If you’ve hopped on a stylist social media group in the last few years, you’ve probably seen dozens of posts that say something like this: “I’m not happy where I’m working,” or “How do I know it’s time to leave my salon?”
And maybe you’ve even posted that. You’re so not alone.
It used to be enough to have a good location and a chair available to find a stylist to work for you, but not anymore. Why? Because today’s stylists get to be really picky when choosing their salons and they should be.
But all our salon owners reading here say that they try to motivate their team, but they’re not meeting in the middle.
Salon owners, we hear you, but here’s the harsh reality: if your stylists are not happy, it is your fault.
When you choose to be a salon owner, you don’t get to just be the keyholder who makes the salon cute; you have to be the leader. You are taking their careers in your hands and promising them you can build the clientele of their dreams.
Today we’re going to go through a checklist so stylists know what to look for and salon owners know what to strive for as they build their salon team.
#1 To work at a salon that has a vision and goals
To have a vision and goals, you first need a brand. And listen: just having a logo does mean you’re branded. A logo is a branding element.
An effective brand tells a certain group of consumers who you are and what clients you serve before that client even walks in your doors or checks out your online presence. You should have a brand where they can look at your logo, social media, website, and know what kind of clients you serve, what the décor is, and more, just from the banner above your door.
A lot of people say, “We want to be open to men, women, all ages, all hairstyles.” Name one other brand in any other industry that caters to that.
None, right? When you look at any successful business, they have decided who their perfect market is and how to serve them effectively.
Think of it this way: we love salons that are trendy, cute, or polished because they’re branded. They’re not trying to be generic; they’re trying to be specific.
The sooner you niche down, the sooner you’ll attract amazing stylists and the right kind of client.
Once you have the vision, you need goals. If you want top-tier stylists, people who are happy and want to achieve awesome things, know they are looking for a salon owner who has goals (like what kind of clients will come in, what sort of stylists want to work there, and level up year over year).
#2 To work at a salon with a killer online presence
That’s right, folks. We’re talking website, Instagram, Facebook, Yelp. When today’s top stylists are trying to decide where to work, they’re going to look at all of those.
As an established or new salon owner, you need to build an online presence around your goals and vision so stylists know your salon, that you’re aggressively marketing yourself, and that you want people to find them online. If you’re still a work in progress, it’ll be very difficult to attract top stylists.
It takes a lot of work, but you have to make the time. When you became a salon owner, you committed to taking that time and learning that craft.
#3 They want a salon culture
A salon culture is important in a commission or booth rental salon. What’s amazing is we’re seeing a huge shift in the industry where people want to be a part of something bigger than themselves. Stylists want to be part of a community where people care and are happy.
When we say salon culture, a lot of people think, “Ugh, more rules,” but it’s not necessarily about rules. It’s about people’s personal goals, what they want from this industry, how they market themselves, and how they want to be supported by the team.
#4 They want unlimited growth potential
Unlimited growth potential might feel financial, but it’s not just about the money. Most stylists are looking for a well-rounded life: great money, work/life balance, and taking home six figures a year.
Creating a culture of unlimited growth means allowing them to feel like they continue to move forward. Maybe it’s bonus pay, the chance to earn more commission based on performance, paid vacation time, or the opportunity to teach within the salon.
A lot of salon owners think if they let stylists grow too much, they’re going to get a big head or do better than you. That’s crazy. If you have stylists in your building, who are more talented and charging more than you, great news!
Let the ego go. You can choose to let them grow or they will leave because today’s top stylists will never plateau. They want to do better and better and better. Growth doesn’t just mean money; it means achieving professional aspirations year over year.
#5 They want a leader who supports their dreams
Connect with your team regularly. Sit down and ask what’s going on with them. Try to connect on a personal level. If your stylist mentions she’s moving in with her boyfriend but it’s so expensive, offer to help create a strategy so she can buy that bedroom set. She will feel like you’re saying, “I’m on the same page as you. I want to support your personal aspirations,” instead of “Let’s make more money!”
A lot of times, we look at coaching and supporting individual dreams from the wrong angle. Move from the idea of “How do I make more money?” to “How can I facilitate an environment where I help people to reach their greatest potential?” Your team will let you coach them because it doesn’t feel like you’re trying to make more money; it feels like you’re on their side.
#6 They want to work for a salon owner who isn’t in it for the money
Salon owners, have you ever thought, “I wish my team understood the financial pressure”?
We get it. It’s tough. Connect with other salon owners and let them be the shoulder to cry on, not your team.
Think about it this way: if you were a parent and you told your kid every day how financially stressed you were. It’d be upsetting for your kid, right? When you talk to your stylists about how you need them to sell more so you can do XYZ, they’ll turn their back on you. If you say how the salon is tight for money, they’ll start looking for another job.
Basically, you’re going to lose people instead of winning them over.
That doesn’t mean salon owners shouldn’t want to make money. (If you do the other things on the list, the money will come!) But you can’t lead with “I’m broke and I wish my stylists understood that.” They won’t!
Nobody on your team forced you to become a leader. You chose to be. You need to step up and do what needs to be done to lead the salon effectively.
Those six things are what today’s top stylists look for in an amazing salon owner. They want to work for someone who is driven, motivated, inspired, wants to serve amazing clients and community and elevate the industry.
And we’ll let you in on a little secret: if you focus on those things, the money will come.
Want to dig deeper? Check out Britt’s podcast on her best advice for salon owners (and stylists!).
