EDMONTON – American discount retailer Target faces the daunting task of recruiting an estimated 3,000 people across Alberta in a tightening labour market before its stores open in early 2013.
“When we look across the country, it’s tens of thousands of jobs so it is an incredible challenge,” Tiffany Monroe, Target Canada’s vice-president of human resources, said Thursday.
Target executives were in Edmonton to launch its biggest-ever hiring campaign as the company prepares to open 125 to 135 stores across Canada, which are being taken over from Zellers. Only 110 stores have been announced so far.
Locally, they need to staff at least six stores in Edmonton, Sherwood Park and St. Albert with 150 to 200 full- and part-time employees each.
A total of 15 stores are planned for Alberta so far, including Calgary, Grande Prairie, Medicine Hat and Red Deer.
The company is beginning to recruit as Alberta’s unemployment rate continues to slide. It dipped to 4.5 per cent in May, below the five-per-cent threshold economists say separates a balanced labour market from a worker shortage. Target is also competing against other American and new-to-Alberta retailers attracted by a strong economy such as Lowe’s and Simons.
Get daily National news
“We are definitely apprised of that,” Monroe said of the job market. “We are working on what that looks like and how that looks different and what tactics we may need to employ to make sure we can staff our stores in the manner in which we want to.”
Monroe said the company is starting by seeking store and department managers, with hourly staff to be hired closer to the end of the year. Target is offering guaranteed interviews to Zellers staff who apply.
Monroe said Target is still working on how much employees will earn. “But in the United States, we do pride ourselves on being very competitive and offering a very good total compensation package. When you join Target, we want you to stay and build your career. That won’t be any different here.”
Bob Barnetson, an associate professor of labour relations at Athabasca University, said Target will be challenged to fill so many service jobs, which are traditionally seen as relatively low-skilled and low-paying – even among the province’s 111,000 unemployed plus those too discouraged to look for work.
“There are currently an adequate supply of Albertans capable of taking that job,” he said. “The question will be are they interested in working for the wages and the shift schedules that are offered. I think that will be the challenge.
“Target and Walmart are not often first-choice employers because their wages are not optimal, they don’t necessarily provide full-time employment and often shift scheduling can be unattractive.”
More details also emerged Thursday of Target store openings at Bonnie Doon Shopping Centre, Kingsway Mall, Mill Woods Town Centre, West Edmonton Mall, Sherwood Park Mall and St. Albert Centre.
After Zellers vacates, Target will spend six to nine months and more than $10 million per store extensively renovating the sites inside and out, said Bryan Berg, Target senior vice-president of stores.
“What you can expect is the same clean, clutter-free, bright stores that we have in the United States,” Berg said, adding market research shows Canadians want the same Target stores they visit in the United States.
“I think this is an important distinction: I wouldn’t confuse what you see with Zellers with what you’re going to see with Target.”
Most Edmonton-region stores will open in spring of 2013, with the rest launching later in the year.
Target stores will carry clothing, food, furniture, health and beauty products, pharmacies, books, appliances and electronics.
While many U.S. retailers charge higher prices in Canada, Berg said Target is still working on its pricing, but will offer competitive prices and products not found elsewhere.
Comments
Want to discuss? Please read our Commenting Policy first.