sales
informat
ion
3. Process
forms of
payment

Build a
customer
service
relationship,

40%

Relati
ve
Time
Spent
15%

70%

KSAO

1. To perform
basic
arithmetic.
2. Ability to
follow the
stores sales
systems and
policies.
3. Communicati
on skills
4. Ability to be
able Joto
perform basic
tasks quickly
within
1. Communicati
on skills
2. Customer
Service and

Product
Knowle
dge

welcome and
greet
customers
into the store
and help
personalize
their
experience by
providing
excellent
customer
service
Assist
customers by
providing
knowledge
about
products
customers are
interested in.

Training
Orientation

40%

15%

1. Ability to
learn product
knowledge
2. Awareness of
surroundings

Job Description for a Retail Salesperson

This section includes a written job description for the
current position retail salesperson that is available at Cherns.
This job description includes the understanding of the positions
major responsibilities, details on how the responsibilities are
accomplished, and identifies the knowledge, skills, and abilities
necessary to perform the job. It also supports effective human
resource management in a variety of ways.
RETAIL SALES PERSON:
Store: Cherns
Category: Sales
Department: Mens and Womens
Supervisors Title: Co-Presidents include Ryan and Ann Chern
Retail Sales Person Job Description:
Responsibilities:
5

Here is a list of duties, tasks, and responsibilities that make up

the retail sales person job description, which are shown below:
The main job duties are a retail sales associate are to sell
products
Welcome customers by greeting them and offering them
assistance.
Assisting customers by helping them throughout the store
and suggesting items.
Assist customers by giving advice and providing information
on products in the store.
Help customers make selections by building customer
service confidence.
Perform tasks such as operating a cash register, process
credit card payments and cash; ordering stock and keeping
the shelves full and manage inventory.
Price products and update shelves if there are price changes
or when new products come in.
Report any problems to the manager on duty
Balance cash registers with receipts, attend customer
refunds, and be on the lookout for fraudulent credit cards
and shoplifters in the store.
Qualifications and Requirements:
Education and Experience:
Knowledge, Skills, and Abilities that is required for the job of a
retail sales person:
Requires a high school diploma or GED.
Previous experience working in a retail experience of at
least a year.
Must have confident disposition, and can treat customers
with respect.
Candidate must be polite and helpful
Candidate must be physically fit to perform specific tasks.
Must have knowledge of inventory techniques.
Must maintain good work ethic, overall well appearance and
articulate in speech.

Business Knowledge and Critical Skills:

Demonstrate time management and organizational skills
Ability to work in a team environment
Ability to have flexible schedule that meet business needs,
which could include overnight, evening, and weekend shifts.
Ability to maneuver heavy equipment around the sales floor
and stock room, lift and carry up to 50 lbs., and climb
ladders.
Some specific tasks could also include working outdoors for
an extent period of time that could pertain to harsh weather
conditions.

Benefits of Internet Recruiting

There are many advantages when it comes to online
recruiting through technological advances. Online recruiting can
enhance online sources used for the recruitment and selection of
candidates. Sources can include job boards, applicant tracking;
resume databases, online testing, and also assessments come
help Internet recruiting. Online recruiting has become very
7

efficient to businesses. They offer a variety of tools for preemployment screenings, assessments, and testing to screen
potential candidates. This also helps match candidates to your
businesses company values and services that meet the needs of
the company. Online recruiting sources can help reduce company
costs. Recruiting costs can be a high expense for businesses as
well as the cost of hiring new employees, training costs and
more. Administering online recruitment and selection can reduce
these costs (1).
Sourcing Outcomes Prioritize
1.
2.
3.
4.
5.

Cost Per Hire

Hiring Speed
Culture Fit
Average First Year Financial Return
First Year Turnover Rate

Ranking of Recruiting Sources

The Effectiveness of Recruiting Sources for Sales Associates
Priorit
y
Ranki
ng

Source

Hiring
Speed
(Months
)

Cost
Per
Hire
($)
8

Cultur
e Fit

Average
First
Year
Financial

First
Year
Turnove
r Rate

1
2
3
4
5
6

Return
($)
38,000

(%)

Employe
e
Referrals
Cherns.c
om
College
Hiring
Search
Firms
Walk-Ins

2,60
0

Very
Good

Good

38,000

20%

Good

30,000

20%

Avera
ge
Poor

20,000

15%

5,000

30%

Newspap
er Ads

1,50
0
4,00
0
5,20
0
1,50
0
2,00
0

Poor

4,000

25%

5
3
1

Boolean Search Results

The Internet as a source
9

10%

-Linkedln.com
You can access information about people the know as well
as people their contacts know
It is a great form of Social Networking and creates brand
awareness
The Boolean Search:
When I searched for these two candidates I used the Google
Search Engine.
In the search engine in put Women who work fashion retail,
profile and store
The website that came up under this is LinkedIn.
First Candidate - found on LinkedIn.
Zhenzi Wang
She is a sales associate at carter. Her previous job history
includes Nordstroms and Saint Laurent Companies.
She as customer service experience and retail sales
management experience.
She studied abroad and works well in a fast paced sales
environment.
She is bilingual and has mastered Chinese and English
languages.
She provides top notch customer service while improving
professionalism in the field of luxury retail management
Her background also includes a job for a personal stylist.
Also immersed in global fashion and has lived in different
parts of the country
Second Candidate found on LinedIn.
Zlatkn Susa
He is a luxury retail professional at United Fashion Company
called (Salvatore Ferragmo)
He previously works for Nicole Farhi, who does events for
the Belgrade Fashion week.
He has maximized sales and exceeds sales targets with
effective use of stocks and sales information and has the
initiative to identify other business opportunities.
10

These two potential candidates would be a great fit for Cherns

sales associate position. They both have a retail fashion
background. They both have worked in a fashion company and
both contain a lot of fashion knowledge. They also have a
background of working in a store and know how to assist
customers.
-Internet Job Boards
Help employers source promising recruits reviewing
resumes that applicants have posted
o Monster.com, Simplyhired.com
Employers can post open positions for applicants to
upload resumes

Strategy for Diversifying the Applicant Pool

How Can Cherns improve its Diversity
Cherns can hire from multiple sources. Using new sources like
the ones stated above, LinkedIn and Monster will help draw
potential applicants form a more diverse group. Having a job fair
could be a way to increase diversity; it could also attract a
different group of applicants. Using a staffing company that
focuses on finding more talented and diverse candidates. Also
updating the website to express more emphasis on wanting to
create a more diverse environment.

11

Recruiting Guidelines
Each position requires document recruitment plan, which maps
out a strategy for attracting and hiring the best-qualified
candidates.
Recruitment Plan Elements:
Begin the Search:
Verify though administration channels permission to
being a search
Select a search committee (optional)
Determine job related criteria and documents to be
collected from applicants
Develop and update the position description and
compete the SSC check and then launch a recruitment
A staff member will submit requisition to Human
Resources for review and final approval for the staff
position.
All jobs will be posted to the Cherns employment
website www.cherns.com
Screen and Recommend For Interview:
The Hiring manager will accept applications through
online applicant system
There will be a prepared screening instrument to
evaluate each applicant. HR can provide hiring
departments with a standardized screening tool or
departments may create their own
Once the application has a review date or deadline has
passed, rank applications based upon qualifications listed
in the position description.
If additional information is needed to help evaluate
applicants a phone interview may be scheduled.
Departments are expected to provide a summary of
applicant statuses prior to making a final offer.
12

 Collect and place in departmental search file a copy of

the ads, correspondence with applicants and completed
screening instruments or submit the entire file to the
human resource representative for document scanning
retention at the end.

Interview and Selection:

The hiring manager should schedule interviews and
prepare interview questions
They should conduct interviews in a consistent manner
using inquires
Check references before making a job offer
Provide final statement on the screening for each
applicant interviewed, as well as final status for any
application received after review date.
Make a verbal offer to the desired candidate a d contact
Human Resources to enter the online offer.
Verify with administration hierarchy final approval to
make an offer
Hire:
Candidate accepts online offer
All hired candidates should be on boarded before the
date of hire.
Close out the search by sending the materials to Human
Resources for scanning and record retention.

13

Job Ad for Retail Sale Representative at Cherns

Cherns is seeking employees to join our retail store in the
expanding outside sales position. Join our professional, highly
trained team and experienced working face to face with
customers to increase brand awareness for our highly designed
clothes. You will actively close sales, provide exceptional
customer service, and become an intricate component of our
progressive team environment. This is an entry-level position,
part-time and full-time available.
Job Purpose
We are currently looking for a results driven sales associate who
is responsible for all sales activities. The successful candidate will
be able to elevate company standards, achieve sales goals and
meet clients expectations.
Essential Job Functions
Review sales performance weekly
Participate in team meetings and events
Engage and communicate with peers, clients, and
management team in a positive manner with
professionalism.
Assist customers throughout the store
Stock and replenish shelves
Check out customers
Requirements:
14

 Great communication skills.

Excellent social skills with a customer service-focused
mindset
Proficient writing skills
Must have reliable transportation
Proficient knowledge of using a cash register
Self-motivated and pro-active
Strong problem-solving and analytical skills
Strong multi-tasking and organizational skills are a must
Required experience
Sales: 1 year.

Equal Employment Opportunity Policy

Cherns is committed to providing a non-discriminatory
employment environment for its employees.
The policy of Cherns is to fully comply with applicable, federal,
state and local laws, rules and regulations in the area of nondiscrimination in employment. Discrimination against employees
and applications due to race, color, religion, sex and veteran
status is prohibited. Violations of this policy will be subjected to
discipline, up to and including termination.
Equal employment opportunity and non-discriminatory
commitments include, but are not limited to, the areas of hiring,
promotion, demotion or transfer, recruitment, discipline, layoff or
termination, rate of compensation and company sponsored
training.
All employees are expected to comply with this Equal
Employment Opportunity Policy. Managers and supervisors who
are responsible for meeting business objectives are expected to
cooperate fully in meeting Cherns equal employment opportunity
objectives. Any employee who believes he or she has been

15

discriminated against must immediately report any incident to

the companys designated EEO Officer. The company will not
tolerate retaliation against any employee who reports acts of
discrimination or provides information in connection with any
such complaint.

Recommended Strategy for More Effective Internal

Promotions
Cherns current philosophy is to promote from within and
improve its internal promotion practices. After a recent analysis of
a high turnover Cherns found out that good sales associates who
could have been potentially good department managers and
assistant department managers have left the organization.
Cherns has found out from holding exit interviews that these
current employees had left because the companys efforts to
communicate promotional opportunities and succession had been
insufficient, and also because of poor career planning visibility.
There are many ways that Cherns can identify and develop
sales associates who have potential to become department
managers.
Recommendations:

16

 Cherns should start by building off their current program.

They should continually and systematically improve the
capabilities of all the identified candidates.
Use the assessment of candidates competencies to figure
out training programs and developmental opportunities.
This will help increase candidates readiness for key
positions.
Give candidates information about areas they need
improvements in.
Allow candidates to become active with management when
building the competencies they need to improve to move
into management positions.
Management should check in with candidates and give
them feedback so they know where they stand with these
positions.
Succession management should be done as a continuous
process, and should be completed more than once or twice
a year.
Management should hold weekly check-ins with current or
potential candidates for coaching meetings in regard to
current work status.
Management should build relationships of mutual trust with
current or potential candidates. This will show employees
that management does appreciate and recognize them.
These recommendations will show the company and
management what internal employees or potential
candidates are ready to become department managers. By
coaching, having weekly meetings, and building a
relationship with employees or potential candidates will
show who is improving and who is not.
Structured Behavioral Interview Questions
This is a well-structured interview screening for the retail sales
associate position at Cherns.
Structured interviews insure candidates have equal opportunities
to provide information and are assessed accurately and
consistently.
All candidates are asked the same questions in the same
order.
17

 All candidates are evaluated using a common rating scale.

Interviewers are in agreement on acceptable answers.
Below are listed relative questions in regard to the current sales
associate position available:
Interview Transcript:
Interviewer Name:
Interviewee:
Interview Setting:
(Start of Interview / Interview Questions)
Opening:
1. Tell me what you have done at your present/last company to
increase revenue, reduce costs, or save time?
2. Tell me about a time when you were challenged in the sales
process. Why was that, and how did you handle it?
3. What type of retail sales systems have you used?
4. How do you manage order in your department?
5. Tell me about a time that you had to deal with a difficult
customer?
6. Tell me about a time where you a positive experience with a
customer?
7. What type of schedule are you looking to work?
Ending:
Interviewer: Thanks potential candidate

Instrument used for Recording and Rating Interviews.

An instrument that would be used during the interview process
would be a video camera. A panel would be sitting in front of the
candidate asking questions and recording answers. After the
interview was over the interviewees would review the
candidates answers. A video camera is good for interviews
because it lets the interviewees go back and review each
18

candidate. There are numerous candidates so picking the best

one can be crucial, and having video feed back can help for
better selection.

Comparative Candidate Evaluation Form

A comparative candidate evaluation form is a very helpful tool to
use it allows you to weigh important areas for the position and
allows those who are partaking in the interview process to assess
the candidates individual qualifications and provide a side-byside comparison of candidates.
Each interviewee would score his or her own form for each
candidate that will be partaking in an interview. The comparative
form would be a summary of how each the interviewer rated each
candidate on each question. The panel would then discuss their
differences about each candidate and give respective ratings and
outcomes to choose the right candidate.
Here is what the interviewers would use to evaluate the
candidate:
Candidate Evaluation Form
Applicant Name:

Position:

Please use this form as a guide to evaluate the applicants

19

qualifications for employment. Check the appropriate numeric

value corresponding to the applicants level of qualification and
provide appropriate comments in the space below.
Rating
Scale:

1.
Outstanding
4. Excellentexceeds
requirements
3. Competent
acceptable
proficiency

1. Below AverageDoes
not meet
requirements
1. Unable to determine or
not applicable to this
candidate

Rating
3

Presentation Skills: Overall assessment of

candidates 20 min. presentation for organization and
stand-up /facilitation skills.
Candidates Understanding of the Position:
Assess candidates knowledge of the position and its
requirements.
Relevant Background/Special Skill Set: Explore
the candidates knowledge and past working
experiences in training.
Professional Impression:
Consider self-confidence, maturity, and presence to
assess the candidates level of professionalism.
Motivation/Initiative:
Analyze applicants ability to think and act
independently, and goal orientation. Why does this
person want to work at the SOM?
Interpersonal/Communication Skills:
Assess ability to express ideas and thoughts clearly, as
well as experiences involving team settings and
customer orientation.
Flexibility:
Assess candidates responsiveness to change,
tolerance for ambiguity.
Organizational Fit:
Review the candidates potential to fit the unique SOM
organization and culture.

20

Overall Evaluation:
Please add appropriate comments below:
Applicant Name:

Position:

Comments (Please summarize your perceptions of the

candidates strengths and any concerns that should be
considered:

Recommendation:
Hir
e

Recommend interview for

other position within SOM:
______________________

21

Possibl Reje
e
ct
Interest

New Employee Orientation Program

This Orientation Program is so that the new hire candidate
can become familiar with their new position and also so that they
can understand background of the company and how it works.
They are also there to learn the policies and procedures of the
company and also their new day-to-day routine. It is to acquire
what they will be accomplishing in their new position and also for
the company itself.
Orientation Program
The orientation Program will include:
The orientation program to Cherns will include a lunch and learn
with the hiring manager and other candidates:
Some of the things it will include are
Introductions to the organization
o History of Cherns, how who started it, how it garnered
support, and how it got to the point of hiring staff.
o Accomplishments of the company, past challenges and
how they were over come.
The target population
The community
Logistics and Day to Day Routine
o What the new sales associate will be doing on his or
her daily shift
o Equipment that will be used, where materials are kept,
how they get access to what they need
o They will be given a tour of the day to day routine as
well
Organizational goals
o Mission statement
o Methods or Strategies to go over with employees
Policies and Procedures
o Hiring Manager will go over policies and procedures
manual with new hire employees and have them sign
handbook for acknowledgment.
New Hire will sign and accept new hire agreement and
acceptance forms.

22

 New Hire Employee can ask questions at the end to

the Hiring Manager.

Sources Cited
1. Friend, Lucy. "Advantages of Online Recruiting." Chron.
Houston Chronicle, n.d. Web. June 2016.

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