It’s hard not to wonder what the salon owners who run powerhouse salons with cult-like followings and bring in tons of money do differently.
Here’s the thing: the difference between those powerhouse salons and yours isn’t what you think. It’s not location, demographic, or market.
It’s their team.
But that’s easier said than done, right?
Every salon owner dreams of having the perfect team working for them. A community of stylists dedicated to achieving greatness, making their clients look amazing, and building up the salon’s reputation more than ever. But how do you attract them to your salon?
There are five key pieces that those incredibly successful salon owners are using to attract dream team members and today, we’re walking you through them so you can implement them in your own salon.
#1. Have a community, vibe, and vision
And all of those things? They start with the vision.
A true vision isn’t “I want to have a successful salon.” It has to be bigger than that. It has to be about what you want your culture, your clients, and your team to be like.
That bigger vision will, in turn, determine your vibe. Your vibe is important because it is huge in attracting that dream client from your vision. If your salon isn’t memorable, clients won’t form an emotional attachment and there won’t be any loyalty from them or your staff.
And that dream staff? They should be in line with both your vision and your vibe.
A lot of salon owners think, “Well, I don’t really care about the stylists who work here as long as they work hard, are positive, and want to build a clientele.”
You need to care about the people in your salon because they will make or break your entire business. It’s key to have an incredible salon team where everybody has the same vision. This doesn’t mean they can’t have a variety of clients, but there has to be an underlying vision for growth for the future and that has to come from the top.
As a salon leader, you are in charge of hiring the right community who has the same set of values and goes with the same vibe.
#2. Killer reputation and online presence
Having a killer reputation and online presence is a big missed opportunity for a majority of salons today simply because many salon owners think their stylists are in charge of building the reputation.
There was a time this was true, like the salon owners got to just show up and run the show. But the tables have turned because stylists get to pick and choose where they want to be and the culture they want to be in.
And now with the option of studio suites, if stylists don’t find the culture they want, they can strike out on their own.
It’s also important for you to have a great online reputation because it makes you look engaged and like you care what’s going on.
Is that really that important? Absolutely. Stylists don’t want to work in a salon where the owner wants to just stand there and collect the monthly rent check. Having a powerful online presence shows prospective stylists exactly who you are.
Social media is a tremendous part of this. The first place stylists searching for a new salon will look is social media because social media doesn’t lie, right? You can make up whatever you want on your website, but if you don’t have any reviews, your Instagram looks terrible, or you have no Facebook page, it’ll be crickets.
You have to emphasize your reputation and online presence. All the great things you’re offering don’t matter if somebody can’t do their research and fall in love with you instantly.
#3. Consistent growth potential
There is not a single successful stylist today who is interested in hitting a glass ceiling. They are always looking for more.
That can be different for different people, but it usually is not monetary. If you dig down, truly successful salon professionals are not just chasing the dollar. It’s much bigger than that and they need to be in a space where that’s possible.
For commission stylists, that might look like offering bonuses or additional opportunities to make money in the salon. In a booth rental salon, think about ways you can elevate your renters. What can you do to be more of a leader?
Generally speaking, if we’re trying to build an incredible team with a great vibe, vision, and community, it’s important that growth is possible and evaluated on a regular basis,
#4. A leader who isn’t motivated by money
As a salon owner, the worst thing you could ever express in your salon is that you want to make more money. Most people will feel less inspired in their career when the goal is to make as much money as possible. It shuts you down and it shuts your team down.
Why? Because there are other things that motivate us as humans beyond the dollar.
Nobody will turn down more money, but for most of us, that’s not the main motivator. We want more money to spend more time with our families, to take more time off, to buy a home, to become an educator. And when we work for somebody who just shows up to collect the rent check or is pushing for more money, it’s very demotivating.
If you create a happy team and culture, the money flows. It’s the coolest byproduct in the world, but you can’t force it. Stylists understand that you as a salon owner need to make more money and the cost of running a business is increasing, but you can’t put that pressure on your team.
#5. Consistent appreciation and encouragement
When stylists find their home salon that they never want to leave, it’s not about the money, the benefits, the retail line, or the salon decor. It’s that they feel truly valued and appreciated in all the right ways.
Appreciation doesn’t have to be financial. It can be words of affirmation or whatever your team’s love language is. Basically, it’s the little things that make people feel valued.
Go deeper than the surface level, then “I don’t know what I’d do without you.” Talk to your staff and ask what they need, what they’re working towards, and how you can make things good for them.
If you feel like you aren’t attracting your ideal community or vibe, ask yourself if you are fostering that environment. Stylists want to be bigger than themselves, to feel truly valued, and like the sky’s the limit.
So evaluate your salon and culture. Make sure your vibe, vision, and community are all aligned because that’s what you need to truly grow.
